Every season, at my former organization, starts
with a department wide training for both returning employees as well as
new. While in training we have an
overview of what our department does and what is required of each employee. Next we cover anything new or changes that
have been made since the last season. We
then take a walking tour of the resort to familiarize the employees with the
different lodging options. For the new
staff there is a small amount of computer training. The final event in preseason orientation is
the “Rally”. The Rally is a two-day
event in which every employee at the resort attends; the overall theme is to
create a connection among all staff no matter the department. For the past few seasons the Rally has
incorporated movement between multiple stations run by the different
departments. The employees move from
station to station learning about each department and anything new. The day cumulates in a large group meeting in
which a gift is given to each employee.
The Rally is meant to excite employees about the upcoming season as well
as pass on any new additions to past seasons.
The Rally uses Denning’s (2011) technique of
communicating who the company is or Branding.
The resort uses the Rally to convey their values and goals to the new
and returning employees in order to gain their trust and appreciation. This way of marketing the brand to employees
help them market the brand to the guests.
If the employees are happy and excited to work at the resort then that
will spill over into their communications with the guests.
Even though the resort employs a large number
of people the Rally helps break the group up into smaller more intimate groups
so the members feel they are receiving information on a more personal
level. This also helps to keep the story
focused, simple and clear. The delivery
of the story in small groups also helps to assure the important points are not lost
in a large crowd. The presenters have a
better opportunity to interact with the small groups, getting them out from
behind the podium. It also gives an
opportunity to know and connect with the audience.
The Rally, especially with recent changes, has
a huge impact on the culture of the organization. This in turn has an impact on how the
employees relate to the guests. Having a
clear sense of the company’s values and expectations gives employees the
building block they need to be successful.
Denning, S. (2011). The Leader’s Guide to Storytelling:
Mastering the Art and
Discipline of Business Narrative. San Francisco,
CA: John Wiley & Sons/Jossey-Bass
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