You don’t want your employer brand to appeal to everyone.
You may think you do. The more, the better—right? The better your talent pipeline. Bottom line. Reputation. The more top-notch employees you can attract and keep, well, the bigger and more esteemed the company.
But the truth is this: Casting a wide net simply creates more problems.
Because ‘all-inclusive’ is not a brand strategy. It is the way of the bland, boring and deeply confused.
In short, trying to be everything to everyone can, over time, tank your business. Here’s why: Great people don’t want to work for, or with, a Jack-of-all-trades. Jacks can’t be trusted. The world loves a specialist.
Specialists know their stuff. And the way they speak about it is honed, bold, savvy. Most of all—it’s simple.
Simple positioning makes you smart.
Defining and distilling what makes your company different and attractive—in line with what your ideal employees care about—is precisely what helps the right people recognize you. Because those smart people are equally clear on what they want and the kind of company they want to work for—and you’re giving them a solid and inviting basis on which to make that choice. Consider it speed-dating for dream talent.
It will be sweaty work. (Ever tried to capture who you are, what you do and why in a single sentence or three?)
You’ll also need to back it up with the employee experience. (What you’re putting out there must match the day-to-day of your company culture. Putting your best foot forward is expected. Creating another persona entirely isn’t cool.)
And when it comes to your deeper content and communications, you should consider what people in different segments relate to, and call that out while keeping a consistent overall message. (Millennials love community. Creatives value freedom of expression. Neither is all-encompassing or exclusive. They’re preferences and a place to start.)
If you do all this regularly and well, it will be work worthy of you.
Because just as fortune favors the bold brand—the best employees do too. And they—not ‘everyone’—are the ones you want.