Here is a Question That Helps Me Close Searches ...

Today I was chatting with a buddy about about the kinds of interview questions I ask candidates.  I shared some of my favorites with him, but after we hung up -- it occurred to me that interviewing candidates is really only half the battle when it comes to brokering a happy client / candidate marriage.

The other half is making sure that you understand what makes the client tick:  Who they are as a company, what keeps them up at night, and so on.  So without divulging too many trade secrets, I will share the ONE question I ask of every single client whenever I take a search assignment.  Ready?  Here goes ...

If your company's brand
were a person, how would you
describe them to a friend?

You'd be surprised at some of the answers I get.  Most HR people think it's a stupid question, and many grow annoyed at my insistence that they answer it.

But: The answer will help me target the right candidates, as well as vividly describe the role and the culture to them.  Both matter.

Notice I didn't ask "If your COMPANY were a person ..."  That's because the answer would be different depending on the number of people and departments you talk to on the inside.  A company's "brand," on the other hand, is how it positions itself to the outside world.

The best run companies (like REI) have a very strong sense of self due to the alignment of their brand, their product and service selection, their customers, their staff, and their operating model.  Nothing's outta whack, and everyone pulls in the same direction.

Stuff only gets outta whack when companies pretend to be something they're not (or try to be too many things) -- which leads them to buy the wrong inventory, say the wrong things, hire the wrong people, promote the wrong people, and extend into businesses and categories that are not adjacent to their core.

Me, Quippy.

Another consideration:  I'm a bit of a character -- and during the search, I will be the voice of your company in the marketplace.  In a sense, you are hiring an actor when you hire me to handle a VP-level search.  Am I the right person to play the part?  Or are you a straight-laced bank in need of a reserved Hugh Grant-type to represent you?  That's not me.

I'm more like Dennis Miller.  Candidates who like Dennis Miller are likely to like me -- and, by proxy, your company.  I'm okay with being Dennis Miller.  He's not the best looking guy in the room, but he's quick with the quip -- and that goes a long way on the phone.

My point is this:  Now more than ever, authenticity matters.  Companies need to know who they are so they can attract the best people -- as employees, customers, vendors, and investors.

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Comments

[Zorro]

This is an interesting question. Key though is what the company wants their brand to be, vs what it is perceived to be. In 3 stooges parlance...I know plenty of companies who want you to think they are Moe. In fact they are Curly. Depending on who you talk to in the firm, will give you a true picture of what they want to hire.

[Steve]

Good post. Its amazing that your question baffles some companies. BTW, I sent you my resume via email. Thanks in advance for any assistance you can provide.

[Harry Joiner]

Philosophically, I'm closest to Mr. Miller.

I am not at all like Mr. Maher, whose famous quotes include "I've often said that if I had two retarded children, I'd be a hero. And yet [my two dogs] are pretty much the same thing: They're sweet. They're loving. They're kind, but they don't mentally advance at all. Dogs are like retarded children." (See Wikipedia.)

I do like Chris Rock, but he's African American and I'm not, so there's a disconnect in terms of our appearance ...

[Santiago]

You lost me after that Dennis Miller comparison... dude, what's wrong with you? Use Maher or Rock, but Miller? :)