Jill Christensen
Jill ChristensenAuthor Blogger
Jill Christensen is a guest blogger for EmpowerPoints, an employee engagement expert, best-selling author, and international keynote speaker. She is a Top 100 Global Employee Engagement Influencer, authored the best-selling book, If Not You, Who?, and works with the best and brightest global leaders to improve productivity and retention, customer satisfaction, and revenue growth by re-engaging employees. Jill’s Website | LinkedIn Profile

Brand loyalty.  Historically, customers rewarded consumer product companies with their consistent purchases.  But times have changed.  According to Catalina, a consumer loyalty firm, 90% of the leading household goods brands are losing market share.  Why?  Consumers are not as loyal to brands as they once were because ‘loyalty’ is no longer relevant.

Today, loyalty means remaining the same and not exploring alternatives in a world where options are limitless, and this does not excite young people.  They think change is good.  What impact does this have on you as an employer?  An enormous one.

If you asked 100 Millennials if they want to work in one company for the next 30 years, chances are you would hear 99 people say, “No thank you.”  The US Bureau of Labor Statistics reports that 60 million people work for themselves, meaning they won’t be working for you.  Additionally, organizations report that highly skilled labor is in short demand, so in reality, a labor shortage in already under way.

WHAT CAN I DO?  What can employers do to attract their fair share of workers in an environment where the labor pool and loyalty are shrinking?  Create an amazing culture.  It’s your only chance.  Why?  Because although younger workers like change, they are less likely to leave if they trust leaders, feel an emotional connection to your brand, and their needs are being met.  Create an amazing culture and you will – in a sense – be creating brand loyalty: employees rewarding you with their consistent employment.