If you want someone to do something, you need to tell them what to do. That sounds like the commonest of common sense. However, some managers apparently think they are telepathic managers. They ignore or forget to tell their people what they should do and then are surprised when their employees do not do what they wanted them to do.

Clarity is knowing what you are supposed to do. One of the major purposes of a marketing strategy (Chapter 3) is to communicate exactly to your

Informing Employees: Trump Hotel Collection

The orientation program for new employees consists of two days with follow-up sessions 30 days and 90 days afterwards. These meetings are designed to ensure that all employees understand what the Trump Hotel Collection brand stands for and their role in building the brand. Associates do not start work until they have attended the New Employee Orientation.

During the orientation sessions, employees learn the Trump Hotel Collection policies and procedures, as well as:

Trump International Hotel & Tower New York.

Photo credit: Ali Goldstein. Photo courtesy of The Trump Organization.

• Overview of Trump Hotel Collection

• What Makes a Great Brand

• Culture including Values and Mission

• Guest Service Philosophy

• Organization's Expectations and Role of Employee

• Measurements Used to Determine Performance

Source: Trump Hotel Collection internal document, April 23, 2007.

people who are your target customers and what is your target position so they will know what they need to do.

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