![]() The company cannot train for personality. Apple hires enthusiastic people who want to help others achieve their dreams.Īpple builds loyal customers because it hires for personality. Apple hires people who take joy in helping others discover tools they can use to change the way they live, work, and play. Apple hires people who want to play a role in creating the best-loved technology on the planet. Apple prefers to hire people who hear a "calling" to apply. If you're looking for a "job," Apple doesn't want you. There are no barriers to race, sex, age, or appearance because Apple has learned that customers appreciate passionate employees. Nose rings, piercings, tattoos, and mohawks are all welcome. With the exception of the repair technicians who staff the Genius Bar, Apple doesn't hire for technical knowledge as much as it hires for personality. ![]() Hiring the right people allows Apple managers to lead rather than dictate or manage. One Apple hiring manager told me he would prefer to hire a teacher who doesn't know computers before hiring a computer expert who can't teach. Ten percent of the hiring decision is based on know-how ninety percent on personality, passion, and the ability to work well in a team. The ideal Apple Store candidate knows a little about computers and a lot about people. When it comes to hiring, the Apple Store doesn't care about how much you know as much as it wants to know how much you care. ![]() After spending one year researching the Apple Retail Store, I reached the conclusion that the secret sauce to Apple's astonishing success in retail lies in what customers don't see-the way employees are hired, trained, motivated, and taught to communicate with customers.
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