Stop saying that employees are your company's greatest asset. Doing so insinuates that all employees have a dramatic positive impact on your company’s bottom-line success and desired work culture. All employees are not your greatest asset. The truth is that your best performing employees are your greatest asset. And in many cases these are the individuals that are the most stressed out because they end up picking up the slack for underachieving, poor performers.

Truth 7 provides a framework for categorizing employees in order to heighten your understanding of which ones are doing the best work and adding the most value for the company: truly your greatest assets. To increase the likelihood that the majority of your employee base will be highly productive and doing the behaviors required to grow your company and enhance your brand image, leaders in your company must build the "employer brand." The employer brand consists of clearly defined expectations that your company wants to be known for as an employer based on the experiences and opportunities provided to employees. The experiences provided shape the work culture, which attracts more of the great performers your company wants on its payroll. You know, the ones that truly are your greatest asset.

Keep in mind, good (or great) employees choose to: (1) join your company, (2) stay with your company, (3) grow with your company, and most important, (4) contribute to the success of your company. If leaders in your company cannot make the brand personal to employees, engaging and motivating them to live it each day, then your company won’t be able to bring to life the aspirational goal of making employees the greatest asset.