Happy Friends Animal Home is a non-profit animal shelter that houses domesticated-type animals at no cost to those who can no longer take care of their pets, or to those pets that are brought in off the streets with nowhere else to go. As a “no-kill” animal shelter, the main visible artifact of the organization’s culture, are the values that our employees and volunteers live by, and our organization is based upon. Happy Friends Animal Home believes that all life is precious, including those of animals who cannot speak their needs on their own, and rely upon the help, love, and generosity of all of those who work for Happy Friends Animal Home. The Organization strives for future observable artifacts to be based upon the stories told about the organization, in that the name, “Happy Friends Animal Home”, will be synonymous with care for animals, and will be spoken of as the go-to place to help homeless dogs and cats in need.
As the marketing director for Happy Friends Animal Home, I strive for my department to match the values of the organization in order to meet organizational goals and expectations. In the marketing department, we have both espoused values, as well as enacted values. Kinicki and Fugate (2012) describe espoused values as the beliefs of the department which pertain to desirable end states, behaviors, situations, evaluations of behaviors and events, and are ordered in relative importance, whereas enacted values are values that represent the values and norms that make up our employee behavior. Within the marketing department, one espoused value is employee longevity. It is important that we maintain a culture of employees who desire to put full effort into helping animals become adopted from Happy Friends Animal Home, as well as those who have the personal drive to solicit donors and volunteers to help our organization continue its mission.
Another espoused value within the marketing department is compassion. Compassion, not only for the animals that our marketing efforts are garnered to help, but also to the members of our team. Without compassion to the needs and well-being of the members of our department, employees may lose the compassion and drive they feel towards the mission of the organization, thus hindering the goals of Happy Friends Animal Home. The enacted values of the marketing department require dedication to the mission of the organization, and honesty to not only the organization, but to customers and potential donors as well. As the marketing department is essentially the public voice of the organization, what we present to the public must be transparent, with information presented by persons with the upmost integrity, and done in a professional manner. This point relates to the departments observable artifact or business casual dress.
While we do not require suit and tie in the marketing department, it is required that our employees look presentable as the face of the organization. ?As the population of the area in which Happy Friends Animal Home operates is very diverse, so too is the personnel working for the marketing department. According to Julie Kampf (2017), CEO and President of JBK Associates, two important factors to remember when managing diversity is to educate your employees and supervisors on how to achieve departmental goals, and for supervisors to articulate their need for diversity. It is my goal as the director of the marketing department to identify the strengths and weaknesses in each of my employees and place them in the appropriate tasking to help the department achieve the organization’s goals. In doing so, I will assign work that not only keeps my team members feeling as if they are contributing the department’s mission, but will also lessen the feeling of job dissatisfaction by not placing employees in situations where they feel uncomfortable in their own abilities to complete the tasks.
I will keep my team educated on not only how to deal with each other as a diverse work force, but to also be able to take that diversity education with them and apply it to how they interact with potential donors, partners, and customers outside of the organization. I will also use this training of my workforce to reinforce my traits of not inadvertently discriminating against my employees for what I may perceive as lack of performance based on such factors as age, education, or cultural and personal differences. Through this education of diversity for myself and my department, and by identifying the importance of diversity in the department, it is my goal to meet R. Roosevelt Thomas Jr.’s generic action item of building relationships that help to overcome differences and foster an environment of acceptance and understanding (Kinicki & Fugate, 2012). Marketing Team members will be placed together with those different from themselves within the department to work collectively on taskings and projects within the marketing department. This will not only help the team members get a better understanding of how their teammates work, but will also help them in their understanding of how to market to diverse outside personnel.
?At Happy Friends Animal Home, one of the main changes that the marketing department often faces is the money allocated in the forecasted annual budget. As a non-profit-organizations, departmental funds often fluctuate, and the marketing department must still be able to achieve the goals of the organization while also maintaining its employee base by way of ensuring salaries are paid and supplies are made available. In order to ensure this happens, input from all members of the marketing team are taken into consideration in how to make this happen. Team mental models, which represent team member’s shared, organized understanding of key elements of the team’s relevant environment (Kinicki & Fugate, 2012) are taken to make the marketing department into a learning organization, which allows the department to foster implementation of more modern, cost-efficient methods of marketing to outside sources. Lewin’s Model of Change, which consists of unfreezing, changing, and refreezing (Kinicki & Fosgate, 2012), is used when these types of monetary changes occur. First, Department team members are asked to discover new, more cost-efficientmethods of marketing that may differ from previous methods of presenting our organization to outside sources. In the changing stage, the practices best determined to meet departmental goals are implemented and evaluated for effectiveness.
Once it has been determined that these changes are efficient and meet the goals of the department, both in cost savings and organizational objective, the plan is “refrozen,” and performed as normal business practice.?Motivation is extremely important, especially in the marketing department where the team members’ purpose is to “sell” the organization. As things such as bonuses and raises are difficult to give freely in a non-profit-organization, and stock options do not exist, motivating employees is done through goal setting and promoting goal commitment. Goals are harbored in relation to those that both match the values of the organization and the employee working towards those goals, as personally meaningful goals foster higher levels of employee engagement in achieving those goals (Kinicki & Fosgate, 2012). Feedback will be used to encourage employees to further strive for departmental goals, to develop the employee for further departmental operations, and to give them the opportunity to address issues they may have within the department with myself. Again, monetary rewards are hard to come by in a non-profit-organization, but team and individual awards such as time-off awards and designated parking spaces are used to boost production, as well as a sense of competition and team development within the department. ?Intrinsic motivation is motivation that is self-applied by an individual to adopt or change a behavior for their own internal satisfaction (Businessdictionary.
com, 2017). According to Ameet Ranadive (2016), Product manager for Twitter, intrinsic motivation has more to do with meaning and purpose, service and duty, and learning and growth, as opposed to financial rewards and power. This is extremely important for a non-profit such as Happy Friends Animal Home, as money is usually tight, and power is not something normally strived for by small organizations.
Some people are motivated simply by a pay check, but it is the goal of Happy Friends Animal Home, and the marketing department, to hire those people whose intrinsic values are those that most closely match the values of the organization. Identifying potential hires with these intrinsic values could be handled as simply as having good, face-to-face interviews with potential hires, as well as results from personality tests similar to the Myers-Briggs Type Indicator. The law of effect says that behavior that produces favorable consequences tend to be repeated (Kinicki & Fosgate, 2012), so motivations that drive employees to be satisfied in their position in the marketing department will be positively reinforced by management.?With the diversity of both the clientele of the marketing department, as well as the diversity within the marketing department, as well as in order to develop newer and more creative ideas, working in teams is also important to achieving the goals of the department.
The first thing I would do as director, is establish the team according to its composition in order to meet the intended goal of assembling the team. This would be based upon the individual personalities, skills, knowledge, and abilities of each team member (Kinicki & Fosgate, 2012). While they may all have a base in marketing, how they each implement their knowledge may be completely different. A team charter, along with team performance strategies, would be established in order to determine how the team will operate on a day-to-day business, including information sharing, decision making, and assignment tasking (Kinicki & Fosgate, 2012). I would ensure that each task is meaningful, and that each team was not too large in number, so as to avoid social loafing.
Furthermore, joining employees with differences in culture, training, and experience can deter from groupthink, as collective beliefs may not compose the majority of the group, and a decision would have to be made with input from all team members. ReferencesBusinessdictionary.com (2017).
Intrinsic Motivation. Retrieved from?http://www.businessdictionary.com/definition/intrinsic-motivation.
htmlKampf, J. B. (2017). Seven Steps to Effective Diversity Management.