Destination Success: Public image of firm depends on employees

"What's the problem?"

I had called a company regarding this column and asked to leave a message for the owner. As the company is service-oriented, I know that the proprietor would be horrified by the response of the unidentified person who answered the phone. This person's question implied that there had been problems and set a very negative tone.

It got worse.

"Oh, there's no problem ...," I started to say.

I was interrupted by, "Then what is this about?"

This interchange should be evaluated from the point of view that I was calling the company's main number, the number that potential customers will use.

Where does this behavior start? I contend that it starts in the first interview.

You need to hire employees that reflect your business. Most simply put: Your employees are your business. The question is: How do we hire people who project what we wish the public to experience?

Once you have decided exactly what you want your business to project, you need to prepare interview questions that will bring out the qualities that an employee will need to have. As interviewers, we have a tendency to go on "a gut feeling." Although you may be psychic, facts can usually overturn feelings.

Planning for the interview is key. I recommend listing the qualities you wish to your employees to reflect on one side of a sheet with a corresponding question on the other. If you are looking for attention to detail, for example, you might ask the interviewee to describe a time when they organized something. If you are seeking patient and caring employee, ask situational questions about a time when they feel they gave service beyond the usual.

The following tips can assist in hiring the right reflection:

Hire using your mission statement as a guide. Nancy Lahmers, JD, is the director for Ozarks Metropolitan Campus of Webster University. She suggests having a clearly delineated mission statement that states your goals and objectives. Hire to reflect that mission statement.

In the case of Webster University, Lahmers' goal is to hire adjunct faculty who have real-world experience, have been successful and can share their message. No leg of this three-tiered approach will stand without the other. You may have real-world experience and you may be successful, but if you can't share your message, you don't fit Webster's mission of offering graduate business education.

You are your own franchise: Take the time to check references and do a background check. By establishing guidelines and performing due diligence on each candidate, you'll avoid nasty surprises.

As owner of The Maids franchise in Springfield, Lois Groover does complete reference and background checks on every employee. As the workers are in people's homes, it is essential that the owners are comfortable in terms of security and interaction,

Ask, who is my customer and what do they expect? In order to hire employees who will work well with customers and operate as part of a team, Groover looks for a sense of humor and a good attitude. She also asks them if they have pets, as 99 percent of her clients do. Over time, she has discovered that "If they love a pet, they are usually good with people, too."

What will this person bring to my organization? This is the tough question and, in a tight labor market, hard to ask. Will the potential employee bring in sales through a positive attitude or are you taking on another problem that will infect your whole organization?

As a lawyer, Carol Hutcheson, of the Hutcheson Law Office, has to consider patience, professional image and a strong sense of service in hiring.

"We may have 200 cases and clients, but that client who is calling has only one problem. We need to see it from the client's perspective," she said.

"Overall, the No. 1 quality I look for is a positive person. Someone who brings that positive energy into the workplace. They need to show it in their demeanor, voice and inflection, the way they walk into the office and in their attitude in answering questions," Hutcheson added.

The most important questions you need to ask yourself when hiring are: Does this person reflect my business? Will this person reflect my business?

(Sinara Stull O'Donnell is a writer and professional speaker.)