Table of Contents
- Executive summary
- Introduction
- Defining who you are
- Brand influence
- Building crew around your brand
- Showing the essence of your brand
- Finding, incorporating and inspiring crew
- Attracting more crew members/guests
1. Executive summary
While the saying ‘happy crew, happy ship; happy ship, happy owner’ is often heard at shipyards and fleet offices, the issue is in making this axiom a reality. One certain option is to increase the crew’s living quarters onboard — an upgrade that will become necessary on many superyachts when the Maritime Labour Convention, 2006 (MLC) takes effect (BOAT International 2015). Brand building is defined as the process of increasing awareness of your vessel via strategies and campaigns to establish a distinct and enduring image in the marketplace (Gregory, 2022). To retain and inspire crew, you need to have an established brand that can show the essence of the vessel while finding, incorporating and retaining crew.
2. Introduction
Perseverance is very much a must for doing great things. If you characterise yourself as someone who readily gives up (possibly because that is how it has always been), you will never take the measures necessary to see your objectives through, particularly when times become difficult. However, if you identify as someone who will find a way to get their desired end regardless of the circumstances, you will find a way through even when things become difficult (which they likely will at some point). Every vessel is a brand and it’s up to you to make it valuable and to reap the benefits from it.
3. How do you define who you are?
Essentially, self-definition is the concept of understanding who you are, what you stand for, what your identity is, and what standards you follow. This might include your principles, your definition of integrity, how much you value your word, what you perceive to be good and bad, your beliefs, and more. For instance, you may believe that your integrity is paramount, that your history has made you stronger, or that whatever you want in life, you will find a way to do it. You may have a rule that you always keep your commitments, that if you tell yourself you’re going to do something, you’re going to do it, and that you always put your health first. All of these elements may be used to define and identify who you are.
One of the most important things you can do is define yourself. How you identify yourself dictates your behaviour. Consider this – if you have a rule that you will achieve your objectives, regardless of the circumstances, you will never give up, even when things get difficult and you cannot see a path forward. When it’s cold and rainy outside and you’re not in the mood to exercise, but you know you’re the kind that exercises anyway, you’ll slip on your sneakers and go for a run. If you value integrity above all else, you know that whatever actions you have taken in the past have been consistent with your values (Human Growth Lab, 2020). Knowing who you are is beneficial not only for your personal life but also for your company. People need to be confident in your skills and your character and if you are not already confident in them yourself, other people cannot be as well.
4. What kind of influence does the brand of the vessel have on Crew members and guests?
Vessels seeking the best workers recognize that the employee experience begins even before a prospect applies for a position. What customers experience and what they learn from their first contact with the vessel is critical. A bad brand’s influence is obvious via unfavourable evaluations of the vessel’s personnel or policies. The more successfully a fleet aligns its brand with the candidate-to-employee experience, the more likely it is to recruit and retain talent. Bear in mind that genuineness is always a factor in recruiting.
We are used to a work environment in which employers wield power and applicants grovel for jobs, yet that paradigm no longer works. Nowadays, applicants are fully aware of their worth and the value they bring to the table, and they want prospective employers to act similarly. Ignoring the employee experience can taint the employer’s brand by resulting in disgruntled workers who will undoubtedly share their experiences with their network, online, or through social media. No business can afford to look the other way when it comes to building a healthy work environment, or they will rapidly discover that they are without qualified crew members. From the candidate to the active crew experience, we now live in a world where we must stand back and consider the very human side of work and business. The likelihood is that if your staff are pleased with work, this happiness will be mirrored in your employer’s brand. Then the next time they search for your organisation, they’ll see a favourable brand that inspires them to apply (Davies-Greenwald, 2021). Guests will remember the positive experience for years to come and all of this will generate unintended positive marketing for the vessel.
5. How do you build your crew around your brand?
Your brand is synonymous with your reputation! A successful brand in today’s market must be consistent in its message and experience across several applications:
-Environmental conditions
-Safety conditions
-Website development and internet advertising
-Publication of content
-Customer service
-Internal (with crew)
The reality is that branding does not occur overnight, developing a brand is undeniably a process that takes planning. Nonetheless, a continued effort will result in the development of long-term connections with your crew members (Gregory, 2022).
6. What are the key things you want to showcase with your brand?
Branding may be divided into three broad phases:
1. Branding Techniques
2. Brand Identification
3. Marketing Your Brand
Branding Techniques: Your brand strategy will outline how you stand out from the competition, also if you are trustworthy, memorable, and likeable to your targeted crew and guests. It will communicate your mission, your promises, and your approach to resolving people’s issues. Consider brand strategy to be the road map for how you want the world to perceive your vessel.
A thorough brand plan should include the following components:
-Development of a brand’s mission
-Development of an audience
-Competitor analysis
-Brand personality & tone of speech
-The brand’s message and narrative
Brand strategy is a crucial and essential component of brand development. It’s an area that many fleets ignore in favour of design and marketing.
Brand Identification: The method you communicate to the potential future crew via graphics, messages, and experience is referred to as brand identity. Your brand strategy will affect how you display your identity and how it is aligned with your mission. Your brand’s components should be applied consistently across all mediums. It is the means through which your vessel gets identifiable.
This includes the following:
-Colours and typefaces for the logo
-Icons and patterns
-Collateral Website design
-Publicity Printing or packaging
Marketing Your Brand: Brand Marketing is the process by which companies or organisations emphasise and raise awareness of their services by strategically communicating their values and voice to the appropriate audience.
In 2022, brand amplification may be accomplished efficiently using a variety of digital marketing activities:
-Experiential Learning (i.e. your website)
-Search Engine Optimization & Content Marketing
-Marketing using Social Media
-Marketing through email
-Advertising that is compensated (PPC)
These channels work in tandem to help build brand recognition and growth (Gregory, 2022).
7. How do you find, incorporate and inspire the crew around it?
Priority should be given to safety: Whether it’s purchasing adequate PPE and hand sanitiser for all of your staff members or encouraging them to take days off when they’re ill, your vessel should prioritise your employees’ safety and well-being.
Empathy goes a long way: The last years have impacted individuals in a variety of ways. Spend some time speaking with your personnel and listening to their concerns. They may need more adaptability, a time of respite, or just some helpful resources.
Communication is critical: If your vessel manager is changing anything in their way of working, they should notify their workers. This way, the crew will develop confidence in you and your organisation and feel somewhat safer in the knowledge that you will keep them updated (Square, 2020).
8. How can you attract more crew members/guests to your vessel?
1. Create a nice work environment.
Nobody wants to spend hours upon hours in a drab, dull setting. Having an attractive, well-lit, functional, and enjoyable environment makes work much more enjoyable. The first step is to ensure that everything is in good condition and that you have up-to-date equipment. Additionally, it entails maintaining a neat and orderly appearance. Beautifying your area does not have to be costly. Consider showcasing local artists or hunting out unique furniture items at a nearby charity store. All of these little details will contribute significantly to your workers’ enjoyment (and by proxy, your guests).
2. Act as a helpful, polite, and honest boss.
This may seem self-evident, yet poor management is one of the primary reasons workers leave. Respect, honesty, support, and open communication are the bedrock of this relationship. However, there is much more you can do to develop into a great leader and mentor. If you’re new to management, it’s worthwhile to study a few books on the topic – good management, like any other talent, requires both knowledge and practice. The short version is that if you are a pleasant person to work with, your workers will be more loyal to you.
3. Provide incentives to employees.
Individuals will remain loyal to your vessel if they have a cause to. Therefore, if you want to encourage your staff, it’s worthwhile to implement an incentive program. The following are some possible benefits to incorporate:
-A bonus is paid quarterly.
-Healthcare in the private sector.
-Providing financial support for the acquisition of further credentials or certifications.
-Profit-sharing inside your business.
When individuals understand they will be rewarded for a job well done, they are more inclined to 1) perform well and 2) stick around to see things through.
4. Allow them to develop.
Allowing your staff to progress inside the vessel is a significant motivation if your organisation is fast growing. If you’re expanding, consider which of your workers might be a good match for a management position at the new site. If you have someone who is very adept at managing inventories, try encouraging that person to assume entire control of crew relations. When you provide development possibilities for your finest workers, they adjust their perspective from “this is just a temporary job” to “this could be a full-fledged career.”
5. Provide constructive feedback.
Satisfaction with your work can come in a variety of forms — from knowing you brewed the perfect cup of coffee to boosting someone’s confidence with a brand new haircut. Additionally, if your guests express gratitude for these items, be sure to share their sentiments with your personnel.
6. Be forthright.
The crew becomes more engaged when they have insight into how the vessel is doing. Therefore, make it a point to communicate this information to them regularly. You may provide daily, weekly, or monthly statistics – or even share data on the number of new vs returning guests. Access to this data not only reinforces your workers’ sense of importance to the vessel but also helps identify opportunities for improvement.
7. Provide schedule flexibility.
Technology has altered the way vessels and individuals function. Therefore, regardless of whether you provide different working schedule options or flexible time, you should strive to offer a variety of scheduling alternatives if you want to attract top talent.
8. Acknowledge their accomplishments.
At times, all that is required is an acknowledgement for a job well done. If a crew member has spent a significant amount of time on a project or has gone above and above to assist a guest, do not hesitate to thank them. It is not only about the act of acknowledgment, but about the principle: When individuals feel acknowledged for their achievements, they are motivated to continue working hard. Therefore, whether you acknowledge their accomplishments at a meeting, acknowledge them in a staff email, or just thank them individually, it is critical that you express your thanks to diligent workers.
Having excellent personnel who have been with your vessel for an extended period is a major asset. Keeping staff engaged, particularly during difficult times, is critical to your business’s success. Long-term workers understand the ins and outs of the firm, and they also make operating it much more fun.
9. Inquire as to what they want.
Rather than making educated guesses about how to encourage your staff, sit down with them and discover what they value. Taking a risk may be the greatest thing you can do for your staff and your business (Square 2020).
References
Davies-Greenwald, E. (2021, January 8). How Does Employer Branding Impact The Employee Experience? Talent Management Talk. https://blog.mcquaig.com/how-does-employer-branding-impact/#:%7E:text=The%20impact%20of%20a%20negative,to%20attract%20and%20retain%20employees.
Designing crew quarters aboard superyachts. (2015, January 21). BOAT International. https://www.boatinternational.com/yachts/yacht-design/designing-crew-quarters-aboard-superyachts–691
Gregory, S. (2022, March 21). 11 Simple Steps for a Successful Brand Building Process. FreshSparks. https://freshsparks.com/successful-brand-building-process/
Square (2020, November 24). 10 Scientifically Proven Ways to Motivate Employees. Square. https://squareup.com/gb/en/townsquare/how-to-motivate-your-employees
Why you must define yourself if you want to be successful. (2020, December 23). Human Growth Lab. https://www.humangrowthlab.com/define-yourself/
