Hotel Culture From the Human Resources Perspective
By Renie Cavallari Founder & Chief Inspirational Officer, Aspire Marketing | February 28, 2016
Culture is a funny thing. Some people see it as "fluffy." I don't. If there were ever a foundational business growth strategy that mattered most, I would say having a healthy company culture would be it! Culture is the heart and soul of your organization. Culture sustains employee and customer buy-in - the predictors of success. The clear definition of your culture lays a solid foundation, builds the framework of how your business will function, and is a cornerstone to your team's alignment. It is alignment that gets results. You must value culture above the individual in order to achieve those results. An individual who is not aligned may follow procedure and yet if they do not fit your culture, they can have an adverse impact on the overall team.
Why we exist and our vision are what customers buy. This holds true as much for your team members as for your customers. Your vision is your reason for being and what inspires your people to act in service of your higher purpose. Your vision is an image providing direction and focus toward the future, guiding progress.
The truth is the higher purpose of your organization has nothing to do with profitability. Your purpose is at the heart of the customer and team member experience. Take Extra gum, for example. If you watch their commercials, they don't focus on what they do (they make gum). They focus on why you want to chew it, which means you have to buy it! Their communication is about the emotional experiences of your life (and chewing gum while you have them). The memories. The love you have felt. Who doesn't feel good about love? Extra's agency achieved impact with their 2013 father-daughter origami commercial by creating that emotional connection, realizing 23 million views on YouTube by the end of the year the advertisement was released. By the way, I now chew Extra.
I get asked all the time "How do I motivate my people?" Fact: You can't motivate anyone. If you have children, you know this is true. You have to inspire people. It is through the connection to your organization's purpose, your vision, that your people feel inspiration. This emotional connection and the energy you put behind it makes them imagine, aspire and want to engage. Your vision must inspire and span the divide between what is possible and impossible.
What is the Difference Between Culture and Higher Purpose?
To me there is no difference - Since it's my article, we'll go with that - Culture is infused in your organization's higher purpose. They enwrap. They are interchangeable.