Powerful brand messaging matters, but candidates (already highly skittish in this environment) are becoming far less tolerant of fluffy, dime-a-dozen promises. Your message might be compelling, but if it sounds similar to the competition, it’ll be less memorable, less credible – and less effective. Common sense, right? Maybe not. Take a quick tour of the careers sites of three of your talent competitors. Chances are, you’ll be surprised at how similar their messages are to each other’s (and yours). They’ll likely emphasize the same things that you’re emphasizing – and they’ll likely use similar language and imagery. Ask: If we stripped our name and logo off of our careers site, would a typical candidate still know that we’re the ones behind the messages?
Many recruiting organizations evaluate whether messaging to potential candidates emphasizes true strengths and meet strategic objectives/values. The best companies also test the opportunity for competitive differentiation that each message provides.
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