Bob Kelleher, Monster.com
Understanding your Employees as Customers
Let’s contrast Company X with The Timberland Company — a company known primarily for making and selling boots. I got to know The Timberland Company when conducting research for my book Louder Than Words, 10 Practical Employee Engagement Steps…that Drive Results!
Unlike the retail chain Company X, The Timberland Company has high levels of employee engagement, a best-in-class 8% voluntary turnover among their store associates and is very profitable.
What is Timberland doing different? They truly understand their brand, the behaviors and traits of people who excel at The Timberland Company and the people they should be hiring. Timberland is a “purpose” company that’s focused on corporate social sustainability, supporting volunteer efforts; they believe their company has a bigger purpose than just making money.
Consequently, Timberland hires store associates who possess the same behaviors and traits as their brand. They also understand the importance of linking product and employment brand. For instance, even part-time Timberland store associates are given time off with pay to volunteer to work for the local homeless shelter or to build homes for Habitat for Humanity.
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Bob Kelleher, Author, Co-Founder, The Employee Engagement Group
