4 Branding Questions

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:

  1. What most distinguishes you from others?
  2. What will attract the people you most want to attract?
  3. What will most engage and resonate with current employees?
  4. 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.


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