Whats in a name…
That which we call a rose by any other name would smell as sweet? (Shakespeare)
Well, there’s a lot in a name really.
Let’s take an example:
Nigel:
Thoughts of a weedy little Englishman and a wet handshake arise in your mind. He got picked on in school, struggled to find mates and perhaps picks his nose when no one is looking?
Bambi:
I’m sure you already have images of what she looks, sounds and acts like. And you already know she was the most popular girl in school for no good reason.
However, perhaps one day you meet a Nigel or Bambi – imagine how much harder it is for them to prove their worth should they be smart, confident, outgoing, attractive and astute?
The reality is until you actually have an experience with that person or their “brand” it’s difficult to change your perceived idea of their worth..
The same goes for an employer brand.
Your name, message, look and feel are being judged every second of every day and every experience that your future candidates have with you. So how do you cut through the noise to make sure yours is the one they choose to trust or respect?
We work with hundreds of companies around the world on their brands, their message, their difference in the marketplace and their strategies and no matter the project our process is always the same 4 points:
1) Is what you are saying – an assumption?
The old adage of “assume makes an ass out of u and me” becomes very apparent in employer branding. The truth in an employer brand really lies in the trenches not at the senior executive level. Have you asked your grads why they’re joining you and if they leave – why they’re leaving?
2) Are you Competing for Ego or Purpose?
Understanding your talent competitor landscape is essential to your strategy. Without a clear understanding on who you’re recruiting for, you are essentially competing with ...everyone. Each company will always have a point of difference from their closest competitor. This could be culture, opportunities, location, style or function. There is absolutely no need to compete with the masses, if that’s not what you’re seeking.
3) Get Clear on the Message:
By this stage, you’ve identified the reasons, the competition and the candidate, now is where you get to the message. The true story of what is really on offer. Be clear, be specific and be authentic. Work life balance means very different things to different people and if it’s not clear to the candidate it can dilute the true opportunity available.
4) Tell the story the way it reads to you– not the way you think they need to hear it:
There’s been a lot of discussion around social media, multimedia, print, jobs boards, newspapers, adwords and then a million more. There isn’t a cookie cutter approach that needs to be followed.
This is your brand, your message, you story, so it’s up to you and your data as to how you need to present it. Whatever works…works…and you don’t necessarily need to tweet it, like it, or tag it to get there.
Your employer brand is the first step into the mind of any potential candidate – who are you, what do you stand for, what do you offer, why do I want to work for you, what can I offer you in return?
This is generally a graduates first ever career decision and the process is intense. Students involve their friends, their peers, their parents, their university professors, their advisors and then some in the decision.
The journey they take to get to you really ends the same way; they want what you want – a great place to work with a great result every day.
Don’t be a Nigel and tell them something different before they even get there.
Andrea Culligan
Unimail
Twitter – acculligan
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