I’m at a one-day workshop, put on by the Canadian company Brainstorm, on college recruiting. It’s at the Marriott Manhattan Beach (apparently home of a painfully slow Internet connection).
Sabine Gillert, senior brand consultant for TMP, offered up four questions to ask yourself about your company and how it’s perceived. I thought I’d share:
- What most distinguishes you from others?
- What will attract the people you most want to attract?
- What will most engage and resonate with current employees?
- What will people recognize as “true to the core” — an honest view of what’s best about the organization?
She also mentioned some interesting data a few minutes ago, I think from the Corporate Leadership Council. Job candidates evaluating a company with a compelling brand expect significantly less money from their employers than they do from companies with weak brands.
Makes me think of Southwest Airlines. Not the highest pay, but a magnetic employment brand and a long record of success.