Mauro Libi Crestani: Why companies are promoting the positive attitudes of their people and workers ?
Since 1946, The Estée Lauder Companies has built its
reputation on the quality of its people and on their positive attitudes.
By Mauro Libi Crestani. “If you push yourself
beyond the furthest place you think that you can go, you will be able to
achieve your hearts dream.” This is also a quote from Estee Lauder. She
would tell her employees to stay positive and determines and that they will get
there.
If you check the website of this high quality
company, you will find a company that invest a lot of time and money into
promoting the positive attitudes of their people and workers.
Leonard Lauder calls the company’s employees family
and says that his workers do not have a job but a career and that they are the
most important asset to the company. Every aspect, every step of their
interactions was carefully planned out to create that positive good feeling.
Everyone that works for their company was called
family and told that they are worth investing time and money in. All their
employees are seasoned professionals.
An ad for a part time job with their company said
the following:
High Touch, No Limits-Careers at Estee Lauder
Join the Estée Lauder team today and become part of
the dream. Opportunities are available for all those with a passion for beauty
and determination for success.
When they sell their products to the public, they
are determined to put out a high quality product that will enhance a woman’s
beauty and make her feel more positive and confident about herself.
"Once a woman has the knowledge about her
possibilities of self-improvement through beauty, she can feel better about
herself." - Estee Lauder
Estée Lauder Created a Product That Promises 'A
Positive Change in Attitude' – This was a woman’s magazine headline.
When Lauder started off, she had no money to
invest in marketing, so she decided that she would create positives attitudes
as her marketing campaign. She decided that every woman that came to see her
would leave feel more positive about herself. She would feel so much better
about herself that she would brag to her friends about her new good feeling and
her friend would tell another friend.
She called it
“ Tell a woman campaign.”.
Later when she first started hiring employees
she made sure that they would get lots of positive feelings and attitudes from
her and her company and they in turn would pass that positive attitude on to
their customers. She would only accept one out of twenty woman for a job with
her, their attitude had to reflect that positive feeling. By Mauro Libi
Crestani.
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