No person or company wants to be classified as irrelevant, especially by their employees, customers or prospects. So, what if your company is being classified this way? Would you know this is happening? Would you know what to do to change the narrative and perception others have? These are tough questions, and ones every company has a chance of confronting.
Let’s make the assumption your company is being classified as irrelevant. Now what? Who is responsible for addressing this? Is this a Human Resource challenge? Perhaps, but the person at the top of the organization also is going to have to play a critical role in helping to remedy this label, and they can’t do it alone.
Based on the fact our economy is relatively strong at this point in time, and that employees have many options to consider if they are not satisfied with the company they are aligned with, retaining employees has become a top concern. One of the many reasons employees decide to abandon their present company has to do with relevancy, and whether they feel a strong alignment to the brand, or perhaps the mission of an organization.
Not all companies have the luxury of being easily aligned with a mission or brand that everyone feels compelled to support, and if they do, then they are more fortunate than others. However, this is only one factor to consider. The fact is, many companies were not founded on the principles and desires that employees, customers and prospects are now looking at via a new lens of having the company they work for also be socially and culturally responsible.
So, the real questions to consider are to think about whether your company is relevant, and then if it is not, what can you do to become relevant in the new lens that you are being looked at? Let’s start with these questions and considerations:
- You first need to define what relevancy means to your company. This should be tackled from all levels within an organization, as you do not want to only have a top down perspective. This could be in fact what originally got your company into the irrelevant territory.
- If you were to ask your employees what your company mission statement is, would they know what it is?
- Would your employees feel indifferent to what your mission statement is? Or, would they feel a stronger alignment with your company when they know what it is?
- Have you asked exiting employees why they are leaving? There could be enormous clues you will uncover if you have this conversation.
- Do you happen to know the reason most people who have been at your company for more than three years, enjoy working at your company? Do they actually enjoy working at your company, or are they just buying time on their resume to jump to the next best opportunity?
- How in touch are the top-level executives at your company with the pulse of the company culture?
- When was the last time any of your executives informally met with or cruised the halls simply to engage in conversation with employees?
- Are your executives and non-executives getting out in front of customers to have a better sense of what your company can do to make your services or products better? Is this a function you solely rely upon sales or product marketing to do? If so, you have a huge opportunity to benefit from doing this.
- Is anyone at your company having fun?
- Do employees seem to get along well with one another, or is there tension throughout the organization?
- Do you have someone on your staff who you can rely upon to keep a pulse on the organization, who is not in an HR role? Ideally this would be a mid-level manager.
- How united would you say your teams are? All of your teams, not just your sales, marketing and executive teams.
- Would you know what kind of plan you need to course correct to make your company more relevant?
Wearing the badge of being irrelevant is similar to a scarlet letter. If you think or know your company is becoming or is irrelevant in any number of categories, there is hope to turn this scenario around. However, if you do not know how to go about doing this, make sure you align with the right type of expert to help you to course correct your direction. Similar to other situations, the first thing which needs to happen is to admit there is a problem, and then commit to addressing and fixing it.
Kathleen E. R. Murphy is the Founder, Chief Performance Strategist and CEO of MarketMe Too. She is a Gallup Certified Strengths Coach, author of Wisdom Whisperer, and is a well-respected motivational and social influencer who has a global following from her numerous speaking, print, radio and television media appearances.
Our expertise is in uniting, motivating and bridging teams (sports & business). What does this do for our clients? It provides them with an acceleration boost to reach their goals sooner, and interact with a renewed efficiency, focus and energy level.
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