The way in which humans create links and relationships that lead them to generate loyalty, has been one of the main challenges that sciences such as psychology, anthropology and sociology have tried to understand in evolution. James Kane, an expert in international branding, who for years has studied the implications of loyalty in organizations, reflected on this issue at CETYS University, as part of the celebrations of its 58th Anniversary.
The importance of loyalty is placed in areas such as education, where this quality is highlighted as the cohesive component that allows people to feel part of something more meaningful.
How do we associate? Why do we choose a group of friends and not another? Why is it that my educational institution represents me, even as graduate? From the formation of groups by kinship, to the ties of teams that work together for a specific objective, the importance of much greater goals is constantly sought.
“If you are looking for a loyal person, you should be able to make their life safer, easier and better; in order to transcend to another level, organizations must have the capacity to generate relationships based on loyalty, ”James Kane shared in his lecture entitled:“ Loyalty in organizations ”.
In educational institutions, the creation of loyalty must be linked to long-term impact relationships. An example of this is the closeness that their graduates want to have, even decades after leaving the classrooms. It is there that Kane insists that, the way in which relations with other social groups occur and networks of collaboration are generated, will allow the people who make up a student community, can continue to find themselves, their interests and needs, with their university.
What is loyalty then? An excessive and constant love may be the first idea that appears on the horizon. In fact, this act of long-term commitment responds to the capacity that an institution has to respond to the various groups that make it up and, beyond that, of each individual that is part of them, with their peculiarities and needs.
Examples of loyalty, seen in the dynamics of CETYS, are observed in the remuneration of its graduates. Those who in their years were awarded scholarships and studied thanks to philanthropic support, nowadays they become that same help for new students. That is where long-term loyalty with his alma mater resides faithfully.
All this becomes in the sense of belonging that students, teachers, employees, graduates, including other institutions, can create with a particular purpose. Form an educational project that generates identity and that allows its members to feel safe, facilitate their lives and in the process, improve their quality of life, will be strong enough to be able to answer their deepest questions, key for people to come to their spaces and remain loyal to the ideals of the Institution.
3 rules to boost employee loyalty in organizations according to James Kane:
♦Provide security and sense of trust (Safer)
♦Offer relief and sense of belonging (Easier)
♦Have a life purpose (Better)