It’s not enough anymore to toss a few fancy buzzwords into your Employer Brand and call it attractive. Not in this increasingly remote world. The lure of remote work is strong, but the commitment to crafting an authentic brand identity to draw talent in is even stronger. Here’s the catch: it’s not just about appearing transparent; it’s about being transparent. How? Darcy Boles, Director Of Culture at TaxJar, shares 5 tips.
- Show, Don’t Just Tell: Remember, every employee, prospective or current, isn’t just absorbing what you tell them. They’re observing. They see the gap between what’s said and what’s done. As Boles indicates, it’s one thing to promote flexibility; it’s another to have team members nervously ping about bathroom breaks. If your brand narrative speaks of freedom, ensure your work environment oozes it. Otherwise, the misalignment becomes your brand’s silent storyteller.
- Understand Your Mutual Value Proposition: Each organization has a unique selling point. What’s yours? However, moving beyond the superficial layers, it’s essential to internalize what Boles refers to as the ‘mutual value proposition.’ It’s a symbiotic relationship. You’re not just hiring an employee; you’re engaging in a partnership. Understanding and communicating this mutual value can be a powerful brand accelerator.
- Words Create Worlds: This isn’t just poetic; it’s practical. The vocabulary and terms you integrate into your organizational fabric create realities. For instance, if your company believes in autonomy, frame it not just as a perk but a responsibility. Boles emphasizes the necessity of explicitly writing down cultural expectations, especially in remote work scenarios. This isn’t just a handbook; it’s your brand’s bible.
- Invest in Stories, Not Just Stats: Numbers dazzle, but stories resonate. Dive deep into what makes your organization tick, the real-life tales of challenges, camaraderies, and conquests. A cohesive brand story isn’t a marketing strategy; it’s an authentic reflection of who you are as a collective.
- Never Assume, Always Communicate: Remote work introduces a myriad of backgrounds, work histories, and cultural contexts. While one person might find an open calendar policy liberating, another might view it with trepidation, waiting for unspoken rules to emerge. It’s here that Boles’ perspective stands out. Instead of leaning on assumptions, lean into dialogue. Talk about the small stuff, even if it seems obvious. Because clarity is not just clarity; it’s care.
In carving your brand’s identity in the vast expanse of the remote workspace, always come back to this simple yet profound fundamental: Your brand is not what you say it is. It’s what your people think it to be. Dive into the authenticity of that narrative, mold it, and you won’t just attract talent; you’ll engage with fellow visionaries.