Sept. 29, 2019

#BehindTheCurtain 4: Drone-Dropping Employee Offer Letters

In this episode of the #BehindTheCurtain Series,  &  share conversations and thoughts on what is making us tick here at Sweet Fish Media. Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week...

In this episode of the #BehindTheCurtain Series, James & Logan share conversations and thoughts on what is making us tick here at Sweet Fish Media.


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Transcript
WEBVTT 1 00:00:00.120 --> 00:00:04.519 Want to expand the reach of your content, start a podcast, feature industry 2 00:00:04.639 --> 00:00:08.910 experts on your show and leverage the influence and reach of your guests to grow 3 00:00:08.990 --> 00:00:18.309 your brand. Learn more at sweet fish Mediacom. You're listening to be tob 4 00:00:18.429 --> 00:00:23.260 growth, a daily podcast for B TOB leaders. We've interviewed names you've probably 5 00:00:23.300 --> 00:00:27.059 heard before, like Gary Vander truck and Simon Senek, but you've probably never 6 00:00:27.179 --> 00:00:31.300 heard from the majority of our guests. That's because the bulk of our interviews 7 00:00:31.379 --> 00:00:35.850 aren't with professional speakers and authors. Most of our guests are in the trenches 8 00:00:35.929 --> 00:00:40.570 leading sales and marketing teams. They're implementing strategy, they're experimenting with tactics, 9 00:00:40.929 --> 00:00:45.250 they're building the fastest growing betb companies in the world. My name is James 10 00:00:45.289 --> 00:00:48.890 Carberry. I'm the founder of sweet fish media, a podcast agency for BB 11 00:00:49.009 --> 00:00:52.520 brands, and I'm also one of the cohosts of this show. When we're 12 00:00:52.560 --> 00:00:56.399 not interviewing sales and marketing leaders, you'll hear stories from behind the scenes of 13 00:00:56.479 --> 00:01:00.119 our own business. Will share the ups and downs of our journey as we 14 00:01:00.200 --> 00:01:04.510 attempt to take over the world. Just getting well, maybe let's get into 15 00:01:04.510 --> 00:01:12.989 the show. Welcome back to be tob growth. I'm Logan Leles with sweet 16 00:01:12.989 --> 00:01:17.670 fish media. I'm joined today by'm a good friend James Carberry. We are 17 00:01:17.909 --> 00:01:22.299 here with another behind the curtain episode, as we're talking today a little bit 18 00:01:22.340 --> 00:01:26.939 about thinking on the touch points within your employee experience. It's James, before 19 00:01:26.980 --> 00:01:30.540 we jumping into days topic. Man, how you doing? I am fantastic, 20 00:01:30.579 --> 00:01:34.129 dude. I'm really pumped to talk about this idea. I got an 21 00:01:34.170 --> 00:01:40.409 email from our CEO, bill yesterday because we are in the process of hiring 22 00:01:40.489 --> 00:01:45.530 a couple different people right now and bill has been working on the offer lip 23 00:01:45.769 --> 00:01:49.239 ors for these folks and he sent me an email and he said, hey, 24 00:01:49.239 --> 00:01:53.640 James, just trying to think through how can we sweet fish this up 25 00:01:53.799 --> 00:01:57.319 a little bit, which I thought was really cool that, you know, 26 00:01:57.400 --> 00:01:59.760 he's been our coe for now, I think, two or three months, 27 00:02:00.159 --> 00:02:06.629 and he has seen us try to plus experiences with our customers and with our 28 00:02:06.629 --> 00:02:09.629 employees in a lot of different ways, and so for him to be creating 29 00:02:09.669 --> 00:02:15.430 a offer letter and send an email saying hey, I had a couple ideas 30 00:02:15.469 --> 00:02:19.219 for how we could make this offer letter a lot more exciting and a lot 31 00:02:19.259 --> 00:02:25.580 more memorable. Basically, creating a better experience for our hopefully new employees that 32 00:02:25.659 --> 00:02:30.530 we're sending these offer letters to, and I loved it. So he threw 33 00:02:30.530 --> 00:02:36.969 out a couple ideas that I thought were so fun and and just really outside 34 00:02:37.009 --> 00:02:38.969 the box. He said, James, what if we, instead of just 35 00:02:39.129 --> 00:02:44.879 sending them an offer letter, what if we sent them a singing telegram to 36 00:02:44.919 --> 00:02:49.919 their house and somebody showed up singing that they got the job? And I 37 00:02:50.280 --> 00:02:53.000 just thought, Bill, that is freaking brilliant. You said. Or, 38 00:02:53.159 --> 00:02:55.960 you know, we could do like a drone drop, where we like drop 39 00:02:57.159 --> 00:03:00.349 them a physical offer letter from a drone. Some people might might think that 40 00:03:00.830 --> 00:03:05.830 the Russians were coming to get us or something. I thought, don't I 41 00:03:05.870 --> 00:03:09.909 don't know exactly how well received the drone drop would be, but I thought 42 00:03:10.030 --> 00:03:16.259 both of those ideas were so fun and we're trying to inject fun throughout every 43 00:03:16.340 --> 00:03:22.300 different touch point and I just think that offer letters are something that you don't 44 00:03:22.340 --> 00:03:25.259 really think about as a touch point for your employees, but that's a really 45 00:03:25.340 --> 00:03:28.849 special moment. That's something that bill called out. He said, James, 46 00:03:28.889 --> 00:03:31.889 you know that that's a really cool like to be offered a job is a 47 00:03:32.009 --> 00:03:36.930 really special thing. It's really memorable thing. But you know, right now 48 00:03:36.969 --> 00:03:40.479 we're just sending this in this kind of Google Doc pdf thing and it's like 49 00:03:40.680 --> 00:03:45.639 man, that's not really our style. Let's try to plus that, let's 50 00:03:45.719 --> 00:03:49.560 let's make that more special. And so the you know, are we going 51 00:03:49.599 --> 00:03:52.280 to land on singing telegrams or a drone drop? I don't know. We 52 00:03:52.360 --> 00:03:55.270 haven't fleshed that out. I just got the email from yesterday, but you 53 00:03:55.389 --> 00:04:00.310 can bet your tail feathers that I was googling what are singing telegram offers and 54 00:04:00.789 --> 00:04:06.270 in Tampa yesterday. So we're looking into figuring that out. But it's fun 55 00:04:06.310 --> 00:04:11.979 to talk about because I was actually at inbound a couple days ago and one 56 00:04:12.020 --> 00:04:15.660 of our customers, vide yard, I was meeting with them and he sent 57 00:04:15.699 --> 00:04:20.699 me a screenshot of one of the slides in his presentation that he was doing 58 00:04:20.740 --> 00:04:27.689 it in bound and the slide was a screenshot of you Logan, myself, 59 00:04:27.889 --> 00:04:32.050 our coo bell and one of our producers, Isabelle, because we send all 60 00:04:32.089 --> 00:04:36.370 of our new customers this welcome video. I think it was Alicia, Oh, 61 00:04:36.529 --> 00:04:42.800 is it was it Alicia. So we send these welcome videos to new 62 00:04:42.839 --> 00:04:46.000 customers. Just saying hey, this is your producer and you know, these 63 00:04:46.120 --> 00:04:48.720 some different folks from the team. We're so excited that you're on board with 64 00:04:48.759 --> 00:04:55.509 us. We got that idea after listening or reading never lose a customer again 65 00:04:55.829 --> 00:05:00.029 by Joey Coleman, and it was a fantastic, it is fantastic thing for 66 00:05:00.069 --> 00:05:03.149 us to implement. Our goal and doing it was to eliminate buyers remorse. 67 00:05:03.189 --> 00:05:08.779 So what is something that we can do in the customer experience shortly after someone 68 00:05:08.819 --> 00:05:13.939 pulls a trigger and says yes, to give them a sense of assurance that 69 00:05:14.100 --> 00:05:16.259 they're working with a great team that's really going to care for them and and 70 00:05:16.939 --> 00:05:20.139 produce, you know, the result that they're looking to get? And so 71 00:05:20.649 --> 00:05:26.250 in doing those videos we've gotten just enormous response. And so I think when 72 00:05:26.250 --> 00:05:30.089 you do things different, when you do things outside the box, it creates 73 00:05:30.129 --> 00:05:35.040 opportunities for, you know, buzz and and traditional like things that you are 74 00:05:35.399 --> 00:05:41.279 trying to create for your brand, regardless getting talked about at a conference. 75 00:05:41.439 --> 00:05:46.399 The size of inbound is obviously like a really huge upside for us, but 76 00:05:46.839 --> 00:05:50.829 I think applying that to the employee experience as well, and how can we 77 00:05:50.949 --> 00:05:57.750 dissect every part of our employee experience and make it special and make it memorable. 78 00:05:57.990 --> 00:06:00.069 So wanted to share that because it's something that I just thought builded a 79 00:06:00.149 --> 00:06:04.819 fantastic job of pointing out. I would definitely not have thought of that, 80 00:06:05.420 --> 00:06:09.660 but after seeing his email yesterday, I thought that's brilliant and we need to 81 00:06:09.740 --> 00:06:12.980 share with the folks that are that are listening to the show. Yeah, 82 00:06:12.980 --> 00:06:15.259 you make a really good correlation there in you know, what we try to 83 00:06:15.420 --> 00:06:20.810 hone in on on in an important emotional point in our buyers journey. I 84 00:06:20.930 --> 00:06:26.290 think I heard Joey Coleman talk about this on the customer experience podcast where he 85 00:06:26.449 --> 00:06:30.009 was saying that, you know, when when a new customer signs up, 86 00:06:30.290 --> 00:06:32.600 that's when we're most excited, right, like we you got a new logo 87 00:06:32.680 --> 00:06:36.759 to celebrate your rain Sales Gong or whatever. But it's an emotional, you 88 00:06:36.839 --> 00:06:42.639 know, potential low point often times for customers, where buyers remorse can set 89 00:06:42.720 --> 00:06:45.040 in. Have I made the right decision? How is my boss going to 90 00:06:45.079 --> 00:06:46.589 feel about this? If we if we didn't make the right decision, what 91 00:06:46.670 --> 00:06:50.670 does this mean for me? And so similarly, when you're taking a new 92 00:06:50.750 --> 00:06:55.110 job, most of us, you know, are not changing jobs every every 93 00:06:55.149 --> 00:06:58.870 year. I mean it's more frequent than it used to be a generation ago, 94 00:06:59.029 --> 00:07:01.740 but to your point, it's a very big deal and there's there's a 95 00:07:01.860 --> 00:07:08.060 chance for negative emotions in you know, kind of decision remorse there, or 96 00:07:08.180 --> 00:07:12.420 there's an opportunity for yes, I really made the right decision, and so 97 00:07:12.579 --> 00:07:16.329 I think the the lesson there is to think about what are those pivotal moments 98 00:07:16.449 --> 00:07:20.050 and are you maximizing those? Yeah, they can be big ones like that, 99 00:07:20.250 --> 00:07:24.209 where they can be small ones, and a brand that that we've looked 100 00:07:24.209 --> 00:07:29.769 at quite a bit in how they approach things and their customer experiences. Gusto, 101 00:07:30.199 --> 00:07:33.319 you know they're there. are a payroll system and other things related to 102 00:07:33.720 --> 00:07:36.720 kind of what most people would think of is just kind of like your run 103 00:07:36.800 --> 00:07:40.800 offe mill hr stuff that's not very fun. Like how do you make that 104 00:07:41.079 --> 00:07:45.110 fun? But you think about it, like we get paste of emails because 105 00:07:45.110 --> 00:07:47.430 we get a direct deposit, and what do ninety nine percent of those look 106 00:07:47.430 --> 00:07:51.790 like. That just like just the standard form. It's ugly, that sort 107 00:07:51.790 --> 00:07:56.430 of stuff, and you get an email if you use Gusto, that's like 108 00:07:56.629 --> 00:08:00.740 Hooray, it's payday, and just thinking about that as a human as opposed 109 00:08:00.740 --> 00:08:03.819 to just a function of the business that like, yeah, paydays fun, 110 00:08:03.100 --> 00:08:07.579 right, and so let's make that fun and other things that they do. 111 00:08:07.860 --> 00:08:11.019 When someone gets on boarded into Gusto, Oh hey, they're a new team 112 00:08:11.060 --> 00:08:13.410 member. You know, sign this card welcoming them to the team. And 113 00:08:13.569 --> 00:08:18.610 so I think the common theme here in between Bills Brilliant idea what we see 114 00:08:18.649 --> 00:08:24.689 brands like Gusto doing and how you can take customer experience thoughts from folks like 115 00:08:24.769 --> 00:08:30.399 Joey Coleman to your employee experience. Is You don't have to like one day 116 00:08:30.560 --> 00:08:33.080 just like Oh, we're going to create this amazing fun culture. Start to 117 00:08:33.200 --> 00:08:37.960 think about what are the pivotal moments and how can we make those a little 118 00:08:37.960 --> 00:08:41.230 bit better? How can we make those reflect the experience that we want to 119 00:08:41.389 --> 00:08:46.389 have as a team a little bit more, and over time you will improve 120 00:08:46.950 --> 00:08:52.750 that employee experience. I love it. The one thing that bill mentioned to 121 00:08:52.830 --> 00:08:54.779 me yesterday. He said, James, you know, one way that I 122 00:08:54.899 --> 00:08:58.860 like to think about this is to, you know, think about whether it's 123 00:08:58.940 --> 00:09:03.340 and this actually applies to the customer experience as well as the employee experience, 124 00:09:03.379 --> 00:09:05.100 but think about like what is that person going to go home and talk to 125 00:09:05.179 --> 00:09:11.409 their spouse about or their kids about, like can you create something in their 126 00:09:11.490 --> 00:09:15.049 day that is worthy of them, you know, talking about it at the 127 00:09:15.129 --> 00:09:18.490 dinner table that night? And I think that's that's a really fun way to 128 00:09:18.570 --> 00:09:22.490 think about it. Like, if our job is to create really fun, 129 00:09:22.809 --> 00:09:28.440 memorable experiences from employees and for our customers, I think that's going to be 130 00:09:28.519 --> 00:09:31.200 a recipe for a really strong business. Yeah, absolutely, Man. I 131 00:09:31.279 --> 00:09:35.639 mean you and I have talked offline numerous times about Jay Bears, book talk 132 00:09:35.639 --> 00:09:39.549 triggers. It reminds me of that. Like what can you do that is 133 00:09:39.629 --> 00:09:45.350 going to be worthy of someone talking to their significant other or, you know, 134 00:09:45.429 --> 00:09:48.669 their family or their friends about? And just work backward from there. 135 00:09:48.909 --> 00:09:54.500 Put yourself in those shoes and it comes back to you know, anything in 136 00:09:54.820 --> 00:09:58.059 creating a great customer experience or employee experience. I think if you start with 137 00:09:58.340 --> 00:10:03.019 empathy and putting yourself in their shoes and work backwards, then you're going to 138 00:10:03.019 --> 00:10:07.139 be set up for success. So I think these are some some great, 139 00:10:07.450 --> 00:10:09.529 some fun ideas. Will see how the the drones go. Maybe we need 140 00:10:09.610 --> 00:10:13.649 our own drones so that we can have an excuse to have a sweet fish 141 00:10:13.009 --> 00:10:18.210 branded drone to play that around, but maybe that's not practical. In the 142 00:10:18.289 --> 00:10:22.360 meantime, if you're listening to this and and you like these behind the curtains 143 00:10:22.480 --> 00:10:26.960 episodes, you may want to check out and follow James and I on instagram. 144 00:10:28.080 --> 00:10:31.120 He's at James Carberry. I'm at I am Logan Lyles. We've been 145 00:10:31.159 --> 00:10:35.110 trying to up our game. There were still very active on Linkedin. Would 146 00:10:35.149 --> 00:10:39.789 love to connect with you there for not already connected, but especially on Instagram 147 00:10:41.350 --> 00:10:46.269 we're doing more behind the scenes stuff of the travel we're doing, how we're 148 00:10:46.830 --> 00:10:50.019 the things that we're doing with our customers and with our employees and those sorts 149 00:10:50.019 --> 00:10:52.620 of things. So would love to stay connected with you there. James was 150 00:10:52.700 --> 00:10:58.740 nath another great conversation. Man, thanks for taking time to share builds fantastic 151 00:10:58.899 --> 00:11:01.379 recent idea and kind of the theme here that people can take away from it. 152 00:11:01.580 --> 00:11:07.409 Awesome, man. Hope to do it again. We totally get it. 153 00:11:07.769 --> 00:11:11.169 We publish a ton of content on this podcast and it can be a 154 00:11:11.289 --> 00:11:15.330 lot to keep up with. That's why we've started the BOB growth big three, 155 00:11:15.769 --> 00:11:18.919 a no fluff email that boils down our three biggest takeaways from an entire 156 00:11:20.080 --> 00:11:24.519 week of episodes. Sign up today at Sweet Phish Mediacom Big Three. That 157 00:11:24.679 --> 00:11:28.840 sweet PHISH MEDIACOM Big Three