What makes the backstage pass special? A fine dining experience at a five star restaurant memorable?
Why is our attention captured when we watch a superior, world class athlete dominate the competition event after event at the Olympic games?
One word: Rarity.
We are captivated by the hard-to-get, the unattainable and the just-out-of-reach. Exclusivity makes us feel special, draws us in and snaps us to attention. When something is rare it piques our interest in a way the common and ordinary does not.
[postquote quote=”As an employer, and as a company leader, you are caught in the constant battle to become remarkable in the eyes of your employees.”]
A McDonald’s hamburger, tasty as it may be, doesn’t really inspire rarity. Billions served is what their sign says. They’ve given up on counting patties. Perhaps they ran out of room for digits on their sign, but the McDonald’s hamburger is so common it has become ubiquitous. There’s value in ubiquity, but ubiquity (in and of itself) doesn’t inspired loyalty. If McDonald’s is closed, or the line is too long, I’m just as happy going down the street to the nearest Burger King or Hardee’s to satisfy my craving for grilled meat.
Personally, I’m happier still finding a Chick-Fil-A where I know I’m going to be greeted with a smile and a “It was my pleasure serving you today”.
Rarity inspires loyalty.
Seth Godin the renowned marketeer talks at length in his book Purple Cow about the need for companies and services to strive towards being remarkable. In a market saturated with needs that are already met and products that have already been purchased, one must be remarkable – different, unique, rare – to stand out. In a herd of brown cows the purple cow stands out.
As an employer, and as a company leader, you are caught in the constant battle to become remarkable in the eyes of your employees. To be less than remarkable results in turnover and a stagnant workforce. Each dissatisfied employee is, in fact, one successful job interview away from leaving you.
How rare are you as an employer? And what are you doing to be the best place to work in your business?
If your goal is strong loyalty and engagement, and as an employer it should be, then you need to be the best. Much of this is accomplished through a comprehensive employee engagement strategy. Everything you do in the name of employee retention, from benefits to casual Fridays, is a step towards achieving loyalty through emotional investment.