by Larry Lynch

There’s no question that recruiting, selecting and training new employees represents a substantial investment for businesses today.

At Disney, we also incorporate costs associated with inspiring and maintaining a dedicated workforce. This makes the investment in our cast members (employees) even greater. 

To help create the "can do" attitude of our 55,000 cast members, and to positively affect our bottom line, the Walt Disney World Resort relies on a popular and cost-effective component to retain and reward our workforce: a consistent degree of care.

Care is an essential part of our corporate culture and here, in the final installment of a five-part series, I’ll share how you can introduce care into your organization.

Since even subtle gestures of goodwill spark a strong sense of commitment, the concept of care flows throughout our culture. This environment of care is built on two principles: support and recognition.

Providing recognition is the first essential step. 
At Disney, we acknowledge good work on a "global" scale as well as in department programs. "Partners in Excellence" is our global program that annually recognizes the best of the best among our cast. Peer-nominated cast members are evaluated on their ability to create a quality guest (customer) experience and a quality cast experience while adhering to quality business practices. During a banquet held for them, honorees receive awards and special pins to wear on their nametags.

It would be hard to overstate how strongly our cast regards this lifetime-achievement program. Less than 3 percent of our employees are honored as Partners recipients. Selectivity, and the fact that the entire nomination and evaluation process is run by the cast, gives the program enormous weight and credibility.

Across the company, we also recognize cast members’ tenure with special service pins. These pins (given upon reaching one year with the company and then at five-year intervals) are an important way we recognize individuals. Company-wide celebrations are held each year for those reaching five-year milestones. In each case, the ceremonies reflect our heritage by highlighting company events that occurred since those cast members were hired.

On a daily basis, managers and front-line cast members provide direct recognition in the form of "Guest Service Fanatic" cards. Individuals recognized for going above and beyond in some way are presented with a card congratulating them for their efforts. The cards can also be put in regularly scheduled drawings for special prizes.

On a localized basis, departments create their own awards recognizing outstanding efforts within their area. Frankly, there are far too many to detail, but here’s what’s most important about these awards: Cast members are singled out and recognized by their leaders. In surveys, our workforce tells us the importance of this kind of individual recognition.

Creating a supportive environment is the second essential element to care. This environment helps inspire our cast members to provide quality service. 

One of our primary goals in providing a supportive environment is to send cast members to their work locations free of everyday hassles. When they step on stage, we want them to focus on serving our guests. To that end, we provide moderately priced hair salons, cafeterias where meal costs are partially subsidized by the company, and the convenience of several "Company D" locations.

Catering exclusively to cast members, we opened Company D stores when we realized working hours often interfered with minor errands individuals needed to take care of during the day. At these shops, cast members purchase discounted Disney logo items, greeting cards, postage stamps, money orders, etc.

Never forget that creativity can compensate for cost. Instead of a company store, think of how you can assist day-shift employees. You’ll find that fewer employees will come in late or call in sick if you order spare stamps for employee use, provide a notary public on site, invite a dry cleaner to pick up and drop off at your location, or simply keep racks stocked with necessary company and tax forms. Go a little out of your way, and your employees will go out of theirs to show you their appreciation.

Creativity can help you parallel the success of Little Lake Bryan. Open for cast members and their families, this private recreation area features picnic pavilions, watercraft rentals, volleyball courts and barbecue grills. The philosophy? The family that plays together stays together.

Now, it might not be practical for you to invest in a lakefront park. But think of ways you can provide recreational opportunities for your employees. It could be as easy as calling your local parks and recreation department about using facilities for an office gathering.

Feel free to copy the success we’ve had with "Donald’s Deals." This booklet lists hundreds of local businesses that offer discounts on services ranging from dinners to oil changes. You’ll find most merchants are happy to get involved in your personal discount program. The only cost to you is the time it takes to ask them to participate.

Helping to make their jobs easier also shows employees you care. In our theme parks, access to water, shade and anti-fatigue mats are simple, inexpensive and appreciated. Ironically, our backstage break areas reveal few traces of the Disney culture.

We realized a long time ago that the cast needs a respite from the themed atmosphere on stage, so – from music to art – these areas are designed to reflect the needs of cast members using them.

The element of care pays off in many ways, not the least of which is the Disney VoluntEars program. As the name implies, the program encourages cast involvement in the community. More than that, it consolidates those efforts for maximum impact, whether it’s delivering meals on wheels or helping restore a county wildlife area. Many also offer time to "Give Kids The World," an organization providing free vacation experiences to terminally ill children and their families. 

In short, offering your support in creative and varied ways sends a strong message: that you are concerned, that you care, and that you are interested in your employees’ lives outside of work.

The question for you is: How can you create this kind of atmosphere at your company?

Give employees recognition so they know they are appreciated. Offer employees timely and constructive feedback. Providing the right tools and cost-effective benefits gives them the peace of mind they need to focus on their job.

Larry Lynch is the director of business development for the Disney Institute. For more information on the Institute's operations or people management courses, visit www.disneyinstitute.com.

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