Interviews | March 22, 2022
Creating a Brand Your People Want to Live By
A brand is only strong as the people behind it — and the brands that are winning (and keeping) business are creating a culture their people want to live by each day. As employers continue to see major shifts in the workforce, retaining top talent remains crucial. How can leaders stay ahead of the curve?
During the 2022 Leadership Summit, opening keynote Gregg Lederman (pictured left), best-selling author, executive coach and leadership consultant, will share his best practices for knocking employee engagement out of the park. We spoke with him to learn more about his upcoming session.
Employee engagement is typically low across the U.S. workforce. Why do you think that is?
The short answer is…a lack of leadership. The pandemic environment has not made this any easier as organizations wrestle with new requirements and manage a more virtual workforce. It is the leader’s job to create an environment where employees will tap into more of their motivation each day, which has become increasingly difficult.
How have the past few years changed the way leaders approach employee engagement and motivation?
While the pandemic has clearly influenced where and how people get work done, what hasn’t changed is the human condition, which causes people to be more motivated. For more than 80 years, researchers have consistently proven that humans have certain needs that, when met, cause us to be more motivated. It’s not complicated. We want to feel respected and have a sense of purpose and meaning in our work. When we don’t get it, we are less motivated and committed. It’s a leader’s job to create an environment where these needs are met.
Motivation is intrinsic, and employees determine how much they will tap into each day. However, it is the leader’s job to create the environment for more engagement
—Gregg Lederman, Best-Selling Author, Executive Coach and Leadership Consultant
When it comes to companies getting it right with culture, what are some examples that come to mind?
The best of the best companies clearly define their brand (core values) from an employee perspective. They know who they are, where they are going and how, behaviorally, they will get there. They fully operationalize their brand in their recruitment, hiring, onboarding, performance conversations and recognition systems.
What I’ve learned over the past few decades is that some companies are content to simply have a list of core values, and there are those who are passionate about and fully committed to operationalizing their values into everything they do. These are the companies that customers love to do business with.
What role does a leader play in improving their workplace culture?
In my session, leaders will learn that it is not their job to motivate employees. Motivation is intrinsic, and employees determine how much they will tap into each day. However, it is the leader’s job to create the environment for more engagement. A slight change in wording, but a significant change in mindset and impact when it comes to creating and sustaining a great culture.
Brand Chain’s 2022 Leadership Summit is around the corner! Join us May 2-4 in Clearwater Beach, Florida for an experience that will be out of this world. Learn more and register today.
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