Chirag Upadhyay is an Employer Brand Strategist on a mission. And he’s got a bone to pick. Having taken on the unique challenges of over 65 brands, he’s well versed in the complex landscape of strategic employer branding. But he’s tired of brands failing to stretch to accommodate effective strategy.
Most strategy will fail. Because most strategy is boring. It’s a tough pill to swallow, but generic strategy yields generic results. That’s why so much of Chirag’s work is centered around what makes brands different.
So, what’s so wrong with staying comfortable? Comfortable is safe, right?
Well, it can be. But for most employers, doing what they’ve always done is becoming less and less effective. The recruitment world is changing. Technology is rapidly evolving, candidate markets are getting more and more competitive, and prospective employees are becoming more difficult to engage with.
Now, more than ever, it’s all about standing out.
Your strategy needs to be tailormade to you. Not your candidates. Not the marketplace. Not your competition. You.
Every jobseeker is looking for something different. And every company needs to attract the people most suited to their business. You want people who fit your culture, are excited by your challenges, and, crucially, want to stay for the long haul.
One of the major blockers to effective strategy is that most companies have too many cooks in the kitchen. Every department, stakeholder and individual has an opinion, and most have an agenda. Person A wants to talk about benefits. Person B wants purpose represented. Person C thinks culture is the main selling point. And they might all be right, to a degree, but if you try to please everyone you end up going to market with multiple competing, watered-down messages.
Establish a single, compelling, unique selling point that’s true to your culture.
Chirag suggests getting an expert in, conducting internal and external focus groups and talking to new starters to really get to the heart of what makes your offer unique. Picking one overarching selling point might seem daunting, but it’s the best way to reach the candidates who are the best fit for your culture.
Being realistic is key. You need to draw on the authentic experiences of employees within your business – not what you think will attract candidates.
Then, it’s time to dial up your selling point. That doesn’t mean neglecting all the other great things about your offer – there’s a time and place for everything – but by focusing on a singular unique message, you’ll be able to better engage with candidates who fit your culture and values.