Robert Glazer is the bestselling author of Elevate: Push Beyond Your Limits and Unlock Success in Yourself and Others. He is also the CEO of Acceleration Partners, a 13 year old company that manages affiliate and partner marketing programs for a lot of well known brands such as Adidas, LinkedIn, Target, Instacart, and Hotwire. 

Robert has around 260,000 LinkedIn newsletter subscribers, he has a 100% approval rating as a CEO on Glassdoor, he is ranked #2 on Glassdoor's list of Top CEO of Small & Medium Companies in the US, his company has a 4.9 out of 5 star rating as a place to work, and 99% of employees would recommend the company to a friend. He frequently contributes to Forbes, Inc. Magazine, Entrepreneur Magazine and Thrive Global and he is the host of the popular Elevate Podcast. 

 

The team of 170 people at Acceleration Partners is 100% remote, and they have been since day one. So Robert knows the ins and outs of successfully leading a team that he doesn’t see in person every day. This is something that a lot of CEOs are having to learn on the fly now, as a large portion of organizations are moving to virtual during the pandemic. 

How to create a culture for a remote workforce

Robert shares that the key to having a successful remote team is by starting with the core values of the organization. Once you know your core values you can intentionally attract and hire the right people. Contrary to what happens in most organizations, Robert and his team understand that not every person will feel like the company is right for them.  

A lot of organizations try to be the best place to work for everyone. But just as not everyone will like the same food, or the same music--not everyone is going to be a good fit for your company, and that is okay. As organizations we need to learn to embrace that fact. We need to be open and honest with potential hires about what it is really like to work inside the organization. It is not effective to sugar coat what their experience might be. 

Robert says staying consistent in your core values is very important for building that culture. Inside of Acceleration Partners they reward and punish based on the company values, which are Own It, Embrace Relationships, and Excel & Improve. Those are the values that they consistently talk about and support. There is no question about what the company stands for and what they look for in their employees. 

For people who feel that it is a good fit, the company has a lot of tools and resources that they utilize to help everyone feel connected. Employees use Slack to communicate, they have frequent video calls, they have regional in person meetups, and they have a company wide in person AP Summit at the end of each year. 

But ultimately it is the people who create the culture. So having those core values set up from the beginning and using those for attracting and hiring is critical. 

Four ways to elevate yourself

In his book, Robert lays out four elements that go into bettering yourself. They are:

• Spiritual-- this is not religious, it is about knowing who you are and what you stand for. What do you want the most and what are the standards you live by each day. You need to know where you are going. 
• Intellectual-- This is how you get to where you are going. You need to have long term and short term goals. You have to establish routines and healthy habits. 
• Physical--If you don’t take care of yourself physically you will be too tired and unfocused to get things done. Eat healthy, exercise, take care of your body. 
• Emotional-- This is how you react to challenging situations and it affects the quality of your relationships 

All of the individual elements impact each other. If you don’t take care of yourself physically you feel tired and sick. If you feel sick and tired you are more likely to be impatient with people around you, you can’t focus on your goals, you don’t stick to morning routines, etc...You have to have all of these elements balanced in order to effectively elevate yourself. 

Robert has used these four elements to build the training for employees inside his company. He says, “We've always believed in investing in people holistically, like what are the things that we can train them on-- about health productivity, time management, leadership-- where they get better at work, but they also get better outside of work? They're better parents, they're better spouses, they're better children, brothers and sisters. Now is sort of the real breakthrough, what we’re seeing is 80% of our people, in leadership, have really grown up from within. We were able to get our people to keep growing with us because we were investing and building their capacity. So a lot of our training actually even revolves around this as part of that thing I mentioned before I take a bunch of leaders off and I work with them on their personal core values, I don't think you can be a good leader if you aren't clear what you value and you can communicate that, f you don't know how to set goals, if you don't know all these other things like these affect your performance overall.”

How leaders can encourage others to build these capacities for themselves

Leaders need to support their team holistically. As Robert shared, when employees are happy, healthy, engaged, and thriving outside of work they are going to show up to work ready to go.  

Encourage employees to start book clubs or workout challenges. Provide access to learning platforms. Offer training on how to set goals or create healthy habits. Be sure to lead by example and work on these four elements in your own life as well.