Take a Lesson in Employer Branding from NASA and Atlantis.
Jul 8, 2011 | | Consulting, Corporate Culture, Employee Engagement, Employer Branding, Internal Communications, Public Relations, Recruitment, Relationship Marketing, Social Media/Social Recruiting, Strategy
Atlantis on the final voyage of the Space Shuttle program.
A news reporter was covering the Mercury space program in the early 60’s and was on a press tour of the Cape Canaveral complex. Looking for an angle not covered by the other media, he asked a lone man near the group who he was and what he did.
The man gave his name, said he was a janitor at the complex, and then added, “I’m helping to put a man on the moon.”
Many have heard this attributed to President John F. Kennedy, but there is no confirmation of that. The take-away, however, is that the janitor came to embody the ultimate engaged employee. Even though he never flipped a switch or wrote a line of code, he still saw his job as contributing to the overall mission and was determined to do the best he could to ensure the organization’s success.
In light of the launch of Atlantis on the final scheduled mission of a Space Shuttle, it is fitting to look back upon fifty years of human space travel and its legacy. NASA and its astronauts gave us Tang, Velcro, Teflon, and memories many of us will carry forever. If you were above the age of reason when Neil Armstrong stepped onto the Moon, you can remember that moment like it was yesterday.
Another bequest from our space program is the example of setting a visionary, inspiring goal and focusing your workforce on its accomplishment. A good example of this is the scene from “Apollo 13″ when NASA engineers must devise a solution for the faltering space capsule using only the parts and tools available on the spacecraft. Friends of mine who work at NASA say that the conference room table the engineers used to hold the parts (it was a true story) is venerated to this day and the story is legendary within the agency. Ask yourself: would those engineers have thrown themselves into that challenge as wholeheartedly if their mission was to “maximize shareholder value” or “develop the next generation of widgets”?
When articulating your organizational mission, look at it critically. Does it inspire people, like “putting a man on the Moon” did? Or is it an amalgam of business doublespeak that basically says, “we’re in it for the money”? If you want your people to give 110%, it helps if they aim high.
As they say at Star Fleet, ad astra per aspera. “To the stars through hardship.”
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