Higher ed: Branding your campus

Recently, my family and I traveled across two states to the Gulf Coast to visit the beach. My daughter is still at that wonderful age of resisting the notion of “potty breaks.” Half an hour after a pit stop, she insisted on stopping again–immediately. We passed two exits, no buildings or signs indicating businesses in sight. As we neared the third exit near Goodman, Mississippi, I encouraged my husband to take the exit. We were in luck. Three miles after exiting, we came across Holmes Community College. We’d hit the jackpot.

I’ve worked at four colleges/universities as a director of career services, academic advisor, and English faculty member. If there’s one thing I’ve learned about institutions of higher education–or any educational institution, for that matter–it’s this: you can form a pretty accurate first impression within five minutes of walking on campus. How? By paying attention to the way people treat you. Let’s extend this to any place of business. How many times have you walked into a restaurant, physician’s office, or boutique and been almost immediately turned off by the lack of warmth? How many times have you walked in for a job interview and felt immediately welcomed and at ease because of the way people treated you in the parking lot, the lobby, and hallways? If this isn’t proof that interpersonal skills–soft skills–make or break an organization’s ability to earn business, I don’t know what is.

32736559_670392302152_1795969454182498304_nCampus brand = people

Immediately after driving onto campus at Holmes Community College, people–faculty, staff, and students–waved, nodded, and verbally greeted us. When we entered the student center to find a restroom, the security guard smiled and asked if we needed help, a student opened the door for me and greeted me, and a woman walked out of an office to ask if we needed assistance all within a matter of 30 seconds. The women who worked in the bookstore were equally as friendly and helpful (and I insisted on purchasing a Holmes Bulldogs t-shirt to represent their excellent soft skills and campus brand).

Losing sight of people

Too often in higher education, we’re obsessed with keeping up with the Joneses. Bigger state-of-the-art buildings. Rad new programming ideas. Next, newer, tech. More students. I get it. It’s a business, right? We’re obsessed with the bottom line. We’re bean counting, as one of my former VP’s used to say as he shook his head sadly. We’re counting beans–and I understand why–but we ought to be careful that we don’t become obsessed with numbers. If we lose sight of people, our ability to attract and retain quality employees and students wains. If we sacrifice the quality of our human resources in order to boost the quantity of our student population, our students will ultimately suffer, too. 

And remember that first impression I was talking about, the one you feel when you walk on campus, the reflection of your campus brand? That’s not something you can fake. Students are smart. If your employees are content thanks to a positive workplace culture, your students (and potential students, their family members, potential donors, and alumni) will sense it. That becomes part of your brand. The opposite is true. If your employees are disgruntled, frustrated, and showing up simply out of obligation (or worse, to continue earning a paycheck), that is your brand.

The solution

The bottom line is this: the soft skills your employees possess translate into the vibe they emanate. That vibe becomes your campus brand.

If you want to improve your campus brand, improve your workplace culture. If you want to improve your culture, take a look at your employees’ soft skills. If you’re a higher education administrator, and you want to improve your employees’ soft skills, start by taking a look at your own. 

Ready and willing to take action to improve your campus brand by seeking soft skills solutions? Reach out to me for help.

 

 

The bravest thing a leader can do

What is the bravest thing any small business owner, leader, or manager can do? What is the boldest question a leader can ask? I propose that it’s this: “What’s my part of the problem?”


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Recently, a lifelong friend and small business owner contacted me for help with executive coaching, particularly in the area of soft skills training. He confessed that he felt overwhelmed by conflicts within his company related to internal communication, lack of collaboration, and systemic problems with corporate culture. What surprised me about our conversation is that he did not rant about his employees. He didn’t whine about their performance or attitudes. He did cite a few specific instances as examples of poor communication and difficulties in the workplace, but he primarily focused on his part of the problems.

Do you know how refreshing it is to offer executive career coaching and soft skills training to companies whose owners accept responsibility for their part of the problem? I think it’s incredibly brave when leaders step up to accept ownership of their  deficiencies. It’s even more powerful when they’re willing to do something to amend the situation by seeking help. “What can I do to make this right? How can I be a better boss?”

Brave questions lead to business solutions

These are the right questions! These are questions leading to solutions. These are questions generating return on investment, greater productivity, retention of excellent employees, improved morale, and better company culture.

This friend and business owner is willing to work on his part of the problem, and he will. But keep in mind that problems in the workplace typically involve multiple people. And when people are involved, things get messy. Each person usually contributes to the problems which exist in the workplace; you can’t pin a problem on one person most of the time. So each person, at some point, may need coaching or training (individually or as a group). For example, if a leader recognizes problems with communication within the company, it’s unlikely that there is only one team member responsible for the breakdown in communication. It takes at least two people to communicate.

Problem-solving is a collaborative process

While it’s great for a leader to take responsibility for his own actions, a leader cannot shoulder full responsibility for every single defect in the workplace, just as he can’t claim full responsibility for every single accomplishment. Teams fail and succeed collaboratively. Should the leader take initiative, step out bravely, and begin the process of coaching himself first? Certainly, if he desires to go that route. But he should not neglect to offer training/coaching to his team members either.

After the leader begins to see the results of coaching himself, it’s a good idea to pull the team in for training. I’ve always told people I manage, teach, coach, and mentor that I won’t expect them to do anything I haven’t done or am not willing to do myself. I think good leaders can operate by the same principle.

Undergoing executive coaching first—and then implementing team training for soft skills—works incredibly well. When the leader address his part of the problem first, seeks a solution, and takes actions to make changes, the team members see results. Why wouldn’t they want to follow the leader after they’ve seen him model problem-solving and solution-finding so well?

Can I help you identify your part of the problems within your team or small business? Contact me to discuss executive career coaching or soft skills training.