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”.

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