Mar 10, 2021

Transforming Associates into Brand Ambassadors – Part 1

Organizations that champion corporate citizenship, diversity, and inclusion foster a culture that attracts and retains skilled workers. At WorkJam, we have seen this play out over and over for Fortune 500 brands like Woolworths, Shell, Kroger, and Ulta Beauty, as well as for national organizations like Village Cinemas, Kwik Trip, and At Home.

An organization whose employees are skilled, engaged, and entrusted with flexibility over their schedule is likely to sidestep the frequent struggles of searching for qualified talent. For modern retailers to be successful, they must acknowledge their historical shortcomings, enhance and maintain their status as equitable, socially responsible companies. By recognizing worker achievements, promoting stronger communication throughout their ranks, and streamlining cumbersome processes, employers add more value to their employees’ careers and turn common industry complaints into organizational strengths.

There’s something to be said for retailers that choose not to ignore the industry’s image problem, but to do something about it. Fostering a positive public perception around how your business treats its employees—including wages, scheduling, and career advancement—can directly impact customers’ willingness to buy from and advocate for your brand.

Invest in Associates’ Development


Despite the industry’s notoriously high turnover rates, investing in employees as long-term assets rather than transient workers is a winning strategy to build loyalty, enhance your organization’s reputation and improve the customer experience. Research shows that service companies that devote time and budget to hourly employee development experience higher staff loyalty and superior customer service compared to less worker-centric competitors.

Retailers need formal ways of recognizing employees’ learning feats and exceptional performance, and processes for educating workers about possible career paths within the organizations. By embracing technology platforms that track staff training and credentials, for instance, retailers can provide employees with concrete proof of their skills and accomplishments, and help managers quickly identify candidates for specialized projects and upcoming promotions.

About the author:

Joshua Ostrega

Chief Customer Officer

Joshua has more than 20 years of executive experience leading multiple functions within growing technology firms including sales, operations, services, and information technology. In 1999, Joshua co-founded iCongo, a software provider for omni-channel retail and B2B commerce solutions, where he helped drive the business from start-up to becoming the leading provider of cross-channel retail and B2B e-commerce systems. As co-founder and Chief Customer Officer, Joshua is responsible for ensuring that WorkJam’s customers are successful and achieve breakthrough ROI on their investment in the company’s solutions.

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