Actively participating in the community and engaging in philanthropic efforts demonstrates a commitment to service beyond the business. Supporting charitable causes and giving back to the community exemplifies the spirit of service and celebration inherent in Avodah principles.
The pandemic created opportunities for Great Harvest Bread Co. franchisees to shine –
“The owners are finding creative ways to give generously to others. Some have teamed up with other small business owners in the community to set up free farmers markets and others are making box lunches for hospital staffs and other essential workers” said Mike Ferretti, CEO of Great Harvest.
When your franchise establishes a tangible purpose for its employees and fosters a heightened sense of value for your customers, a powerful synergy emerges; a perpetual value machine creating a positive feedback loop that benefits both the internal culture and external customer relationships. In addition, 30% of corporate earnings are impacted by a company’s reputation with external, community stakeholders. (McKinsey)
Tangible Purpose for Employees:
- Motivation and Engagement: Providing employees with a clear and tangible purpose beyond daily tasks instills a sense of meaning in their work. Knowing that their efforts contribute to a greater cause or positively impact the community motivates them.
- Team Cohesion: A shared purpose creates a sense of unity among employees. When everyone understands the larger mission, collaboration and teamwork become natural, leading to a more cohesive and productive workplace. 64% of surveyed employees bonded and built stronger connections while volunteering together. (UnitedHealth Group).
- Job Satisfaction: Employees are more likely to find satisfaction in their roles when they can connect their work to a purpose that extends beyond profit. This, in turn, reduces turnover and fosters a stable and committed workforce. Chick-fil-A’s 5% annual turnover is testament.
Heightened Sense of Value for Customers:
- Authenticity and Trust: Customers are increasingly drawn to businesses with authentic values. When a franchise aligns its purpose with social or community initiatives, customers perceive authenticity, leading to increased trust in the brand.
- Emotional Connection: A tangible purpose evokes emotions, and customers are more likely to form a strong emotional connection with a brand that stands for something meaningful. This connection transcends transactional relationships.
- Customer Loyalty: Businesses with a purpose that resonates with customers often enjoy higher levels of loyalty. Customers feel a sense of pride in supporting a brand that contributes positively to society, making them more likely to remain loyal.
- Positive Brand Image: A heightened sense of value for customers contributes to a positive brand image. Word-of-mouth recommendations and positive online reviews become more common, attracting new customers to the business.
- Shared Values: Customers who share similar values with a business are more likely to choose that business over competitors. When a franchise’s purpose aligns with the values of its target audience, it creates a natural affinity.
In essence, the tangible purpose for employees and the heightened sense of value for customers create a virtuous cycle. Employees, motivated by a meaningful purpose, provide exceptional service, which, in turn, enhances the customer experience.
As customers feel the positive impact of their interactions, the cycle repeats, fostering a symbiotic relationship that benefits both the internal and external aspects of the business. This alignment reflects a holistic approach to business success, acknowledging the interconnectedness of employee satisfaction, customer loyalty, and overall brand reputation.
12 Steps to Implement Community Enhancement as a Priority
- Core Values Definition: Clearly define and articulate core values that underscore the franchise’s commitment to community enhancement.
- Leadership Alignment: Ensure leadership at the franchise is fully aligned with and committed to prioritizing community involvement.
- Local Needs Assessment: Conduct an assessment of local community needs to tailor initiatives to address specific challenges. Talk with other business owners and community leaders and formulate the list.
- Employee Input and Ownership: Involve employees in decision-making regarding community initiatives to foster a sense of ownership and inclusivity.
- Community Partnerships: Forge strategic partnerships with local organizations and nonprofits to amplify the impact of community enhancement efforts.
- Training Programs Integration: Integrate community-focused training programs into the franchise’s overall development strategy for employees.
- Mission Statement Integration: Seamlessly incorporate community enhancement into the franchise’s mission statement, emphasizing its importance.
- Recognition and Rewards System: Establish a recognition and rewards system for employees actively contributing to community enhancement efforts.
- Impact Metrics Definition: Define specific metrics to measure the impact of community involvement, aligning with the franchisee’s broader goals.
- Continuous Feedback Mechanism: Implement a continuous feedback mechanism to assess the effectiveness of community initiatives, with input from employees and the community.
- Internal Communication: Communicate progress and impact internally, emphasizing how community involvement aligns with the franchisee’s overall strategy.
- External Communication: Share success stories and the franchisee’s commitment to community enhancement externally to build trust and attract like-minded customers.
By making community enhancement a designated priority for your Franchise Owner’s Dashboard, you strategically integrate these steps into your overall business plan, ensuring a cohesive and impactful approach to community involvement.
You’re invited to share your stories about how community engagement added value for clients and team. What is your favorite way to give back close to home? (Go to Contact page)
Download your free Franchise Owner’s Dashboard, and start impacting lives in your community with the practice of avodah.
