Here is a confession: when I first started as a brand ambassador, I was rubbish. All of a sudden at 18 I was being hired to work these random shifts with super fun co-workers and no helicopter manager around. It’s not that I wasn’t doing the job, it’s just that I didn’t understand my role nor value its importance.
Fast forward a few years and I was better. I showed up a few minutes early and handed out all the samples, delivering my lines as memorised.
A few years even later? This time with experience as an account executive, I got it. Suddenly I understood the dedication, the extreme planning requirements and the delicate client relationships that all boiled down to the moment that the brand ambassadors were in action. Now when I was booked on field work, I showed up early. Handed the samples to the right target demographic. Understood the brand message and how they wanted us to represent them.
If only every temporary staff member could come with this experience already, a huge hurdle would be overcome in the often crazy world of booking staff. Based on my experiences, here are some ideas on how you can be helping staff to understand the bigger picture:
Encourage field staff to work in the office
Have a bit of extra, straightforward booking that can be done? Or even some general admin work? Encourage your field staff to come in and experience the office. Not only are many field staff looking to gain more permanent, office work meaning this would be a great opportunity to give it a try, but just being there in the hectic environment, listening to the conversations with clients, picking up on just how much work bookers put into each shift – it’s guaranteed to leave an impression.
Host social events between managers and field staff
Create links between the field staff and the managers. Not only will friendships be built, but a sense of wanting to do good for another person and loyalty will follow. A sense of trust between each end will help to provide better results.
Provide thorough briefs with fresh text
Reading the same brief with a different <<client name>> and <<briefing details>> inserted each time gets dull. It also conveys the message that each job is the same just for a different brand and we all know this isn’t the case. Each event is unique, each client has different requirements and this needs to be translated for staff and communicated clearly.
Follow up with specific feedback
Whether from an event manager, yourself, a mystery shopper or even the client, personal feedback will show the value each staff member has to your business. Specific comments – whether good or reflecting the need for improvement – will encourage staff, help them develop their careers and show them that you’re willing to invest time to help them better themselves.
Help yourself – and your clients – by showing staff the grand picture. They are the final step in a very long process involving hundreds of people and huge sums of money, and all this effort boils down to their efforts in those crucial hours of work. Only by involving them in the process and valuing field staff as individuals can they also invest as much energy as you do.