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April 14, 2008
A Bigger Message
Too often, our clients back us into a corner without knowing it. We hear, "we want to be a best place to work," or "the great thing about us is our people," or "what sets us apart is our culture."
What's the problem? The bell curve. Most organizations provide a good place to work because they have to. Most organizations have good people, because most (employable) people are good. Most organizations have cultures because, well, they're who they are, not somebody else.
Unfortunately, the goal in developing an employment brand isn't to develop a message about how we're just like everyone else--it's developing a message about how we're different. And if you've been in the corporate sphere for any length of time, you know that different often equals danger. So, what to do?
I wish I could offer a remedy for risk and politics. But I can't. Sadly, they're a given. What I can offer, based on years of experience doing the hard work of brand development, is a few words of encouragement.
First, it really is about the differentiation. Despite what senior leadership says in early meetings, they will understand the value of a unique promise. Just remember that if the risk where you sit feels high, the risk where they sit is even higher. So spend the time you need in order to convince them that you've done your homework and trust them to come around. They're every bit as smart as you are and they'll get there eventually.
Second, if it feels too easy, it probably is. Unless you're Google or a very small set of similar companies, you need to say something different to be heard. If your agency is letting you get away with the same-old same-old, you may want to consider some fresh perspective.
Third, and maybe most important, developing a brand position is invisible, then controversial, then--and only then--exciting. During the early stages of your work, when you tell them you're developing an employer brand, your colleagues will have no idea what you're talking about. Once you've gathered some inertia, folks will start to share their "be careful's" (be careful about how you approach this message with Mr. Big. He hated that message back in 1964). Finally, when you've managed to gain alignment, everyone--and I mean everyone--will want to share in your success. So make sure you have a big enough tent to fit the whole gang.
Finally, remember, it's not the destination, it's the journey. At the end of the day, your brand will continue to evolve, and you will, too. So pay attention to the learnings along the way. They're at least as important as the point of arrival.
Posted by davidkippen at April 14, 2008 10:08 PM