How to Utilize the Brand Love Model to Attract and Retain Talents
By Ayo Opanuga
People with the right talents are a key part of the equation for success in any project or organization. Whether at entry level or executive level of an organizational structure, meaningful contributions being made by the talents are vital to the success and sustenance of the company. Human resources, being a key player in the people business, must collectively and continuously drive the endeavor to attract, hire, and engage the right talents.
The war for talent is real. It is affected by organizations globally, whether big or small, and companies are continuously looking for ways to hire and retain the best available talents. Generally, people want to be associated with good brands — strong brands in terms of market presence, innovation, fulfilling a need in their lives, or having an impact on society. People tend to have a connection to brands, and brands that establish these connections gain success. A relationship is formed, which in turn encourages loyalty and “stickiness”.
For example, brands like Disney and Walmart connect to customers by establishing that they provide the best entertainment experiences and low-priced products, respectively. HR professionals as key players in the people business need to be able to understand branding and how it can be used to support talent attraction and engagement.
At the People Management Association of the Philippines (PMAP) 627th general membership meeting, held last June 28 at the Dusit Thani Hotel in Makati City, resource speaker Pauline Fermin, MD, of Acumen Brand Strategy Consultants shared her branding experience, and how HR can utilize the Brand Love Model to attract and retain talents.
Define who you are — What are the company’s values? What is the value proposition to its employees, and what is the company’s brand promise? Organizations need to do a battery test to identify who they are. HR can champion this by conducting an employee research through a third-party firm, unbiased and anonymous, for a psychologically safe exercise to get a true sense of employees’ feedback about the company.
Know your target market — It is essential that you know who you want to talk to and get to know them. Through segmentation and targeting, HR can take advantage of this to identify what types of talents possess the skills, competencies, and personal values that are needed to function effectively in the organization.
Make your presence felt — This is primarily done through pushing your brand on different marketing channels. Employees are the best brand ambassadors of any organization. Hence, HR can personally take advantage of this by encouraging employees to provide testimonials sharing how their experiences with the company have been. It is also important to note that when potential talents get connected to companies, either by applying to job ads or attending interviews, the process does not become lengthy or tedious for applicants. HR should review the hiring process, depending on the target market.
Keep love alive — Companies must endeavor to stay true to their promise, maintain good customer relationships by paying attention to internal and external communications, and continuously track the brand health. In HR perspective, there should be continuous engagement activities and periodic checks of the Employee Value Proposition (EVP) to check its relevancy or effectiveness.