At a dinner party several years ago, I found myself staring, completely dumbfounded by Carl (not his real name) across the table. He asked, “Why are you looking at me like I’m from outer space?” I had no answer and clumsily tried to recover from my faux pas with, “I’m trying to figure out if you are serious”. Yes, I was wondering if he was joking, but what I really couldn’t understand was why anyone with a choice would choose to work like that.
I was reminded of this when I read Randle Raggio’s article, Helping Employees Live the Brand, in HBRhttp://hbr.org’s The Conversation. You see, Altria’s employees are everything Carl wasn’t. They consistently live the company’s Values and all can quickly tell how their functions support the organization’s clearly stated Mission.
Raggio talked with Brendan McCormick, Altria’s V.P. of Communications, and came up with this list that helps them succeed.
Lesson 1: "Living the Brand" starts with the interview. Are your company’s mission, vision and values relevant to first-time job seekers and current employees as well as Wall Street analysts and other external stakeholders?
Lesson 2: Encourage conversations about values. Do your mission, vision, and values empower employees at all levels to actively engage in strategic conversations?
Lesson 3: Peer-to-Peer training allows formal internal communications to focus on "reminding" and "encouraging." Are your employees given opportunities to teach your mission, vision and values to peers?
Lesson 4: Missions, Visions and Values are business tools, not "branding" tools. Are your mission, vision and values something written on a card, or how your people work every day?
The day before this dinner party, Jack Daly had presented at the CEO Forum in Denver. (If you ever get a chance to see Jack in person, you should do it. He is both entertaining and has some good tips.)
I was sharing with the table Jack’s example of how to welcome a newly hired employee into a company. In summary, use this day to demonstrate the companies Values, make sure that person and her family know how important they are in the company’s mission, and make it an experience they want to tell to others. Sending a bottle of champagne, if appropriate, to the home for the couple to share that evening was one of several suggestions he included.
After sharing this story from Jack, I watched Carl shift into overdrive.
“That wouldn’t do a thing for me. I don’t buy into that corporate crap. I just show up at my office on time, get my work done, and go back to my life.” Carl replied. “My job doesn’t require me to work with others in the office, so why should I bother getting to know them? The company is just a means to a paycheck.”
Understanding that not only was he serious, very serious, he was downright proud of his corporate detachment. As our conversation to recreation, I continued thinking how much time most of us spend working and how horrible it must be to go somewhere you don’t want to be most days of the month. I hope you help build a place where your values line up with those of your co-workers.