Fierce Resource: An Organization’s Identity Has to Inspire Customers

This week’s Fierce resource was originally published on Gallup and identifies the five drivers that encourage employees to make their organization’s desired mission, brand, and culture a reality.Culture is defined as a way of thinking, behaving, or working that exists in a place or organization. It is also so much more than that. It forms the basis of an organization’s identity, and it can either inspire customers and employees or have them running for the door.A recent Gallup article, An Organization’s Identity Has to Inspire Customers, found that when customers are aligned with a brand’s promise, they give that brand twice as much share of their wallet (47%). To create a culture that delivers on a company’s promise, leaders must first focus on engaging employees in a way that reinforces the organization’s values.Are your actions creating a gap between reality and your brand’s aspirational identity?“Too many companies establish and deliver their selection, engagement and development programs in silos. This approach doesn’t deliver business results, and it doesn’t support an organization’s desired identity. A new employee might be attracted to a company because of its promised focus on strengths, but in his performance review, all his manager talks about are his weaknesses and how he’s missing goals.”Read the article.

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