3 Keys to Running a Quality-Focused Company

By Brendan J. Smith

Steve Jobs aptly stated, “Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.” Now stop. Take a moment to really consider what he said. Do you find yourself immersed in an environment where quality of product, customer service, and a healthy corporate culture are top priorities; or are you trapped under the weight of the numbers game?

Be that yardstick of quality when building your company because culture is key to growth and the catalyst for quality. Ultimately, high quality in all facets of your business is a measurement of your success. Here are three ways to unlock your company’s potential.

1. Create An Inspiring Work Culture

The rise and fall of quality begins and ends in the workplace. Creating an inspiring culture that empowers employees and provides a comfortable, functional, and fun environment will result in a staff that works smarter, collaborates, and enjoys what they do.

At our company, as we recognized that culture is the key to success, we examined our then culture to see what adjustments could be made -- and we decided we needed a complete overhaul. We reviewed our core values, mission, and vision, and then hired a full-time brand ambassador to help facilitate change and ensure that culture stayed a priority.

Our first step was to alter the most visible elements: we performed a company rebrand with an adjusted logo and new website. Soon after the launch of the new site, we transformed our physical space by moving to a new office that compliments our focus on quality, creativity, and technology, and encourages collaboration between team members while respecting individuality.

Additionally, we make an effort to hold team-building events and company-sponsored health initiatives that focus on fun and relaxation. Monthly massages, paintball, go-kart racing, beach days, happy hours, and free lunches are just a few of the small things we do regularly that pay off huge in our high intensity, constantly changing, and intellectually stimulating industry.

2. Have a Stringent Hiring Process

Establishing a stringent hiring process goes hand in hand with developing and enhancing your company’s culture. Whenever you hire, you should be looking for candidates who will fill specific needs in your company; by being selective you will discover talent that fits into your culture and understands your company’s mission and values.

There are few key points to consider prior to and during the interview process. First, understand what makes your top performers perform, and find these same traits, qualifications, characteristics, and similar experiences in new hires. Counting solely on your gut can lead you astray, so hire a qualified third party to administer initial screening, personality testing, and to facilitate the interview if needed. Also, research potential candidates by looking at their LinkedIn, Facebook, and Twitter pages. It’s amazing what you can learn about a person in just a few clicks.

Second, teamwork is essential during the hiring process. According to the Harvard Business Review, as many as 80 percent of employee turnover is due to bad hiring decisions; therefore, when you're deciding on a potential hire, be sure to interview candidates a minimum of two times by at least three people in the company. This also is a great opportunity to empower your current team to participate in a big decision.

The third point is communication, and without it everything else falls apart. While interviewing, be brutally honest throughout the process, and never sell interviewees solely on the "fun environment" you've created. Instead, be focused on the details of exactly what the position entails, and emphasize expectations. After the interview, look for a follow-up call or thank you note; study the response. How did the person communicate in the email? If there is no follow up, then that candidate is likely not the right fit. Remember, no hire is better than a bad hire.

3. Build A Strong Reputation

According to Richard Branson, "While a good reputation precedes you, a bad reputation will follow you for a long time – it takes years to build a strong rapport with people and just seconds to lose it.” Branson is 100 percent spot on; your company’s reputation is its greatest asset. Building your business upon a strong ethical foundation will guide your practices. Setting the same standard for all employees from the top down ensures that your company will build and maintain its reputation among shareholders, consumers, and the public.

In general, reputation management can make or break a company. Having effective communication and image management strategies in place enables your name and brand to stay intact, and retain its reputation of high quality.