Don’t be inauthentic
Your
employer brand embodies your employees, your culture, your vision, and
your values; these are impossible to fake. So if you’re a fast-paced
company with an entrepreneurial culture, don’t market yourself as a
laid-back environment with unlimited vacation days.
I
remember looking at the careers site for BP several months after the
2010 oil spill and being shocked to see that it looked the same as
before the spill. Surely the eco-minded Generation Y or Gulf Coast
residents affected by the disaster might hesitate joining the company
afterwards? But there was only one acknowledgement of the situation – a
tiny text link on the sidebar that asked “Why is it a good time to join
BP?” Why indeed?
BP Careers, November 2010 |
Don’t get lost in the crowd
The
are dozens of salty snacks on the market, so how does Doritos stand
out? By having an attitude: Coming in crazy flavors with cool names and
bright packaging. In the same way, your employer brand has to be
distinctive. Avoid bland themes like “Grow your career with us” or “We
offer work-life balance.” Almost any job can become a career and almost
every job lets its employees go home at night.
Don’t get stuck in the facts
So
many careers websites begin with, “Company X was founded in 1950 and
now operates out of 75 offices in 12 countries.” Does that year mean the
company is old-fashioned? Do those 12 countries mean employees get to
see the world? Do the 75 offices mean employees can be transferred
against their will?
Stand-alone
facts like those can be both boring and confusing, a deadly combination
for anyone looking to top motivate talent. Remember, you’re trying to
create an emotional connection,
so facts and numbers can only get you so far. Instead, talk about how
your company helps people’s lives. Let employees share their stories.
Show your workplace. Highlight employee events, rewards, volunteer work.
Never be boring.
Be
authentic and differentiated, and add an interesting and emotional
component to your recruitment messaging. If you can’t always leave them
laughing, at least leave them hungry to learn more.
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