Do you ever wring your hands that more people don’t know what a credit union is? You’ve sent newsletters, done radio ads, put up billboards, and still so many people don’t know?
Well, I’ve got a really important idea for how to take care of this.
As marketers, most of know that the number one source of new business is through referrals of existing business. So if you take care of your current members well, they will tell their friends and family. So let’s assume you are already taking care of your members.
Are you taking care of your employees too?
And what I mean is this: Employees are people. They are not bodies taking up space in an organizational chart. What could be more demoralizing to a person than being assigned an email address of Teller1@NotABankFCU.com. I bet YOU don’t have an email of CFO5@NotABankFCU.com or VPMarketing28@
So why do this to a teller? Because you have high turnover in the position? Of course you have high turnover in that position; it’s a hard job with low pay. But when you treat people like numbers, and EXPECT that they will be out the door soon, it becomes even worse. It becomes a self-fulfilling prophecy, and turn over gets worse, not better.
Yes, a big percentage of your tellers will eventually leave. But what about the ones that stay? What about the future CEOs, CFOs, COOs, and VPs of Marketing? Take a look at all the amazing programs going on for the future leaders of the CU movement, such as The Cooperative Trust’s Crash Events and CUES Next Top Executive.
I will offer this thesis: The best way to spread the word about what credit unions are is to treat every single new employee as if they are going to spend their career in the credit union movement, and eventually work their way up to being the CEO of YOUR credit union. If you treat every new hire in that way, sure, many of them will leave someday.
But here is the benefit: Even the ones who leave someday will enjoy their work more thoroughly. They will likely stay with your CU longer, thus reducing turnover. And most importantly, since you have educated them what it means to be a credit union, they will educate your members what it means to belong to a credit union.
AND….. for those one or two special people who grace your establishment for their entire careers…. YOU can feel special knowing that you have nurtured the next generation of credit union leadership. And it all starts with treating your new hires like they matter. Because they do.