It is quite clear that you must brand yourself and create a value proposition to be relevant to your customers. The same is true for your team value proposition. Are you relevant to them.
A Real Estate Brokerage has a reputation and brand to other real estate agents. Are you proud of yours? Does your agency team value proposition and team brand make people want to join you? What is your team value proposition?
This team value proposition should be tied to your strategic plan and include your vision, your values, and, your mission. The values should include such things as social responsibility, ethical conduct, support and training and teamwork.
Strong team and employee engagement produces successful business outcomes including a loyal customer base. And this leads to increasing sales and profits. The reverse is also true. Those who are not engaged have no passion for their work, are frequently absent, do not give it their all and, in the case of agents, drift away. Understanding what engages agents and employees involves connecting with them.
The Employee Value Proposition EVP matters. Although people work for money there are other factors and these other factors matter to the new workforce. A study done in 2013 by PwC and others reported that more than half of the workforce in many organizations will be Millennials by 2020.
The study found that Millennials want to feel that their work has meaning and is worthwhile. They want to work for an organization that has values that makes them feel proud. Furthermore, the majority of Millennials say they would consider leaving an employer with values that no longer meet their expectations.
Think of your employees and agents as your greatest asset. Without engaged employees and team members you are less likely to have loyal customers and be successful. Therefore, employment or team branding and the employee value proposition takes on new importance.
Building the employee value proposition and brand requires spreading a message. It uses marketing and communications channels similar to those used to market your products or services. For example, the broker owner in our BNI group announced that he is looking for new agents and that he has the latest use of technology and will work with them to make them proficient in social media. He is saying that working with his team will make a difference.
What action would you take if your team members were to give a negative answer to the statement, “At work, I have the opportunity to do what I do best every day?” Meaningful work means different things to the different people. It is affected by preference, personality and also generational and cultural differences. Your Employee Value Proposition should consider the diversity of talent, age and culture.
If your agency is suffering from a retention challenge this can be costly in expense and lost customers. An engaged agent becomes more valuable as he or she grows. In addition, high-performing companies have loyal customers because they have loyal employees.
What is your Employee Value Statement? Is it supported by your actions and committment? The strategy should also include careful selection to see that a new team member has shared values and is given every opportunity where he or she has a chance to excel, an assessment plan to identify key strengths, and a development plan to leverage those strengths. Read a similar post on our web site titled ENGAGEMENT AND RETENTION OF STAFF IS A VALUE PROPOSITION.
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