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TFL Attends SHRM24 in Chicago
TFL Attends SHRM24 in Chicago

TFL Attends SHRM24 in Chicago

Winning Inside to Win Outside

TFL recently attended the SHRM (Society for Human Resource Management) conference in Chicago, an event dedicated to empowering people and workplaces to advance HR practices and maximize human potential.  

One standout moment was the keynote session delivered by TFL advisor Jeff Fromm, which underscored a pivotal concept: Winning Inside to Win Outside. 

Jeff’s session focused on the relationship between employee and consumer loyalty. The message was clear: employers must prioritize their employees’ needs and satisfaction to achieve success in the marketplace. Creating “brand love” starts in an organization, and when employees feel valued and empowered, they become passionate ambassadors for the brand. Organizations see a positive effect on employee enthusiasm and commitment to the customer experience, and, in turn, customers feel more satisfied, too. 

One topic covered during the session was the increasing power employees have in today’s digital age. With access to a variety of platforms and tools, employees can influence company culture before and after joining a company. Jeff highlighted that the shift means organizations must adopt a YOLO (You Only Live Once) mindset, daring to implement new and innovative strategies to engage and retain talent. As employees’ needs shift, companies need to evolve with them. 

By dedicating time, resources and innovative strategies to employee well-being and satisfaction, companies can foster a thriving workforce that drives consumer loyalty and success. 

Main Themes of SHRM24  

In addition to Jeff’s session, the conference had many other key HR insights including topics on employee well-being, meaningful work and more.  

One of the recurring themes throughout the week was the importance of aligning business and people strategies with core values. Some sessions highlighted that building core values from the ground up with active employee involvement will ensure that a company’s core values are genuinely embraced and followed.  

Many companies seem to miss the mark on this. A recent study from Gallup suggests that 23% of U.S. employees strongly agree that they can apply their organization’s values to their work every day, and only 27% strongly agree that they “believe in” their organization’s values.  

Values aren’t the only way to heighten employee engagement, though. 

The well-being of employees and the importance of meaningful work was another focus throughout the conference.  

Caring for employees’ mental, physical and emotional health should be top of mind for employers. Practical strategies such as respecting employees’ time off, avoiding unnecessary communication during weekends and training managers to support their teams effectively are all imperative. By prioritizing well-being, employers can build toward a more resilient and motivated workforce. 

Employees are increasingly seeking roles that offer more than just a paycheck – they want to feel that their work has a purpose. Providing meaningful work experiences puts companies in better positions to attract and retain top talent.  

Incentives and nontraditional rewards like discounts on live events or free gym classes is another way to meet employees’ wishes, reinforcing desired behaviors to create a strong company culture. 

A Shifting Landscape

All sessions at SHRM24, including Jeff’s keynote, were a reminder that to win in the marketplace of any industry, companies must first win the loyalty and dedication of their employees. There are a variety of avenues where this can be done, however mixing several strategies is the perfect way to increase satisfaction.  

Satisfied employees turn into engaged employees who drive business success.