It is safe to say that public trust in institutions these days is at an all-time low. According to recent reporting, only 7% of Americans have “a great deal” of trust and confidence in the news media,[i] with only about a third saying they trust the U.S. Congress.[ii]
When it comes to the business world, the perception amongst Americans is no better. Only 14% of citizens find big businesses to be trustworthy,[iii] while over 70% have little faith that brands will deliver on the promises they make. One conclusion that can be drawn from these statistics is that displaying authenticity in your marketing has never been more important. In this blog, we will talk a bit more about why authenticity matters, as well as how you can weave it into more of your marketing initiatives.
The Power of Authenticity
Why does authenticity matter? Well, because it can make a real difference in dollars-and-cents. 86% of customers are on the record stating that brand authenticity is important when deciding where they are going to shop.[iv] In addition, Gen Z, one of the most powerful up-and-coming consumer groups, wants to purchase from companies that support social and environmental issues over those that do not.[v] What is abundantly clear is that companies must put authenticity front-and-center to compete in the marketplace today and tomorrow.
How You Become More Authentic
Luckily, there are a variety of easy steps business leaders can take to start promoting brand authenticity:
First, clearly define your values. After all, being authentic means that you are what you say. But you can’t live up to what say you are until you define it. And no, that doesn’t mean simply just listing your products or services. Instead, develop a comprehensive brand story, including a “promise” for how your company will help customers live better lives.
Next, communicate your story. You have likely already heard about content marketing: a strategy for using content to draw people to your website and convert them into leads. However, you can also use content marketing to highlight your brand story and promise. To do this, reduce how often you’re hard selling and produce more educational content. This can solidify your reputation as a helpful resource rather than merely a money-making entity.
Consider reviewing and revising your brand’s image – including fonts, colors, slogans, logos and imagery. So much of how human beings perceive others depends on non-verbal characteristics. Think about what’s right for your target clients. If you want to position your business as a socially conscious enterprise that Millennials and Gen. Z. will love, then those principles must also be reflected in your brand aesthetics.
Put the human at the center of your communication. It isn’t good for companies to drift into cold, impersonal communication – which certainly doesn’t scream authenticity. Always remind your customers of the real humans working hard behind the corporate veneer, figures who are passionate about helping them solve problems. There are variety of ways you can do this – from taking people behind the scenes of your business to running employee spotlight features on your blog.
Authenticity is the Way of the Future
In our digital-first economy, customers are growing increasingly savvy, and unsurprisingly, this has changed their expectations. It is no longer sufficient to have good products or service; customers are also prioritizing companies that are invested in improving their lives and communities. Just like any other market trend, companies that don’t adapt do so at their own peril.
When you look at companies that have succeeded in turbulent times you, will find those that embrace strategic planning fare the best. Strategic planning is found to have a positive impact on organizational performance and is a must for enhancing an organization’s capacity to achieve its goals.
As a title professional, now may be a good time to review your strategic planning process and look for ways to improve it.
Before you begin, it’s important to realize what a strategic plan really is. A strategic plan is a complete and comprehensive activity. It is not document or slide presentation created at the beginning of the year and then tucked in a drawer. The steps of the strategic plan include selecting your team, analyzing current situations and considering future possibilities, defining objectives, creating the plan to realize the objectives, communicating and implementing the plan, and monitoring and adjusting the plan. As you see, “planning” is an important element of the strategic plan, but it’s certainly not the only element.
Here are some things to keep in mind while building and executing the various parts of your strategic plan.
Selecting your team
Be really honest about your team’s strengths and weaknesses, and where you might need to upgrade. An essential requirement for performing the strategic plan is to make sure the members of your team are up to the challenge – psychologically strong, honest, respectful of competitors, accountable, focused, principled and confident but not arrogant. Are their moods appropriate? Nothing thwarts a plan like negativity from a leader, and nothing helps motivate a team who can share their passion for the future of the organization. Ask yourself: do the members of your team embrace the importance of strategic planning, or do they think it’s a distraction from the “real work?” If you’re a business leader, it’s important to reinforce the importance of strategic planning, particularly in a challenging market environment.
Analyze current situations and future possibilities
The next step is to assess current situations and future possibilities both inside your business and outside in the market. The idea here is to ground your assessments about the current situation. Asking the question “where are we now?” is a way to think about this analysis. Internally consider your systems, procedures, and people. Look at your income and balance sheets, sales projections, customer satisfaction, market share and competitors. A SWOT analysis (Strength, Weakness, Opportunities, Threats) is commonly used. When you have considered the present circumstances and characteristics of your company, then move externally to review and write out your assumptions about customers, competitors, the market, and the economy. Try to stick to the facts and leave emotion and speculation out of your data gathering. As human beings, we have a habit of overestimating our capabilities, so it’s important to ground our assessments.
Defining objectives
With your facts in hand from gathering data, now it is time to set objectives. Asking the question “where are we going?” is a common way to think about this phase. Consider the future you would like to see for your business. What are you hoping to produce at the end of the year, in 18 months, in two years? People tend to think in one, short time horizon, so it’s important to consider your objectives over multiple horizons of time. It may also be helpful to view your business objectives in light of your organization’s Mission, Vision, and Values.
One problem with many plans is that there are too many strategic objectives. Keep it simple and real. Get clear about what’s important and urgent and what is not. Of course, remember that people − real human beings − must perform your plan. Be realistic about what your team can do, and what they cannot do. Finally, do one last “gut check.” Ask yourself if your objectives are competitive enough. Said another way, will you be satisfied if you achieve your objectives? While it’s important to think simple, it’s also important not to think too small, particularly in a challenging market like we have now. You need objectives that will get the job done.
Strategies and tactics to realize objectives
Now it’s time to ask “how will we get there?” How will the objectives you have outlined be achieved? Consider the work your organization faces as you seek to convert on your objectives and make a plan specifying the members of your team who will do the work, by when, to what standard and how much you expect it to cost. It’s helpful to think in terms of SMART goals – Specific, Measurable, Achievable, Realistic, Timebound. After you have a rough plan, it’s important to try to pick it apart. To plan with confidence, it’s worth considering where the plan is most likely to break down. Some common flaws include poorly trained employees, poor data gathering and analysis, underestimating competitors, disregard for the importance of new tools and technology obligations, overestimation of sales skills (or other skills), and the lack of new products and services to keep up with change.
Communicating and implementing
When communicating your plan to the company at large, keep it simple, keep it SMART and make it important. Your plan has taken a lot of work and it represents a brighter, more successful future for your company. It’s a big deal, and it’s worth getting excited about. Your management team has a key role in holding the strategic objectives and tactical focuses outlined in your plan. Reinforce them. Be proud. Encourage your team to repeat over and over again what the team is doing and why. Use the same language, the same distinctions, the same graphs and charts. Communicate budgets, timelines, and what people are doing what. Honor their work by sharing key metrics and tell stories about milestones achieved. Hold regular meeting rhythms for key employees that focus on breaking down barriers and resolving issues that stand in the way of team goals.
Monitoring and adjusting
The final step in performing the strategic plan is to monitor, evaluate progress and adjust as needed. As a traveler checks the signs along a road while completing a journey, so to must we track progress toward our objectives. If you are a leader, it is important to maintain discipline and enthusiasm for the plan. Remember that adage that no plan survives first contact with reality, so adjust as needed, but … resist the temptation to trash your plan completely. On tough days that temptation may be strong, but remember the brighter future you and your team have envisioned. Keep progress moving toward your goals, even if you must take a step backward now and then. In closing, the strategic plan is a living and evolving set of commitments. Performing it requires continuous updates, interpretations and assessments of key metrics and situations. The more effective your practice of the strategic plan, the nimbler and more resilient your company will be; greatly enhancing your likelihood of success in these turbulent times.
Few would dispute that there is a mental health crisis in our society. One in five Americans live with a mental health condition, which amounts to nearly 50 million people.[i] But perhaps even more disturbing is that mental health remains heavily stigmatized – despite these statistics. A lack of compassion for mental and emotional health disorders can have serious downstream effects. Sufferers are much less inclined to seek out treatment even if the condition is treatable like depression and anxiety.
In recognition of these societal realities, Alliant National recently conducted a “Mind, Body, Soul” initiative. Led by Stacy Stolen, Alliant National’s HR Manager, the program seeks to address the full spectrum of employee needs, while pushing back on mental health stigmas and promoting inclusive conversations at Alliant National. The results were, and continue to be, quite positive.
Mind, Body, Soul – The Six Dimensions of Health
Stolen says the “Mind, Body, Soul” initiative highlights and addresses six dimensions of employee health:
Emotional
Physical
Economic
Social
Career
Community
Now, you may be thinking, “Isn’t this program geared toward mental health?” It’s a fair question, but the truth is all aspects of health are interrelated. Physical, social, economic and career circumstances will impact mental and emotional well-being. By discussing the different pillars that contribute to wellness, it makes it easier to act and begin healing, Stolen says.
Whether that be finding programs to help deal with difficult emotions or making changes around the workplace to promote mental health and wellness, you must first have the right conception of the full spectrum of human needs. Only then can you start making changes to feel more healthy, supportive and whole.
Putting it Into Practice
While taking a granular approach to wellness is important, it must also be paired with action. “Mind, Body, Soul” also promotes different actions employees can take to nurture their well-being:
Take breaks: The restorative power of a break is not to be underestimated. Whether you decide to walk your dog or do a 10-minute yoga video, a periodic break can reduce stress and improve productivity.
Take time off: Employees should be encouraged to take their allotted time off. Stolen said it is sometimes hard to remember that the world will not fall apart if you take time off, even if it can be tempting to think so. That’s a common misperception in our society, as statistics show that more than half of all workers do not take the time to which they are entitled.[ii]
Set boundaries: Setting boundaries between your workday and your personal time can help avoid burnout. It’s a mistake to discount the importance of taking time for yourself, as well as your family and friends.
Lunch-and-Learns: Stolen noted that “Lunch-and-Learns” are a great way to help teams connect and collaborate.Alliant National hosts lunch and learns featuring guest speakers, and employees have a chance to check in with one another – both as people and professionals.
Health Resources: Companies looking to promote employee wellbeing may also consider potential vendor resources. Modern Health is Alliant National’s employee welfare platform. Employees can listen to community sessions led by therapists and coaches and ask questions in real time.
How Did the Alliant National Team Respond?
Reflecting on the initiative, Stolen was struck by the amount of positive feedback received from Alliant National team members: “We heard from many employees that they were surprised that we ‘cared’ enough to focus on [‘Mind, Body, Soul’] versus bottom line numbers.”
Similarly, she was taken aback by how quickly Alliant National personnel began reaching out to leverage resources made available to them through their employee status. “I received many phone calls asking for help or advice. The calls included everything from asking where our Employee Assistance (EAP) is located, to inquiring about how to best approach a conversation with a supervisor, to requesting help with navigating health care plans,” Stolen says. “I think it speaks to the fact that we are creating a safe space for people to have inclusive conversations and address their psychological needs. Historically, mental and emotional health is a hard topic for employees to comfortably discuss.”
A Larger Trend and a Personal Mission
Initiatives like “Mind, Body, Soul” did not develop in a vacuum. Instead, they reflect long-running trends in the HR field and the workforce more generally – especially following the COVID-19 pandemic and the rise of the remote work era. “The workforce has changed significantly,” Stolen says. “Employees are demanding that their companies take a more holistic approach to wellness, and I agree!”
It’s also important to note that supporting the entirety of every employee’s needs is not only the right thing to do; it also makes good business sense. “If we do not treat the employee as a three-dimensional being whose needs encompass six distinct categories, we will not recruit and retain top talent,” Stolen says. “Employers not only need to create a workplace that offers growth and opportunity, but one that nourishes the employee in mind, body and spirit.”
For Stolen, “Mind, Body, Soul” is also personal. “To me, HR means ‘Human and Resourceful.’ I aspire to serve all employees at all levels of their being,” she said. “Employees need to be able to embody their entire selves at work – which naturally means creating an environmentthat’s diverse and inclusive. A healthy and happy employee is an engaged and productive one.”
Interested in discussing employee well-being strategies for your organization? Reach out to Stacy – sstolen@alliantnational.com
Losing a child is a tragedy no parent should ever have to endure. While there are few words and even fewer comforts to be offered to those who have experienced such a loss, the team at The Compassionate Friends is doing its best to be there in the face of the unthinkable.
Cory Trevor Harrison and daughter Kailey Harrison
Sandra Harrison experienced such a loss on her wedding anniversary when her son, 26-year-old Cory Trevor Harrison, was fatally hit by a drunk driver. Though she wasn’t alone in her grief, Sandra realized that facing such a tragedy requires a community. It wasn’t until after the loss of Cory that she found The Compassionate Friends, a foundation that offers a sense of togetherness and self-help options for grieving families in need.
Since discovering the group, Sandra found a partnership and a focused purpose, within her community, all driven by The Compassionate Friends’ cause. While The Compassionate Friends, open to anyone who has lost a child, grandchild or sibling, offers self-help options to everyone near and far, it takes enough interest in one location to build a local chapter.
After three separate families contacted the organization, the Bay County, Florida chapter was founded in January 2015. Since then, the group meets every second Monday of each month. With the current pandemic, the chapter meets on a scheduled Zoom call.
The mother and grandmother will be stepping in as chapter leader of her local group in July. In the meantime, she’s shifted her focus to a memorial garden to honor her son and other children lost. With the help of local government and the other members of her chapter, including the current chapter leader, Carol Ladouceur, Sandra and other chapter members are now building the Children’s Memorial Garden.
“I don’t like going to my son’s grave,” she says. “I want to go where it’s uplifting.”
Sandra wants to help offer her community a comforting and peaceful place to go where they can honor their loved ones without the negative connotations of a graveyard. Rather than feeling surrounded by death, Sandra and her community’s organization wants to offer a place that can be a celebration of life for her lost son and the lost family members of her community.
Their bid for the garden was enthusiastically backed by local city commissioners of Lynn Haven, Florida, and other chapter members. Some families went together on benches for their loved ones, while others opted to sponsor trees, bushes and other greenery to adorn the garden. There will be cenotaph walls that will be covered in bronze plaques – a place where anyone who has lost a child, grandchild or sibling can pay to have them memorialized.
As a non-profit, the Bay County chapter had to be clever about how to go about the creation of their garden. Purchases of plaques and charitable donations go directly to the creation and upkeep of their garden. There will be a fountain for the garden, offering an added level of tranquility for those who come to honor their lost loved ones.
The Children’s Memorial Garden was set to be completed in June 2020 with a dedication. A Walk to Remember was scheduled for May 30, 2020. Anyone can donate directly via Venmo*. Sandra has devoted a large amount of her time to the project, and looks forward to seeing the garden and fountain completed. She noted that the setting – about 1000 feet from North Bay – couldn’t be any better, and hopes that others will find it as peaceful as she does.
After being founded in England over 50 years ago, The Compassionate Friends has since expanded operations in the United States. The group works in chapters, and as of today has over 600 chapters in all 50 states, Washington D.C, Puerto Rico and Guam. The Compassionate Friends’ mission statement states that “when a child dies, at any age, the family suffers intense pain and may feel hopeless and isolated. The Compassionate Friends provides highly personal comfort, hope, and support to every family experiencing the death of a son or a daughter, a brother or a sister, or a grandchild, and helps others better assist the grieving family.”
Sandra Harrison and her Bay County chapter are living up to that mission in spades with their current project. No one ever wants to experience loss, particularly that of a child, but the love of a supportive group and community, such as Sandra’s, proves that love can sometimes mitigate grief and shore the bereaved up when the unthinkable happens.
*To donate to the Children’s Memorial Garden, search for “Children’s Memorial Garden” on the Venmo app. Donations can be made there.
