Opinions expressed by Entrepreneur contributors are their own.
During the course of a workday, it's easy to spend time putting out fires – we've all been there. This reactionary style of management results in a disjointed, chaotic feeling for everyone from the workforce to the customers. Focusing on your original vision for your business can create synergies that connect your employees, your customers, and the community you serve.
It is possible to create a culture of purpose within your workforce and maintain a positive, engaging reputation in the marketplace. However, this requires your leadership team to stay true to the original motivation you had in your mind and heart when you started your business journey.
Related topics: See your goal as a path to success
1. Capture great employees in the interview
Leadership and employees can work together to find common ground and agree on goals, but this process begins in the interview. One of the best indicators of loyalty is a candidate's desire to focus on meaningful work.
I run my company as a blind CEO. When I interview a candidate, the main thing I want to know is why they want to work for me. I'm always shocked when job seekers reveal they've never visited the site versus those who enthusiastically share why they feel connected to our mission. When I interview a candidate, it's often the vulnerability in their answers that appeals to me. Sometimes the person I am interviewing tells me about a personal disability or limitation, which for me is an act of openness and transparency. I love it when people say they are passionate about working in an inspiring environment. When our conversation begins, I listen for a story.
What many candidates don't know is that the interviewer is waiting for them to have their breakthrough moment. This deviation from the usual questions and answers often reveals their passion for the work or their vulnerability.
It's important that your interview questions reveal a potential employee's connection to your mission. You can start by asking candidates what measurable impact they would like to make in the position being offered. Also find out how they imagine their professional life in five years.
2. Create a culture of engagement
To work with purpose, the leadership team must create educational opportunities for employees and customers and extend collaboration with the company beyond “business hours.” This is a chance to show your team and customers that their needs are important beyond the job description or the product or service you offer.
A company's reputation for producing new leaders and supporting hard work and ambition will go a long way in retaining good team members who have the flair to innovate, develop and motivate your workforce. Whether it's a group meeting or a company event, it's important to bring the workforce together so that employees from different departments and positions can collaborate, share ideas, grow as leaders, and support each other.
Such change can begin by simply reassigning tasks or creating challenges that give employees the opportunity to grow. You can take some projects off the hands of the administrative assistant or assign some items on the to-do list to an employee who has shown initiative. A team member could send meeting invitations or reminders to committee members from a list of goals. An employee could also create a committee to help plan and execute a company event.
Keep an eye on the outstanding employees and give them the opportunity to be seen as experts. Have some act as advisors, trainers, or support other team members. This makes employees feel recognized and encourages others to achieve this targeted level. This type of support provides you with a “pool” of potential leaders and makes your team members feel like their contributions are recognized and rewarded.
Related: 3 Reasons Why a Strong Purpose is a Good Business Idea
3. Build a positive online reputation for your business
While you can never eliminate negative reviews, the best approach to maintaining a positive company reputation is to actively implement various ways to receive reviews from employees and customers alike. It is estimated that 99% of customers read reviews from time to time, but only 13% would choose a product or service from a company with a two-star rating.
There are several proven ways to generate positive reviews. The process can be as simple as using comment cards. You can also ask the customer for an email address. Some companies have a physical “register.” others have an email link that allows people to sign up and provide that information. From there, it's easy to follow up and ask for a rating or comment. Other stores offer rewards in exchange for reviews. This offer can usually be seen on banners or signs in the physical store, on the receipt (physical or email), or on the company's homepage. Some companies use a QR code that leads directly to the online rating center. You've probably seen a kiosk in the store that allows for instant feedback.
Another way to generate rave reviews is to get referrals or referrals from companies you've worked with over the years. These allies can talk about important features of your business that go beyond a rating system or a quick comment, and can attract visitors to your website and new customers who respond to the positive sentiment.
The mantra “If you don’t ask, you don’t get” works well here. Thanks to evolving technology, there are more ways than ever to get positive feedback for your business. Instead of running away from the company's fear of bad reviews, make it your mission to seek out and get the best reviews by involving the community in the process.
You can improve your company's reputation by finding new ways to engage your workforce and the people you serve. By cultivating outstanding employees, offering training and leadership opportunities, and prioritizing positive feedback, your company can stop putting out fires and bask in the culture of purpose you've always strived for.