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Saturday, November 24, 2007

Thanking Past & Present Employees is the Best Marketing

I recently learned that a major online brokerage firm, that acquired another firm two years ago, mailed bonus checks to PAST employees that were given packages due to the acquisition. Many employees of the brokerage firm were given significant packages to stay on through the transitional period before being laid off. The firm has now awarded the employees that stayed on during the transitional period with bonuses because they helped to increase productivity and revenues.

I find this gesture extremely important to the overall branding and marketing of the firm. Anyone who had ill-will due to the lay-offs will now feel very good about this company. The letter they sent was quite nice and thanked the former employee in the form of a $1500 gross check. How many companies share their success in the form of money with former employees? This is brilliant marketing and branding!And a great public relations tactic.

This holiday season, consider sending small tokens of appreciation to employees who left on good terms. Remind them that your company is good and cares about its people. It doesn't have to be a large amount of cash, as that could hurt a small businesses, but think of sending them holiday cards. If you can afford to splurge on a gift card, send them a $15-25 gift certificate thanking them for their service and helping your company become a success. The word-of-mouth on this will be tremendous. I have chosen not to mention the name of the firm above, however, former employees will be happy to share how wonderful your company is.

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