LAUNCHing New Branch Managers

At America’s First Federal Credit Union, new branch managers are not simply promoted based on seniority but rather are “launched” into leadership after nine months of intensive training to develop their management skills and understanding of credit union operations.

Candidates for the LAUNCH program must apply and complete a rigorous interview process. “If you’re a branch specialist selected for the program, your current position is filled, and this training becomes your full-time job for the next nine months,” says Audra Weber, SVP/chief human resource officer for the Birmingham, Ala., credit union with assets of $1.3 billion and 134,000 members.

LAUNCH candidates are assigned to a training branch and work with a mentor, a senior-level manager who oversees their progress. They participate in classroom training on leadership, delegation, coaching and time management skills. They also shadow managers to observe how they deal with both operational issues and sensitive personnel matters.

In addition candidates spend time in every department of the organization. “We didn’t realize that aspect of the training would be so productive, but it has created a stronger synergy between the branches and back-office departments,” says Weber, a CUES member. “Branch managers who’ve been through LAUNCH are so efficient in working with other departments and in helping their employees understand why it’s important to work productively with them.”

The program is called LAUNCH to represent key skills and attributes of branch managers: leadership, achievement, understanding, integrity, character and honesty. LAUNCH was developed internally to reflect the CU’s culture and member service mission. The CU hired a professional trainer on staff to conduct the LAUNCH courses.

Six of America’s First FCU’s 18 branches (a 19th is scheduled to open in January) are managed by former LAUNCH candidates, and another group of future managers is currently in training. These new branch managers “blow the doors off their monthly sales goals,” Weber says.

If branch manager positions are not available for all candidates when their training is complete, some are assigned as assistant managers at larger branches and are expected “to bid on” the next open manager spot. While all those who apply go through a formal interview process, LAUNCH graduates are given priority, Weber explains.

Karen Bankston is a long-time contributor to Credit Union Management and writes about credit unions, membership growth, marketing, operations and technology. She is the proprietor of Precision Prose, Middleton, Wis.