When it comes to attracting customers, engaging employees, and earning recognition, this one question may be the most important.
How can we move from this…..
In today’s competitive world the most effective way to attract customers and talented employees is to offer something special and different that attracts people to seek you out. You don’t have to be an Apple or a Google. You just need to be a company that knows and cares for its tribes so well that those tribes, be they customers or employees, seek you out. Your passion for their success attracts their passion for your company.
The old way of pushing messages onto people is akin to herding cows. It’s a lot of work, costs a lot of money, you have to continually push, and the ROI stinks.
Here are some examples of why pushing and herding fails.
Most leadership training is failing
In a conversation last week Case Western business professor and author Richard Boyzatis said that most leadership development programs fail. Why? Most companies require people to take courses (herding), but they’re just not really into them. Without the attraction and motivation to learn, people don’t learn. You can require training (herding) but it’s unlikely to stick.
Most brands are becoming commodities
A study by marketing strategy firm Copernicus found that people buy on price because they view most product categories as commodities; there’s nothing attracting to them to one brand over another. None of the 51 product and service categories analyzed in the brand trends study are becoming more differentiated over time and 90 percent are declining in differentiation. So if nothing is attracting people to your brand, marketers resort to the herding strategy of promoting cost savings.
Most employees are job hunting
In a recent workplace study by Monster, human resource managers reported that employee loyalty has decreased slightly this year. Yet 82 percent of the workers surveyed said they have updated their resume in the past six months, and 59% say they’re looking for a job all the time. Challenge and inspiration trumps salary and status: When asked what they want this year, nearly half (41%) of respondents want to be challenged and inspired by their jobs; a subset also want to make a difference in their jobs (17%)
Creating an attraction strategy
So as you step back and evaluate your marketing, HR, leadership and organizational development strategies, ask “what will attract and inspire people?” A better customer experience? New ways to work that challenge people? Training that is completely out of the usual training box?