Too many organizations are treating social media like a digital lottery ticket.
What does that mean?
Exactly what this picture says.
You are as likely to grow your business by random social media activity as you are to pick up a lottery ticket off the ground and walk away with millions.
So what is the answer?
Building a story that your current customers see as worth telling and sharing. I said it the other day on Twitter..."If it's not #sharable it's #forgettable." Try equipping those that already interact with your brand to be able to have an impact on those you'd like to be part of your brand.
When you are looking down in search of the digital lottery ticket,
you are ignoring your greatest asset.
Identify it. Tell it. Share it.
Build everything you do around it.
Equip others to brag about it.
Lottery tickets are transactions.
Stories are about relationships.
Guess which one matters more.
Yet...too many organizations still treat social media like digital lottery tickets.
So you might be thinking..."should I still use social media then?"
Replace random with relationships.
With intentional story.
Go have a conversation with a customer. Share your story with them.
And do the same thing in your social media posts.
Stop scanning the ground for luck, look up, and see that you have everything you need.
Story and relationships.
More on the images you see in a minute.
How does this word feel?
If you have ever tried to recruit anyone to anything, that word makes you cringe.
In four simple words, this is what it means.
Attrition is frustration that could be avoided.
Think buffet vs. steakhouse.
"Eyes too big for your stomach" is how most recruiting works. We pile on the plate, and toss out what we don't want later. Lots of waste involved in that process. Everything looks great at first, and then slowly we lose our appetite for it. Quantity rules the day, and waste is considered a necessary evil.
Be specific, clear, and say no to most options so that you can get the best fit for you. Be patient...it takes longer to prepare a better product. Time, seasoning, careful attention to detail. Quality is what we are after. Quality food. Quality fit for our taste buds. Waste is considered insane. It's too good to leave anything on the plate.
When we recruit like a buffet we end up losing people because "they can't cut it". The real truth? Them not cutting it later says more about the recruitment process than it does about the person leaving. When we recruit like a steakhouse we end up building an amazing culture that attracts the very best. The right fit means the best experience.
So the million dollar question...
HOW DO WE FIX IT?
Here are 5 things to get us thinking
about how to fix the process,
and recruit like a steakhouse.
1. Culture - Is there one where you are? If you don't have a clearly articulated vision and core set of values that EVERY SINGLE DECISION is based on, you don't. A culture is a group of people with a common set of beliefs, expressed through a common language. BOTH. Not one part. BOTH. And if you do have a culture now...who buys in? Who doesn't? Separating those two camps will tell you what your organization has to build on, and what it needs to politely excuse itself from. (P.S. That's not a bad thing. Holding on to staff that doesn't buy in not only hurts your progress, it robs them of the opportunity to link up with a team somewhere that they are sold out to. Life's too short. Help them find their team...and yes, that means some will have to be let go from yours).
2. Themes - Look at both ends of the spectrum. Those that are clicking on all cylinders within your team. What drew them to you? What drew you to them? Those that are constantly in a state of friction within your team. What changed for them since they started with you? How have you changed since they came on board? Find the themes...and you start to find a path to repeat. One for people who love who you are and why you exist and want to sell out to your vision. One to be able to refer people away from your team as early as possible. It's important for you, so that your team stays on point. And it's equally important for them, so that they can keep moving to find the team they were called to join.
3. Scarcity - If you aren't willing to be exclusive, you are leaving value on the table. And let me be VERY clear about this. This is not being exclusive at the cost of inclusive. It's a "both-and" posture. Very simply put...you need to be exclusive first, so that you can be inclusive later. If you let every person join your team...regardless of their vision, you'll have a massive disaster in short order. If you are diligent about selecting those that believe what you believe, care about what breaks your heart, and are willing to go all in for your values...the conversations later can be 100% inclusive of every person's opinion in the room. Why? Because you will have already separated personal opinion and preference from the process. Why is that important? Because the vision leads, and every idea tossed on the table goes through that filter. Without that filter, you have a mess on your hands. Think back to the buffet example at the beginning. Lots of waste. Translated to what you do? Waste of time, energy, and resources. And bluntly...A TON OF MONEY! According to the people at SHRM (really, super-smart HR professionals)...It costs about $3,500 per year to recruit, hire, train and retain an $8.00 per hour wage employee. And those numbers are from 2006! So that figure has to be conservative. Still don't think it's important to get it right up front?
4. Invites - Start life earlier in the process with your potential new recruits, and you do a few things really well. You start to develop a relationship with those you want on your team. You honor the time of those who won't ever be a fit on your team. And the third reason is HUGE. You begin to create a culture of brand ambassadors that will cast your vision as well. It's like having a seas of sales reps on the road. You won't be the only ones telling your story. It will reach more. When it reaches more, the quality goes up. More people fight for the top spots. It gets harder to get in. It becomes a little more exclusive. And when you reach that tipping point? You'll have a dream team that is explosive for all the right reasons. Momentum and progress unlike anything you've ever seen.
5. Net Casting - This will allow you to go further than ever before, differently than ever before. Think digital. Virtual. Instead of waiting to get a sense of who someone is when they meet you in person, you'll have already begun to develop a relationship from a distance. That allows a free-agent to sign on the dotted line on a first visit. It implores a college student to make their deposit on the day they meet you in person, on your campus. You won't lose that rock-star employee to your competition, because their first in person visit with your team confirms they are "home". Skype, text, email, and video vs. job and career fairs, table set up in HS hallways with free pens (because that's unique), etc... When you cast your net(s) intentionally where the fish you want are you stop dropping a net for sheer volume not knowing what fish are even there.
Those 5 things start the conversation. The one thing that weaves them all together is the secret sauce that makes the meal undeniably created by you and your team.
Culture. Themes. Scarcity. Invites. New Casting.
Learn from those 5, and let them inform your story-telling process.
Every great book, movie and experience is re-told for one reason...
I hope this has jump-started some brain-storming juices for your team. If you are stuck, don't be a stranger. I'd love to hear from you. I'd be honored to work with you. It's why I do what I do. Your recruitment is a reflection of your commitment. I know your heart is in the right place. Sometimes it's just hard to get the story to match. I'd love to help.
I exist to help other people discover WHO they are, so that they will know WHAT to do.
And I'd love to help you articulate your story, so you can dominate your space.
Let's have one last look at the pictures we started with...
Is there really any doubt which experience you want your recruiting, hiring, training and retention process to resemble?
The "attrition special" on the left is cheaper. But something tells me the cost of the "choice culture cut" on the right is worth every penny you'll invest in the process.
If you leave enough change behind...
eventually you'll hand your future to someone else.
Small change becomes a sizable deposit at some point.
Change is here. It's all around us.
It's either going to be in your future, or someone else's.
What change will you make, based on the challenge(s) you face?
Don't leave your opportunity on the table for someone else to take.
Invest in yourself...your team...your future.
Start your week with a purpose...on purpose.
Embrace the change that is in your hand,
instead of leaving it behind in fear.
Your future will thank you for it later.
Want to be more productive?
Here's a little trick to make sure we are ready to go, not on the sidelines...exhausted.
It all depends on what we choose to engage, activate, and launch every day.
Which way we flip the switch matters.
The direction that keeps us on point with who we are and why we exist is what we are looking for. That's a lights-on situation.
The one that tries to impress others, will exhaust us...because very simply put...it's tiring trying to be someone we are not. That's a lights-out, bad choice.
So think of a light switch today.
Every decision we make is like flipping a switch.
It'll brighten the room every time we choose ourselves.
It'll darken the room every time we try to be someone other than us.
Choose the activities and make the decisions that engage, activate, and launch the very best part of who you are today! The world needs it, and you deserve it!
Plus...it's no fun wandering around in the dark, bumping into stuff.
Have a GREAT day...and an AMAZING weekend!
So you have an idea.
How do you turn your idea into into something that actually changes your situation?
Know the difference between an idea and a decision.
Ideas, left to themselves, are based on feelings.
Decisions, inherently, are based on your vision.
One flows from a whim, the other from who you are and why you exist.
It's great to have ideas.
The way you turn them into an actual innovation in your industry?
Make the decision to implement the idea if it aligns with your vision.
Equally important is to make the decision not to, if it doesn't.
But this whole thing gets a lot harder if you haven't taken the time to articulate your vision. Spend a few moments today to start that process if you haven't already.
Fill in this sentence...
We exist to _________________________, so that _____________________________.
We all exist to do something, so that something else happens.
A legacy left.
Once you have a sense what that looks like,
you'll know how to turn your idea into an innovation.
If it fits, act on it. Be intentional. Don't be afraid to fail. It isn't failure if it doesn't work...it's only failure if you fail to learn from it.
if this big idea doesn't fit who you are and why you exist...
walk away from it.
You'll leave yourself the time you need,
to turn the ideas that do fit into the innovation you want.
And above all else...
ENJOY THE JOURNEY TODAY!
Take a good look at this picture.
In a minute...I'm going to ask you to look at it again.
For now...let's talk about the title of this blog post today.
How do you handle a question you don't have an answer to?
Questioning and doubt aren't a sign of weakness,
they are an indicator someone on your team is searching for their purpose.
You can either embrace them in that moment,
and encourage them to seek,
or become their weakness by dismissing their feelings.
It won't be good enough to say later (when they've left)..."I had the best of intentions".
I'm asking you as a leader, to choose intentionality.
Choose to live in a space where you may not have an immediate answer, but you can offer immediate comfort and encouragement by simply listening.
When you place the value on relational connection, you see the value in the question.
And when the timing is right the question will get answered. For both of you.
Their doubt isn't a weakness, it's an opportunity for you to lead well.
Choose the person. Embrace the question.
Trust the journey...and the timing of an answer.
Then...and only then, will you see the question mark as a footprint.
Look at the picture again.
Do you see it from another perspective, now?
The willingness to walk with your team when they question, rather than walk on them because of your need to be right...be in charge...snuff out all questions.
That makes you an authentic leader...
who will earn a devoted following.
Google is on the move.
Today marks one of the biggest changes in how your website is (or isn't) seen.
In a nutshell, more search power goes to sites that are considered "mobile-friendly".
Before you hit the panic button, use this tool that google created to find out if your site is ready for the switch. They will give you different suggestions based on simply putting your website address in and hitting the "analyze" button.
Once you get your initial answer, if you need help...or have any other questions, send us an email. We'd be happy to help you make the transition.
Here is the google tool link:
What if you let your team loose with their smart phones today?
Equip to Acquire.
What in the world does that mean?
Glad you asked.
Equip your current customers to share your story (word of mouth) to their friends and family.
This flies in the face of conventional wisdom....aka...what worked in the past.
Here's the thing...
Print, TV, Radio...they all brag about the size of THEIR audience. They can get you in front of massive amounts of eyeballs. What's the problem with that? Big numbers don't necessarily mean engaged followers. Customer engagement should be your focus. Sharing your story with them. Loving on them.
Who is "them"?
Your current customers.
Look at it this way:
Focus on the depth of your current relationships.
2 reasons, both of which you'll love.
1. It costs more to acquire a new customer than it does to retain a current one.
2. People (potential customers) act on recommendations of people they trust (your current customers).
So if it's better for you financially and relationally, why do people still do things the "old school way".
Habit. Fear. Status Quo.
Therein lies the problem, AND the opportunity.
What's the definition of insanity?
Doing the same things you've always done hoping to get different results.
Equip your current customers to talk about you because of the great experience they had with you.
That's when you'll find yourself acquiring new ones.
That's what it means to...
EQUIP to ACQUIRE.
From the desk of our founder, Brett W. Gould.