The first thing that happens when a recession ends is that employers have to start fighting harder for ever scarcer talent. It is a problem that, in some sectors, is already so acute that it is threatening to hold back the economic recovery.
So how do you get the best graduates and professionals queuing up to work for your company instead of your competitors?
Money is less important than most think it is. According to a Talent Trends survey carried out by LinkedIn last year amongst 18,000 professionals in 26 countries 56% of the respondents ranked “the company’s reputation as a great place to work” – as the deciding factor when picking a new employer.
Today’s candidate is looking for more than a job; they want to work for a brand they can be proud of. The brands who are winning the war for the best recruits have a clear message. Think Apple for innovation, Fortnum & Mason for quality and tradition, Harrods for luxury. These brands have a clear identity that current employees resonate with and more importantly potential employees want to become part of.
A strong brand image can take years or even decades of committed work; there are even companies whose image has been carefully managed over centuries of business. However your brand can be destroyed very publicly in minutes.
Due to the rise of social media it’s impossible to hide; a company’s brand will be out there for all to see (whether or not you have social media accounts). But beyond social media all employees will impact on how your brand is viewed. How do they describe the organisation to friends/family? How do they answer the phone, manage visitors and customers?
As an employer you need to ensure that your culture is representative of your brand. This means that your values need to be written down and shared with your whole team. You then need to live and breathe them.
Too few organisations appreciate how important it is to walk the talk internally but brand alignment should start with a company’s internal culture. Get that right and it will permeate throughout the organisation and into the outside world. Once that happens you'll be first in the queue for the best talent.
By Simon Conington at BPS World.
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