Separating the Best from the Rest
By Bob Prosen
In just a few short weeks, we can finally close the book on 2009. On the business and economic
fronts, 2009 delivered staggering blows to the financial “bottom lines” of both its citizens and
corporate America. In this year, we witnessed the meltdown of financial firms and the collapse of
corporate giants, all of which contributed to a drastic rise in joblessness and home foreclosures.
Package that with the highly publicized fallout from corporate scandals such as those experienced
by Freddie, Fannie, and AIG and now you’ve got a nation of naysayers bearing the battle cry that
big business is bad, corporate executives can’t be trusted, and government intervention is
necessary. No doubt corporate America is in distress – or is it? Times are tough, sure, but not
bleak. If we look past the headlines of doom and gloom, we find companies that are getting it
right.
Tough Times Differentiates the Best from the Rest
Each year, Fortune magazine publishes a list of the 100 Best Companies to Work For. Looking
specifically at the top 25, you notice one very powerful similarity – each takes care of their
people, even (or perhaps especially) during hard times. And while none of these “Best
Companies” was immune to the economic slowdown of 2009, each maintains a corporate culture
where people matter and communication is top-notch. Interestingly enough, when you assess the
reasons “why” these companies are among the best places to work, high pay is not typically a
defining factor. In fact, of the top 25, only 40% also have the best paid employees. So while pay
is important, it is clearly not everything. The companies that most successfully weather the
economic storms are the ones that not only remain focused on results but also value their work
force as an integral part of their success. Through transparent leadership, open communication,
and employee support, these companies differentiate themselves as the best. Below are a few
reasons why they have the distinction of being a “Best Place” to work:
 Communication: Communication is always a critical link in defining success, and it
becomes even more so during a crisis. In the case of Principal Financial Group, CEO
Larry Zimpleman sent weekly e-mails to all employees during the “height of the financial
upheaval to keep employees up-to-date and reassure them the company was healthy”
(www.cnnmoney.com). Good communication begins at the top and is free flowing –
both top to bottom and vice versa. When communication breaks down, commitment and
accountability weaken, problems go unaddressed, and ultimately results fall short of the
desired outcome. When economies tighten and competition is fierce, the quality of your
corporate communications can be the lifeline that maintains productivity and your
competitive edge. One point I can’t emphasize enough is that just when you think you’ve
communicated enough, go back and communicate some more! After twenty-five years of
working with some of the world’s top corporations, I can tell you this: I’ve never heard
employees complain about getting too much good information from management. Even
when layoffs were necessary or perhaps imminent, those in the Top 25 received credit
from their employees for the way in which bad news was communicated and handled (see
Adobe Systems and Genentech).
 Culture: The “Best Companies to Work For” are also those that foster a healthy
corporate culture where employees feel vested in the success of the business. It grows
from open and honest communication and hinges on a “we’re in this together”
management style. By eliminating the “us versus them” mentality that can creep up
between senior leadership and staff, your company becomes poised to excel. Creating
and maintaining the right corporate culture is any leader’s greatest challenge. It demands
acute, ongoing attention to morale, attitudes, fairness, and exemplary employee
performance. While it may look differently at different companies, it will always hinge
on a management style where trust and open communication is modeled (Johnson
Financial Group), decision making is delegated (Cisco Systems), and pay is based on
performance (Shared Technologies).
 Perks: Companies are wise to assess the quality of their benefits. One way to offset a
lower salary scale is to offer an appealing benefits package. Benefit offerings run the
gamut, too, with companies offering provisions for healthcare and telecommuting, as well
as 401(k) support and company meals!
Most important, of those who made the Top 25 of Best Companies to Work For, all (with the
exception of two) realized job growth. That’s right – they’re hiring! Even in the midst of
economic hardship, these companies continue to find success by being hard on performance and
easy on people!
So How Can You Be One of the Best? Actions to Take NOW!
Communication is key to improving accountability and culture. To help improve your
communication abilities, consider the following:
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How do you know important information reaches everyone in the organization in a timely
and accurate manner? If you’re not certain, conduct a short survey to find out!
How well does middle management communicate with their employees? If you’re not
certain hold skip level meetings to find out.
Do employees at different levels communicate directly with you about anything they
think is important? If not, what can you do about it?
How often do you travel around your organization and speak with people you either don’t
know or don’t usually see? If not enough, schedule time on your calendar and make it a
priority.
Do employees consider you a straight shooter, or do they think you have a hidden
agenda? One way to find out is to check web message boards. If the latter, how can you
change this perception?
Be candid and direct. When things are going well, let everyone know. When there are
challenges, speak directly to them and ask for help.
What are the three most important ways you can help improve communication in your
organization? Remember, you don’t have to reinvent the wheel. The Top 25 provide
many great examples and models!
I pledge to you that if you act on these directions, you will achieve results you may never have
thought possible.
At the beginning of the day, it's all about possibilities. At the end of the day, it's all about results."
-- Bob Prosen
Written by Bob Prosen in Dallas