Filed by Cerberus Telecom Acquisition Corp.
Pursuant to Rule 425 under the Securities Act of 1933
and deemed filed pursuant to Rule 14a-12
of the Securities Exchange Act of 1934
Subject Company: Cerberus Telecom Acquisition Corp.
Commission File No. 001-39647
The Remarkable Power of Gratitude
In the post-Covid rough-and-tumble battle for top talent, where young workers are seeking far more than a paycheck and convincing boomers to stick around is critical, showing gratitude and
recognition are essential leadership toolsperhaps the essential leadership tools. This isnt soft. This is strategic.
By Dan Bigman and
Dale BussJuly 19, 2021
For more than 20 years, Chester Elton and his co-author Adrian Gostick have
been studying and writing about corporate culture while coaching thousands of CEOs at businesses large, medium and small. Across all of this, theyve stumbled upon a single constant among all the top performers, one that might not be what
youd expect.
As we studied the best teams, the best leaders, the best cultures, there was always this thread of gratitudealways,
he says. And so it became very apparent that it wasnt a nice-to-have if you were to be a great leader. It was an absolute must-have.
That insight led to their book Leading with Gratitude (Harper Business, March 2020), which wasin a stroke of unbelievably good or bad timing, depending
on your perspectivepublished just as Covid hit the U.S. last year.
While showing gratitude has always been important for leaders, says Elton, in
this post-Covid era it may be the most essential thing you can do right nowfor very pragmatic reasons. In the ever-tighter talent market CEOs are now facing, hanging on to great people is everything. And when it comes to retention, says Elton,
gratitude is the most powerful tool availablefar more so than money.
You dont leave people who love you, he says. The
number one reason people leave a job is the relationship with their immediate supervisor. If you want turnover, dont use gratitude. If you want people to stay, let them know that they matter.
For executives facing down the rest of 2021 and looking into 2022 and beyond, the battle for great people is the whole ballgame. In survey after survey by
Chief Executive and our sister publications Corporate Board Member and StrategicCFO360, the race to grab or retain key people is cited as the most important challenge the nations business leaders say they are facing.
Meanwhile, what younger workers are looking for in an employer is changing. Cliché or not, they want employers who give them a sense of purposeor
whose purpose aligns with their own. They want to understand why they are doing what they do, and why it matters. And they want to matter to their employers.
The data is very strong, says Dr. Bob Nelson, who has studied the psychology of gratitude and recognition in the workplace for decades.
If you have a culture of recognition, research finds that your employees will feel five times more likely to be valued than if the culture was not a strong culture of recognition. Theyll be six times more likely to recommend the
organization as a great place to work. Theyd be seven times more likely to stay with the organization for their career, if possiblewhich is huge. And then theyll be 11 times more likely to feel completely committed to their job,
their manager, the mission of the organization. So just some huge, huge benefits from doing this soft, fuzzy notion of an idea.
This isnt
just feel-good fun and games, he says. This actually does matter to people. And if you want the best from people, it needs to matter to you.
So, how do you show gratitude? How can you be more grateful? Chief Executive talked to CEOs and other experts for tips and ideas. It isnt just about
thank you notes and cardsbut those play a part. It doesnt have to be super-sophisticated, either. But it will take effort. The reason a lot of people arent doing it is because that sounds like a lot of work, says Elton.
And you know what? It is. And why do it? Because its worth it. Because youll keep your best people. Youll attract great peopleand theyll produce for you. Its also a better way to live life.
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