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The Myth of the Unique Employment Proposition


The Myth of the Unique Employment PropositionIs there such a thing as a completely unique employment brand? Perhaps if you are the White House, Disneyland or Google. Most employers, however, struggle to determine what is truly unique about them that can attract candidates who have many choices.

Healthcare organizations describe themselves as “caring” places, where “you can make a difference.” Companies tell us that it’s all about “collaboration,” where your colleagues “feel like family.” Others speak in general terms about “career growth and opportunity.”

How do you cut through the clichés and create something memorable and enticing to candidates, especially when you may not have one startlingly unique attribute to advertise? Consider the following:

It’s about the synthesis.
So, you don’t have an unusual workplace and you’re not the only company in your business. It’s time to do some internal research and discover what you do have to offer. Your employment brand does not have to consist of one huge differentiator. In fact, it should be made up of everything you have to offer, communicated under a common banner, on an as needed basis. Some candidates may want to hear about your culture, while others may prefer to learn about your training programs. They’re all a part of the brand.

It’s about presentation.
A good employment brand is not just a slogan or theme, although a message of that nature may be used to introduce your organization. Think of that initial representation as a first impression or introduction, used to draw in candidates and entice them to get the rest of the story. It’s in this phase where you may want to draw on expert help from a recruitment communications partner, with the ability to develop an employment brand that takes what you’ve got and presents it in a compelling way. A consistent, flexible and creative look and feel can go a long way as you enumerate your many employment brand attributes.

It’s about authenticity.
There’s aspirational…and there’s delusional. It’s okay to tell candidates where you’re going, as long as you are honest about where you are. Of course, you should present the most attractive picture of your organization as possible. Employment branding is a form of advertising, after all. However, you want to avoid focusing exclusively on what you think attracts candidates, especially if it does not match up with what you offer. If candidates arrive and find out they’ve been deceived, you’re set up for turnover and bad buzz.

It’s about word of mouth.
The best employment branding is done by current (and even past) employees, when they speak about their positive experiences with your company. Suddenly, those clichés about “making a difference” and “collaborating” come with real stories and emotional weight – and they serve as powerful reinforcement of the visual and verbal messaging you present in your marketing efforts.

It’s time to get past the myth of creating the unique employment brand – and start to think about a developing holistic approach to communicating what makes your company a great employer. The more facets of your organization you can show to candidates, the more attractive a career destination you will be.

Reprinted from NAS Recruitment Communications


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