Employers Are Marketing Assets Too

In my last blog I asked, “Are your employees a marketing asset”? I would like to turn the tables around this time and ask the employers, “What are you doing to either make your marketing assets (aka-employees) more valuable or less valuable”?

One of the definitions of asset is- a valuable or desirable thing to have.  Having employees that are marketing assets, obviously is very desirable, and should be sought after. The question is how do you acquire this type of employee; and once you have her working for you, how do you increase her value?

May I suggest that it starts with you, the employer?  You, more than anyone, are the face of your company and so, you are the greatest influence on the marketing assets you have. Your behavior, attitude and choices have a profound effect upon your company. If you want to attract employees that will be assets to your company, you must be one too. If you want your employees to be generous to your clients with their time and help, you must be generous to them with your time and help. If you want them to be energetic and excited about your product, you must be energetic and excited too.

I think H. Gordon Selfridge, a retail magnate at the turn of the 20th century, summed it up well when he said: “The boss drives people; the leader coaches them. The boss depends on authority; the leader on good will. The boss inspires fear; the leader inspires enthusiasm. The boss says ‘I’; the leader says ‘we.’ The boss fixes the blame for the breakdown; the leader fixes the breakdown. The boss says ‘go’; the leader says ‘let’s go.”

So how do you obtain marketing assets and then increase their value? The answer is simple, be a leader not a boss.

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