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Conference 7.286::digital

Title:The Digital way of working
Moderator:QUARK::LIONELON
Created:Fri Feb 14 1986
Last Modified:Fri Jun 06 1997
Last Successful Update:Fri Jun 06 1997
Number of topics:5321
Total number of notes:139771

1462.0. "Employee Marketing" by JARETH::EDP (Always mount a scratch monkey.) Tue May 07 1991 07:46

Article 305 of clari.biz.features:
Path: nntpd.lkg.dec.com!news.crl.dec.com!deccrl!decwrl!looking!clarinews
From: [email protected] (STAN DARDEN, UPI Business Writer)
Newsgroups: clari.tw.computers,clari.biz.features,clari.biz.economy
Subject: 'Employee marketing' treats workers like valued customers
Keywords: computers, manufacturing, domestic economy, economy,
Message-ID: <[email protected]>
Date: 5 May 91 00:04:10 GMT
Lines: 62
Approved: [email protected]
Xref: nntpd.lkg.dec.com clari.tw.computers:1168 clari.biz.features:305 clari.biz.economy:3185
ACategory: financial
Slugword: marketing
Priority: weekend
Format: feature
ANPA: Wc: 642; Id: f1536; Sel: nf--f; Adate: 5-1-1aed; Ver: adv05
Codes: ybfcfxx., yfedfxx., ybgcfxx., xxxxxxxx
Note: (600)

UPI Regional Business Newsfeature
	
	
	ATLANTA (UPI) -- Business consultant Randolph Hunter says he believes
the successful companies of the future will be those that communicate
well with their employees and treat them like a market that needs
constant cultivation.
	Hunter is an advocate of ``employee marketing,'' a concept he
originated that applies marketing principles to reach the company's best
employees and keep them with the organization.
	Hunter said he asked for and received permission from his employer,
the advertising and promotional concern Communicorp, to form his own
division. Human Resources Group was established to develop the employee
marketing concept and sell it to the business community.
	``Companies don't do a good job of communicating with their
employees,'' said Hunter. ``The customers and the employees are a
company's two markets, and they both significantly affect an
organization's bottom line. It is incumbent upon companies to start
looking at it this way.''
	He said despite the fact that companies spend millions on such
employee benefits packages as insurance plans, health programs and
managed child care, companies fail to communicate who they are and what
it is they are selling.
	``Just as a marketer defines the point of view he wants to leave his
customers with, employers need to concentrate on what point of view they
want to leave with their employees,'' he said.
	Hunter said he has sold the employee marketing idea to a list of
clients, including Kinder-Care, a chain of child day care centers, Home
Depot, a national retail chain of do-it-yourself home improvement
stores, and Bank South, a regional bank holding company.
	He and his staff first conducted in-depth interviews with the
company's management and employees to determine the company's corporate
culture and discover the main idea behind the company's existence.
	``I realized that companies were missing opportunities by not
positioning themselves and marketing their strengths effectively to
prospective employees,'' he said. ``Investigating further, I saw that on
the inside of companies the situation was the same. Most were simply not
perceiving employees as a segment that was as important as customers,
who could be inspired and motivated to act -- just as customers can be
persuaded to purchase a product or service.
	``As a result, when I joined Communicorp, a company specializing in
marketing communications, I took advantage of my combined experience in
human resources and marketing to form the Human Resources Group.''
	Hunter said he tries to avoid the ``rah-rah'' approach of many
companies that simply call in their employees and give them pep talks
designed to pump them up and increase sales. Such techniques have no
lasting value, Hunter said.
	``It is important that the employees embrace the company's culture,
its values, its mission,'' he said. ``They should be able to wrap their
arms around what they do and identify with the company's core beliefs.''
	Hunter said the employee marketing concept helps greatly in
recruiting, giving recruiters a solid basis on which to choose the
employees that will best fit into the company's overall strategy.
	``Companies never want to lose the good employees,'' he said. ``They
want to hang on to them.''
	``I have not talked to a single human resource officer who didn't
say, 'That is a great idea.'''
	Hunter said the concept will also be applied to employee training and
motivation. It can be an asset during times of layoffs and
restructuring, and it can be applied to the introduction of new programs
and policies such as drug testing and smoking.
 adv for release sun may 5 or thereafter


T.RTitleUserPersonal
Name
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1462.1This and other streams.........JUMBLY::BEAUMONTTue May 07 1991 10:5178
Reading this and other conference streams over the last few months, I have
been struck as much by the attitudes, as I have by the views expressed;
from seemingly helpless hand-wringing to brisk, practical no-nonsense
advice, from angry cynicism to wry humour, from ho-hum detachment to
an almost mystical evocation of the Digital culture. Pretty much as you
would expect from an reasonably adjusted society under stress. But we
are a commercial organisation, subject to the normal, well-understood,
checks and balances of business practice and the market. So why all the
emotive stuff ? It's practicality that counts, right ?

Or maybe, with the coming of instantaneous electronic communication,
organisations such as ours are becoming societies, (tribes, if you will),
with all that that entails. Certainly, the war and sporting metaphors which
have been used to describe our present predicament make more sense when
viewed 'tribally'.

What follows is YAM (yet another metaphore), which was triggered by an
illustration of a bewildered Mongolian shaman of 74, who had no apprentice
and who was fast forgetting the rituals.......real sad. The tribe, meanwhile,
was considering getting out of reindeers into something more permanent......

                            -----+-----

The crops were good, good for a long time, and now the crops are failing.

Both elders and the priests are convinced that the problem can be overcome
providing the correct rituals and codes of conduct are observed; an increasingly
strict observance of the rules and a stricter measurement and recording of
that observance.

The elders and the priesthood are united in their determination that the
good times should return, and to this end have already imposed curfews,
higher taxes, travel bans and food rationing.

In the temple, as the light fails, a dimly perceived group of priests and
acolyts attempt to appease the gods by offering sacrifices, often of the
bravest and the best, and by an ever increasing ostentation in their own
conduct and behaviour, whilst loadly chanting with increasing desperation,
newly learned and untried incantations which are little understood.

In the gloomy confines of the sanctuary, favoured members of the tribe look
on, knowing, vaguely, that it is important to be there, but understanding
little of the ritual being enacted in front of them.

In the anterooms, and on the temple steps, less favoured tribespeople converse
in low tones, the more timid among them frequently glancing worriedly at the
closed temple doors, in the hope that someone will emerge, enlighten them, and
make it right again. True, from time to time, an official will appear on
the balcony and make a pronouncement, but each pronouncement contradicts the
previous one, and some are unintelligible. No enlightenment.

Others compile petitions and documents of intercession which they submit to the
priests by any means available to them. Most are stunned and almost immobile.
A few, braver than the rest, are starting to mutter angrily about taking the
situation into their own hands, but no-one knows how and no-one wants to be
first. On the fringes of the crowd, zealots, knowing exactly what is wrong,
offer their conflicting solutions to anyone who will listen.

In the palace, the elders initiate marriages of convenience and gifts are
offered to visiting envoys in the hope that it will enhance the tribe's dimmed
reputation and restore it's fortunes.

Meanwhile......somewhere in the desert, beyond the dusty fields, someone
says, "Hey, I wonder if you can eat this cactus ?", takes a bite and spits
it out. But someone else says "Maybe if we mash it like this?".........

                            -------+----------

No instant solutions, just the suggestion that sometimes emotion is stronger
than intellect, and what we need right now is a leader (not leaderSHIP, not
directions, missions, visions and all due processes of ritual corporate
democracy), but a leader. Leaders don't have to be right (although it helps
if they are), they just need to lead.

Let's shout at the world for a while.

Dave

1462.2Welcome to the desertODIXIE::LAMBKEACE is the placeThu May 09 1991 13:307
    The metaphore implies that true vision only comes from those of us out
    here trying to eat mashed cactus. Those back at the palace are silenced
    by the many shouting voices. 
    
    Where does the metaphore say we need a leader and not a vision? 
    
    And why do we need more shouting?
1462.3Oh no, not another program ?!BEAGLE::BREICHNERFri May 31 1991 08:133
    re: .0
    What is the polite expression for "bullshit" ?
    /fred
1462.4Have you ever heard the "charm school" story, ...YUPPIE::COLEGetting an edge in word-wise!Fri May 31 1991 08:536
	... where the country bumpkin learns to say


		"Fantastic!"

when they really want to say "B^&*%$^T!"
1462.5TIGEMS::ARNOLDSome assembly requiredFri May 31 1991 09:518
.3>    What is the polite expression for "bullshit" ?
    
    The way I've heard it stated lately:
    
    "I'm not entirely convinced that that will have a clear fit with our
    current objectives..."
    
    Jon
1462.6From some Sci-Fi book or otherSWAM2::MCCARTHY_LAUse an accordian, go to jail!Fri May 31 1991 12:327
.3>    What is the polite expression for "bullshit" ?
    
    or, how about,
    
    "This turns out not to be the case."
    
    - Larry.
1462.7Bovine ScatologyPARVAX::HASKELLJack in the BoxSat Jun 01 1991 19:141
    
1462.8All wrapped upPARVAX::HASKELLJack in the BoxSat Jun 01 1991 19:2714
    ``It is important that the employees embrace the company's culture,
    its values, its mission,'' he said. ``They should be able to wrap their
    arms around what they do and identify with the company's core
    beliefs.''
    
    Have you hugged your company today? 
    
    Good thing he didn't say "legs" as well, or the next thing you know, we
    might wander off into social intercourse.
    
    /jack

    
1462.9How to "float" to the topCUSPID::MCCABETue Jun 04 1991 14:302
    Astonishing
    
1462.10You asked for it...USCTR1::JWHITTAKERWed Jun 12 1991 17:497
    How about "Merde de Toro" which is Spanish for "Shit of the Bull..."
    
    Jay
    
    
    
    
1462.11Bovine FecesCOOKIE::INDERMUEHLEStonehenge Alignment ServiceTue Jun 25 1991 18:085
Works for me.