I’m fascinated by the way certain companies build a following. Take Apple, for example. When the new iPhone comes out, Apple doesn’t have to beg people to buy it. Rather, customers practically beg Apple to release it. They stand in line to get their hands on the latest device.
Mathews Archery is another one. If you’re a hunter, you know Mathews. When they introduce a new bow, you just know it’s going to be good. I once heard the Mathews CEO ask a room full of business leaders, “Would you rather buy a product or service from a company that says ‘good enough’ or from one that doesn’t know when to quit?” Avid outdoorsmen recognize Mathews as a name that stands for uncompromising quality—and when it’s time to upgrade their equipment, they know where to go.
Or just consider the most popular restaurants or coffee shops in the valley. Some places are buzzing from morning ‘til night, to the point where it’s nearly impossible to get a table. Why? Because people talk. They have a great experience—they love the food, the outstanding service, the ambience—and they tell their friends who tell their friends who tell their friends and neighbors and co-workers until more people are vying for seats than the place can handle.
What do all these examples have in common?
They deliver what they promise. Their message matches their product, which matches the needs of the customer. This kind of magic alignment is called a brand.
So what does this have to do with recruiting? Everything.
For years now I have been telling employers that recruiting is like marketing and marketing is like recruiting. Companies “sell” (post) a “product” (job opening). Those with established, trustworthy brands—whose message matches the product, which matches the needs of the customer—will more easily “sell” (fill) their “product” (role) than those who don’t.
There are a handful of companies in our area who don’t really need to recruit. Because the candidates are already coming to them. These companies are known as great places to work. The brand they convey both internally and externally is aligned with what they actually deliver to their employees, which creates a culture of trust and satisfaction.
Understand that employees talk. They tell their friends and neighbors when and why they love their job, their boss, their work environment. And rather than having to beg for candidates, this company already has them lining up, begging for the iPhone 8—I mean, an open position.
Or not. See, many companies today are really struggling to recruit, to attract new talent to their workplace—the kind of talent that can move the organization forward. I’m going to stick my neck out here and suggest perhaps it’s because their brand needs some work.
Once again, recruiting is all about perception. If you’re creating a culture that meets the needs of your employees and delivers what it promises, the talent marketplace will hear about it. You will become known as a desirable employer. Top candidates will seek you out. And all that effort you’re putting into attracting talent can then instead be used elsewhere—in continuing to strengthen your awesome culture, for example—because the talent is already drawn to you.
Do you want to be that kind of company? I can help. Contact me at firstname.lastname@example.org and let’s talk about how NeXtGen Advantage can establish your organization as an employer of choice.