by Rebecca Chandler

I once sent a technical employee to a business conference. I wanted them to understand the "why" of what they were doing, not just the "how." I was making an investment in their future decision-making process. I wanted to give them the ability to connect their daily activities to the overall goals. I wanted them to feel a part of something bigger than just the tasks they completed.

Afterward, I asked what they thought of the experience. Their response? "It was a waste of time. It didn't apply to me and my job."

Their response floored me. In retrospect, my expectation did not align with their mindset. Even though I prefaced the conference attendance by telling them they were attending to gather a deeper understanding of their role in the company, I missed something very important.

They were not interested in being a part of something bigger. They were not interested in being part of decisions. They were not interested in anything other than accomplishing the tasks assigned in the manner in which they had been instructed - something they did consistently and accurately. They didn't get it and quite possibly, didn't want to.

It wasn't that they didn't care. They cared deeply that they performed their job well. However, they only saw themselves as a step in the process, with no further responsibility - and they were quite ok with that. I wasn't.

It was my job to show them their job was not in a silo. Once they began to see their role as part of something bigger, they made better decisions and brought new and valuable ideas to the table. Sending them to a conference didn't accomplish this. That expectation was my mistake and I learned from it. Some employees instinctively see themselves as part of the big picture. Some need help (and those who truly don't care, don't need to be there).

When it comes to marketing and building your business, do your employees see themselves as having a part? Does the server at your restaurant realize the impact of a great Yelp review? Does the field technician realize how getting the job done right the first time fosters positive customer experiences and repeat business? Does your tech team know they are there not just to fix what's broken, but to improve what's working? And most importantly, when they go home, do they speak favorably of their work and of your business?

Consider everyone on your team to be a part of your marketing team. Whether directly, or indirectly, what they do impacts your customers' decision to do business with you. Foster an environment in which your employees know their value and understand their responsibility to not only the "how" but also the "why."