This past year we were impressed with several brands that demonstrated how employee engagement can successfully be integrated with a brand's image. These brands have truly committed to employee satisfaction, and it can be seen on the face of every worker. These companies understand the power of alignment between the brand and employee, and creatively brought their brand values to employees by embedding it into their everyday lives at the office. These five brands show that they don’t just talk the talk, they walk the walk.
Google: The Google offices portray the creativity and colorfulness that the company highly values. Themed rooms, ping pong tables and a ball pit are just some examples of the outlets they set up for their employees. The vibes of the offices match the brand’s upbeat and innovative tempo. It is also an office of equality, with every employee’s thoughts and ideas respected and heard.
Southwest: In the competitive airlines industry, Southwest has made a lasting positive impression on their customers. This can be credited to their strategic use of employee engagement. Each employee is fun and friendly, giving the company a more personal feeling. This makes the hiring process much easier, as they attract people who are friendly and caring. A workforce that people desire to be in is a sign of strong employee engagement. Upon arrival of their debut flight to LaGuardia Airport in NY, fire trucks greeted a Southwest plane with arcs of water. In the terminal customers were welcomed with breakfast, a lounge singer, and gave away gifts.
Ritz-Carlton: Customer service is a crucial part of being a respected hospitality brand. Ritz-Carlton does it right. Everyone from the doorman to the housekeeper is very professional, and truly speaks to the notion of “ladies and gentlemen” serving “ladies and gentlemen”. This reaffirms the hotel's indisputable brand image of class and exclusivity.
Enterprise Rent-A-Car: Enterprise knows renting a car can be a frustrating endeavor. That’s why they trained their employees to be understanding and take care of the customer. They simplify the process, making steps like paperwork a non-issue. Many customers are coming from a hectic day of flying, and the value of being a stress-free and easy rental company (with a caring staff) is the perfect positioning for the brand.
Burt’s Bees: Upon being hired, workers go through a 30-hour educational program that is repeated annually. During this time they train their employees in social outreach, leadership, and environmental stewardship. This aligns with their brand values of being green and sustainable. The brand has even set a goal to have 100% employee engagement in sustainability by 2020. The Burt's Bees Employee Spotlight video series on its social media channels is a perfect example of the brand's exemplary employee engagement initiatives.
What do you think? Do you have a favorite brand or company that does employee engagement well? If so, we'd love to hear from you!