Portable Sanitation Association International

ASSOCIATIONINSIGHT Portable Sanitation Association International News BIWEEKLY EDITION JULY 7, 2021 Page 25 Are Your Employees Effective Ambassadors?…continued from page 24 message about your company on platforms such as social media, radio or television, that will only go so far. Person-to-person messaging is some of the most powerful there is. The good news to that is, it is the cheapest form of messaging you can create. It's also the most powerful. They might blow right past your social media site or forget your radio jingle. But if a customer asks an employee about the company message and is met with a blank expression or a confused answer, this will have a lasting effect—most likely a negative one! Simple communication within your business is the easiest way to maximize your employees' effectiveness when relating to your customers. Do not assume that your employees will just "pick up" the priorities and vibe of your company. You need to have direct communication with your team about how you want your company to be represented by them. While your messaging should always be included in internal emails, company meetings and marketing materials, do not forget to emphasize your message in direct conversation with each employee. Take notice of these interesting frontline employee engagement statistics from People Matters Global: • 75% of employees feel out of the loop when it comes to company policy and messaging changes • 84% don't feel they get sufficient information from management • 50% have no clear perception of their company's direction • Only 13% of frontline workers feel engaged at work To make sure the above statistics do not reflect what is happening in your company, here are three things to help you get your employees invested in your company. 1. Optimize your internal communications. Employees need to feel like they know what is going on. That makes them better brand ambassadors and more confident messengers with your customers. Your internal communications should be direct, letting your employees know how and what to say to customers regarding company updates or policies, expected changes, and future planning. Often some basics messages with key subpoints or FAQs can be helpful in this regard. Even your internal communications should include your logo, tag lines and branding. 2. Invest in your onboarding process. If you are introducing new employees to your business mainly by having another employee "train them in," you will likely be hiring again soon. Of course in the portable sanitation industry on-the-job training is often an important aspect of learning the role, but it doesn't stand in for the company-level orientation that is also critical. Taking the time to create a thoughtful onboarding experience for your new hires provides a positive effect for everyone. It is critical to businesses because People Matters Global estimates that 28% of new employees quit before 90 days has passed. 3. Recognize your frontline workers. Who doesn't love being recognized at work for a job well done? Proper recognition can contribute to high levels of job satisfaction and reduce turnover. It also creates an employee who is willing to work harder, listen more, and be more invested in the work they do. So recognize your best brand ambassadors as part of your overall recognition program. It will not only reward the employee, it will send a powerful message to the rest of the team that this is a valued skill you'd like to see everyone use. You already know how important your employees are to your company. I hope you now see how ensuring they know what and how you want them to communicate on the company's behalf will benefit everyone involved. Remember, if employees do not care about the company they work for, they are likely working against you—if not by active sabotage then by missed opportunities and passive disdain for your brand that customers will notice. Give them a reason to care and empower them to do a great job representing you. You'll be glad you did. v

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