Sell It To Your Employees
(Current & Prospective)
Coca-Cola's renowned former chief marketing officer, Sergio Zyman (2002) stated: 'Before you can even think of selling your brand to consumers, you have to sell it to your employees.' He goes on to argue that how a brand is positioned in the minds of consumers is heavily dependent on a company's employees. (see complete article entitled "Captivating Company" on left sidebar)
As
business owners, we recognize the value of doing market research and branding
to targeted prospective customers. This branding applies equally to those currently employed with us and to sourcing and converting the right talent into your business.
Tell
the Story: The Message
Promote
your organizational vision, values, and mission by clearly articulating and demonstrating them internally. Internal acceptance ensures consistent messaging.
Once this is accepted internally, you can then articluate them in
your career ads, on the career page of your website, and in interviews.
Tell
everyone why you are different from the employer next door.
Design
the story that you want to use to attract the ideal employees to your
business. Your story can be a visual message
as well as a statement outlining your company's culture, your community
culture, and the benefits of those cultures to employees. Include the base
pay, incentives, benefits, employee recognition, training and career
advancement opportunities to replace the "competitive compensation
based on experience" statement that's in many ads.
The
Product: your corporate value proposition (CVP)
Your
CVP is the set of characteristics that make your company a more attractive
employer. Why would a talented person
want to join (and stay with) your organization? Maybe it's your great training
or mentoring programs, rapid career advancement opportunities, flexible working
schedules, unique team approach or ownership opportunities - what do you offer
that is unique?
Touchpoints
Identify
your organization's touchpoints with potential ideal candidates. What method is your organization interacting with them, even minutely? Do you have complete employee acceptance of your organizational branding?
Candidates
form their opinion of an employer before, during and after the interview
process. Each interaction (every
advertisement, phone call, e-mail, poster, your website, every communication
(or lack of communication)) forms the candidates' beliefs about your
organization. These beliefs can be accurate or inaccurate; positive or negative. These touchpoints are the birthplace of
loyalty or distrust and the basis of every relationship. Without complete current employee 'buy-in', your brand may be eroded and you may lose the qualified candidate due to improper branding.
Every
candidate, successful or unsuccessful, is a potential recruiter who will tell
their friends about their experience with your organization, whether good or
bad.
How your brand is positioned in the minds of consumers is heavily dependent on a company's employees. True branding is a soul-searching process that often uncovers things that need
fixing to live up to your brand promise.
If you promise current or future employees something you don't deliver, you will lose
them, and their referrals, forever
For information on effectively communicating your brand to potential candidates, contact Dona today @ dona@smarthire.ca.
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Testing & Assessment
Derive Your Brand from Top Employee Profiles
HR is responsible for your most
important brand asset-your people. Your
human resources staff can help 'market' your company through supporting your corporate brand, and by identifying
the key employee competencies that are critical to success.
"Knowledge
is power!"
You must understand exactly what you are looking for
in an employee. The best place to start is to identify the desired behaviors
and engagement drivers of your Top Performers. These are the things that need
to be focused on and developed. But if
you don't know what you are looking for, how can you find more of it?
More...
Email or call Susan now at 1-888-778-0570 to determine how Testing & Assessment can support your corporate brand.
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RPO Service Spotlight!
Position Profiling
Promote
your business and community and ensure all applicants have a clear overview of
the opportunity. Your business is
unique. Your community is attractive.
To
properly profile any position, there are three distinct characteristics that
must be defined and communicated - community fit, corporate fit, and skill set
fit.
Strengthen
your organization with applicants that truly fit.
Included
in this service is the development of advertisement ads including a newspaper display ad,
online job-posting text, and a 25-word text ad (if required).
Need more information? Contact Dona
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Next Newsletter
The next issue of SmartHire® Talent Strategies will include:
"Promote Without Favourtism"
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SmartHire is a registered trademark of Grasslands Group of Companies
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Newsletter Feedback
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Watch for...
New Website in 2008 (Beta Version in July)
Interested in a 'sneak peek'?
Call Dona for the preview username & password today at 1-888-778-0570.
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Captivating Company: Dimensions of Attractiveness in Employee Branding
The internal marketing concept specifies that an organization's employees are its first market.
Themes such as 'internal advertising' and 'internal branding' have recently
entered the marketing lexicon.
One component of internal marketing that is still underdeveloped
is 'employer branding' and specifically 'employer attractiveness'.
Employer
attractiveness is defined as the envisioned benefits that a potential employee sees in
working for a specific organization
View the Complete Paper
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Personal Branding
Salespeople that are well known in their industry with a strong reputation
and referral network are a force to be reckoned with. Why? They have a brand.
"If there is nothing very special about
your work, no matter how hard you apply yourself, you won't get noticed and
that increasingly means you won't get paid as much, either."
Review full article
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Free Information:
Considering immigration as a staffing option? We've done the research for you and have compiled it into an Immigration to
Canada document. This is a
do-it-yourself guide to the numerous steps involved to recruit and hire employees from other countries
than Canada.
Click the above link to request your free copy of the 39 page document.
Immigration and integrating various cultures doesn't appear to be working well enough - the labour force is still shrinking! What do you do?
Increase your brand.
Call 1-888-778-0570 for more information.
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SmartHire
Blair Clark
President | |
