Jennifer Taylor of Taylor'd Events shares the benefits of hiring new employees to build an event company's brand
After growing and nurturing your business from the ground up, it’s understandable if you feel wary about expanding and bringing on more people. Your brand is personal–your brand is you. But, rather than fearing a loss of identity, there are a number of reasons to take advantage of a strong team as an opportunity for growth of the business.
The truth of the matter is that if you are a "solopreneur," there is a finite number of events that you can take on per year and, if business growth is in your sights, bringing on team members is precisely the solution. On the other hand, if you are comfortable with a steady pace, expanding your staff will allow you to take some events off for behind-the-scenes work.
One of the greatest benefits that come from introducing members to your brand is the fresh perspective that comes with new minds and modern ideas. If, for example, you’re a seasoned veteran in the wedding industry and your focus is on the couples, a contemporary crew can offer a new perspective from within your key audience. It’s these innovative ideas that will allow your brand to evolve in an unprecedented way, making it a stronger competitor in the market.
A major concern of many business owners is the need to delegate certain tasks to employees; however, as a leader, you’ll need to learn to let go and trust that you’ve taught your team well. But … easier said than done, right?
With proper training and a strong company culture, expanding your team can be a surprisingly smooth process. When first embarking on the hiring journey, you’ll want to consider what positive attributes you want out of your future employees. Look for those who can take directions well but are also self-motivated, with the initiative to move forward on their own. Be cautious about those who show interest in starting their own competing business; instead, seek those who are eager to come up with great ideas to improve the company.
After selecting the most qualified candidates for your team, start incorporating your brand into everyday dialogue from Day One. Immerse them in your company and get them involved in the inner workings; along the way, allow them to feel comfortable sharing new ideas and approaches on how to improve business. Commitment to the brand and the company will develop organically when employees feel valued.
During the training process, you’ll want to cover all of the company’s offerings and packages at great length. Leave no stone unturned–now is the time to ensure that your new team members are fully aware of their role at the company and how their responsibilities affect the business. Be sure to give them a run-through of the software systems and social media strategies, as well.
Consider creating an employee handbook in advance that covers the company’s mission, core values, and the process of the sales system. The latter is especially important if your new hires plan to start selling. As a representative of your brand, they must understand every moment from chatting with a prospect to the booking process. Not only will this help in onboarding, but it will also be a useful resource for employees to refer to in the future.
If you’re bringing on salespeople, find time to sit down with them and set sales goals to keep them motivated. Make sure they understand your company’s unique selling proposition and what sets you apart from the competition. And before sending them on their way, ask them to sell to you as a final test.
When it comes down to it, expanding your business and taking on new employees could be the answer you have been looking for. Don’t fear the change–it may be just what you need to refresh your brand and take your company to the next level!
Jennifer Taylor is the owner of Taylor’d Events Group, a planning firm that specializes in celebrations of all kinds in the Pacific Northwest and Maui.