Engagement: Build a Culture of Connection
To create genuine engagement, focus on cultivating a sense of belonging. Angela Gintz from Salt & Straw emphasized starting with strong core values. For her teams, these values—centered on community and innovation—are embedded in every touchpoint, from job postings to onboarding. Keith Van Stan of Original ChopShop highlighted encouraging employees’ individuality, allowing creativity even in uniforms. When employees feel a personal connection to the brand and their roles, they show up with enthusiasm, transforming customer interactions into memorable experiences.
Education: Invest in Continuous Learning
Continuous development is key to keeping employees aligned with evolving business needs. Keith described Original ChopShop’s tiered “seat” program, which visually maps career paths for employees, ensuring transparency in growth opportunities. Angela explained how monthly flavor rollouts at Salt & Straw double as training moments, equipping employees with rich stories that connect products to customers. A consistent focus on skill-building not only keeps teams motivated but also ensures they’re equipped to adapt to change, such as new menu items or operational processes.
Empowerment: Trust Employees to Make Decisions
Empowering employees starts with giving them the tools and autonomy to succeed. Robert Raine of Ono Hawaiian Barbecue emphasized the importance of open communication and collaborative decision-making. At Original ChopShop, managers are encouraged to tailor store-level initiatives, from scheduling inventory counts to customizing team training sessions. As Robert aptly put it, “People support what they help create.” Trusting employees to lead and provide feedback fosters accountability and a deeper commitment to the organization’s success.
Evaluation: Measure What Matters
Evaluation is about more than metrics; it’s about fostering honest dialogue. Angela shared how Salt & Straw’s performance reviews equally weight task completion and core values like hospitality, encouraging holistic growth. Tools like rubrics clarify expectations and provide actionable feedback. Meanwhile, Robert’s team uses engagement surveys to assess employee satisfaction and identify areas for improvement. The consistent thread? Create systems that invite employees to advocate for themselves and showcase their contributions.
Encouragement: Recognize and Reward Effort
Incentives matter, but they go beyond financial rewards. Keith explained Original ChopShop’s merit-based program, which rewards back-of-house team members with incremental raises tied to tenure and skill acquisition. On a broader level, brands like Salt & Straw foster collective encouragement through storytelling, making every team member feel like an integral part of something bigger. Celebrating wins—like promotions or standout contributions—creates an environment where employees feel valued and inspired to grow.
Keeping these 5 E’s in mind offers a powerful lens for designing employee engagement strategies. By embedding values into every facet of operations, from onboarding to incentives, companies can create environments where employees thrive and naturally evolve into brand ambassadors. As these leaders demonstrated, the key is a balance of structure, trust, and human connection—qualities that resonate across all industries.
Chapters
00:00 Introduction to Brand Ambassadors
04:19 Understanding Employee Demographics
08:12 Engagement: Building a Strong Company Culture
18:04 Education: Continuous Learning and Development
22:19 Effective Training Programs and Career Development
24:28 Engaging Marketing Initiatives: The Pumpkin Scavenger Hunt
26:20 Ongoing Training and Brand Storytelling
31:19 Empowerment Through Trust and Responsibility
35:33 Building Trust and Open Communication
40:04 Evaluating Brand Ambassadorship and Employee Engagement
49:33 Motivation and Incentives in the Workplace
