use the principles of killer branding to recruit real stars

Building Killer Brands

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© 2009 FrankLane Ltd. All rights reserved.

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How to Use Killer Brand Principles to Recruit and Retain Star Prospects

February 4, 2009



What?

What Does Marketing and Branding

Have to do With Recruiting Star Prospects?

© 2008 FrankLane Ltd. All rights reserved. 2



Human Resources Is Marketing

Every one of you in the audience today is really in the marketing department:

• When it comes to recruiting• When it comes to hiring• When it comes to retaining




People Are Critical

“Business is not about making money. Business is about getting and keeping customers.”

- Dr. Ted Leavitt, Harvard University

“The dollars and cents of business is merely a financial record of how well you get and keep customers.”

- Frank Lane, Killer Brand author




Great People Are Critical

“That financial record of how well you get and keep customers will be a direct result of the people in your organization, a direct result of how well you (in the audience today) attract and keep great employees.”

•Without the people, there will be no numbers

•Without great people, there will never be great numbers




Example of People Impact

Neutrogena 1951: Company founded.

Neutrogena 1981: Market Value $15 million

Priorities:

1. PEOPLE. Put the right people in the right jobs.

2. STRATEGY. Get the right people doing the right things.

3. NUMBERS. Worry about the numbers if we have to.

Neutrogena 1984: Market value $ 82 million

Neutrogena 1994: Market value $ 924 million.




How Important Are You?

I hope this opening and the Neutrogena example establishes that finding the right people can literally change the outlook of a company. In fact, finding the right people is the most under-rated corporate skill of all.

Now let’s talk about what Killer Branding is and how it helps the right people find you to make your job of finding them easier.




A Killer Brand

A Killer Brand exists when an entity derives a disproportionate amount of choice in any

category because of a compelling and differentiated expectation that comes to be

associated with its name.




Brand Attraction

In a recent study of 3100 college students,

well known brands were chosen

as the best potential employers

and places to work.




Killer Branding

All marketplaces work on two principles:

1.Choice

2.Expectation

All Killer Brands work on three principles:

1.Focus

2.Alignment

3.Linkage




Marketplace Principles

All marketplaces, including the job market, work on two principles:

1.Choice

2.Expectation• Difference in Degree• Difference in Kind




Killer Brand Principles

All Killer Brands, including companies, disciplines, and employment programs, are built on three principles:

1.Focus

2.Alignment

3.Linkage




The Principle of Focus

Focus is vitally important for anything to emerge as a true Killer Brand. Focus on an expectation that is:

1.Compelling

2.Differentiated

3.Sustainable




The Power of Expectation

In the absence of compelling expectation, choice will be driven by price.

In the case of recruiting, in the absence of compelling expectation, choice will be driven by salary and bonus. When it comes to the best, you might as well be bidding in an auction.




The Principle of Alignment

Alignment is vitally important for anything to emerge as a true Killer Brand. Alignment facilitates:

1.Clarity of understanding

2.Precision of expectation

3.Consistency of delivery.




The Principle of Linkage

Linkage insures that your brand expectation is associated with your brand, and not with some other brand. Linkage leads to:

1.Top of mind awareness

2.Accurate association

3.Pervasive memory




Examples of Focus

Two recruiting examples of creating a differentiated “branded” expectation that led to increased success:

1.Procter & Gamble’s Top Man program

2.The Epson Inventor Program




Examples of Alignment

Two recruiting examples from companies that differentiated themselves by differentiating their employee base:

1.ICG Commerce “relentless improvement”

2.BDS Marketing “infectious enthusiasm”




Examples of Linkage

Two recruiting examples from companies who successfully linked differentiated recruiting to finding better employees.

1.Disney World’s “Casting” department

2.The General Electric College Bowl




Summary

1. Better employees lead to better business results.

2. Better employees choose companies based on their expectations of the company and the job.

3. Compelling, differentiated expectations lead to choice on your behalf.

4. Establishing your company and becoming known for a compelling and differentiated expectation conforms to the same principles as does Killer Branding.


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