EL PASO, Texas — Crystal Long has just officially retired as president and CEO of GECU, but before doing so she shared what she learned during her career about managing people and driving growth, what advice she has for new CEOs and those aspiring to be, and why there is one place that makes for great conversations.
While CEO, Long oversaw growth to more than $4.5 billion in assets and more than 441,000 member-owners, becoming El Paso’s largest locally owned financial institution. She also served on numerous state, national and international committees and boards, including the Texas Economic Development Corporation board, and received numerous honors, including induction into the Cooperative Hall of Fame, the Credit Union House Hall of Leaders, the Greg Inman Servant Leadership Award, the “Credit Union Women Making History: Herstory” exhibition at America’s Credit Unions Museum, and the 2019 Herb Wegner Award for Outstanding Individual Achievement.
Additional information on Long’s career and retirement was reported by the CU Daily here.
The CU Daily: How did you come to be involved in credit unions?
Long: Great question! I met someone who had worked for GECU in the 1960s and she said it was a great place to work! I knew nothing about credit unions but took her advice and applied for a job. I was just a kid and was thrilled to be hired as a File Clerk. I later married her so!
The CU Daily: What have you learned about managing people during your career, and has that evolved or changed?
Long: I believe managing people is the most difficult and most rewarding part of the job. People see the world so differently depending on their life experiences and upbringing. And because that’s true, I believe it’s become important to learn about the people in the organization by simply asking questions. I believe every opportunity whether in the hallway, in the elevator or wherever you see them, you need to acknowledge and greet people.
One of my favorite questions to ask is, What are you working on right now and how’s it going? The elevator creates a captive audience! You must show a genuine interest in those around you and let them know that every good thing that’s accomplished is only possible through teamwork.
The CU Daily: What have you learned about growing the credit union, and has that evolved or changed?
Long: All credit unions offer products and services to improve financial well-being. Over the years, GECU has been intentional in its efforts to consider other ways to elevate communities. Focusing on basic needs is at the core of who we are. Communities have to solve for the challenges of everyday life which is not always easy. No one is looking for a financial institution when they don’t have food on the table, or they’re suffering with a serious illness or they don’t have a roof over their heads.
I’m proud to be among many other credit union colleagues that place an emphasis on meeting needs outside of the typical offerings. Putting an emphasis on people helping people is not just a phrase – it’s a firm commitment for GECU.
The CU Daily: If you could go back and talk to yourself on your first day as CEO, what would you advise?
Long: I might give more thought to the way the organization is structured to ensure that communication can cascade up and down easily among employees and business units. Everyone has a desire to know what’s happening, why it’s happening and how they fit into the equation. Although there is no perfect organizational chart to guide us, a burdensome structure with too many layers can present problems.
The CU Daily: For a new credit union CEO or someone aspiring to be one, what advice might you share?
Long: Listen, and do your very best to understand what your colleagues are saying and why they believe they are voicing an accurate representation of a problem or concern. Give people the time they need to share new ideas or concerns. Never, ever, miss an opportunity to greet your colleagues whenever you see them. You won’t know everyone’s name but that’s ok because a smile and a sincere greeting can go a long way to building relationships.
The CU Daily: What is your view on the future of credit unions, if there is to be one?
Long: Credit unions need to constantly be reinventing themselves by letting old ideas or practices die with dignity. What worked yesterday may not work in the future.
