Putting culture on the firing line. The boldness of The Offer Zappos


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#3 in the Green Goldfish Project – Zappos

The offer is part of the four week new hire paid training. The training immerses the group into the culture and Zappos’ laser focus on customer service. At the conclusion of training, everyone is offered a packet of cash to leave. The amount has raised numerous times over the years, but the current offer is $3,000.

According to Fast Company Co-Founder Bill Taylor in HBR,

“It’s a small practice with big implications: Companies don’t engage emotionally with their customers–people do. If you want to create a memorable company, you have to fill your company with memorable people. How are you making sure that you’re filling your organization with the right people? And how much are you willing to pay to find out?”

Here’s a YouTube video by Abby Covert at DraftFCB on The Offer:

Marketing Lagniappe Takeaway: Zappos challenges employees to full commit to the company. Are you making a bold statement to reinforce your corporate culture?

Today’s Lagniappe (a little something extra) – In case you’re keeping score at home, roughly 2-3% of trainees at Zappos have taken the offer since it was rolled out.

What is the Green Goldfish Project?

The Green Goldfish Project is a quest to find 1,001 examples of marketing lagniappe for employees. Happy employees = Happy Customers. A green goldfish is the little signature extras given to employees. They help differentiate a company, increase employee retention and drive positive word of mouth.

What’s Your Green Goldfish?

Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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