HR the Red Bull Way

A Facebook friend asked this morning if Red Bull has the best branding of any company in the world today. My immediate response was absolutely.

First off, I have never even had a sip of Red Bull. But, even I am thinking about giving it a try because, frankly, they are so freaking cool.

When your brand is associated with (actually responsible for in this case) getting a guy into space and jump back to earth with millions and millions watching, you’ve nailed it. You now are in the leagues of Apple and … well … Apple for inspiring their target market to think and be greater.

We forget these lessons in recruiting sometimes. It’s really easy to spend time talking to a candidate about the job. But what about the things that really matter … what your company represents to its’ buyers, its’ employees and its’ community. In short, what makes you inspire your team to think and be greater?

I think we overstate our mundaneness too often. We think that what we do can’t possibly live up to a standard of Red Bull or Apple. If that is the bar you set, you are probably right. But there is greatness in what your company does or you wouldn’t be doing it.

Start asking the question “How do we change the world?” It’s an odd one at first, but start asking the question and then look at the excitement that starts to build around simply the question, let alone the answer.

Then discuss it. Talk it up with candidates in interviews, on-boarding, review sessions and anywhere else you can. Will you put a man in space and have him freefall from 127,000 feet up? Likely not … that’s been done. But, find what makes your company great and use it. There nothing like a workforce trying to change the world.

Share

Why a Recruitment Brand is Nonsense

Been traveling a bunch lately and had a chance to stop by the offices of a pretty cool company, Evviva Brands, in San Francisco. This is not intended to be a plug in any way but the conversation got me thinking. Evviva does employment related branding for some seriously big companies like Marriott and HSBC. They actually do it in some really innovative ways … through games.

“Recruitment branding” has become a buzz-word de jour of late. Having an image as a great place to work or an innovative environment or whatever is all good. But I think the entire conversation is pretty misguided.

There can be only one brand and that belongs to the whole company. “Who are we or what do we want to be in the minds of a candidate” is the wrong question and yields a lack of authenticity. “What about our company and its brand can we leverage to attract top talent” may be a better approach. (For the record, this is the approach Evviva takes.)

Companies attract top talent when there is a brand alignment to customers, employees, candidates, and any other stakeholders. It’s probably the most over used analogy in HR but consider Southwest Airlines. If SWA was not a fun airline to begin with, would a brand that promotes them as a fun place to work ever have impact? Maybe for a little while until the truth came out.

Recruitment branding exercises often focus more on brainstorming appealing statements to candidates and less on communicating the natural advantages of the business. The next time you are thinking about your recruitment brand, really consider your overall corporate brand. What makes is special, different? Why did your top performers choose you over other companies, why do they stay and excel? Need a place to start? Ask them. Chances are it will say far more about your company as a whole than any inauthentic “recruitment brand”.

Share