In today’s work landscape, people aren’t limited by what corporate position they hold or what their job title is. Everyone can piece together their dream career with initiative, hard work, and a little luck. Perhaps there’s no better example of that than Jacob Morgan, a leading author, speaker, and expert on the future of work. He also happens to be married to me.
After a few disastrous jobs in the corporate world, Jacob realized he wanted the freedom to work for himself and push himself in new ways. Instead of just getting coffee for executives, he wanted to be guiding them and helping them create good environments for their employees and customers. The path from recent college grad to a successful speaker who now travels the world wasn’t easy—Jacob started out speaking for free and hustling to make his voice heard, but his career has grown and gained momentum over the last decade and put him in a position to continuously expand and grow his brand.
Jacob’s formula for success as a professional speaker and author, or really as just an entrepreneur with a voice, is to “Be everywhere all the time”. To him, building a personal brand comes down to three things: consistency, visibility, and frequency. You need to pick a topic as your expertise and be as consistent as you can with it. Instead of bouncing around and addressing a number of business-related topics, Jacob writes and speaks only about the future of work and employee experience, which has built his brand and made him the go-to expert in those areas. To be visible, Jacob says you have to be everywhere in the most seen places, which includes making podcasts, writing articles, attending conferences, and more. And frequency means doing it all the time. Between the articles, blogs, videos, and podcasts, Jacob’s content is always being published, which keeps him fresh in his viewers’ eyes; the same principle applies to anyone building a personal brand—be frequent to keep content new and fresh.
Building a personal brand is a continuous effort, but it can eventually open doors to new possibilities. In Jacob’s case, it has led him to writing three books and now working with his spouse where he and I can find the crossover between their respective work with employee experience and customer experience.
Between Jacob’s personal experiences working in the corporate world and his research and travels that have taken him to organizations around the world, he has become passionate about organizations building effective employee experiences, which play a huge role in the future of work. As technology grows and the workforce changes, employers need to change their mentality around work to focus less of tasks and more on people. To create a company where people want to work, executives need to be aware of the people who work there, which means getting out from behind their desks and actually interacting with employees and customers. Leaders need to start a dialogue with employees about what they like and dislike and what can be improved. Employees also need to get engaged and join the conversation—if they want to help build a human-centered organization that can withstand changes to the workplace, they need to stand up and make their voice heard.
The future of work is changing and opening doors to new opportunities for people in all industries. To prepare, employees need to build their personal brands and get involved in their organizations. If there is something you are unhappy with, follow Jacob’s example and either fix it or get out. With involvement and dedication, you can better your organization or create your own opportunities to build a career that is perfect for you.
The world is changing, and consumers are changing right alongside it. That’s the biggest takeaway from the 2018 Looking Further with Ford Trends Report. With political unrest, natural disasters, and a growing spotlight on social inequality around the world, the tone of this year’s report is much different than previous years. Sheryl Connelly, Ford’s futurist and the lead of the report, says consumers are feeling the pace of change.
Sheryl and her team talked to 9,000 people in nine countries and identified trends that will shape how consumers think, act, and buy in 2018.
The Edge of Reason
There’s no doubt that recent global changes have affected everything we do. 75% of respondents around the world and 80% in the U.S. agreed that people are growing increasingly intolerant of opposing views. These changes can be overwhelming and can greatly contribute to the fabric of our global society, especially with such polarized opinions.
Perhaps one of the positive elements of the recent change and unrest is that people are realizing they can no longer be complacent. The vast majority of people in the survey said they are overwhelmed by the changes that are happening. But nearly 75% of those surveyed said they believe individuals can make a difference in the world. Consumers are recognizing the importance of understanding what is going on around them and taking a stand to make the world better in any way they can.
Minding the Gap
One of the biggest hot-button issues is inequality in everything from education to employment and living costs. More than 80% of adults around the world said they are concerned about the large gap between the rich and the poor. A growing number of entrepreneurs and companies are looking for creative solutions to narrow the gap between the privileged and the underprivileged.
The Compassionate Conscience
Our modern society has made it easier than ever to know what is going on around the world, which consumers feel is both good and bad. Half of all adults say following the news daily is stressful, and the majority of people surveyed said they are overwhelmed by the suffering in the world. It’s hard to escape the bad news, but people have learned to ease the pain by being compassionate. More than 75% of respondents also said that they think their actions can lead to positive change.
Mending the Mind
Lately there has been a lot more attention on the link between physical and mental health as consumers realize that they can’t have a healthy body without strong emotional well-being. An increasing number of companies and governments are starting mindfulness efforts, and employers are starting to recognize that if they want employees to be productive, they need to think about the whole picture.
Consumers have longed turned to shopping as a way to relieve stress and other emotions, but lately they have been re-thinking how effective shopping really is to bringing them happiness. For many people (66% of adults globally), the experience of shopping is more enjoyable than the actual purchase. Because of this, many leading companies are creating experiential stores to showcase the brand without actually having any products for sale.
Big data is a huge part of how companies do business, but more than three-quarters of survey respondents say they find it creepy when companies know too much about them. The recent push has been towards privacy and transparency—most consumers don’t mind that companies have some data on them, but brands need to be open about what data they have and not have too much or use it in inappropriate ways.
Technology’s Tipping Point
Technology is advancing at a rapid pace, especially in areas like artificial intelligence and automation. The views on these developments are split with 52% of adults saying they think AI will do more harm than good and many people saying being inundated by new technology is overwhelming.
Instead of following the traditional path of marriage and parenthood, more consumers are staying single. In fact, half of the U.S. population is single, and there are now more single people than married people in the U.S. for the first time ever. The majority of adults surveyed around the world said they believe single people are treated differently than married people.
Big Plans for Big Cities
Cities are growing, and 75% of the world’s population is expected to live in urban areas by 2050. To make things more efficient and showcase the potential of cities, they need to be made smarter. Nearly 90% of people around the world think cities need better transportation options, but smart cities also include creating healthier and happier places through master planning, connectivity, and numerous industries working together.
It’s a business leader’s worst nightmare—a natural disaster is headed for your area, and you need to keep your family, your customers, and your business safe. How do you manage customer communication to make sure everyone is aware of the situation and customers stay happy? That was the dilemma faced by South Carolina Federal Credit Union recently as Hurricane Irma threatened landfall. Its experience can be considered a case study of how to manage real-time customer communication in difficult times.
Customer communication is always important and plays a large role in the overall experience, but it perhaps is never more important than when companies need to share information with their customers during a time of crisis. Circumstances can change quickly, so being able to deliver accurate, quick, and concise messages is crucial.
As the hurricane neared, South Carolina Federal Credit Union had to share when it would be open and how customers could access their money and other financial services. According to Beth Jaskiewicz, Senior Vice President of Marketing, the best thing to do for a crisis is to be prepared. The credit union has a business continuity plan and started planning on how to put it into action about two weeks before Irma was scheduled to make landfall so that customers could still manage their money and wouldn’t have their financial services interrupted. The widespread plan included everything from the possibility of delays in delivering cash to ATMs to power outages and setbacks in running the business. Senior management met with the business continuity team daily to stay updated and fine-tune their plans as weather forecasts changed.
Throughout the entire process, credit union employees considered what it would be like for customers if the hurricane did hit. What would customers need to know, and what would the credit union need to do to make them feel safe and secure? During a crisis, a consistent message is key so customers didn’t feel they were getting a different story depending on the channel they are using.
Choosing the right channel to communicate with customers is important. During times of crisis, it is easy for people to get bogged down with too much information, so the most effective communication from a company involves just the basics of what customers need to know. In the case of South Carolina Federal Credit Union, this involved sending short text messages and emails with updates about when the branches would be open or closed and then directing customers to the website or social media channels for further updates. Companies should also consider who needs to know the information. During Hurricane Irma, all customers needed to know, but other crises and situations might call for smaller, more targeted groups to be notified.
Effective customer communication during a crisis really comes come to organization and collaboration. Beth recommends planning before disaster strikes and walking through various scenarios with key leaders to put a plan in place. Everyone in the organization should have a clearly defined role with a backup person in place in case something happens. Some disasters, like hurricanes, provide some sort of warning, while other crises can happen without any warning.
Crises are unexpected and can wreak havoc on companies, but having a plan in place to communicate with customers seamlessly can make all the difference and turn a potentially chaotic situation into something that is calm and organized. Staying on message and being concise can help strengthen your customer experience, even during difficult times.