Building Brand Champions
43
EMPLOYEE ENGAGEMENT PLUGGING EMPLOYEES INTO THE BRAND CULTURE
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Transcript of Building Brand Champions
EMPLOYEEENGAGEMENTPLUGGING EMPLOYEES INTOTHE BRAND CULTURE
RETHINK & REFOCUSNow is the time to
EMPLOYEE ENGAGEMENTHow we define
EMPLOYEE ENGAGEMENTwithin our culture
EE depends on the organization and how you define it. To some organizations it relates to job satisfaction which really just
reflects a transactional relationship and is only as good as your last bonus or perk.
In the most successful companiesEE is a result of the brand
culture.
THE BRANDWe need to get employees plugged into
THE CULTUREWe need to get employees plugged into
WORKBrand culture directly impacts an organization’s…
ENVIRONMENTBrand culture directly impacts an organization’s…
OUTPUTBrand culture directly impacts an organization’s…
THE PEOPLEThe basic resource in any company is
NO CULTUREWithout the people there is
BRAND CULTUREEngaged employees make for a better
According to Gallup…BUT
70%of all employees
NOTare
actively engaged
$350BILLION
every single year
which costs companieson average about
CULTURE?What is our
OUR PEOPLEWith service brands like ours
are the face of our brand
CREATE A STRONGCustomer service is a clear opportunity to
one-on-one brand experience for our guests
BRAND EXPERIENCEThis guest service is directly tied to the
by one or two people who represent the brand
FOR OUR GUESTSAnd deliver the brand’s promised value
that keep them engaged in the brand
OUR PEOPLECREATE A STRONGBRAND EXPERIENCEFOR OUR GUESTS
SUPERSTARS!In fact, they are…
WE HAVE THE PROOFAnd we know it…
OUR BRAND CULTUREWe must continue to foster
BRAND EVANGELISTSWe need to engage our employees as
OUR BRAND PROMISELet them be heard by delivering
ON-DEMAND CULTUREWe have become an
EXPAND THE BRANDOffer them the resources in order to
Regular CEO-led meetings for all office & distribution centers
AE Life – Intranet & quarterly e-magazine
Regional store management meetings followed by “Take it Back” meetings at the store level
Customer First
Communication Center provides for personalized goal setting,Promotional news and new product knowledge
Fun…REALLY FUN work environment
All employees can be the voice of the company
When the economy meant cutbacks, everyone participatedIn making the tough decisions
Be a little weird.
Nuts about Southwest – employee blog featuringBrief articles/photos/videos by people throughout the company
Feature a “Star of the Month” on the careers page
Careers page also features quotes from employees andDay in the life of…video
TO CREATEBRAND CHAMPIONS?
How do we leverage our engaged employees
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