The Step I of my signature program is attracting the future workers with “matchmaking-strategizing”; in other words, communicating the reasons why someone should want to work for you and matching the corporate culture, values & employer brand with the potential candidates. In addition to understand what means attraction in today’s talent war; also, I encourage the leadership team to describe and understand their brand, how they want to stand out and get candidate’s attention and what’s the culture that defines and molds your organization.
The word brand means a unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. This bundle shows how you are unique in what we do and demonstrate what makes you different. I mentioned in the previous article that one enormous shift in the workplace is that not so long-ago people needed to work expecting to receive a paycheck that can provide a lifestyle and now people decides if they want to work with you expecting a memorable experience in the organization that will ignite an engaged and remunerated relationship.
The goal is to attract new fans of your brand and not just candidates. Brand strategy is about captivating your fans’ hearts and minds resulting in admiration for the company. We want candidates that identify with our corporate values and purpose and for that we need to attract using inspirational content and implementing specific strategies that cultivate a distinct culture that is fully aligned with the brand identity.
Attracting culture-fit candidates is an essential tactic during the Step 1 of the employee journey. It’s important to recognize that culture is described as the attitudes and behavior characteristic of a particular social group and much of it is anchored in unspoken behaviors, mindsets and social patterns. As companies continue to diversify and the speed of business continues to accelerate; building and cultivating a culture will shape the external brand identity and impulse a shared purpose and foster an organization’s capacity to thrive.
Once completed effectively the Step I of Attraction of our ideal candidate, we need to focus on what to offer to turn that candidate into an employee; the journey you want them to go on in your company. The program next steps from measure, select and onboard focus on the current employees you have and also the commitment you have to their growth. Latter steps includes skills development and igniting their potential to maximize productivity and keep them around until they’re at the end of their employee lifecycles.