Companies Should Be Clear On What They Are Not

When was the last time you had an interview or heard about an interview in which the employer highlighted what they are NOT? The usual pitch is what they offer in terms of benefits, pay, perks and all the great enticing things you would expect when a company is trying to whoo you over. How would you react in an interview in which the recruiter or hiring manager told you specifically what you should NOT expect?  Would you be more inclined or less inclined to be interested in the position? Maybe it would depend on the details. At any rate, I believe it would help employers and employees make the right employment decision, whichever side of the table you are on.

Sometimes, companies forget that hiring the wrong folks can be more damaging than not hiring any folks at all.  One way to prevent this, especially when we are talking about the brand (internal and external), is to be completely open about who you are, as well as who you are not. I recently saw that Ikea communicates in their recruitment efforts: “leave your ego at the door.” They specify that they don’t have tolerance for anyone with a big ego, as teamwork and humility is part of their success. Think about your organization and what you can relay to potential candidates that would help you prevent hiring the wrong employees. Send me a note and let me know or post your comments here.

Stop Employer Branding!

What’s the deal with employer branding anyway? Basically it attempts to define the organization as an employer for potential employees so they can decide if that’s the kind of place they want to work. But shouldn’t the employer brand be part of the overall brand of the organization? Not only should employees be looking for the right environment, they should be looking for the right consumer brand that they love.

According to those in marketing, a brand differentiate itself from others however I have rarely seen an employer brand that looks different from another. I agree with Mark Ritson when he points out in this opinion piece that employer brands all look the same and have similar values like “integrity,” “excellence” and “innovation.” He also points out that consumer branding efforts identify negative and positive associations so the organization can constantly evaluate whether the organization is delivering its brand promise. This kind of work is also rare in employer branding work. Is your experience in the workplace what we said it would be?

I believe that the type of employer branding work that’s being done today should stop. It should be integrated with the overall branding work of the organization and it could be a lot more effective for both employees and consumers.