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Branding, it’s a lifestyle, not a choice.
2 Jun, 2014. 0 Comments. Branding. Posted By: Colton Joseph

Recently, I reentered the dating world. In order to enjoy the full 21st century dating experience one obviously has to embrace the world of the Internet. My suspicion of the whole process led me to enlist for the one with the self-advertised magic algorithm.

Once one is paid up and answers a billion questions, your information is put before those most likely to be a perfect match. It’s a blend of science and location. So here we are. Technology has solved yet another problem. How to meet the future Mrs. Almost Perfect.

Let’s assess the technology applied and the traditional obstacles it overcomes.

  1. It use a an assessment test to determine who you are and who would be the best “fit’ for you
  2. It markets you to those individuals most likely to be a fit
  3. It identifies those individuals within reasonable proximity to you
  4. It provides an easy methodology to contact people
  5. It helps you follow up on those contacts

So the technology cuts through the traditional problems of finding a single person, finding them in your area and finding someone whom you might actually have a chance of hitting it off with.

So how does all of this nonsense relate in any way to recruitment talk?

Well dating, as in recruitment, is about who you are, not who you want to be. Many of the people I have met have just slightly misrepresented themselves. Not dramatically, but a little. The picture they have used is slightly out of date. When they say healthy lifestyle they mean now because it has dawned on them that several years of Mexican food can hurt the figure. Again, working out regularly is a recent thing that they are definitely considering. Baggage free-mostly.

None of these slight untruths hurt the attraction cycle, but they do compromise future meetings.

Companies make similar claims that help candidate attraction but damage employee retention.

Entrepreneurial, fast growth, team oriented, philanthropic, work-life balance.

These are all good candidate attraction words, but what if they are not true? How does that affect retention? I feel it kills it because you have lured people in to a company that doesn’t exist.

So this means that defining who you are is critical. Why? Social Media, Google, and ease of information make an authentic employment brand more critical than ever.

Your secret of slightly misrepresenting yourself will not only affect current hires, but the spread of your culture will move so much quicker than it ever used to.

In recruitment, the technology landscape is cluttered and ever-changing. We constantly have something new to consider. But the outcome of this technology means that the real you is shared more quickly and constantly.

When buying a new technology, think not only of the process and cost implications but also the employment brand implications. The first question is this: Do you have one? The second: Is it authentic? Don’t be scared of your faults, but don’t hide them. Going back to the dating analysis, I will find out that you have 3 kids. I might like kids. Why hide it?

Marketing may have helped you build this brand. Their job is to sell product. Your job is to find quality people that will stay and perform. You want people to self-select in or out. The more you tell them of their potential day-to-day, the more likely they are to say, “yes, I’m interested” or, “no, I’m not,” and save you time interviewing and possibly making a bad hire.

How do you better leverage technology? Make sure that it is helping you spread an authentic employee reality…as it is not, as it could be after you have worked out a few things. Failure to do this builds turnover into your entire recruitment process.

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About the Author

Colton Joseph

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