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Building The Brand Message

31st May 2019 Bruce Morton

Good insight from Bruce Morton on using your company story to build a brilliant brand message.

Your company story is what will set you apart from the competition when publicizing job openings. Consider what your organization is famous for in the realm of employment and what you want your message to achieve. Ask yourself what is unique about working for you.

First, sketch out what company and HR leaders think that story is. Later, ask your staff’s take on this – things may look slightly different on the other side of the desk. However, describing what you think makes your company stand out will lay the groundwork for telling a true story. 

Some things to ask include:

  1. What are our strong points in company culture?

  2. How do we live our stated values in doing the work that we do?

  3. How does our enterprise contribute to something larger than just the marketplace?

Put these elements in perspective by thinking about what they lend to the employee experience. How does having an open-door policy affect both top-tier and low-level staff? How does your particular value system influence things that are important to workers on the job, such as teamwork and accountability? Try to project. If you were applying for a job at your company, why would you choose to work there?

Answering questions about culture, work processes, and employee policies will provide the outline of a compelling narrative.

Find out how close your version is to what workers have to say. You can go about this formally or informally but be thorough and get a cross-section of feedback from your workforce. 

Then, eliminate the distance between the two overarching stories. This may take some dedication on the company’s part to improve things thought to be top-notch or implementing new ideas gleaned from employee feedback. You just asked your workers what’s most important to them in being employed, making a living, and doing their best work - if your company is falling short in any areas, shore them up.

Use what you’ve learned from crafting your company story and reviewing what employees most appreciate from their work experience. Put yourself in the shoes of applicants from different demographics and those seeking different hiring relationships. How do your employee and assignment value propositions address the highly ranked desires for developmental opportunity, performance recognition, interactive management, and team collaboration? 

If you haven’t already revamped your job descriptions by removing superfluous requirements, do it now with your open positions. Candidates searching through job posts immediately click off when they feel they don’t measure up to the specifications listed. For instance, “must have experience in x, y, and z programs” knocks a lot of people out of the running. Decide where your company can rely on a candidate’s track record or tested learning capacity instead of specific requirements. Suddenly, you’ve widened the field considerably.

Remember - it’s a talent-driven market. Your job description can either be a first, or last, connection to prospects. As you compose job ads, keep in mind how the work satisfies the worker. You’ll have plenty of opportunities to vet people’s capabilities before making a commitment.

Use your company website and social media posts to attract interest from the workforce at large. Be consistent in your messaging across all of these channels, to strengthen and solidify your employer brand. Tell people why they wouldn’t want to work anywhere else on Earth!

About the author - Bruce Morton is a Workforce Design and Talent Acquisition Expert and author of Redesigning the Way Work Works, available on Amazon.  Find out more here



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