This post originally appeared on Forbes on October 22, 2024.
Earlier this year, the consumer packaged goods beverage company Craftmix went viral on TikTok due to an absolute masterclass of a PR response to an influencer who reacted negatively to their product. As their presence has ballooned to over 250,000 followers, one thing that followers noticed was the zeal with which employees promoted the product. Employees as brand ambassadors is a growing trend — we've seen an uptick of personalized CEO videos on LinkedIn, for example — and Craftmix's people shone. There's a reason for that, and it all comes down to great leadership from Craftmix CEO and founder, Jake Tannenbaum.
Tannenbaum shared that each of Craftmix's five full-time hires have remained with the company for the full duration of its two-year history — a 100% employee retention rate. Much of that has to do with Tannenbaum's philosophy toward management and designing flexible workplaces. Craftmix employees have no set hours, no time zone requirements for collaboration, and no mandatory work locations. "I've got a digital nomad, and I couldn't care less — because that's not what it's about," says Tannenbaum. "It's not about having a rigid workplace where people need to be online at certain times. I never even check if people are working. I let them choose the schedule that works for them because then they're going to be more energetic in doing their work."
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