Your brand identity as an organization is your fingerprint. It uniquely decodes who you are, what you do, and why you do it. It plays a role in who you hire and how you retain them. Do you allow your identity to be the foundation of your job postings and how you fill your positions?
Organizations miss the mark on this and end up recruiting those individuals that are not a fit for their organization. The way, and the place, their job postings are listed should be a direct reflection of the kinds of candidates they actually want to hire. But so many times, the need to fill a vacancy becomes their focus instead of the quality of those they want to apply for the positions they have available. Understanding who you are as an organization can be a catalyst in employee acquisition and retention. If you don’t know who you are, neither will the candidates you are recruiting. Here are a few steps you can take to identify your identity:
What do we do and why do we do it?
This question seems like a no-brainer but many organizations don’t know why they do what they do. Caution yourself away from the “easy” answers such as “it makes money”, “it’s profitable”, etc. There are many things that can be done to turn a profit so there has to be more to your “why”. When profit is your sole reason for doing something, it’s difficult to stop yourself from doing unethical things to gain that profit. Hear this, profit is A reason. It can’t be THE reason you are in business.
How do we do what we do?
What are the processes behind your business model? Do you have a business model? This is important when making hiring decisions because you have to determine if you want to continue to replicate, refine, or remove the processes you currently have in place when you add to your workforce. If your current processes have proven to be ineffective, you would not want to recruit, hire, and train someone based on those obsolete initiatives. Filling positions should be based on methods would like to start or continue.
What kind of people does it take to do what we do? Where can we find them?
This encompasses everything from education, experience, skill set, personality, strengths, etc. A fancy resume with all of the bells and whistles may impress you but that doesn’t mean that the kind of employee they are will fit your brand identity. Have you ever met two excellent individuals and thought they would be a match made in paradise, but somehow the relationship crashed and burned in epic fashion? If so, you can liken this experience to a great employee who just isn’t a fit in your organization. It doesn’t mean there is anything wrong them or with your organization, it just means they don’t fit your identity. Knowing where to look for the right candidates is half the battle. If you’re a tech company looking for technical people, it would serve you well to post your available positions to tech websites. Don’t go searching for technical people on hospitality job boards. Be wise in where you look.
How do we keep employees that match our identity?
If your brand identity is being an organization that provides quality training, make sure you actually do that. Be committed to your identity. Not so committed that you are resistant to change but committed enough to remain consistent to who you say that you are. Employees, even millennials, come to work at places that they believe in. If you aren’t reliable in who you say you are, it will be difficult to retain those staff that came for what you said you could offer. Finally, be competitive when it comes to your brand. Your first customers are your staff. Part of your identity may not be that you pay the highest salaries, but your organization can be a place where your staff are mentored and guided as they advance their careers. Be the best at that. Your workforce will appreciate you for it.
If your organization is looking for someone to help you with engaging your brand identity in your search for quality candidates, Truscott Enterprises would love to help you do that.