KENT, WA - It's called "employee branding" -- and it's the holy grail of corporate recruiting. An employee brand is the essence of what it means to be an employee of your company. At the risk of oversimplifying, it's the customer experience for the people on your payroll.
Ideally, your company is an extension of who you are. After all, markets are conversations -- which is why staffing experts will tell you that all things being equal, it's better to "hire attitude and train skills."
Unlike product brands from the TV-Industrial complex, employee brands are organic: They grow in direct proportion to the authentic love that's poured into them and flourish when a company's employees are also its biggest fans. Again, it's all attitude.
To see what I mean, watch this video produced by the Perimeter (Georgia) staff of REI.
Their enthusiasm is contagious. And it's authentic, too.
"Who wouldn't want to work at REI?" It's a way of life.
Note to self: If you don't actually l-o-v-e what your company does, then you might want to seriously reconsider where you are spending the best years of your career. As my dad used to say, "It's only work when you stop having fun."
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