How to Create a Company Culture People Want to Work for with Diane Daniel

March 20, 2020 in branding, Mindset, Training

The following article is based on a talk that Diane Daniel gave live at the 2019 Maid Summit, hosted and organized by ZenMaid.

Take a look at replays of the presentations given by Diane and over 40 other cleaning industry experts at

Diane Daniel is the founder and owner of Enjoy Life Cleaning Services, a home cleaning company designed to make homeowners’ lives easier by providing consistent, quality cleaning services.

Diane is an award winning cleaning service owner and community leader. She is focused on company culture development and public speaking.

Diane believes that the greatest joy in life is deciding what to do with your time. Through her proven cleaning system and serving in excellence, she helps her cleaning clients relax and create more time to enjoy doing more of what they love. 

What you will learn in this article:

  • What exactly a company culture entails
  • Why good communication is important to your cleaning business
  • Why being a strong leader is the most important thing
  • Examples of great principles to apply to your Maid Service

Should you consider redesigning your cleaning company culture?

Successful companies like Google and Starbucks understand the importance of having a unique and strong company culture, through all levels of their organization and communicating this with the world.

Developing a strong company culture is about creating a common belief system that all of your employees, regardless of their role in the company, subscribes to.

Developing a strong company culture is the foundation for your cleaning company’s success. 

Think about some of the businesses that you admire and how they represent the culture at their companies. 

Are their company beliefs communicated to their customers?

Do they proudly share and talk about what they believe in as a company?

Do you get the impression that their employees are fully subscribed to the beliefs?

How can you identify traits of their company culture through their marketing or other public communications?

After looking at a few different businesses your cleaning company aspires to be like, decide on 4-5 principles for your Maid Service.

These principles should be ingrained in your entire hiring process starting when someone joins your team, through the onboarding process, and in all their daily interactions with clients and other staff members. 

4 examples of basic principles you can use at your cleaning business

It’s important that what you do is actually in alignment with what you are communicating to the world about your Maid Service. 

Here are some examples of principles that Diane Daniel’s cleaning company uses that direct what they do when it comes to making decisions for their team and their clients. 

  1. Lead in love – When we have the mindset to lead in love, it can help out greatly during the times we aren’t feeling our best. By leading in love, we can be grounded in our brand beliefs even if we are having a bad day, allowing us to really listen instead of reacting or avoiding an issue. Watch the talk from Diane Daniel to find out what special perks she gives to her cleaning team to show she cares.
  2. Always think the best of others – It can be difficult not to become frustrated if we see that someone is off task, but by thinking the best we allow ourselves the opportunity to consider a whole picture rather than a single moment.
  3. Say what you need and trust the company to care – From the beginning, interactions with cleaning clients as well as staff should indicate to them that they are valued and that their concerns are being heard. People should always feel comfortable telling you the negatives as well as the positives because understanding and improving allows you to grow your home cleaning business. 
  4. Set boundaries – Providing parameters for cleaners and cleaning clients allows them to know what is expected and what is tolerated by your Maid Service. It also provides your cleaners with guidelines when cleaning clients ask for special requests or something outside of the job brief. Cleaners can be confident in what they are and are not required to do on a job. 

Communication should be the theme of your Maid Service

Communication is key, so on a daily basis, you should be communicating both to your team and to your customers, what your Maid Service stands for.

When new cleaners start to come on board, run a quick assessment to see if they are more of an introvert or an extrovert so that you can better understand their individual strengths. 

Just because someone is a great cleaner doesn’t always mean they will be a good leader, so it is important to know who you are putting in the leading roles such as trainer or management. 

Knowing how each cleaning staff communicates allows you to understand them on a personal level which can help you to better motivate them to improve.

Some of your cleaning staff may respond better to public affirmation and others to quality time by speaking one-on-one with them. 

Be present and really listen to your team. If you are distracted, always on your phone, this will send the message you are not invested in what they have to contribute to your Maid Service.  

Give your full attention and eye contact and listen to understand, rather than listen to respond. 

Tell your team how great of a job they are doing

Don’t be afraid to tell your team how great they are doing. 

If you got 5-star feedback from the last cleaning job, tell that cleaning team. 

If your team leader did an exceptional job training the new hire and making them feel welcome, tell them! 

As a rule, positive affirmations can generally be done publicly but anything that could be perceived as negative should be done privately. 

Acknowledging the great work of a team member at a staff meeting, on your social media, in your office, is a great way to let your team know you are paying attention and you appreciate them.

Regularly share successes and wins, no matter how big or small, publicly with your staff.

Have regularly scheduled sit-downs with each individual cleaning staff to do quality checks and to talk with them about their recent performance. 

This process will allow you to approach each cleaner with the positives and negatives observed in the last period and to document for follow up in their next review.

Lead your Maid Service team with understanding and kindness

Your company culture is created from the top down, which means it starts with you.

Think about a boss or someone in the past that you worked for and it was a terrible experience. You do not want to be that person for someone else! 

Do a self-assessment and think about your company culture, what you have right now and what you would like it to be. Think about your team and ask them:

Why do you like your job? 

What is it that makes you smile here? 

The changes sometimes that need to be made within your company culture are often not as difficult or costly as you think. Sometimes a very small adjustment can make all the difference.

You will be pleasantly surprised to notice the difference it makes when you address issues in a thoughtful manner and don’t allow a bad mood to guide your interactions with clientele or employees. 

This approach has a trickle-down effect and will encourage your cleaners to address others with the same level of respect, even when they are the ones in a bad mood.

When you lead by building others up it generates a good response from your cleaning company family and makes them think of your Maid Service as a great place to work.

Unsurprisingly, you’ll see a huge return on investment (ROI) when you treat your cleaning employees with respect and kindness.

You want your cleaning company to be a place that people want to work. 

You want to be the person that builds up your team and has a positive and kind company culture.

You want people to be happy.

Offer your cleaning team an environment that they want to work in, where they feel they belong and there are opportunities to grow and do something that matters. 

At the end of the day, your team is going into people’s homes and serving others, and they are representing you. They are representing your cleaning company. 

At the end of the day, when you turn off the lights, do you feel proud of how you lead? 

Do you feel proud of the company culture you have? 

Are you doing things that are so simple but so extraordinary that it blows people people off their feet? 

Think about that for your clients and think about that for your team.  

Your company culture comes down to you as a leader, so be honest with yourself about how you are leading and helping your team to grow. 

Show them you are walking the talk by upholding your company’s beliefs and principles and instilling in them a foundation of something that is bigger than themselves. 

This article is based on a live talk from Diane Daniel that aired live at the 2019 Maid Summit, hosted and organized by ZenMaid. 

You can watch the full presentation now:

Replays of these talks from Diane and over 40 other cleaning industry experts can be seen at 

If you enjoyed this article, check out these other ones on ZenMaid Magazine:


About the author: Amar is the founder and CEO of ZenMaid Software, Inc ( He previously started and ran Fast Friendly Spotless, a maid service in Orange County, CA. With the help of customized software to automate work he successfully operated the service in under 30 minutes per day. His goal with the maid service software at ZenMaid is to help other maid service owners do the same.

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