Christine Draeger, VP global marketing at Safeguard World Intenational is a pal and she asked to me to post on how a brand plan can help in recruiting.
Here goes. If you are involved in recruiting good people to your company (and who isn’t?), then you know what it’s like to interview someone without a clean presentation of their career arc, career goals, strengths and weaknesses and personality. (As my ad guy father Fred Poppe used to say about the latter, “If you don’t have one, don’t apply.”) When you finish conducting such an interview, the candidate has likely answered all your questions yet the presentation was jumbled — and you don’t have a sense of the person. It would be hard for you to talk about the candidate, save for an accomplishment, previous jobs, age, etc.
This is why a proper brand plan is important for a company. Because people interview brands every day… and they are looking for a clean picture. So when people are introduced to your brand, they understand what it does, how, and why. A simple organizing principle, codified, shared within the company and lived by employees helps this. Some call it culture – it’s not culture. Though culture can be derived from the brand plan. A brand plan is an organizing principle, based in product strength and customer need that showcases and leverages both. Brands without a plan are ingredients and packaging surrounded by dissociated advertising. A plan brings it all together.
Next time you go into an interview and you are meeting with a higher up, ask them to discuss the key elements of the company brand plan. If they look at you funny be weary. Peace.