This morning I made a stop at Starbucks on the way to dropping my son of at school. He casually started talking about why people would work at Starbucks and compared it to why people would work at McDonalds. At 8 years old, he was evaluating the worth of their Employment Branding campaigns and was making decisions about where he would prefer to work when he is in high school. (I will preface this now by saying that he is a lot like me and we are kinda planners…)
Let me share with you the insight of an 8 year old:
Starbucks is a better place to work because:
1. ” they pay better than McDonalds.” I asked why he thought that (in our town they pay the same) and he said because the people at Starbucks are happier – they must be treated better and make more money.
2. ”they must train their employees better – our drinks are always right and the people aren’t ever stressed. McDonald’s always seems rushed and makes mistakes.”
3. “they encourage their employees to be themselves” While Mcdonalds has strict clothing guidelines that my son refer’s to as “dorky” (Lets keep in mind that he is 8, talking about employment branding, in a gifted class, likes pokemon and calls McDonald’s outfits Dorky) he thinks it is cool that Starbucks allows people to wear black shirts and just the apron.
4. ”they aren’t trying to tell my why it’s better” This one to me was one of the most telling. Based on the advertising he is exposed to from both companies he thinks starbucks is better because they aren’t trying to be pushy about it. They aren’t screaming they are a “best place to work” people just know they are “based on the experience you get when you come in”
So as you think about your own companies branding – think about that next generation and the fact that they are already watching what you do. Their vision of you and your organization is already being shaped and decisions are already being made – years before you even start thinking about recruiting them.
UBER!
My fav. part = “…years before you even start thinking about recruiting them…”
Nice work Sarah + Son.
Jer
Now that is some extremely logical thinking and insight from your son. In fact, I know my children and most children seem to always amaze us on their thoughts. He should start a children’s blog for 8-10 year olds on different products such as the toys he plays with or the food he eats.
Plus, who could not enjoy blogs from an 8 year old with a Sombrero.
Nice article Sarah and thanks for sharing his views..he is spot on!
That is quite an observation from an 8 year old ! I also think this is a classic example of bottom up employee engagement with corporate branding, because a company/PR agency can say whatever in their policy, ex-employees and current employees are always going to be the best ambassadors, for customer relationship management and client experience.
Good article Sarah, excellent insights Son.
Gotta love this kids mind, if only more his age were so inclined.
Jeremy – Thanks! I actually came up with that on my own.
Michael – An 8 year old in a Sombrero is likely “the next big blog” to hit the blogosphere!
Sara – I completely agree! (which is why I wrote this post) You can talk brand all you want, but if you aren’t living it – it really isn’t worth much at all!
Master – I think there are a lot of other kids his age that are equally as inclined – they just don’t always have parents that take the time to challenge and develop their thought to go beyond the “age” norm’s.
Sarah, I would love to hear your son’s thoughts on Starbucks vs. Caribou Coffee. I preferred Starbucks for a long time, until I noticed that the people at Caribou Coffee remembered my standard drink although I didn’t even stop by on a regular basis! I was very pleased and make it a point to stop by more often.
Great article!
Susanne, I would love to – but we don’t have Caribou to take him too… I’m glad you enjoyed the post.
hello,
thanks for the great quality of your blog, every time i come here, i’m amazed.
black hattitude.
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