5 ideas for building employee loyalty

Loyalty

Type “loyalty” into your favourite search engine and see what comes up.  It won’t paraphrase a line from Winston Churchill or reference the family pooch, but will instead focus on marketing methods associated with customer engagement. Any references to employee loyalty ultimately end up discussing share schemes and health programs, hardly the stuff of inspiration!

In all the leadership and management study I have undertaken and reviewed over the years, there is a ‘school of thought’ that appears to have been overlooked by even the most erudite of behavioural theorists.

While business embraces employee engagement strategies – connectivity, work/life balance and authentic leadership – these notions are all aimed inextricably at driving increases in productivity and profitability and ignore a critical intangible factor in the relationship.

You can see this in the response to an economic downturn, when the same businesses use the opportunity to “jettison the deadwood”, “lighten the load” and to “right-size” so they may continue unimpeded by less productive staff (and unfortunate euphemisms).

While the research tells us that people are attracted to working for (as well as buying from) strong and iconic brands that resonate with their values, it confirms that “once bitten people are twice shy” and are therefore less likely to share their heart with another employer in the future once that trust has been abused.

Team loyalty: The missing link?

The logical outcome of this cycle is that people become less loyal to their employers over time, and this is the idea that I am surprised has escaped the notice of even the most passionate of corporate motivators and people researchers.

So why has the idea of building loyalty amongst teams slipped from the leadership lexicon?

Building employee loyalty is a slippery concept, especially as managers and business leaders are often at the mercy of capital markets and head office decisions that they have little influence over.

Often it is the local branch manager who is left to deal with the unpopular decision of how to cut costs by removing the coffee bar, cancelling the Christmas party and who to ‘downsize’ when the going gets tough.  The even harder job for that person is how to rebuild trust and support in the team that remains, and how to continue to achieve the productivity outcomes expected when everyone is feeling flat and unmotivated.

And yet loyalty for authority figures, especially under adversity, is one of the qualities that has driven human experience throughout history. Sherpa Tenzing climbed Everest, and may have arrived first, but it was his loyalty to Sir Edmund Hillary that kept his mouth closed on the matter for the rest of his life.  When Nelson sailed into Trafalgar he asked that “England expects that every man will do his duty”, and the English sailors fell over themselves to die under the French canons as a result!  The essential concept of Australian ‘mateship’ is rooted in loyalty to the people who we find most dear and would trust above all others.

So what do we need to do to build loyalty in the workplace?

Is it simply about giving people the right working hours and regular pay-rises?

The following five ideas spring from my experiences in business over the past fifteen years, and while I don’t claim to be a guru on these matters, I certainly believe that we ignore that matter of employee loyalty at our peril.

1) Tell it like it is and be honest

Don’t gild the lily and use ‘management speak’ when bad (or good!) news needs to be shared with your business. Don’t avoid the issue, but speak directly and calmly on the topic and be ready to answer difficult and personal questions.

Even the appearance of dishonesty will give the game away. If it looks like you are dissembling then you probably are and people won’t trust you in any situation.

2) Be yourself

It’s ok to appear uncomfortable or awkward as long as people know you are telling the truth. People are highly attuned to spin these days, which is why the idea of authentic leadership has taken off. In essence, relax and be comfortable in your own skin.

3) Stand for something

Find what you believe in, make it your hallmark and stand by it. History’s most popular leaders had a clear agenda that was well communicated to their constituents. People understood what they stood for and they followed them as a result.

4) Share and invest

The more you hoard the less you will receive. Give freely of your knowledge, your competence and capability. Passionately commit to replacing yourself and be selfless in that mission. People will notice and give their support in kind.

5) Be clear and unwavering in your expectations

If people don’t understand what you need from them, then they will fail. If people aren’t aware of the consequences of their inability to achieve, then they will fail. There is no such thing as a free ride. It is ok to expect that everyone will do their duty and enact punitive measures on those that don’t.

Now I can’t say whether these five points will build employee loyalty in every workplace, but they certainly can’t hurt. I would be fascinated to hear what others have to say or think on this very old (yet new!) topic.