hardrock
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Performance That RocksPerformance That RocksPerformance That RocksPerformance That RocksManaging Your Brand Ambassadors
in a Millenial WorldManaging Your Brand Ambassadors
in a Millenial World
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We Look at the Business This Way…We Look at the Business This Way…
Supervisors/ManagersSupervisors/ManagersSupervisors/ManagersSupervisors/Managers
Staff/EmployeesStaff/EmployeesStaff/EmployeesStaff/Employees
GuestsGuestsGuestsGuests
General ManagerGeneral ManagerGeneral ManagerGeneral Manager
Supervisors/ManagersSupervisors/ManagersSupervisors/ManagersSupervisors/Managers
Regional/DORegional/DORegional/DORegional/DO
VP’sVP’sVP’sVP’s
CEOCEOCEOCEO
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Employees Today
• Individuality is a priority
• Visual learners
• Short attention spans• Short attention spans
• Technology savvy
• Socially-conscious
• Want to do meaningful work
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• Recruiting
• Interviewing
• Onboarding
• Training
The Employee Life Cycle
• Training
• Developing
• Incenting
• Retaining
• Separating
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Virtuous Circle vs. Vicious Circle
ManagersManagersManagersManagersManagersManagersManagersManagers Sales & Profit Sales & Profit Sales & Profit Sales & Profit Sales & Profit Sales & Profit Sales & Profit Sales & Profit Targets MissedTargets MissedTargets MissedTargets Missed
Staff & Managers Staff & Managers Staff & Managers Staff & Managers Staff & Managers Staff & Managers Staff & Managers Staff & Managers Bail OutBail OutBail OutBail Out
We Hire Under We Hire Under We Hire Under We Hire Under We Hire Under We Hire Under We Hire Under We Hire Under PressurePressurePressurePressure
Bonus & Bonus & Bonus & Bonus & Bonus & Bonus & Bonus & Bonus & Financial ResultsFinancial ResultsFinancial ResultsFinancial Results
Can Hire the Best Can Hire the Best Can Hire the Best Can Hire the Best Can Hire the Best Can Hire the Best Can Hire the Best Can Hire the Best AvailableAvailableAvailableAvailable
Attractive Place Attractive Place Attractive Place Attractive Place Attractive Place Attractive Place Attractive Place Attractive Place to Workto Workto Workto Work
Vicious CircleVicious CircleVicious CircleVicious CircleVirtuous CircleVirtuous CircleVirtuous CircleVirtuous Circle
Hire StaffHire StaffHire StaffHire StaffHire StaffHire StaffHire StaffHire Staff
Morale & Culture Morale & Culture Morale & Culture Morale & Culture Morale & Culture Morale & Culture Morale & Culture Morale & Culture DisintegratesDisintegratesDisintegratesDisintegrates
Guest Experience Guest Experience Guest Experience Guest Experience Guest Experience Guest Experience Guest Experience Guest Experience is Anemicis Anemicis Anemicis Anemic
Nobody is Talking Nobody is Talking Nobody is Talking Nobody is Talking Nobody is Talking Nobody is Talking Nobody is Talking Nobody is Talking About UsAbout UsAbout UsAbout Us
Visitor Rate Visitor Rate Visitor Rate Visitor Rate Visitor Rate Visitor Rate Visitor Rate Visitor Rate SlowSlowSlowSlow
Beat Sales & Beat Sales & Beat Sales & Beat Sales & Beat Sales & Beat Sales & Beat Sales & Beat Sales & Profit TargetsProfit TargetsProfit TargetsProfit Targets
Raving Fans Raving Fans Raving Fans Raving Fans Raving Fans Raving Fans Raving Fans Raving Fans ReturnReturnReturnReturn
Great Guest Great Guest Great Guest Great Guest Great Guest Great Guest Great Guest Great Guest ExperienceExperienceExperienceExperience
Builds Morale & Builds Morale & Builds Morale & Builds Morale & Builds Morale & Builds Morale & Builds Morale & Builds Morale & CultureCultureCultureCulture
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Hire Only “Rock Stars”
… not Lypsyncers
• You must differentiate yourself from the rest to survive
• Unique individuals = unique experiences
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• Storyteller – Hard Rock history, celebrities
• Musician (at heart) – local music events, videos, music & memorabilia knowledge
• Tour guide – personalized impromptu tours (memo, music room)
Who Do We Need?Who Do We Need?
• Tour guide – personalized impromptu tours (memo, music room)
• Performer – not afraid to entertain/get guests involved in the experience
• Creative & Spontaneous – willing to do something unplanned and memorable simply to add to the experience
• Authentically Personable – guest obsessed, beyond the traditional staff/guests relationship…developing an emotional connection through unique & individualized conversation
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Recruiting “Rock Stars”Thinking outside “traditional” hospitality
• College campuses/hospitality schools
• Music stores
• Coffee houses
• Tattoo & piercing shops
• Local concerts• Local concerts
• Theme park tour guides
• Improv acting schools
• Social networking sites
Experience is not enough in our brand.
Unique & personable attitudes make the difference.
Experience is not enough in our brand.
Unique & personable attitudes make the difference.
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Staff Recruiting Ads
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Interview Guides
• We will only hire 1-2 applicants out of every 10 interviews
• Hiring the right “fit” is too important to screw upimportant to screw up
• Must use our 3-interview process with Interview Guides
• Main communication format for managers
• This creates consistency
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• Recruiting
• Interviewing
• Onboarding
• Training
The Employee Life Cycle
• Training
• Developing
• Incenting
• Retaining
• Separating
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The Value of On-Boarding
(Annual Report)
�It matters how& who teaches New Hire Orientations
Other Staff Member 113% Turnover� Other Staff Member 113% Turnover
� Any Manager 108% Turnover
� General Manager 98% Turnover
� A Qualified Training Mgr 104% Turnover
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Storytelling Collateral
• Heritage
• Mission
• Mottos & Values
• Brand Identity• Brand Identity
• Music
• Memorabilia
• Guest Service
• Philanthropy
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Mission Statement
“To spread the spirit of Rock ‘n Roll by creating authentic experiences that rock.”
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Leader’s Guides
• Tool created to ensure consistent new hire Orientations taught in our global organization
• Matches up to the Employee Handbook
• Provides “teacher edition” text, with specific speaking points and prompts
• Ensures consistency at unit-level, but still allows for managers to customize with his/her own stories
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• Recruiting
• Interviewing
• Onboarding
• Training
The Employee Life Cycle
• Training
• Developing
• Incenting
• Retaining
• Separating
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Training Materials
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Design Principles
• Think: comic-book
• Photos & graphics
• Less text / words
• Bullet points vs. sentences
Training Materials
• Bullet points vs. sentences
• Generous white space
• Consistent font types & sizes
• Content reflects brand image
• “Notes” area - if serving as a
workbook
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Department Manuals / Workbooks
Department Manual – sample page
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Job Aides
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Validation Materials
Mix & Match – sample pages
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Validation Materials
Fill-in-the-Blank – sample pages
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• Recruiting
• Interviewing
• Onboarding
• Training
The Employee Life Cycle
• Training
• Developing
• Incenting
• Retaining
• Separating
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Ongoing DevelopmentOngoing Development
• Don’t hoard information - look for opportunities to teach others
• Always give the ‘why’ behind the ‘what’
• Get veteran, long term employees involved in facilitating content
National Restaurant Association
• In the US, 90% of all Americans
10/31/2010
• In the US, 90% of all Americans will have worked in the hospitality or retail industry at some point in their life.
• 35% of those will be promoted from staff-level into management.
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Leadership Development Pathway
• Bridges internal development gap that exist between management levels:
� Staff to Management
Succession PlanningSuccession Planning
� Staff to Management
�Ops Manager to AGM
� AGM to GM
• Developmental checklist of tasks/projects to be completed for promotion consideration
• This puts you on the path to create an “Army of Giants”
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Employee ExpectationsEmployee Expectations
20 years ago20 years ago20 years ago20 years ago
Money Work / life balance They want it all!
10 years ago10 years ago10 years ago10 years ago TodayTodayTodayToday
If employees were volunteers, would we treat them differently?If employees were volunteers, would we treat them differently?
Happy to have a job Started really suing companies
Showed up, did the job & then went home
Attorney’s phone # is on speed dial
Started keeping an eye open for a better job
Tolerated “old school” authoritative managers
Responded well to those that just said “thank you”
Only loyal to those that inspire & develop with compassion
They bail at the drop of a hat…usually because of poor leadership
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• Recruiting
• Interviewing
• Onboarding
• Training
The Employee Life Cycle
• Training
• Developing
• Incenting
• Retaining
• Separating
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Industry Statistics
1. People do not quit organizations – they quit people.
Research findings after interviewing over 1,200 non-management employees:
(Heart-Centered Leadership, Susan Steinbrecher)
2. People are searching for a sense of purpose and meaning in their work, no matter what the work is.
3. People want to be respected as whole human beings with a life outside of work.
4. People will do almost anything for a supervisor or manager who respects and appreciates them.
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Industry Statistics
46% of employees leaving a company do so because they feel underappreciated
61% said their bosses don’t place much importance on them as people
(Heart-Centered Leadership, Susan Steinbrecher)
61% said their bosses don’t place much importance on them as people
88% said they do not receive acknowledgement for the work they do
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• Install system where employees recognize each other for “random acts of kindness”
• Generic note pad - staff takes a slip, completes it, then:
Staff-on-Staff RecognitionStaff-on-Staff Recognition
then:
�posts in employee area for all to see, OR
�places into an Employee-of-the-Month box to assist managers in deciding monthly winners
• Creates a “self-managed” environment of positive recognition.
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Public RecognitionPublic Recognition
• Public recognition of positive performance helps develop:
�Morale
� Repeated positive performance
• Luckily, pins are a part of our culture
• However, nothing beats the old-fashioned & free “Thank You”
• Recognition programs only exist to help remind managers to do this more often
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“Emotional Bank Account” Theory
• Relationships are like bank accounts – both based on trust
Daily DepositsDaily Deposits
– both based on trust
• Daily Deposits = increases staff morale and loyalty
• People who understand their role & feel appreciated stick around longer
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Industry Statistics
Q: “Why did you leave your last job?”
7% said they left their last job because their supervisor or manager did not say “good morning” to them.
(Heart-Centered Leadership, Susan Steinbrecher)
did not say “good morning” to them.
The Gallup Organization:
– Surveyed more than 2 million employees at 700 companies worldwide, over a 25-year period.
– Found that immediate supervisors are the single largest influence on an employee’s decision to quit (or stay).
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• Recruiting
• Interviewing
• Onboarding
• Training
The Employee Life Cycle
• Training
• Developing
• Incenting
• Retaining
• Separating
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•Hotel = 5%
• Retail = 8%
• Food Service = 20% U.S. Population Growth
•Grows 1% per year (about 3million people)
•Not enough physical bodies being born to •Groceries = 23%
Industry Growth – U.S. OnlyIndustry Growth – U.S. Only
• Education = 22%
Employment Growth by Industry (1996-2006)
(Annual Report)
•Healthcare = 25%
•Not enough physical bodies being born to supply labor force
Employment by Industry
•Hospitality still the largest employer in the U.S.
• By 2012 – Healthcare will take over as #1, with Groceries #2
• Those industries are going after the same demographic and hiring them earlier in life
•Groceries = 23%
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• Evaluate people regularly
Staff EvaluationsStaff Evaluations
• Use a simple 1-page format
• Provide an ‘expectations grid’ to ensure consistency
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Employee Surveys
(Annual Report)
�Soliciting feedback from employees really matters
Not Often = 115% Frequent (2/yr) = 107%
Not Often = 38% Frequent (2/yr) = 29%
� Staff-level
�Managers
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Employee Surveys
• Provide an anonymous process for staff to voice their opinions
• Make the process simple – electronic, • Make the process simple – electronic, if possible
• Most important: dissect the results and act on the feedback!
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Posters
Communication Vehicles
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Communication Vehicles
• Quality Circle Meetings – set up a feedback system to address issues
• REX Meetings (Reality vs. Expectations) –have planned out & impromptu 1-on-1’s, to discover what is/isn’t working for each person
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Communication Vehicles
• Sound Check – themed pre-shift meetings; opportunities for staff positive recognition before the shift startsstarts
• Podcasts – monthly audio broadcasts; interviews & town hall meetings with executives
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Communication Vehicles
• 5-day manager conference
• All business concepts attend
• Focused on brand identity, service, culture
ROCK 101
• Online university
• Mandatory for all managers
• Sessions are strong instructional design,
but branded Hard Rock
ROCK 101
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Operating Values/MottosOperating Values/Mottos
Love All – Serve All
All is OneAll is One
Save the Planet
Take Time to Be Kind
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• Volunteer program created at each property
• Managed by the employees with manager support
• Employees make it a priority to become a valuable community partner:
� beach/river clean-ups
The Ambassadors
� beach/river clean-ups
� feeding the homeless
� recycling drives
� Earth Day events
� co-workers “in need”
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Ambassador ProgramAmbassador Program
Hollywood, FL – 136,000 pounds of food for Daily Bread Food Bank
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Ambassador Program
Local musicians and Hard Rock employees from Biloxi & New Orleans building homes with Habitat for Humanity
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Service Badge Employees Eat Free
Founder’s DayFounder’s Day
Myrtle Beach
Atlanta
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2007
2008
2009
2010
Employee NewsletterEmployee Newsletter
Hard Rocker - internal staff magazine, focused
on celebrating our charity support
2009
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Philanthropy Resources
Ambassador Pin –
Given to employees who
participate in 3+ events
Philanthropy DVD –
shown during all new hire Orientations
Sr. Director of Philanthropy –
runs point on all philanthropic initiatives
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The Value of Philanthropy
• Great for the environment
(Annual Report)
�Those that did philanthropic initiatives (1999 – 2005), reduced Turnover by 30%
• Great for the environment
• Adds value to the community
• Good for business – socially-conscious guests
• Makes the job bigger than a paycheck
• Encourages teamwork – managers & staff work side-
by-side on a common goal outside of work
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• Recruiting
• Interviewing
• Onboarding
• Training
The Employee Life Cycle
• Training
• Developing
• Incenting
• Retaining
• Separating
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Incent Them Like They’re Rock Royalty
• Industry-leading benefits - 401 K –
50% match; up to 39% contribution
• High Volume =
• Individuality relished
• Pins – ongoing recognition
• Growth - high internal promotion rate
• Rolex watch – 10 years of service for ANY employee
• Harley Davidson – GM of the Year
Is it enough?Is it enough?
• Growth - high internal promotion rate
• Travel – trainers open up global properties
• Philanthropic opportunities - everywhere & encouraged
• All-Access – unprecedented to rock artists & unique events
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• Meet with “voluntary” resignations
• Discover their real reason for leaving
• Act on the info you receive - fix underlying issues
Exit InterviewsExit Interviews
underlying issues
• Departing employees are still future guests/customers
Bu-Bye
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Develop me.
Thank me.
Inspire me.
Today’s Workforce
Don’t yell at me.
Talk to me.
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Profitable GrowthProfitable Growth
+ Guest Experience+ Guest
Experience
• Great Service
• Quality Product
• Cool Environment
• Price/Value
• Clean
• Safe
• Fun
CCCC
UUUU
LLLL
TTTTPromotable People
Promotable People
+ Employee Experience+ Employee Experience
• Money
• Benefits
• Recognition
• Growth Opportunity
• Leadership
• Fun
• Safe
TTTT
UUUURRRR
EEEE
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VALUESVALUES
METHODSMETHODS
What you Say you will do
What you actually Do
++
METHODSMETHODS What you actually Do
CULTURECULTURE==
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Profitable GrowthProfitable Growth
+ Guest Experience+ Guest
Experience
• Great Service
• Quality Product
• Cool Environment
• Price/Value
• Clean
• Safe
• Fun
CCCC
UUUU
LLLL
TTTTPromotable People
Promotable People
+ Employee Experience+ Employee Experience
• Money
• Benefits
• Recognition
• Growth Opportunity
• Leadership
• Fun
• Safe
TTTT
UUUURRRR
EEEE
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Questions ?Questions ?