How Your Brand Can Make Hiring Less Risky
How Your Brand Can Make Hiring Less Risky
Hiring is always a risk. And when you’re hiring someone who will represent the face of your company online, the reputational stakes can be pretty high.
First, the not great news. The demand for talent is more competitive than ever and attracting and retaining people is tough.?McKinsey says? that after 4.3 million people quit their jobs this past year, we have 4 million more open jobs than available candidates. Even worse, 44% of Great Resigners surveyed said they are not interested in going back to traditional jobs any time soon.
I also have some good news. The same study told us?why people are coming back. Here are the factors that top talent cited as why they are sticking with their jobs:
(My first guess had been that folks mainly didn’t want to lose their health care benefits. I was wrong.)
With the Great Resignation still in full swing, employers need to be more clear than ever on their?brand promise ?and how it applies to both customers?and?employees.?One of the best ways to ensure internal alignment around your promise is through an?Employer Brand Toolkit, which can:
Here are 3 few must-haves in your employer brand toolkit:
1. Clear and specific values
Values are more meaningful when they are specific. When given a list of positive attributes, companies are inclined to say “all of them apply to us!” When forced to pick just 5, what happens? Were you surprised by what you were willing to give up? Did everyone on your team agree on those 5? If not, how can your values be passed down?
Keep in mind your brand is not human. Humans are designed to change and be messy. Brands are steady and consistent. Learn to say no to the values that lead to inconsistencies, and stick with the ones that are easiest and steadfast no matter how other areas of your business may evolve. Being clear on the values that truly are the most important to you will attract talent that feels relieved to find a workplace that enables them to live out those shared values.
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2. Actions on those values
What are the daily practices that your entire team, including leadership, enforce every day? For example if you value integrity, but don’t honestly own up to a mistake with a client, is that value really true for your organization? Does leadership reward values-driven actions, even if they mean something negative for the company in the short term?
Some brands like to start by listing out the things that make them uniquely who they are, then categorize those actions to uncover the values that drive them. This approach is often easier for companies who have a bias toward action and clear documented processes
Others start with value statements, then list out the actions that support those values. A great benefit to this approach is it uncovers gaps quickly if, for example a value that is felt strongly by the team turns out to be lacking in the action department.
No matter the approach you take, make it clear to your employees and incoming applicants the actions that are rewarded in the organization. This helps to attract the people who are destined to thrive in your company, and sets a clear path for advancement by outlining clear value-driven expectations.
3. Observable, measurable promises
What is the steadfast truth your people can count on you for? This goes for both customers and your team. What will you deliver, without negotiation, every day, regardless of changes in technology, team, or market? How does your promise align with your values?
A promise isn't abstract. It's the core foundation that drives the decisions your organization makes within the business. Southwest has a history of refusing requests for perks, like in-flight meals, because it would change their core promise of delivering the highest value.
When your entire team is aligned on promise, it's easier to deliver. A shared promise means shared efforts, experiences, and actions. It gives your team purpose and puts everyone in the same boat, rowing in the same direction. When people are clear on your promise before applying to work with you, they know what they are signing up for.
While it seems simple, aligning a team around non-negotiable values and setting performance against them is surprisingly difficult. With thoughtful exercises and a team ready to put in the hard thinking, it’s not only possible — it’s necessary.
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If you need help getting started, download the Brand Alignment Workbook , a starting exercise we use at Backroom with our clients.
Brand, Marketing and Communications Executive ＞ Accelerating impact of organizations, teams and talent through inspirational leadership
1 年Yes; 100 percent. Though most of my work has been external facing messaging, I've always believed every brand first starts with its employees. If they don't believe, how do you expect markets and buyers to buy into your promise.