"Working with us doesn't suck"

















That's the home page from CHIPOTLE MEXICAN GRILL'S employment website. They are looking to hire star employees to staff over 540 restaurants and the competition has never been more fierce. The National Restaurant Association is predicting flat growth for the population's 16 - 24 year old's over the next 10 years against industry workforce growth needs of 15%. That's where branding helps.

Employees are not a company's greatest asset because assets can't quit at any time and assets don't have families to feed or mortgages to pay. Companies that can stand out as a caring employer and deliver an honest message with meaning will be ahead of the curve when it comes to meeting the needs of their customers.

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And, speaking of customer needs- D and I have been amused watching the latest Walmart media spin. It started with an article about Walmart using technology to track peak times for customers and then mapping it to work hours for hourly associates. "Foul play" cried the unions. "Walmart is only looking to decrease the number of full time employees to save on benefits."

Well, believe it or not, I felt for the big bad box store. Imagine implementing something as customer-focused as adding staff during peak customer shopping times and getting knocked down for it. Well, Walmart shot back and the next day released a press release about how more than 90% of Walmart employees receive benefits, including part time employees who are eligible after 12 months. And how Walmart benefits are ranked highest in the retail industry.

From the focus groups I've conducted nationally, I know that the rising cost to employees for benefits are a very hot issue. While Walmart may have had other motivation for mapping their employee work hours to their peak customer shopping hours, they would have been while served with a thought-out communication strategy to show them as service oriented retailer that doesn't compromise their employees for the sake of providing excellent customer service.

Guess who could have helped.

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And, lastly---

"I don't care if it's bad. Just give it to me now"

From an Oppenheimer & Co. Inc. report, "The Digital Consumer: Examining Trends in Digital Media": Customers are willing to accept lower quality on the Internet--just to capture the immediacy of content.

See you in BRANDEland!

Labels: Benefit Communications, Employer Branding, recruitment advertising, Walmart