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Making a Culture of Compliance Contagious

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Does your company have an entire department dedicated to marketing compliance? USAA does and LaSalle Vaughn, Director of Marketing Compliance at USAA, never thought he would become a compliance professional. In fact, he was under the same notion as most people that compliance departments were often seen as the dream killers or the business stoppage unit. But that exact notion is what led him to build out the marketing compliance department at USAA, one of the largest financial services agencies today serving over 11.4 million members.

At COMPLY2017, LaSalle took the stage to demonstrate how he’s transformed the culture of compliance at USAA, and to share the one thing he’s realized that many others haven’t. To establish a new kind of culture, you have to understand how people are motivated. Similar to Maslow’s Hierarchy of Needs, the framework for basic human functionality is directly related to how a company can implement a new and compliant culture.

When people comply out of fear, it’s short-lived, it’s very reactionary, and rarely is it grounded in its core values.
– LaSalle Vaughn

At USAA, by utilizing Maslow’s theory, LaSalle realized the best way to get through to the employees was by implementing “REACH.”

Recognize Employees
Emotional Connection
Actualizing the Core Values
Creative Activities
High-level engagement

By implementing REACH, LaSalle was able to connect with employees on a deeper level to foster an environment of collaboration built on trust, and enriched by USAA’s core values. Leadership teams across the board quickly discovered the change in employee behavior and watched as they became more self-sufficient and dedicated to their jobs.

Hear more from this compliance thought-leader about how he created a contagious culture of compliance at USAA. We’ve got LaSalle’s COMPLY session video on-demand so you can watch it on your own time.

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