{"id":2723,"date":"2011-09-01T12:26:00","date_gmt":"2011-09-01T12:26:00","guid":{"rendered":"https:\/\/www.bcjobs.ca\/hr-advice\/the-myth-of-the-unique-employment-proposition\/"},"modified":"2019-10-19T00:35:24","modified_gmt":"2019-10-19T07:35:24","slug":"the-myth-of-the-unique-employment-proposition","status":"publish","type":"post","link":"https:\/\/www.bcjobs.ca\/blog\/the-myth-of-the-unique-employment-proposition\/","title":{"rendered":"The Myth of the Unique Employment Proposition"},"content":{"rendered":"

\"The_myth_of_the_unique_employment_proposition\"Is 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.<\/p>\n

Healthcare organizations describe themselves as \u201ccaring\u201d places, where \u201cyou can make a difference.\u201d Companies tell us that it\u2019s all about \u201ccollaboration,\u201d where your colleagues \u201cfeel like family.\u201d Others speak in general terms about \u201ccareer growth and opportunity.\u201d<\/p>\n

How do you cut through the clich\u00e9s and create something memorable and enticing to candidates, especially when you may not have one startlingly unique attribute to advertise? Consider the following:<\/p>\n

It\u2019s about the synthesis.<\/b>
\nSo, you don\u2019t have an unusual workplace and you\u2019re not the only company in your business. It\u2019s 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<\/a>, while others may prefer to learn about your training programs. They\u2019re all a part of the brand.<\/p>\n

It\u2019s about presentation.<\/b>
\nA 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\u2019s 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\u2019ve 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.<\/p>\n

It\u2019s about authenticity.<\/b>
\nThere\u2019s aspirational\u2026and there\u2019s delusional. It\u2019s okay to tell candidates where you\u2019re 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\u2019ve been deceived, you\u2019re set up for turnover<\/span> and bad buzz.<\/p>\n

It\u2019s about word of mouth.<\/b>
\nThe best employment branding<\/a> is done by current (and even past) employees, when they speak about their positive experiences with your company. Suddenly, those clich\u00e9s about \u201cmaking a difference\u201d and \u201ccollaborating\u201d come with real stories and emotional weight \u2013 and they serve as powerful reinforcement of the visual and verbal messaging you present in your marketing efforts.<\/p>\n

It\u2019s time to get past the myth of creating the unique employment brand \u2013 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.<\/p>\n

Reprinted from NAS Recruitment Communications<\/a><\/p>\n

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