by Caroline Leach | Jun 4, 2015 | Corporate Communications, Leadership, Learning
Visiting one of DIRECTV’s Denver offices this week, I felt a special energy.
People were upbeat and friendly. A hum of activity filled the halls. Lively conversations spilled out of the elevators.
A lobby sign reminded employees they’ve made the company a Denver Post top workplace for three years in a row.
(Kudos are in order here for Denver-based communications leader Anthony Martini, HR leader Carlos Botero and all of the leaders and employees at our Denver sites.)
It was not unlike the company’s many other locations, where people are highly engaged in entertaining the future by delivering the best video experience in the world.
What makes a top workplace?
While there are many models and methodologies for identifying top workplaces, for me there are three things. They all need to be present for an engaging and energizing employee experience.
Purpose. What is the company’s vision? How is it changing the world? And how are employees part of something much bigger than themselves as individuals?
A compelling and inspiring purpose motivates people to pour their heart and soul into their work. It drives discretionary effort, where employees put in significant amounts of effort above and beyond what their jobs require.
Many companies today report low levels of engaged employees. That’s why I’m especially proud of my colleagues at DIRECTV, whose high engagement and strong financial performance put in the company in Towers Watson‘s high performing companies norm.
Leaders play a critical role. They’re the ones who articulate the purpose and communicate every day in their words and actions how their teams further that purpose. One of their most important roles is also to express a genuine interest in employees and inspire them to deliver their best efforts.
Communication is the catalyst. It gets back to the tree-falling-in-the-forest question in my first post. Without effective communication, a compelling purpose is nearly nonexistent.
“Start with why,” Simon Sinek said in a TED talk with 22 million views, How Great Leaders Inspire Action.
People. We spend most of our days with our work colleagues. Talented and positive people make the workplace come alive.
It starts with having a compelling employer brand, articulating the promise of the employee experience your company offers. That branding brings top talent on board, and ongoing development keeps everyone growing and stretching.
Add to that an inclusive work environment that values everyone’s ideas and insights. This leads to a constant stream of innovation, not to mention better decision making and happier employees who enjoy coming to work each day.
Possibilities. Limitless potential encourages people to keep stretching and growing — to learn and develop themselves as they contribute to the success of their organizations and their teams.
That doesn’t necessarily mean that everyone is on track to climb what used to be known as a corporate ladder. It does mean that people have an opportunity to build valuable skills and experiences, that they’ll put to use at their current organization or another one.
LinkedIn’s Reid Hoffman and colleagues call these “tours of duty” in The Alliance. In this framework, “Employees invest in the company’s adaptability, and the company invests in employees’ employability.
This creates multiple possibilities for the future, strengthening both people and organizations in the process.
A top workplace isn’t about free food, yoga classes, pet care or a myriad of other perks.
While those are nice and most people wouldn’t refuse them if offered, those are extrinsic rewards. This makes them more ephemeral and less powerful than intrinsic rewards, where the enjoyment of the work itself is the reward.
Enjoyment and inner fulfillment come from a strong purpose, great people and limitless possibilities. These are a lot less expensive than 24/7 meal service. And much more sustainable and satisfying to boot.
by Caroline Leach | May 30, 2015 | Corporate Communications, Social Media
How can you get your message into the first three to five words?
If the recipient read nothing else, would they get the main message in those first few words?
And how you can grab their attention right away?
These are the questions I’m asking when I’m reviewing materials my Comms team or others have drafted.
Is the main message in the subject line? Or the slide headline? Or the blog post title?
It’s in those first few critical words – or increasingly, images – that your audience will decide if they should engage further or move on to the next message.
Your subject line and preview text may be all your reader ever sees of your email, so make ’em count. Check out some great email subject lines to inspire the ones you write.
And make sure you’ve included keywords, “an informative word used in an information retrieval system to indicate the content.”
Even The New York Times, long known for its lyrical headlines, is now including keywords.
And there’s a bigger goal as well.
“What matters more than a story’s ‘searchable’ factor is how ‘shareable’ it is on social media,” the article by Margaret Sullivan goes on to say, “so headlines need to serve that purpose too.”
And what makes something interesting and shareable and interesting echoes the themes in 4 Questions to Transform Your Elevator Pitch.
So how can you say it in a subject line?
by Caroline Leach | May 24, 2015 | Change, Corporate Communications, Social Media
This week, I’m preparing to give a one-minute elevator pitch.
This should be easy. I’ve done personal branding sessions. I’ve defined my unique value proposition. And I’ve drafted a pitch, complete with words like strategy and collaboration and results.
But somehow, those formal statements are things I would never say. They wouldn’t feel natural. They wouldn’t sound believable. They wouldn’t be interesting.
And as Tim David says in his HBR post, Your Elevator Pitch Needs an Elevator Pitch, they wouldn’t be authentic.
So what should I say? What should you say the next time you’re on an elevator or at conference and someone asks you to tell them what you do?
In one minute, you have about 120 words to pique someone’s interest and spark a longer conversation.
Being in the TV business, pivotal scenes or compelling narratives often come to mind. As The Wall Street Journal reported in a tribute to Mad Men, elevators have been described as a neutral zone where “time, physical space and tension get neatly compressed.”
So how can use use that to your advantage?
First, who are you pitching to? As with any communication, consider your audience. Who are they and what’s important to them? What problems are they trying to solve? And how can you help? Answering these questions will help you tailor your pitch.
Second, why are you pitching to them? What do you want to accomplish? Your general objective should be to generate interest in a follow-up conversation, not to close a sale or land a job. Think of your elevator pitch as opening the door to more dialogue.
Third, what do you want them to know about you? If the person were to remember just one thing about you, what would you want it to be? Focus on that area and edit out everything else.
Fourth, how can you say it authentically? Translate corporate jargon into real words that anyone could understand. Could your parents understand it? How about a kindergartner?
Here’s the start of mine for this moment in time:
Hi, I’m Caroline Leach. I help people learn to love change. Whether it’s winning customer loyalty, working in new ways or creating a culture of volunteerism, I use communication to lead change. And involving people makes them more excited about the future.
Best-selling author Daniel Pink has great ideas about creating an elevator pitch for our digital world. One is having a one-word pitch. If, according to Pink, Google equals search and MasterCard equals priceless, what one word defines you?
I chose “transform.” I also considered “change.” But while many people are inspired by the idea of transformation and its possibilities for reinvention and growth, people resist change, as Rosabeth Moss Kanter summarizes so well on ten different levels.
People don’t always like to change. But they would eagerly transform their lives. And communication can connect the two in a powerful way that ultimately leads to sustainable change.
Pink also suggests summing up your pitch in a tweet. In 140 characters or less, what’s your Twitter pitch?
My tweet is I help people learn to love change.
And that’s what I’m exploring right now in my work and in this blog. And as that changes and evolves, so will my elevator pitch.
by Caroline Leach | May 17, 2015 | Leadership, Learning, Work/Life
If you think you can’t do something, ask “why not?”
Probe a little further and dig a little deeper before you write off a potential solution or a course of action.
Two graduation events in the last week week made me think about this.
Our Comms team celebrated the USC graduation of Jamie Zamora, a terrific intern who will join us full time on our Corporate Citizenship team led by Tina Morefield.
Jamie’s colleagues Brooke Hanson and Brynne Dunn asked our whole team to share their words of advice for Jamie. A few of the themes? Build a network, take time for yourself and enjoy the journey.
The whole world is before you, with problems to solve. And you can be part of the solution, starting with the questions you ask.
Some of these themes were echoed in the UC Berkeley commencement I attended this weekend to see my nephew Kodiak Spydell receive his degree in architecture.
And for all of the challenges in the world today, I was encouraged and inspired by this group of students now entering the work world.
Enthusiasm and idealism were tempered by the sober realities we all face — environmental concerns, increasing inequality and economic instability, to name a few.
The “a-ha” moment for me was the extent to which each person can be part of the solution.
No degree is required. Just one simple question can unlock ideas and solutions, no matter who are you.
Instead of thinking “that would never work” or “they won’t let us,” try asking “why not?” instead.
What are all of the possible solutions? What would need to happen to make one or more of them work? And how can you take the first step?
Why not try one of them? What’s the worst that could happen? And what’s the upside if something works?
This kind of thinking struck me in Marc Benioff‘s commencement address at Cal.
As a pioneer of cloud computing and the CEO of Salesforce.com, Benioff has built “the fastest growing top ten software company in the world and the largest customer relationship management company.”
Deeply troubled by the Religious Freedom Restoration Act in Indiana that could have allowed discrimination against the LGBT community, he spoke out.
In doing so, he galvanized the support of fellow tech leaders and took steps in his own business to make it clear that the threat to civil rights carried consequences.
This had strong echoes of a TEDx Manhattan Beach speaker, David Hochman, whom I mentioned in my first post. He shared his life’s mantra: Why not me? Why not now?
This kind of thinking was evident in Marc Benioff’s actions.
And it came full circle in a story my dad told about his days as an engineering and business student at Berkeley in the tumultuous 60s.
A final exam in a course asked only one question — “why?”
Almost all of the students began writing furiously, filling page after page with lengthy responses.
Except for one student (no, not my dad), who aced the test with a two-word response — “why not?”
by Caroline Leach | Apr 30, 2015 | Corporate Communications, Leadership
What are our deepest human cravings?
To feel that we are important. That we have something valuable to contribute. That we matter.
Tony Schwartz summed it up well in an HBR blog post called, The Only Thing that Really Matters.
“How we’re feeling — and most especially whether or not we feel acknowledged and appreciated — influences our behavior, consumes our energy and affects our decisions all day long,” Tony wrote.
“Our core emotional need is to feel valued,” he continued. “Without a stable sense of value, we don’t know who we are and we don’t feel safe in the world.”
That reminds me of a great TED talk by Simon Sinek, called Why good leaders make you feel safe.
(And as an aside, if you want something engaging to do during your commute, get the TED app and listen to a playlist of talks on a subject of interest. Work Smarter, Before Public Speaking and How to be a Great Leader are favorites.)
Back to Simon. He talks about the importance of creating trust among people and fostering a safe environment as a way to build up people and organizations.
The result? “When we feel safe inside the organization,” Sinek says, “we will naturally combine our talents and our strengths and work tirelessly to face the dangers outside and seize the opportunities.”
He describes leadership as a choice, not a title. Looking after your colleagues makes you a leader, Sinek says.
That can sometimes mean acknowledging a hard truth. The principal of my son’s school wrote a poignant email to parents the day that people across the country heard of the horrible tragedy at Sandy Hook.
“The randomness and unfairness of this event remind us the deeply troubling fact that we can never fully protect our loved ones,” he wrote. He named our unspeakable fear. Which made it just slightly less awful, to be reminded that we can’t, in fact, control everything. Even if, as humans, we would like to. And we strive to.
What does this have to do with communicating effectively with employees? With winning their hearts and minds? With showing people that they matter?
It means listening – to hopes as well as fears. It means building trust. It means showing by your actions that people are important. That they have value. That they are needed. And that they have an opportunity to be part of an inspiring vision that is bigger than themselves.
Two people I know are really good at this.
First is Joe Bosch, DIRECTV’s CHRO and my boss. He gets the HR team together frequently, and a tradition is his presentation of a “Bosch toolbox.” For an individual who’s done something notable, Joe invites them to the front of the room and reads his personal note on the box, which is filled with fun tools.
Second is Andy Bailey, who leads employee recognition on my team, with a focus on our frontline employees. Andy’s mantra to “start every meeting with recognition” is something I’m proud to experience every day as part of our culture at DIRECTV.
When the Myers Briggs personality types came up in conversation yesterday, it reminded me how many thinkers, versus feelers, are in leadership roles (myself among them as an ENTJ). And thinking is good for many important activities – strategy, operations, analytics and metrics, to name a few.
But people have to deliver on those strategies. And they’re more fired up to take that next hill if leaders and colleagues are touching people’s hearts as well as their minds. So people know they are appreciated. That they have value. That they matter.
That you matter.
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