The pandemic has caused a seismic shift in our relationships with work. Around the world, people are reengineering their lives to align more closely with their priorities and values. The so-called “Great Resignation” of 2020-21 has evolved into a Great Reshuffling, with workers leveling up to better positions, choosing self-employment and even switching industries. All this movement has employers scrambling to recruit and retain top talent. And in this market, workers are paying even more attention to the little things that set one company apart from another.
Of course, there are table stakes: companies must offer competitive compensation packages, and the matter of on-site versus remote work has become a huge consideration. But beyond the measurables, recruits are looking more and more at a company’s culture, values and employee experience. In other words, they’re evaluating your brand.
Organizations that pay equal attention to both their internal culture and their outward customer experience stand a better chance of attracting and keeping the best talent. Here are seven ideas to help guide what that can look like in your business:
Too many times, executives and marketers spend untold resources defining and articulating their purpose, point of difference, promise and other driving forces behind their offerings — only to hide them in a brand guide that sits on a shelf. Dust off that messaging and share it with prospective hires. An honest, purposeful story should be relatable to anyone inside or outside your organization.
Recruits want their work to have purpose and meaning. They want to know how they can help deliver on your brand’s promise. Help candidates see not only how they fit in, but also why their work matters.
Resist the urge to simply fill a position. Set clear expectations that your organization might not be for everyone, but for the right people — those who align with your vision, mission, values and culture — it will be a great fit.
You wouldn’t engage a customer just once. Instead, you consistently remind them that they made the best choice. The same is true for team members. Don’t just reward loyalty — inspire it through consistent communication.
Just like today’s buyers, modern job seekers value transparency and fairness in their dealings with your brand. Again, when your story is authentic and purpose-led, it will not only appeal to your customers; it will also inspire those who want to be a part of something meaningful.
Maintaining transparency throughout the organization involves listening, taking a proactive role in communication, staying responsive rather than reactive, and adapting as needs and situations change.
As a leader, I’m often surprised when I see executives telling their employees about a change at the same time they inform their customers. Team members need to be prepared for (and sometimes brought along with) change. Customers will turn to front-line personnel with questions and concerns. If your teams are unclear or even skeptical about a change, then customers will be, too. On the other hand, if employees are informed and enthusiastic, customers are more likely to follow suit.
During a labor shortage, it’s more important than ever to align your organization’s internal and external messaging. The best brands are those whose vision and values match those of their customers — and the best places to work are those where everyone is on board and working to realize those shared ideals. In my experience, when your organization is clear about its identity, it’s easier to find like-minded people who will live out the brand every day.