by Logan Dziuk, Candidate Sourcing Coordinator, ThirdPool Recruiting
Brands are a promise to deliver a specific set of benefits through the use of a particular product or service. Moreover, brands thrive when those benefits are exceeded, but crumble when expectations are left unmet.
Think of the brands you have a strong loyalty to. Maybe it’s the Apple I-Phone or MacBook you’re using to read this post. Perhaps it’s the two or three Ford vehicles in your driveway or even the Starbucks coffee you order every day on your commute to work.
Each of these brands have cultivated a loyal customer base because of their extraordinary marketing strategies and because they almost always deliver the experience and benefits that they promise in their marketing messages.
Likewise, your brand as an employer is a promise to deliver certain benefits to prospective hires. When your brand grows in a positive light, it makes your recruiting and hiring efforts easier in the long run. But, unfortunately, your employer brand falters when your promised benefits go unmet for new hires, leaving you with a bleaker recruiting future.
As you think about your employer brand, ask these questions:
What do current employees (agents) think about us as a company or team? (Your brand as an employer is not what you say it is. It’s what your employees say it is).
What are the benefits we offer to our agents (commission split, flexibility, training, technology, etc.)?
How captivating is our Employee Value Proposition (EVP)? (Think of this as your elevator pitch for prospective agents).
How are we following through with our (EVP)? Are we delivering (even exceeding) the promises we make current and prospective agents?
You can use these questions (and the answers to them) as a framework for helping you adjust your messaging to recruiting prospects and also to improve the execution of the deliverable(s) you’re offering new and current agents.