Yes, it’s my birthday.
I’ve reached an age where I’m not all that excited about the calendar marking another year gone. But I still appreciate when people take time out to say “Happy Birthday.”
Not surprisingly, there have been a lot of nice messages from friends on Facebook. I’ve received a few emails as well. And my kids ALMOST remembered that today is Dad’s birthday. But what really surprised me where the marketing messages I’ve received.
I know you don’t know me personally. (Actually, given all the data you track, you probably know me better than most people!) But I must say that I was pleasantly surprised to see the Google logo decorated for my special day. While I logically know that this is just a program that calls a JPG file when the system date matches the birthday in my Google profile, it still feels kind of cool to be recognized by Google.
I think there’s a lesson in this for all marketers. Google really did not do anything that was all that big or difficult to do. But they did something. Something that feels personal. That makes me feel special. That provides personal recognition.
And you can do this too.
It’s not the big things that make a big impact (although if Google had send me a Aston Martin I might feel differently). It’s the little things we remember. It’s the little things that build relationships. It’s the little things that improve client loyalty.
Your challenge is to constantly find little ways to make your clients and candidates feel special. Remember them on their birthdays. Say thank you after every service transaction. Send a card when people don’t expect one. Do a little something extra to recognize people for their hard work, give thanks, and enhance your service experience.
It’s not hard to do these things, but they don’t happen by chance. And they don’t happen on their own. You need to plan for these little extras. Create processes to ensure they get done. And actively manage your people (or create automated systems) to verify that you are consistently doing the “little extras” for your clients and candidates.
In an industry as competitive as staffing, these little extras can make a make a BIG impact on your business. They create differentiation. They build trust. They increase loyalty. And they make a BIG impact on your bottom line!