When it comes to attracting candidates to your employment brand, purpose matters.
Candidates are increasingly seeking a sense of purpose in their work, so it makes sense to embed purpose in your values through connection to Corporate Social Responsibility (CSR) themes. Companies like Unilever have gone all in on this approach and even mandated executives assign a purpose to every product in the company's portfolio. An examination of how Uber's company values changed after a period of turmoil show a transition from focusing on winning to working with others, serving community and valuing differences. Intent of your messaging matters.
BUT.... and there is a but....It's dangerous to reach when it comes to the purpose you assign to your business. If you're simply a nice business/company with a good product, don't suggest that you're trying to save the world.
I was reminded of this danger when Domino's used footage of employees as they marketed their Delivery Insurance/guarantee, which says that if your order isn't right, they'll make it right quickly and free of charge.
That's good business, but not a 8.3 on the Richter Scale of CSR and corporate purpose. Watch the following video (email subscribers click through if you don't see the player below) and we'll break it down afterwords:
Amp up your employment brand like Domino's... or maybe not.
“we're going to be expediting this order, people”
If I close my eyes on that audio, it feels like I'm in an emergency room and someone's life is at risk.
Then I remember, "no, Jenny just called to complain and she didn't get the cheesed stuffed crust".
Flash forward from the pizza oven room to drivers running up steps to help get Jenny's calorie count up. What really happens when that complaint comes in? I'd imagine it involves talking about who screwed it up. But someone's Netflix night is in peril, so let's expedite the order and send the fastest sprinter in the room, but let's make sure we obey all relevant traffic laws.
Somebody's going to blow out an ACL if we're not careful.
You get the vibe. Mission and purpose for your company is important. But don't chase world-defining purpose when showing your employees if it doesn't exist. But showing pride and the love of the craft for the people who make the product? That never goes out of style.
Don't chase world defining purpose with your employment brand if it doesn't exist. Just be you.