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The Happiest Employees on Earth?
How Disney’s Culture is Comparable to Deal & Kennedy’s Standards for Strong Cultures
Pamela Mohar CTAC 354
image:www.pinterest.com, 2016
Former Executive Shares the Secrets to How Disney Runs its Empire
• Lee Cockerell – Executive VP for 16 years• Oversaw 20 resort hotels, 4 theme parks, 2 water
parks•Disney treats detail “like a religion” •Great leaders come first when building a great company• Set the best environment and culture to motivate
people to achieve more than they ever thought they could
image: www.statista.com, 2015
Creating the Happiest Place on Earth•Disney World alone sees 18.6 million visitors per year [Meek, 2015]• You don’t have to be happy to work at Disney, you just have to act happy for 8 hours each day [Cockerell, 2015]
image: www.momendeavors.com, 2016
The People are the Brand
Disney employees go through extensive training before being allowed in front of the customers. “They don’t practice on customers,” according to Cockerell, “because, in the end, the people are the brand.”
image: www.youtube.com, 2016
Deal & Kennedy’s standards for Strong Cultures
• Values – the beliefs and visions that members within an organization hold• Heroes – the people
that exemplify an organization’s values
• Rites & Rituals – ceremonies through which an organization celebrates its culture• Cultural Network –
communication system through which cultural values are instituted
and reinforced
image: www.dadsguidetowdw.com, 2016
Disney’s Culture - Values• Committed to a tradition of innovation and technology• Quality• Strive to set a high standard of excellence and maintain high-quality standards across all product categories
image: www.kennythepirate.com, 2016
Disney’s Culture - Values• Community• Create positive and
inclusive ideas about families and provide entertainment experiences for all generations to share
• Storytelling• Timeless and engaging
stories delight and inspire
image: www.themeparktourist.com, 2016
Disney’s Culture - Values• Optimism• Entertainment is about hope, aspiration, and positive outcomes
• Decency• Honor and respect the trust that people place with the organization• Fun is about laughing at our experiences and ourselves
image: www.babble.com, 2016
Disney’s Culture – Rites & Rituals
• Reward programs, including recognition for:• Quality of Work• Length of Service• Community Volunteerism• Employee of the Month
• The Disney Institute trainsall employees how to be“cast members”
Disney’s Culture – Communication Network
• Cockerell had a communication network in place where he personally received all anonymous phone calls and messages from employees • They were not rerouted through a third party
company• Cockerell was able to immediately follow up on
employee concerns• This behavior shows a company willing to accept fault
for its’ actions and a willingness to embrace feedback• Disney values transparency with employees
image: https://goo.gl/images/gfBFCS, 2016
Disney’s Culture - Heroes
Walt Disney (1901-1966) founded the animation company in 1923
Disney’s Culture - HeroesFrom the children’s perspective, the Disney characters that they love and behold are the real heroes, often displaying diversity, courage, love, empathy, and respect.
Image: www.etsy.com, 2016
image: www.thegatewaypundit.com, 2016
Character Magic
Catering to the children’s sense of wonder regarding their heroes is a key factor to performing at a Disney theme park.
image: www.disneyeveryday.com, 2016
The Real StoryCurrent and former Disney employees have taken to the Whisper app to reveal their experience with working at Disney theme parks around the world
image: www.fanpop.com, 2016
Employees Must Always Stay in CharacterOne employee, via the Whisper app, talks about how prevalent this is:She mistakenly walked in on “Belle” and “Gaston” en flagrante delecto. Their response? “Don’t tell the Beast.”
Disney Moves up 4 Spots on This Year’s Fortune 500 List
• Jumped from #57 in 2015 to #53 in 2016• Survived claims from former Presidential hopeful, Bernie Sanders, that the company does not treat their employees well [Zillman, 2016]• Paid low wages, many workers are forced to live in motels,
despite Disney’s $3 billion profit last quarter• Laid off 250 technology workers in 2015 – after training their
over-seas replacements• Called out CEO Bob Iger’s $46.5 million pay plan, touting
Disney as a perfect example of a “rigged economy” [Zillman, 2016]
Disney’s Response• Iger called out inaccuracies in Sanders’ claims, without
actually providing any contrary evidence or denying the charges• Claims Disneyland “generates more than $5.7 billion annually
for the local economy” [Iger, 2016]• Disneyland has created 11,000 new jobs in the past decade• Company wide, 18,000 new jobs have been created in the
past five years [Zillman, 2016]
Image: www.worldofwalt.com, 2016
image: www.minitime.com, 2016
Disney Claims Top Spot in Fortune’s “Most Coveted Employer” Survey
• Rated second place in the most trustworthy company out of Fortune 500’s top 100 companies• Fourth place in “companies that care the most about you”
image: www.youtube.com, 2016
Disney’s High Rankings Show How Public Opinion is Impacted by Culture• Third place for companies that have a positive global impact• First place for the company that respondents think will be around in 100 years
Creating Your Own Happiness• Starting hourly rates
are around $10 [Glassdoor, 2016]• Offer Employee
Assistance Program and 401k
• 20% merchandise discount
• Many Disney employees claim that they thrive on the happiness they bring to other people
• The employees at Disney work long hours in hot weather, wear heavy costumes, and act happy for eight hours a day…and have few complaints• Employees have
conformed to the Disney mentality through a strong use of company culture
image: www.gietoko.com, 2016
image: www.drinkingdisney.wordpress.com, 2016
Why We See Disney As the Most Coveted Company
• Disney has perfected the ability to manifest an illusion based on its’ belief and values
• The pay and benefits aren’t on par with Disney’s profits
• As long as employees are willing to conform, Disney will continue to underpay workers
• A significant change in employee rights would seriously impact Disney’s company culture
ReferencesCulture and Diversity. Disney Careers. www.disneycareers.com. Accessed 4 October 2016.McGuire, Caroline. Hitting the bottle to cope with the kids and how ‘have a magical day’ is code for ‘go f*** yourself’: Staff reveal what it’s REALLY like to work at Disney. Daily Mail, 19 May 2016. www.dailymail.co.uk/travel/travel_news/article-3598522/hitting-bottle-cope-kids-magical-day-code-f-staff-reveal-s-REALLY-like-work-Disney.html. Accessed 5 October 2016.Meek, Andy. Former Executive Shares The Secrets To How Disney Runs Its Empire. Fast Company, 26 January 2015. www.fastcompany.com/3041284/hit-the-ground-running/former-executive-shares-the-secrets-to-how-Disney-runs-its-empire. Accessed 5 October 2016.Van Winkle, Dan. Disney CEO Bob Iger Responds to Bernie Sanders’ Criticism Like a Petulant Child. The Mary Sue, 26 May 2016. www.themarysue.com/bob-iger-Bernie-sanders/. Accessed 5 October 2016.Zillman, Claire. Disney is Named the Company Americans Want to Work For Most. Fortune, 6 June 2016. www.google.com/amp/amp.timeinc.net/fortune/2016/06/06/fortune-500-Disney-most-desired-employer/%3fsource=dam?client=safari. Accessed 5 October 2016.