Shared values matter....


These daily messages are based on popular core values that many companies share: loyalty is certainly one of them. Values are often associated with mission statements, and they highlight what’s important to customers and employees. I think it’s important to market to employees with the same enthusiasm and professionalism as you do to customers: if it’s true that your employees are among your most important assets then this makes sense. Spend the time and energy to communicate to them regularly and effectively: good written materials that are clear and understandable, websites and apps that are easily accessed and understood, and regular face to face interactions that let them know you’re there and that you care – not unlike what you do for customers. If your employees believe they share your values they will be loyal to the company, their colleagues, and the work they do. Make sure you and your employees understand and share these values – it’s the best way to build company and brand loyalty today.

Howard Schultz (b. 1953): American businessman – founder and currently chairman emeritus of Starbucks