So much of what is on the cutting edge of building employee engagement is really just applying well known customer service principles with employees instead of customers. Most of it is just about creating human connections and treating others at least as well as we’d want to be treated (wait, you say that’s not a new idea?).

There’s a next level though. A level of engagement where people are happy to accept less-than-the-best pay; where people would eagerly move across the country for the opportunity to be an employee; where it’s not unusual for employees to enthusiastically get tattoos of the company’s logo.

Think long and hard about that. What would it take for you to identify with your employer so strongly that you’d get inked? Heck, what would it take for you to proudly wear clothes with the company’s logo when you weren’t working (and still had clean laundry)? What are these companies doing that is so different?

I have some thoughts, but they come with the caveat that it’s just my thoughts and observations, not the results of a scientific study. I’d love to hear from people who actually work at a company that creates such an intense connection. [Two quick thoughts about the tattoos: 1) I’m just using them as a dramatic example, but there are other ways people demonstrate a strong personal connection with their employer; and 2) at least one company out there gives employees a raise if they get a logo tattoo – that’s not an example of love for the company, that’s a business transaction – and it doesn’t count.]

Creating Next Level Engagement

How could we attempt to create the kind of loyalty and love that has employees wearing their heart on their sleeve? What is so different?

Establishing Identity / Culture. These companies have a very strong identity that’s echoed throughout their culture. They don’t try to please everyone by offending no one. Rather they have a strong flavor that probably isn’t for everyone, but is loved by a few. Think “death by chocolate” ice cream to the typical corporate plain vanilla.

Valuing Individuality and Diversity. Employees are free(er) to express themselves through their clothes, appearance, desk decorations, etc. No one feels they have to conceal or downplay non-mainstream interests. No need to leave important parts of themselves at home or strap on the identity straightjacket when they come in to work.

Getting Selection Right. They use their strong identity as a first line of selection by turning off those who wouldn’t be a good fit and creating a strong attraction for those already in tune with the culture. Then they make hiring the right people a top priority instead of an afterthought and take a rigorous approach to selection.

Creating Internal Communities. Employees have fun together and intentionally build internal communities that create strong connections between employees based on common interests, company sports teams, charity work, fun runs, etc. They might also strongly encourage cross-departmental collaboration, both formal and informal such as mixed or open workspaces, eating lunch together, etc.

Encouraging Championing. This isn’t the right name, but I don’t know what else to call it. These companies want their employees on social media and vocal in the community. They are more concerned about people not sharing their passion for the company and its mission than they are about people saying the wrong thing. Yet, how many more typical companies actively smother any love their employees have for them by not trusting and discouraging/preventing people from speaking up, speaking out, and sharing their love?

Shedding Blood. People support those who support them, sacrifice for those who sacrifice for them, and shed blood for those who shed blood for them. Few things build loyalty faster than knowing the company is unquestioningly behind them when things get tough.

Celebrating the Love. These companies proudly show off their employee’s love. They have pictures of the tattoos, custom or homemade t-shirts, or whatever on the website and actively use that love to further build the brand identity and culture. Contrast that with companies that would cite the logo tattoo as being against dress code and a violation of the company’s trademark (“Did you get use of the logo approved by marketing and compliance?”)

What do you think?

I’d love to hear your ideas or examples of what these rare companies do that’s so special.

[Photo Credit: By THOR via Wikimedia Commons]