Relatability is overrated

Why are we trying to be relatable when we are not?

HR has never been relatable. No matter where we are, we are odd ducks of corporate. When it comes to employer branding in the field of talent attraction, we all are hopping on the next trend, the next most relatable piece of content. ?

When did showcasing your culture became a relatability contest. It has become so rampant, that half of the posts are copied from other posts and it is a vicious cycle of same content.

The purpose of posting is lost in the more clicks, more views, more algorithmic, and less relevant to the candidates you are trying to reach.

The problem with relatability:

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1.??????? Too many of the same thing

There are way too many folks trying to do the same thing. It looks repetitive and not part of your own brand story. Why not build your content similar to how your organisation is, if it is fun, make it fun, if it is formal, make it formal, and so on and so forth.

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2.??????? Authenticity

There is a lack of authenticity due to hopping on trends. Few are making trends; the rest are stuck in the rigmarole of chasing those trends. Candidates and Employees see that what you showcase is not your culture, you are duping your own present and future employees.

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3.??????? Lack of Voice

There is a general lost-in-the-crowd moment for everyone, it looks the same, it feels the same and it behaves the same. Find out what works for your own organization rather than replicating what worked best for others.

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Taking inspiration is one thing, being a copycat is another. No one wants another Uber, they want uniqueness – maybe bet the Rapido of the Employer Branding Space.

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4.??????? Take your Culture and Brand it

One of the most painstaking ways to brand your identity is to show who you are as an organization. If you can distill your culture in few anchors and put those across in the content, you can truly master this game of non-relatability.

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As Apple goes in their career page, be you, different, imperfect, still finding your way, over an overtly polished relatable nothings.

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Looking to build a brand that is synonymous of who you are, we at Navvyasa Consulting help you diagnose, distill, and disperse your brand across your own employees and prospective ones.