every organization needs to build a healthy brand culture within their own walls.

Would you work at your job for free?

This very question was posed to a large group of Southwest Airlines employees who responded by giving their boss a standing ovation. That shows their dedication. Their belief in their boss. Their love of the company.

What if you posed the exact same question to the employees at your CU?

Over several anonymous surveys (CUCheck) that we have done for credit unions, we have asked employees how they felt about their jobs. Their answers varied widely but the majority responded positively:

  • I am proud to tell people where I work
  • An excellent place to work
  • The benefits are great

But there were also some not very nice comments:

  • I HATE working Saturdays
  • We don’t get to spend time with our families
  • We need more training
  • Management doesn’t listen to us
  • They think more of their members than their employees

Ouch. That last one is very telling. And very troubling.

While most companies work to build a solid, consistent brand for their customers, every organization needs to build a healthy brand culture within their own walls.

Are your staff happy?

Are they good representatives of your brand? Do they leave work and go grumble to their friends, neighbors and family members about where they work?

Because if they do, you may actually be paying them to advertise for your competitors.


(True story about my very first experience with Southwest: My flight along with four others at the gates surrounding me, were delayed due to mechanical troubles, too-small planes, sick pilots, you name it. Hundreds of frustrated travelers, vying for plugs to charge cell phones and places to sit, all laughing along with the ground crew who were joking about the horrible situation over the PA system because what else could you do? It was so refreshing and honest. People weren’t yelling; instead they were smiling. Those are the sort of employees you want representing your brand.)


Brian Wringer

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