CROWTURE

Don Crow Exploring the Brand Marketing and Company Culture Relationship

Can Company Culture Impact the Bottom Line?

Previous articles in my series on company culture focused on the impact of negative employees, why employees remain silent instead of reporting negative behavior in peers, and exploring if culture was just about benefits or something deeper. Finally, I’m going to turn my attention and your eyes (hopefully) towards a much deeper subject – can company culture impact the bottom line?

In a word, yes.

Let me explain.

In a simple model, happy employees are well, happier when they deal with customers, which in turn leads to happy customers who view the brand more favorably. And, favorable brand views equate to the perception the brand is better than competitors, leading to repeat purchases and a positive impact on sales. Higher sales equal more revenue equals more profits, equalling a better bottom line. [NOTE: I did indicate this is a simple model, so we’ll assume this company has manages costs well.]

I’ve never worked at Chick-fil-a but almost everyone who has visited remarks about two things: (1) how courteous their employees are and, (2) how efficient their drive-thru works. Those two combine to create some very favorable brand views, loyal customers, and their sales volume and expansion speak for themselves. Part of what Chick-fil-a does differently from most fast-food chains is their commitment to their people. The interview and hiring process is more rigorous than others, and once hired the employees notice that training is as much a part of the culture as the commitment to remaining closed on Sundays. What great training programs do for culture is to establish the conditions for success early and often with employees, leaving no doubt on what they have to do each day to be successful. If all of your employees know what is expected of them, and what they can expect from their leadership team, then they are free to serve the customer with a smile and an efficiency that has become legendary in the markets Chick-fil-a serves.

I’ve also never worked at HubSpot, but I did get to visit headquarters once while attending #INBOUND16. It’s a fabulous place and looks like what you’d expect out of a software platform for marketers and sales professionals. What’s truly exciting about HubSpot is how open they are to the outside world about what they offer their employees in the way of perks and benefits and fun work atmosphere. HubSpot is in a competitive space and attracting and retaining top talent is a stated objective of theirs. So how exactly do you create a high-performance culture that’s also fun? According to the HubSpot model, they recognize today’s workplace often extends after hours and into the home. With mobile devices and their 24/7/365 online marketplace, taking care of employees inside and outside the HubSpot campus is a priority. That’s a unique approach and one that is rewarded by employees who love what they do, who they do it for, and stay.

Unlike the previous two companies, I have worked at Verge Pipe Media (VPM) – I started the agency – and one of the things we’ve always focused on was giving our employees fun events to look forward to and participate in. The day-to-day grind of creating compelling social media and inbound marketing content quite frankly is boring. I’ve been quoted at the office with saying, “there’s a lot of incredibly unsexy work that goes into creating remarkable, customer-facing content.” VPM celebrates birthdays and anniversaries with monthly team lunches that sometimes extend well into the afternoon. We allow the employees to choose the location in downtown Auburn and VPM or I pick up the tab. It is a fun tradition and more than a few employees will lobby for their favorite restaurant if that month’s honoree can’t decide on a location. It isn’t much, but it is consistently rated as a favorite tradition in exit interviews and in my feedback loops with employees.

The one thing all three of these companies have in common is they enjoy a healthy bottom line, especially within their, “space.” Sure, Chick-fil-a and HubSpot have a larger footprint than VPM, but in our own right, we command the highest rates in our region and enjoy very nice margins compared to other independent agencies. I can’t speak with confidence to the front-line employees at the other two companies, but I regularly ask my client-facing employees, “do you feel empowered to act on your own when a client asks you for something, even if you feel you should consult with me?” That’s a direct result of offering as much training as we can afford, work perks that are unique in east Alabama, and a fun atmosphere where employees are involved, relaxed, and able to speak freely in work and social settings.

So what do you take from these three examples you can put to work in reshaping or even building your own company culture?

Invest in training. Obviously, you’ve got to start by hiring the correct folks in the first place, but don’t bring them on-board and then leave them to figure things out on their own. Training should also include a healthy dose on the history of your company including where you’ve excelled and where you’ve fallen short. Openly discuss your test and learn strategy, your growth plans, mission, vision, and purpose, and your core values. Many companies fall short by skipping these important factors thinkings, “they’ll see the mission statement in the breakroom every day.” I would suggest all these expectations, core beliefs and company’isms should be interactive face-to-face discussions instead of just passing out playbooks or pieces of paper.

Support the team. Because you’ve spent so much of your own time in training, your employees will immediately start off knowing they can speak with you about almost anything. You’ve earned trust by engaging in meaningful dialogue about what success looks like at your company, on your team, and in their daily work. The conversations can’t stop once training ends – they must continue across all aspects of your employees’ day. One important generational aspect a former employee pointed out to me in a previous article is the need for Millennials to receive positive feedback daily. Trust me, if you’re a Gen X’er, that’s not a natural process. Sometimes you’ll have to reach to find something positive to say and on a few occasions I’ve been known to leave it at, “I appreciate you coming in with a smile on your face today.” Remember that previous post where I talked about employees keeping quiet instead of speaking up? Establishing this critical communication piece upfront will go a long way towards making your workplace drama and toxicity free because your employees will know they can speak to you about anything.

Maintain a fun, rewarding environment. This one is admittedly tough if you have a remote workforce or employees who aren’t always at the same location. However, look for something you can do monthly at a minimum where employees are allowed to come together socially and enjoy some time away from their laptops, phones, and iPads. It can be lunch, after work happy hours (be careful when booze is involved (self-explanatory)), morning coffee talks, holiday celebrations, and whatever makes sense in your industry or vertical. The point is to use these get-togethers as a chance to publicly praise and reward positive behavior in your employees.

If your company is struggling with the bottom line, I beg you to look beyond cost-cutting measures and take an honest appraisal of your company culture. I’m a firm believer that happy employees whose work needs are met, take care of your customers who in turn, take care of your bottom line. So if you ask me, “can company culture impact the bottom line?” my answer is a resounding, ‘absolutely’ – whether or not it’s in the red or the black is up to you.

As always, I welcome your comments and if you made your way here by referral, I’d love to connect with you on LinkedIn. Please just tap the button below and let me know!

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Article Featured Photo by Lukas from Pexels

Is Company Culture Just About the Benefits?

I’ve devoted several weeks now to looking at the potentially destructive impact of a negative employee on company culture. But as one loyal reader pointed out, company culture is the overall environment, mainly credited to leadership, in which employees either embrace or run away from. A few quick searches on my part led me to numerous articles about why one company’s culture is preferred over the other and guess what? None of them referenced leadership, employee relations and interpersonal conflicts. No, instead the answers I found led me to ask, is company culture just about the benefits?

When I started Verge Pipe Media, an independent inbound marketing agency in 2010, I didn’t think about culture much. Now, don’t get me wrong: I knew what type of agency I didn’t want to have, and I had a core set of values that are still in place today. What I didn’t have was a mission statement or many perks. We simply couldn’t afford to do more than create a fun atmosphere, with a relaxed dress code (unless clients were present), plenty of beer in the fridge, liquor and wine at the bar, some snacks to power through the afternoon lulls, and team birthday and anniversary lunches. Within the first 18 months, we adopted an unlimited vacation policy, paid time off for part-time employees, monthly offsite team meetings, and encouraged our full-time employees to read by purchasing a business or non-fiction book of their choice quarterly. By year three, we added gifted (free) admission to community events where VPM was a sponsor.

It was also in those first few years we became a HubSpot Inbound Agency Partner. And that’s where I realized to compete with the big guys, our company culture had to reflect amazing benefits. Unfortunately, those remain(ed) out of reach. HubSpot has always been a content powerhouse, and even their culture video is first-class and reflects their brand voice very well.

For more on HubSpot’s culture code click here.

One of the first things you notice that is unique about HubSpot’s culture video is it shares the history of the company, although quickly, as well as some key members of the team. But then it does what most do – transitions into the tangible benefits like an on-site gym, vacation policy, unlimited eBooks, and more. There isn’t really any mention of how or what senior leaders do to support and foster an environment that weeds out toxic employees or leaders.

Tanya Hall‘s article in Inc.,  actually straddles the line between culture defined by the benefits and culture defined by the leadership example set by the C-suite. She has a handful of tips that rising executives would be wise to read and pay attention to. You can click on the image below to read the full article.

company culture

Finally, in my own experience, company culture is absolutely a delicate balance of both benefits and the environment. You certainly need the benefits package and other work-perks to attract top talent, but it has to be bolstered by a well trained and highly skilled leadership team that sets the tone and maintains an environment where top performers are rewarded, and negative employees aren’t.

I’m interested in your thoughts, either in a comment here on the blog or a social media post that may have led you here. And, as always, if we aren’t connected and you’d be open to a new LinkedIn connection, please just tap my nose in the image below (NOTE: you can actually tap anywhere on the image)!

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NOTE: Featured image photo by The Lazy Artist Gallery from Pexels

In a Toxic Culture, Silence Says It All

In last week’s topic, I looked at what to do with a toxic employee from a position of leadership – and made reference to a couple of examples where isolating the negative employee was what kept the team together to mitigate the spread of their negative attitude.

On social media most of the comments were people who identified with having been in similar circumstances as a fellow employee or co-worker. Several gave specific examples of how one employee’s actions destroyed team morale. One other spoke (presumably) from a managerial perspective and cautioned that the offending employee should be counseled first as they may not know the reach of their destructive behavior. Overwhelmingly though, no one commented on whether they raised the issue to managers at the time.

Which leads to this week’s installment on how the team reacts, and if they speak up or not. Also this week, there’s another fantastic article from HBR.org by Francesca Gino, Why It’s So Hard to Speak Up Against a Toxic Culture. Admittedly, Gino’s article speaks to more egregious behavior such as sexual harassment which I purposefully have excluded from my discussions. However, Gino does raise interesting points on why we, as co-workers, don’t speak up or act when we are a part of a toxic culture, and despite the differences in examples, there are a lot of similarities in the reasoning.

For starters, the risk of speaking up, especially if no corrective action takes place or the offending employee isn’t isolated or removed. For example, I worked as part of a senior team at AOL where one of the members was arguably the most difficult person I’d ever worked with. She was crass, self-centered, often publicly dressed down employees, interrupted meetings – and crushed her numbers. It was a mystery to me why so many senior leaders who worked hard to cultivate positive relationships struggled or got by, and this leader was the “anti” in every best practice leadership sense of the term, and yet her team performed. They were miserable and didn’t mind saying so in the break room or after-work happy hours. Yet, they all needed their jobs and loved their bonuses which were their comments immediately after, “I can’t stand her.” I bit my tongue and accepted the rationale that our mutual boss couldn’t be that blind and that he must be tolerant of her behavior because of her team’s performance. I feared speaking up, and suspecting nothing would be done, would just lead to my own demise and make things worse for my team.

Another reason the team may sit on their feedback to the boss is what Gino referred to as, ‘the bystander effect.’ In other words, we all sit silently because we assume someone else will be the one to stick their neck out, or we just feel it isn’t any of our business to intervene.

What both examples indicate is a culture of compliance. If the boss (and their bosses) have not made it clear to report or otherwise bring forward toxic behavior, then the offending behavior is either assumed to be normal or that any contradictory commentary will be met with some form of reprisal. In all instances, leadership should make it known what the standards for acceptable behavior will be and that anyone, at any level, is empowered to speak up to help set things back on the proper course. In my time in the US Army, it was standard practice for anyone in a leadership position to have an open-door policy. In my time at AOL, I would routinely hold skip-level meetings and open forums with employees seeking to understand morale, and to make it clear what I believe constituted acceptable behavior for myself, my managers, and our employees.

If you have an example of either speaking up or staying silent you’d be willing to share, please drop it in the comments below or message me on social media. Speaking of – why don’t you connect with me on LinkedIn by tapping the button below!

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Featured image: Photo by Kat Jayne from Pexels

In Company Culture, Bad Spreads Further Than Good

You may have an incredible brand presence and project a healthy, vibrant and fun culture to the outside world, but did you know it only takes one toxic employee to turn your internal culture upside down?

For purposes of this discussion, I’m using “toxic employee” in the always negative, never has anything good to say or share, or is just outright closed off to other employees and a team approach. Obviously, toxic employees in the sense of committing egregious acts or hurtful behavior towards other employees aren’t being included in this conversation.

I’ll highlight two different times in my professional career where I’ve observed toxic employees and their impact on the team. I’ll also reference an interesting article I read on Harvard Business Review by Christine Porath titled, Isolate Toxic Employees to Reduce Their Negative Effects. Perhaps the most important point in Porath’s research is showing that bad behavior spreads further and wider than good behavior. In other words, one negative employee can far outspread their vibe over one positive employee.

Right out of the US Army, I was hired into a contact center with America Online in Jacksonville, Florida. This was where the rubber met the road as they say when it came to customer touchpoints. I had several components to my team including a sales retention (members who called to cancel their service), technical service (members who could not connect or otherwise use their AOL service), and a beta team who fielded calls from select members who were testing future versions of the AOL software. One member of this team had, at least on paper, more technical training and certifications than quite literally anyone in the 1,700 employee center.

If work started at 9 am, he was there at 8:59:57. He rarely spoke to anyone else on the team unless it was to complain about his schedule, his upcoming shift, or the tools he was forced to use while interacting with our members when they called. Over time, other employees stopped speaking up in team meetings or gatherings, because the learned behavior was if they said something good, or complimentary, our negative friend had an instant rebuttal. I began speaking to him privately about his behavior and his impact. I tried any number of approaches, all to no avail. My solution then was to keep him so busy on a special project, he rarely had interactions with the rest of the team. According to Porath’s article, that may have been the best, and only approach.

Years later, also at AOL, there was a person who worked on the same floor and was part of the larger team that fell under my Vice President. She was the epitome of the sour puss. She had a legendary eye roll, and her sighs could often be heard several cubicles over. We had an interesting professional relationship in that she was the program manager for a campaign, reported to another Director, but the senior managers who were responsible for the day to day execution of the campaign worked for me. It was the only such arrangement, that I knew of, in marketing. Once with my VP, he asked how things were going with the relationship and I told him honestly, it was awkward, and I was curious why her reporting relationship was set up the way it was.

He asked, “do you want to manage her?” I responded, “not particularly.”

“Well then,” he responded, “you’ll just have to trust that I have her placed in the best spot for all of us. Her ideas and strategic thoughts are what built and grew her program, so she’s an incredible asset. Too valuable to see her take her talents elsewhere, but her personality conflicts limit how far she’ll go and who she can work with here.”

Culture and work environments have such an enormous impact on the performance of individuals, teams, departments, divisions, and entire companies. You can have a top performer in sales, IT, program management, and other places that just don’t get along well with others. Whether or not you keep them fully included or in some degree of isolation may dictate how well your team performs.

In my own experiences, whether I knew it all those years ago or not, isolating my toxic employee was the best option to keep him employed and maintain the overall positive ‘personality’ I wanted my team to embrace.

What has been your experience with that one employee who seemingly never has a good thing to say about anything? Please comment below or Tweet me, @DonCrow – better yet, connect with me on LinkedIn by tapping the image below and leave a comment. I may include your thoughts in a future post!

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Is there a relationship between brand marketing and company culture?

Over the next several months, I’m excited to devote time and energy to facilitating a discussion around two topics I personally enjoy exploring: brand marketing and company culture. More specifically, is there a relationship between brand marketing and company culture? In short, I believe there is.

You see, I’ve worked in a large complex organization with rules and regulations for everything (the US Army), large matrixed organizations (America Online), a somewhat large, and highly regulated higher ed organization (Auburn University), and started my own independent boutique agency (Verge Pipe Media), and all of them had (or have) their distinct brand and internal culture.

For example, in the US Army a department or unit could survive a toxic leadership environment because there was always, “the mission.” The standards by which the mission was accomplished would vary based on leadership, and certainly, there existed a way to remove negligent leaders, but survival was possible in most cases because the culture of the Army as a whole was about something much, much larger than one leader.

As another example, in the earlier days at America Online (pre-2004), the culture and leadership were both in sync and reflected a member (customers) first approach and a desire to have an inclusive workplace that placed a premium on results. Not surprisingly, as the membership declined in favor of broadband services, leadership became more obsessed with cost-cutting, and the culture (and financials) suffered as a result.

Fast forward to Verge Pipe Media and as much as I’d like to think we have a vibrant, results-oriented, and customer-focused culture, that perception ultimately relies upon what our, (a) employees, (b) partners, and (c) clients believe to be true. We have created original content over the past nine years that reflects our values and beliefs and even our approach to work – all in an effort to shape perceptions about our brand by prospects and clients alike. This isn’t an innovative approach by any means, in fact, it’s more a best practice deployed by companies of all shapes and sizes.

But the journey has always fascinated me nonetheless and I’d love to hear from others about their experiences, good or bad or in-between on how they see the relationship between brand marketing and company culture.

LET’S START HERE: Assuming you use their products (iPhone, iPad, etc.) and believe Apple is a strong brand with bold marketing, do you believe they are also a great place to work with incredible culture?

Please leave a comment for discussion below or reply on a related social media post over the coming months and let me know your thoughts. And, if you’re so inclined, connect with me on LinkedIn by tapping the “connect” button!

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