To successfully market your organizational brand, you need to create an amazing workplace culture.

1. Build a Powerful Organizational
Culture for Lasting Competitive
Advantage.

3. To Create an Amazing
Culture, Start at the
Beginning…

4. • List the qualities you want your employer
organization to be known for/aspire to
become.
• These are your ideal organization “brand
attributes”…your UVP!
• Define the type of people you want to work
with - suppliers, contractors, vendors, the
media…!
• Describe your ideal employee to create your
ideal employee profile.
• Identify the type of client you want to serve.
The Chazin GroupThe Chazin GroupStart With…YOU!

5. Develop a Visionary
Vision Statement

6. • Your Vision statement explains what you
want to be/become.
• It is entirely aspirational. It MUST inspire
the hearts of your employees and engage
with you/your organization.
• Ex. Norfolk Southern vision: “Be the
safest, most customer-focused and most
successful transportation company in the
world.”
The Chazin GroupThe Chazin GroupVision Statement

7. Your Mission is Your
Roadmap

8. • Define what your organization does/does
not do, and who you do it for:
– Ex US Tennis Association - “promote and
develop the growth of tennis.”
• Drives everything you do.
• MUST be simple, direct and operative.
• You MUST be able to implement your
Mission statement.
The Chazin GroupThe Chazin GroupMission Statement

9. Eight Critical
Questions for Your
Leadership Team…

10. 1. Is your Leadership implementing a new strategy
or initiative that requires more engagement
than ever from your employees?
2. Do you need to reengage your employees as
advocates or ambassadors?
3. How well is the urgency for change understood
and acted on within your organization?
4. Is Leadership communication a critical
component of delivering your company’s
strategy and performance goals?
The Chazin GroupThe Chazin GroupAsk Yourself…

11. 5. Are you searching for new ways to reinvent your
employee experience? Are you looking for better
ways to engage your people?
6. Does your employee engagement research
provide sufficient insight for you to build trust,
cultivate two-way dialogue, and engage
employees on critical priorities?
7. Does your current employee engagement
support the change you require?
8. If employee engagement remains at its current
level or decreases, what are the risks?
The Chazin GroupThe Chazin GroupAsk Yourself…

12. Storytelling
How you
got here

13. • Chronicle your organization’s history.
• List its symbols, icons, deeper meanings,
founder’s values and beliefs.
• Identify your milestones and
achievements.
• How/why you give back to/engage your
local communities, causes you support,
employee volunteer work?
The Chazin GroupThe Chazin GroupStorytelling

14. • Treat employees like your most loyal
customers and your customers like
employees.
• Employees Are NOT assets to be
managed.
• Hire the BEST; NEVER downsize!
• Understand similarities/differences in 5
generations of US workforce:
– Matures, Boomers, Gen Xers, Millennials/Gen Y,
iGen/Gen Z
The Chazin GroupThe Chazin GroupEmployees as PARTNERS

15. • Provide financial advising.
• Offer/arrange flexible work schedules.
• Retirement plan that allows applicants to match
contributions up to 4% of their income.
• Employees determine/manage their learning,
give them tools they need to succeed.
• Don’t TELL employees to act like OWNERS.
EMPOWER them to BE owners.
• Help employees achieve a higher sense of
purpose.
The Chazin GroupThe Chazin GroupBest Practices

16. Employee
Engagement Begins
with Talent Mgt
Nurturing

17. Treat Your Employees
Like Strategic
Partners

18. • Develop “ideal employee” profile.
• List qualities/characteristics you want ideal
employees to exhibit including skills and
background.
• Conduct talent management using ideal
employee profile.
• Recruit, screen, hire, and retain best talent.
The Chazin GroupThe Chazin GroupIdeal Employee Profile

19. • 360-degree performance reviews.
• Employees review team members in other
areas, their own and other managers.
• Employees evaluated by clients, vendors,
suppliers and others that work with them.
• Only STRETCH goals.
• Leaders create succession plans.
• Promote most deserving from within whenever
possible.
• Avoid Nepotism at ALL costs.
• Human Capital Audit.
The Chazin GroupThe Chazin GroupEmployee Assessment

20. • Show your people appreciation for their
contributions & achievements.
• Make rewards meaningful to employees based
on interests, preferences, personalities, etc.
• Never tolerate employee toxic behavior.
• Encourage constructive risk allowing employees
to fail greatly. Never impose threats of
retaliation for risk-taking.
The Chazin GroupThe Chazin GroupReward & Recognize

21. The Chazin GroupThe Chazin GroupSolicit Employee Ideas

22. • Formal coaching and mentoring program.
• Creates teamwork, morale, and share/transfer
knowledge between generations of employees
so you don’t LOSE intellectual capital.
• Match tenured employees with employees who
are at earlier stages in their careers for win-
wins.
The Chazin GroupThe Chazin GroupCoach ‘Em Up

23. • Innovation and creativity training is required as
an ongoing professional development initiative
to unleash people’s untapped potential.
• Constantly seek new ways to develop your
people’s talents through education,
certifications, and accreditations commingled
with on-the-job skills training.
The Chazin GroupThe Chazin GroupTrain & Develop

25. • Create a culture whose foundation is built on
encouraging employees ask “why” things are
done a certain way.
• Have employees explore “what if’s” to see how
they can change the existing order of things to
improve your organization.
The Chazin GroupThe Chazin GroupEmbrace WHY & WHAT IF

26. Refocus Your
Recruiting
Efforts

27. Superhero Characteristics

28. • Don’t treat every client the same. Some
customers are more valuable than others.
• Customers want/expect to communicate in
different ways (online, offline, phone, text/chat,
social media, in-store, via survey, etc.)
• Build and maintain trust by striving always to
be as transparent as possible.
• Quantify client lifetime value – RFVP.
• Meaningful customer segmentation.
The Chazin GroupThe Chazin GroupClients as Trusted Partners

29. Market
your
culture

30. • State your values everywhere…on job
descriptions, your website, employee
orientations, social media, press releases…
• Articulate your brand as UVP.
• Build an archive of client and employee
testimonials and recommendations.
• Being true to your brand entails branding
online and offline that captures your culture
characteristics.
• Monitor your brand: follow what others say
about you using a brand audit monthly.
The Chazin GroupThe Chazin GroupMarket It Constantly

31. Emotional
Intelligence

32. http://psychology.about.com/od/personalitydevelopment/a/emotionalintell.htm
The Chazin GroupThe Chazin GroupWhat is EI
“…the ability to monitor one's
own and others' feelings and
emotions, to discriminate among
them and to use this information
to guide one's thinking and
actions.“
Peter Salovey, John Mayer

33. 33
4 Steps to EQ

34. Why EI Matters

35. 35
• Influences employee performance &
productivity:
–Appropriate workplace responses.
–More productive/valuable relationships.
–Leads to physical wellness and mental
health.
Why EI Matters

36. For you to
ponder

37. S
MY

38. “To improve is to change; to
be perfect is to change often.”
Winston Churchill

39. “Our people are our
greatest asset.”

41. “Our people are our
greatest asset.”

42. People are NOT assets to
be managed.

43. Ask
Questions!

44. Amazon , B&N.com

45. Thank You!

47. LinkedIn.com/in/ethanchazin
Twitter: @EthanChazin
TheChazinGroup.com
Ethan@TheChazinGroup.com
CELL: 917.239.5571
Contact Me