Title: | The Digital way of working |
Moderator: | QUARK::LIONEL ON |
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 |
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.R | Title | User | Personal Name | Date | Lines |
---|---|---|---|---|---|
1462.1 | This and other streams......... | JUMBLY::BEAUMONT | Tue May 07 1991 10:51 | 78 | |
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 | |||||
1462.2 | Welcome to the desert | ODIXIE::LAMBKE | ACE is the place | Thu May 09 1991 13:30 | 7 |
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? | |||||
1462.3 | Oh no, not another program ?! | BEAGLE::BREICHNER | Fri May 31 1991 08:13 | 3 | |
re: .0 What is the polite expression for "bullshit" ? /fred | |||||
1462.4 | Have you ever heard the "charm school" story, ... | YUPPIE::COLE | Getting an edge in word-wise! | Fri May 31 1991 08:53 | 6 |
... where the country bumpkin learns to say "Fantastic!" when they really want to say "B^&*%$^T!" | |||||
1462.5 | TIGEMS::ARNOLD | Some assembly required | Fri May 31 1991 09:51 | 8 | |
.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 | |||||
1462.6 | From some Sci-Fi book or other | SWAM2::MCCARTHY_LA | Use an accordian, go to jail! | Fri May 31 1991 12:32 | 7 |
.3> What is the polite expression for "bullshit" ? or, how about, "This turns out not to be the case." - Larry. | |||||
1462.7 | Bovine Scatology | PARVAX::HASKELL | Jack in the Box | Sat Jun 01 1991 19:14 | 1 |
1462.8 | All wrapped up | PARVAX::HASKELL | Jack in the Box | Sat Jun 01 1991 19:27 | 14 |
``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 | |||||
1462.9 | How to "float" to the top | CUSPID::MCCABE | Tue Jun 04 1991 14:30 | 2 | |
Astonishing | |||||
1462.10 | You asked for it... | USCTR1::JWHITTAKER | Wed Jun 12 1991 17:49 | 7 | |
How about "Merde de Toro" which is Spanish for "Shit of the Bull..." Jay | |||||
1462.11 | Bovine Feces | COOKIE::INDERMUEHLE | Stonehenge Alignment Service | Tue Jun 25 1991 18:08 | 5 |
Works for me. |