 I am I'm familiar with this all right y'all. We are live Talking about yeah, that's when I said put your cheesy smiles on that's what I meant All right y'all so thanks for joining us today on smart business moves I'm Liz Trotter and my guest host today is a little August and guess who we have with us today Libby delucian Super excited Libby you've been on with us a few different times, but I think we've always talked about the same thing So I I think it's gonna be exciting for people to hear something new from you hate to need good to see ya It's gonna be old but new but more new than old Okay, I always love more new than old but You know, you can't get away from the basics. There's just no way around that There are some things that are foundational to your business and yeah We have to have new ways of doing old things, but you can't get away from the old things the old things are what they are Hey, Chris. Good to see you But I did want to say real quick because y'all were talking about Colby when we first came on And I don't know how much people would have heard for anybody that knows about Colby Or he doesn't know about Colby and you want to give us a quick Write down on like at least like the four different numbers there and what they might mean Libby. Oh, sure So we're huge Colby fans here. We give it to everybody in our office I'm just looking up one of the scores. It got emailed to me today But with Colby it's testing your natural work abilities or skills and so Paul was saying or Ricardo or That he's in transition Transitioning out of his name right out of his name to a different name. I said, oh my Colby said I was in transition too Which means it asked me like are you going through a major life change and divorce and I'm like, no I'm just I think I'm just my brain is crazy So it measures Period My phone is going off so it measures a few things it measures are you a fact-finder, right? Are you Very are you a follow-through like are you high or low and follow-through it measures a quick start So most of us entrepreneurs are really high at quick start and then are you an implementer? Do you like to work with your hands or your brain? So Colby's super important to us here in that organize it and we recruit We give everyone who has an office position a Colby score And it we actually put it next to their name in our accountability chart so that it better helps us work with each other Because if you're like a really high fact-finder, it's gonna slow you down We're just gonna drive me flip and crazy and people need to know that it's not that you're just trying to give them grief and Holding back. That's just their natural style, so Yeah, that's great. You did a great job of explaining that so Colby is similar to disk like when you're talking about disk you'll talk about it's different in terms of one is we're talking just behavior and one is we're talking a different type of skill in your natural skill, but How how it is is Conveyed to people is very similar. So when you're talking about disk you talk about your style What behavioral style you are you might say, you know, I'm a high SI. I'm a DI. I'm a DC and whatever And Colby use four numbers that are Telling you exactly what you are so Chris's that's what Chris is posting here He's an eight five three three and so you might hear these numbers from people They'll say that they are a seven three eight two. Although eight is very high. You don't see a ton of eight So let me tell you about Chris and his eight. So he's a fat finder, which drives me crazy By the way, Chris is my husband for everybody doesn't know Chris He wants to give me the scientific like answer for dinner Pizza Just what do you want to eat? That's all I want to know But it is nice to know it's it's very insightful for your office to learn about themselves Absolutely People love anything without learning about themselves. What we're gonna say over how often you guys looking at that within the company to make Sure that everyone can know each other style or remember it at least so we have it's next to their names in our EOS tools, okay So it's like, you know Mine is like a five star star star because I broke it So it's that's their name. So we're often reminded of it There are some companies that have it like on their door or on their on the computer Popular place and they say that your Kobe score doesn't change Yeah, they say that but Interesting because I've changed so much Mine has changed too. So I don't know if I just didn't answer Correctly like the first time second time third time. I don't know but they're close though the graph stays the same So but just like off a little bit. So that's interesting. All right, well, we're not here talking about Colby today I just want to make sure that everybody had a quick understanding case They heard any of that little bit that we started with there. Yeah, absolutely any time, you know more about yourself and Who you are and how you are Chris to go to your point about and your marriage? I believe that you're all of your relationships benefit because you understand Yourself and then you're also interested in understanding why the other person is the way that they are and what they're doing Get me started. Stop stop commenting Chris I can't myself so hot button for me. I always like this topic. All right, so We know today we're talking sales and marketing and what specific topic are we talking about today, Libby? So I wanted to cover Really something that's near and dear to me and as you guys all know I'm the hiring person. I love hiring. I love recruiting but I want to talk about employment your employment branding strategy, so it's branding and What is important? What does it look like a lot of people don't even understand what? Employment branding or employee branding is and do you have a strategy behind it? How do you use it? What is it used for and how important is it? So we have turned ours into that is the only branding we do now Is more of the employee the employment? Branding because it works both sides And really needs to be in line with your customer brand You can't have one brand that looks like this on your website. You can't see my hands And then on you know because those indeed applicants are somebody's going to go over and look at your brand, right? And if it's not in line with what you said That could affect so many things in your business. It's gonna feel like a different company. I don't know what to think What's the it can feel like? What's the truth even though you didn't say anything that was not in alignment? I am actually going to real quick post your website here To boot recruits so people can have a quick look and see Organize it website It's organized at swfl.com Libby one thing that I loved I remember we added each other in February was it February after QDS I Automatically loved your branding and there was a lot of continuity with it And I'm really excited to learn more about this employee branding from you because I remember actually This is me Being open here. I have screenshots of your brand of some things that you did on your Facebook for organize it. I'm like, it is so clean and I'm not the design guy I can't like put nice design together. So who's the brain child behind all this? Is it you that's hands-on all on this? No, so it used to be me and I made the decision God how long to Bring it in-house bring my marketing in-house because I wanted control not because I'm a control freak Which I kind of am Because I wanted to convey a brand that if you weren't in it here You wouldn't you couldn't portray it So I made the decision about a year ago to bring my marketing in-house And it was the best decision we ever did we ever made. I'm a huge Marcus Sheridan fan, right? Love the video they asked you answer the book got to see him speak love him And I did it before I actually even read the book and seen Marcus Sheridan But when recruiting started to become harder and I looked like every other person's website like a stock picture or you didn't even know what city we were located in I wanted to get control of it. So I brought my marketing in-house I found an amazing young gentleman who had just graduated from Marketing and I don't know what his minor was but marketing. It's a four-year degree. Um, I took Who not how to the extreme and told him what I was looking for like what was important to me And he's in this office every day. Well, he works from home one day because he's like I need quietness so I can write a blog So he works from home one day, but he's in this office every day Talking to the cleaners talking to the organizers answering the phone from customers He's phenomenal at sales. I love he put his self through the college at a call center. Oh Yeah, so he does our sales training But sales isn't what like it's him excited so he does our our branding and he took what I wanted and I see him all the time and And You know he at first he would ask me how's this look and I'm like it's freaking amazing like you know keep going keep running with it So he shoots video He shoots still pictures. He goes in the field. He schedules his time in the field None of our clients have turned us down Because everyone's like how do you get in these houses we ask? Yeah, he's an employee. He's background checked He sends a nice little text. It says hey We want to spotlight one of our cleaners because we want to recognize them and here's an example of what we want to do in Your home when we promise we're going to protect your privacy And he will chat in some amazing videos and the cleaners the technicians love it They come in the office like is the video ready? Is it ready? Kind of share it like You know and we've gotten a few they have thousands of views Organically like winner. I think she is the most and she's like a 26,000 views Wow, that's crazy. Yeah, I Know you brought a little PowerPoint here today. Why don't you go ahead and share your screen sure that and then also I'm gonna have you share organize it swfl so that people can see Yeah, I just realized my son must have had an early day because he is Outside riding his motorcycle Well, it's the last week of school here no he's He has a bunch of a bunch of his toys in our garage and he's going to the doom So he's picking up Here I see him up riding around Okay, so first I'll share with you guys Just give me one second I'll show first the Facebook page. Okay, I'll go into the website Share screen to have two screens so bear with me Okay, I'm not sure if it worked I see it. Let me see if I can pop it up There it is okay, so First I'm just gonna dive into our Facebook page and so our Facebook page and Instagram each other So we can kind of get a gist of our is it getting traction? How many views is it getting? so we are really focused we have a very a Unique brand we've decided that all of our pictures are gonna be in black and white Because we couldn't get the same color like tone across the board and so Boris knows his name is Boris. You cannot recruit Boris guys Know that I'm like them really really Particular like I just want it to look clean. I want it to look the same So we're in Southwest Florida and right now we're starting a summer cleanse program Because everybody likes to cleanse during the summer. So we're doing some add-ons Everybody knows them. We already do them, but we're just rebranding them in a different way You know like Lenai cleaning we're not when I refresh laundry all that good stuff And so we love to feature our cleaners and you will not see on here just picture of a clean house or Anything else it is or videos of me, right? I said, I love Marcus Sheridan Doing a what's included in a deep clean Pricing I'm trying to get to one of our videos So Boris makes all of our videos and this one is it's full of all of our cleaning technicians and organizers and And kids so like this was a special we did for Mother's Day And we made sure that every single technician was in here Because if they didn't have kids they had a mom for Mother's Day So we really focus on trying to feature them And we just use teen pictures. So I know my colors are different for a cleaning company But it was originally started as an organizing company and now we do professional organizing and residential cleaning only This is an amazing video that he shot I Like the house like the house I do like the video too. I didn't mean to say I don't like the video. I do like the video. I also like the house So this is what our branding has turned into and one it move our employees love it. They love it And our believe it or not our clients love it. You'll see them comment on here I think somebody commented like that's my house I Don't see the comments probably because I'm signed in as a different person And so we you know just his pictures alone like a thousand ten hundred a thousand hundred ten engagements And so he loves to film he loves to write content So he loves to market so or work on branding and so that is kind of the direction We've gone and that is what our Facebook page is full of is cleaners Yeah, it's nice so your branding is The purpose is to show your show the world That you really value your employees and who have and that those people are Kind of the core of your business the people are the core more than anything else That's what I would get from that is that the brand that you're trying the message that you're trying to convey Yes, absolutely that they come they come first This might sound wrong, but my customers don't come first right now My employees do and I had to learn that the hard way starting out Organize it is a fairly new company, especially with the cleaning. It's only about four years old Where we I just I did organizing for two or three years prior, but it was just me. That's it and then we evolved into Organize it more of a brand and With employees and then we added the cleaning and so it's grown tremendously from there we Feature our cleaners on every piece of our website that you can think of and at first when Boris told me that I He wanted to go with just black and white. It's kind of like No, and then he told me why and then you know, we accent everything with With the orange. Yeah, so it has really helped us and that was we We I'm a huge video fan As you guys can tell there's there is video on it. Try to I try to put video on every single page of our website That is what we're known for our clients are like, oh, you're Barbara from the videos. See look, I got another name, too And so they love it they actually think that they get they know me because part of our brand It's a how much we communicate through video Yeah, that is one of our marketing strategies Go ahead, no, no, please go ahead and then I even went as far as Really taking it to a learning hub and featuring the cleaners They can meet them. This is still in the working progress, but I meant to go to the video library where They can come and see the cleaners in action and so it's full of Just videos of What we do and how we do it So you're gonna see all it and so we'll have people call us and they're like, oh my gosh I saw Marvy says video. I want her to clean my house. I Could see that you can see that have me They feel like they know them especially like the one who we feature pets Hmm. They're like, oh my god. She was so great with pets. I have two big dogs Like I would love to have her as my clear Yeah So it is working. I'm oddly enough this video right here winners one that has thousands of use thousands and So they just have a good time. They love being featured. They love it. I think it's really set us apart in Our community because you don't see anybody else Going this deep featuring their employees Yeah, especially because it's not just that they're featured. It's that they are the focal point that this this is what the What everything is about yes, and so I'm currently working on the learning hub adding more stuff my goal is to really have To be that that brand to go to for the Southwest, Florida for the the know-how's the how-to's like how much does cleaning cost like what's included in a deep cleaning? You guys are gonna laugh at me. I Do lives all day long For who recruit for for Debbie sardone consulting I never get nervous never do you know how long I've been dragging my feet to do These YouTube videos on what's included in a deep clean I can do a deep clean with my eyes open when I clean like what's the average cost of a cleaning I Drug my feet for months. I was scared. I don't know why Yeah, that's weird because it wasn't life No, it wasn't life because they're recording their They're just short, right? Yeah, I think it was because it's featured in my community. Ah Okay, maybe and I don't know that many people because I don't live here that long I don't know. There was something that like Just paralyzed me right and I was like, I'll do it tomorrow Well, I wonder if you had a little bit of this I have a little bit of this Libby I have no problem doing something live because if I get it wrong I can just I can just say, oh, yeah, I got that wrong and move on But with the video, I mean with like something that you're going to post somewhere like YouTube You have to get it right and if you don't get it right you have to redo it And so it seems so much harder. You can't have Or it's less desirable to have that that I just did in a video you can't have or It's less desirable. You can't do that. You have to pick Mm-hmm. Have it Or is it less desirable? Which one pick pick a pick a plan. Can't do that. You can't do pick a pick a pick a plan So I don't have any of that And so finally I did it like I was like, okay, I'm gonna do this. I got my plan I'm a big Trello fan. I got my Trello board for my live content and I'm like I'm just running through it But I just I stalled forever and that was like my number one goal and for Boris too He wants to be our go-to in the community for how-to's One thing that is a good suggestion you guys can do is we bonus our technicians if they submit at least a 30-second video That we can use for social media And they just submit it to us and Boris edits it Nice Joe Walsh does this at Green Clean Maine. Okay. Yeah, I love it. It's more real It's not so scripted like Boris's videos are amazing, but you can obviously tell they're professional So it's a little bit more real so we started doing that we've gotten some in and then we also incentivize our clients to Do Instagram videos for us When you say you incentivize them, how do you incentivize them? So we give them money off their next cleaning. Okay, if they Submit an Instagram video and like we just had one today. I probably don't even know the login for Instagram We just had one today It was amazing and the girls are so proud and that was just another way that we brand. Oops, I closed it that we use video for marketing and branding Please don't make me put the look password now Libby. Are they putting it on their social or yours? They're putting it on theirs and they're tagging it. Oh, that's awesome. That's amazing Yeah, and what we're incentivizing guys is not that much I Love the the ones for employees having them post on their social because you're your potential employees aren't on your Facebook It's on their Facebook Yes, so our employees are not posting it to their Facebook Submitting it to Boris. Gotcha. Or it is very picky To be said about that raw footage that Unedited Sorry, no, no, no, I was saying I love that The footage that doesn't always look too professional. It just seems more genuine sometimes so there's a good opportunity there as well Yeah, and so this is a mix. I like the mix. Have you got the professional but you also have this cell phone This just got submitted 51 minutes ago I And aren't we incentivize that that was I think she got $25 off her next cleaning Amazing Yeah, that's a great great idea. I love that. And so we do a lot on Instagram. We actually do more on Instagram than we do Facebook Everybody says Instagram is the place to be now, right? Yeah, it just has a younger market younger Which is fine because I'm in south of Florida guys and I'm trying to get the younger people. I Do not want the snowbirds. Yeah, I'm thinking that that's there's just a ton of old people there So I was wondering why you were targeting younger people when you live with all the old people So you'll like you saw the video that I showed your Boris with that very upbeat music Like that's we're trying to go young and fun and fresher. Why do I target it? Because the snowbirds are pain in our butt They leave right a lot of them unfortunately live on a fixed income They some of them do have the time to do it themselves But a lot of them don't see the value in our in our service because they could get it somewhere else for $60 So we're targeting young working professionals that live here and A lot of them live here now, but work remotely. I mean a ton Yeah Everybody is probably targeting the older people because that's just the market that you think you're going to have But you create your own market and everybody knows that you create your market that You have to decide what you want and then go after it looks like that's what you're doing Absolutely see how this branding is going to really be attractive to that younger set so I will say that I Feel that it has helped us so much in our recruiting That I have In Chris manages it now for me or somebody does maybe Ruben. I'm not sure. I spend zero money on indeed I'm able to market organically and some of the number one questions that get asked or Answers to get asked our interview is like, you know, why why did you apply with us and they have saw they've seen our Instagram? I'm like, oh my god, your reviews. You have so many your employees look so happy Um, I saw your videos. They're great You look so organized your company's really well put together. I'm like, oh if they only knew what the office went through I Try to I'm organizing queen. I try but this the office, you know, it's just that day-to-day craziness. Yeah I think everybody knows about that day-to-day whirlwind, right? Mm-hmm and My office I could do a whole another series on organizing your office staff You would laugh if you saw what I have set up in my office for reminders It's Because I'm so big in learning They're gonna learn it is not an option here. It's not an option. I love it. It's not an option So I have a stuff set up for them to learn on an ongoing basis to cut down the chaos, right? but We're going off on a rabbit trail Our squirrel moment But yeah, but it's that's also part of your brand All right, so this learning thing I feel like What you just said ties directly into what you're doing on your social media You're teaching you're making sure that everybody's learning about cleaning everything is I feel like this is a very strong value for you a good strong core value that even if somebody said yeah You need to be doing something different You'd be like, okay, you'd start doing something different and very quickly it would turn into a learning environment for people So I invest a tremendous amount of money in our learning. We have an eos implementer I've signed them up for their own learning like we're going through they're going through a sales course right now It's a year-long course So that's not an option here. Oh, and they're also doing all the eos videos from the us conference so And they get to pick what they want to do, but it is part of our culture and our brand you are 100 correct And I even say that like if you don't want to learn even the cleaning technicians We have ongoing training and if you don't like to learn you're you're going to hate it here Yeah one of our values is personal growth And so yeah, I I don't really care how what where but I'll I'll give you lots of opportunity, but You will be getting better. You will be growing if you work for us. Absolutely Looks like you have a powerpoint. So I just have it's actually just oh, it's a little worksheets and It's I I think I put the download in there too. Everybody can have it. It's you have to fill it in I'm just going to talk you through it But the reason you're going to fill it in is so you're paying attention And you're really thinking about you know employment employment branding strategy Do you have a branding strategy? And if you don't how do I work on getting one right and everyone's brand is different So, you know take mine and use it for inspiration. But if you copy it, you'll be hearing from me Um, so, you know take it and and use it for inspiration Um, I follow some people on instagram that I just love their brand and they work cleaning companies at all I think one was a pest control company in arizona And another one was like a nutrition or a cleaning like a cleaning product company on instagram um, but find those Brands that currently have that image that really resonate with you That you're like, oh my god. This is this is me. This is tracks me. I love the look and the feel Um and use that for inspiration to create your own brand Um, so in our worksheet here, I just have a section for notes and then I have a section I want to talk about um, you know What is An employer brand because a lot of people don't even know what an employer brand is so employer brand Um, it's it's a positive brand that communicates that the organization Right that the company Is a good employer in a good place to work. That is what an employment or employee brand Represents it is a good company in a great place to work And you could see that through those videos in those pictures, right? Yeah, like my one of my goals last year was I want sexy uniforms Like and everybody's like you're crazy. Well, not like sexy and sexy, but like I want them to look good So I started to use the word sexy in our uniforms. Like I want you to look good and feel good Because if you feel you look good, you feel good. So the first thing I changed was Really our our uniforms Um, and I went with all black We just just a hint of orange Why did I go with black because us girls love black, right? Um, you look good. We look skinny. Um, it's also easy to keep clean Yeah, I mean you didn't have a lot of options if it's black and white with a little bit of orange You got a choice between black or white. I feel like they're like They're really you're right. Yeah So when you got black as an option that's not happening So that you know, that's what an employer brand is right? You're you're convened that this is a great company In a great place to work. Um, I have not seen this negatively hurt our marketing whatsoever with our outward face of marketing so when I'm talking about our marketing to clients I have not seen this effect. We have not gotten Any negativity at all except for maybe like somebody likes What's her name in that video? Um, but they don't know their names, right? So, um, but we got weird stuff like that before I did this kind of marketing anyways Um, but we haven't had any negative feedback on our marketing if anything The clients see it and they're like, that's my cleaner And their friend or their number goes, oh my gosh, I want to hire a cleaning company. Oh, I want your cleaner too Um, because they love to shout out their cleaners. Yeah on our facebook and instagram page So that has even helped even more Um, so, you know to get started, right? Um, it starts with the company and there's a few things here That we have to really look at when it comes to company and I have this fun little pin And I'm going to try to use it and I still have not Got in the hang of it Right and so the reason I have the worksheet is so you guys can download it and write your own thing in here But when it comes to employer branding the first thing You have to figure out is you have to know your company. You have to know your business So in here right and I'm going to see if I can write in this box We have to look at well first. I have to get my pin up We have to look at, um What is your vision for the company and I know everybody's like, oh god People always talk about vision and all these things. So in the first box, we're going to put vision And I attempt to write in here and I can't write Um, I know I like watching you do it. It's kind of fun. It's fun, right? I have to put it up here I'm trying to do it down low and it's not working Um, so we have to really look at our vision and what is the vision of our company? This is going to be so fun The vision of our company you love that there you go Right and if you look at your mission, what is the mission? Um, because the vision is where do I want to go in the mission? I should have just I should have just typed these in here in the mission Is where we're currently at and what we're doing every day Right and so this is knowing the organization Next we have to have our values Um, just like Liz said, those are our values. She just saw in all those videos Um, those were our values. It's teaching it's featuring our employees and our employees come first Um, so you have to have your values and the next one is and we all love this one and so many people I talked to don't know how to figure it out. I'm trying to write with this pin guys. This is hilarious Um, it's your culture Oh, what's your culture? And everyone's like, why don't have one or I don't know what it is How do I and I said, you know, when I started I was my culture Um, it was me it was Libby and it going through, um EOS It has changed because we redid our actually vision mission values We redid all that because the office now has a piece of it Um, so you really want to look at your company. You have to know the company Um, and really know it so that you can portray this publicly Um, because if you don't have that already that image and that look in your head You're going to be posting like just an array of different themes different colors Like you're not going to know which way to go. So it's not going to be Um, it's not going to be a clear message. It's not going to be a clear message Especially over all the platforms, right Right, so granted our posts are different on instagram than they are on facebook, but they're the same clear message Yeah, the same type of images and so from there from knowing the company, right There are four things That are super important to really create a strategy I can write this box. It's way bigger Um, the first one you want to do is research And everybody's like research like what am I researching? So you want to do research? So you want to conduct internal research and you want to conduct external research? Um, so you want to learn how to position the company? Um In relation to your competition, right? That's your external research um So It's it's really learning like what what are my what are my local competition not doing? I don't want to use that same stock picture. Oh my god I see it everywhere of the cleaners in the green overalls or the green aprons yellow gloves. Yeah, I know you're talking Hello gloves. I'm like, I don't know it. Yeah, I don't know it. I probably was guilty of using it too Um, so you want to connect research you want to connect external research How am I how can I position myself different? Against my competitors. So research, right? You might conduct it through surveys Through internet search through social media You might hire somebody right you could hire someone to do this for you and then you want to conduct internal research So that's really understanding the company As it's perceived by your current employees Right. Um How how do they perceive the company? Right? Is it well? Is it is it Well targeting or is it targeting your potential applicants? Well Um, so you really want to understand How is it being perceived by my current employees and how's it being perceived by my current applicants? And you can do well, we do the current through the applicants through the interview process because we ask some really pointed questions Um, and so that's how we got a perception of how our company is perceived Through that recruiting process And then through the current employees you can do. Um, I think they're called nds is their employee promoter score net uh e in e n d s and employee net promoter score You can make your own survey super simple. You can do other surveys survey monkey You can do one to ones you can use it with quality driven They have um an a way a way to do it now too. Do they I use quality driven. I didn't know that. Yeah, they do Um, I love the email that goes out now every week. Yeah. Well, you're not the only one. A lot of people are loving that, right? You can also so one thing that I know that a lot of people do is they just use a quick A quick like a job form survey that just asks this question is so simple But asking this question of people that currently work for you is super helpful And that is three words that you think of what you think of our company Right, so if you're getting the words chaos change Uh, I can't even think of another bad word, but I was just talking with somebody and I forgot chaotic Say it again Disorganized Disorganized well, then you know Right. Well, good. This is the image that we're portraying right now to our our current people This is our culture whether we like it or not So and that's a great example. You don't even know what your culture is To your current employees. Yeah, you might have one thing in your head. Yeah And it might be something totally different to them So I heard this definition of culture one time and it was my it's it's still my favorite It's not complete. There is no complete one liner for culture that I've heard yet But my favorite one is your culture is your people So how your people act what your people do what the the people the people themselves that's your culture What you see the people doing is your culture like it or not what you see them saying Culture your culture are your people. It's your people And I haven't been able to find a culture where that was not true Sometimes people will say, you know, this is my culture. You know what it really isn't because this is what your people are doing So guess what? That's your actual culture. That's just what you hope your culture will be It's what you want it to be. This is what you've made it kind of look like But it's not where your culture is Yeah, absolutely. Yeah, so you got to be careful With this idea of branding a lot of times people think and I know you're really going deep on here Which I think is super helpful, but a lot of times people think that branding is Oh, okay. So liby's brand is black and white with orange They think it's color Right. They think it is the font That's not where your brand is your brand is much more it's deeper. It's your vision your mission your values All of that stuff contributes to what your culture is So I'm loving this. Let me all right. We got research in your spots. We got a couple more spots One more thing about research. I really have to say one of the things when you are doing research on Your external Companies, this is an amazing thing to look for y'all Look for the things that that companies that are outside of you what they don't want to do Do the things that they don't want to do because when you do them They're never going to try and take them over. They don't want to do those things That's an awesome strategy for holding on to a really strong A strong culture that nobody's trying to infringe on because we've all been there Where no matter what I do pretty soon everybody else hears about it And then they start doing it and I have to shift again, right? And I have to do something better Then they do that and I have to do something better If you choose the things that they don't want to do You don't have that problem No, and I will tell you like I said that mark is Sheridan the ask you answer starting that youtube series Oh my god now. I know why nobody does it So much work It was just like oh So the next topic I want to talk about is um your proposition right define an employee value proposition um, what's what's that proposition so The proposition it clearly communicates the value of the brand and the and the company That it's the that it's developing right the employee branch should truly reflect What is special about the company? And be in line With the customer brand So what's your proposition right defined an employee value proposition? So clearly communicate the value of the brand it clear it can It clearly communicate the value of the brand Right and that the organization organization is developing right? We're young. We're trendy. We're growing. We got music on our stuff But besides that You know, how are we different? um, I think sometimes people get messed up with the proposition too because A lot of times it's portrayed as the unique value prop right the uvp And so when they think of that they're like how can I be unique? I mean everybody's kind of doing the same things aren't they? No, they're not doing every single thing the same. You don't have to have Everything different you just have to have something that sets you apart and that people can point at and say oh look at that Just that slide edge Yeah, and that's cool It just has to be that thing. Yeah That's a great point Liz the other day. I was talking to somebody and I had posted a post in our Million dollar hiring strategy Facebook group And I had put you can't You cannot sell your brand or your job if the person that's selling it is not sold 100 sold on it sold so point that there's Irrational because there's no better job in the world Um, and I said, you know really think about what is making me different. I love to make people think I love to make them uncomfortable. I push them Um, so if you see some of my facebook comments, I'm like, so what makes you different Um, it's only because I want you to think about it And you know someone responded, you know, oh, we have nights and weekends off I'm like in my reply was so does millimates Um, because I'm trying to get you to think I'm trying to make you uncomfortable. She goes. Oh, well, we have paid time off. I'm like, so does make pro um And so this was a conversation. I said, I just want you to think that's if I'm looking at an ad Right or because an ad is marketing And and I'm looking at you and I'm looking at make pro and you pay me the same But they give me nights off and they give me nights off. They give me weekends off and so do you That's not being that's not A value proposition. Yeah You have to live in a little tiny city And there are no other franchise companies there And the only other companies that's in your area makes the people work every other weekend And has them working sometimes until eight o'clock at night. Okay. That can work for you If that's your What's going on in your city, but that's gonna be rare Nowadays, that's Not what you're going to be seeing most places Everybody's kind of following the same trend We're all saying that You know, there's no nights and no weekends. We're all saying some of these I remember when I first started saying Um unlimited time off people were at first they were like, oh my gosh, that's insane as you can't do that I'm like, absolutely. I'm giving unlimited time off now At least 50 of the companies that I know of give unlimited time off. It's time for a shift And that's not unique anymore. People are giving unlimited time off. How about unlimited paid time off? That's a new thing I've recently seen I have to work for you, Liz. Yeah. Yeah That's a new thing. Yeah You know, and then in that in that conversation, you know, she's like, I can't afford to do anything else And so that's where people try to start to get a little Like their view gets a little skewed because it doesn't necessarily cost you money Yeah, right to have a long position to be different to offer something different doesn't necessarily cost you money Yeah, it doesn't have to it can but it doesn't have to Yeah Yeah, um, so the the next one is um marketing strategy, right? So you need to develop your employee marketing strategy. It really needs to be um It needs to be first, right it helps with that recruitment strategy Even though you won't think it will it does So you really want to have a strategy. So if we do this, how are we going to use it? Um, are we going to put it on our social media page? Are we going to make a careers page because remember this is employment branding? Um, how are we going to position it? To get traction and work and what are we going to do with it? So you need to have that marketing strategy For that employment side. So it can really for from the employee value position Um, it can really help retain and engage your employees What I love about it as well is that you have the internal customer. I mean your yeah your employees your internal customers that are That they have a buy-in but now you get to Get their family to have a buy-in by showcasing them when their family gets to see that hey This isn't just i'm not wiping my my baby's not wiping toilet bowls. Here's a fun company. They're investing in them I i'm okay with them being here because a lot of times we lose people because their family's buying We lose people because they look down on what they do But not if they're a rock star and they're you know, they're featured on my on everything Absolutely, you'll never see me say i'm the rock star. Um, because I don't want to go clean So I that 100 percent is true. We get a look because we employ a lot of women I do have some men but a lot of women and their Family look down on on them being a cleaning technician Um, so besides being able to pay them well, we've tried to position them as that expert Right, um, and I've employed latino cleaners and They're featured in our videos and I'm like they're like, oh, but we don't speak English. I don't care speak Spanish honey I'll use subtitles I want to feature you as well like equally You know liby the thing that you're doing with youtube right now answering these questions I wonder if you have an opportunity to get some of your team members doing video Because I had one of my team members she was against video and now she loves it because people are like, oh, you're the one on the video Uh, but they get to show that to their family as well like oh, you are the subject matter expert kind of like what you just said that Yeah, so it's definitely helping us um, and then the last thing is um, I'm getting better with the pin guys Well, because I usually use an ipad and so my ipad's broken So a line right um the It has to all align it has to align with your employment brand your employee brand and your Overall company brand have to align we had said that earlier If I'm an applicant applying somewhere and I go look at your facebook or your Website and it isn't aligned with what you said or the pictures you put on indeed Um, it's going to affect your show rate It's going to affect your cost because you're spending a tremendous amount on indeed It has to align everywhere. It has to align in the way you reply to google reviews. Like we love Cheyenne. She's amazing too Or we love Cheyenne too. She's amazing because the power of social media and technology Has really changed the way applicants Vet us Because they're reading those reviews like they are 100 reading Um those reviews those comments all that stuff Lastly right I want I so you want to develop and use some metrics um, and so This is if you develop and use metrics it will affect highly affect three areas Um, and these are the metrics you want to use to measure, but it will also affect these three areas Um, so we're it's going to affect your quality of hire I don't know I push the button. There's a button on the side. So it'll affect your quality of hire um So you can use that to develop a metric on like Are we getting some duds here? Oh my gosh. I'm getting a whole bunch of unqualified applicants. Um So once you develop this and then you use metrics It will 100. Um, you want to track the success of the employment brand And the way you crack it is by looking at quality of hires employee satisfaction And you can do that again by the surveys and I still employee wrong so Um, my iPad is much easier to write with And before you satisfaction, I'm going to skip satisfaction And the last one that is the most powerful that we are just now seeing happen to us within this year is um Employee referrals We have at least three new hires that we never recruit for Um, and do you know where they came to us from? Your employees no Oh, we were assuming referrals The husbands of our employees three current hires And this last year that have stayed they're amazing. No, it's been last. I think it's in the last six months their husbands told their friends and those friends told their wives Well, that is unique. That is a new thing right there. That is very interesting. Um, so and we track this because we track where everybody comes from Um, just like you track your leads, right? Oh my god, I can't write. I'm gonna give up We know what that means We got it satisfaction. Um So just like you track your leads we track all of this stuff so that we have the data To figure out is our employee brand working is our brand working? Is it helping us sell the job and sell the service? um, and so the last page is just for some notes again, so Lastly because we're coming up on time The one thing I do want to say and leave you guys with before we Go into some questions is you want to make sure that the people in your organization the management Are practicing and supporting this brand And this will take coaching and training Compensation you name it, but you have to make sure the office is Is portraying this brand that they're living it breathing it Sleeping and eating it because they're the people hiring your staff. They're the people training them and onboarding them Yeah, and so That is the biggest thing to see and we recruit and then in my coat in the consulting side and coaching That it when it doesn't align and it doesn't align often and i've been guilty of it too If the wheels fall off the bus Absolutely, I agree with that Yeah, which it wasn't true, but it is Yeah, uh, livi you said that you had given uh that your template somewhere. Where did you where did you send that? I think I just put it in the chat All right, I'll drop it in there I'll try and find it and get it out to everybody. Yeah, I don't see it in there I'm sure wrong with the real pin will be much easier Well, and I I think that uh, you gave a great outline there But now everybody has to go in there and fill the boxes in what's your vision Don't just be like, okay. I need to know vision mission values, right? What is your vision fill that box in Fill in what the mission is. I think it's super Super useful and beneficial. I'm so glad you came on and shared this with everybody today livi Um, I think it's really helpful also for people to have something that follow It seems so hard to people, you know, it's like it's so much so much to think of Um Oh, that's a lovely little, uh What's that called delay right there? I was a lovely little delay uh, all right, so Oh, are you frozen? I'll frozen for a second or am I frozen? No, I'm not. Are you here? Yeah, I see you too. It's all oh, he's a little frozen. He's frozen. Yeah, he gives up All right, he's like the snowman right from frozen. Yeah Oh, he's frozen again boy. He frees as well Right when I freeze my face does not look like that. I do not all no All right, so livi is it me? Yeah, actually That one wasn't as good with your tongue sticking out Yeah, I'm kind of going in and out Yeah, you are All right, so livi I would love it If you could sort of wrap up if oh there we go. Thank you. That's awesome We'll have you guys see that livi just shared her little template for you to go in fill out and begin creating The brand that you believe in for your company So tell us though, uh livi I would love it if you would sort of wrap this up if people wanted to start somewhere Where should they start? They're like, uh, okay. I see that this is all important. Should they start making videos? Should they get brand new uniforms? What would you recommend? Where would you recommend people start? So this is going to sound really repetitive and old But I would start with really looking at your core values They are so important and when I first started I copied core values from somebody right because I didn't know what to put Didn't know yeah Really breaking that process down because you cannot portray your brand Whether it's your client brand or your employee brand if you don't actually if you don't have those clear Values of your company defined and remember core values are for employees Right, they're not for clients And we didn't really learn how important they were honestly until we went through that us process And my team helped us build them Um, so really looking at this core values because once you get your head around What our values are at this company? You can start to portray that in images and in colors, right? Yes All right. Well, we are absolutely out of time and I really have like 10 more questions that I know I can't ask so Thank you so much for being here today livi You guys heard it start with your values Go a real quick if you don't have any core value cards real quick. Go do a search on values list It's a great place to start. I just posted one in one of my Strategic success circles today It's important. Absolutely important. All right y'all. Thanks everybody and we will see you next wednesday. Bye