Keep Questioning

Richard Mosely at Universum talked employer brand trends recently.As ever, he spoke sense.
A nugget: Employers increasingly put purpose and innovation to the fore of their employer brand, to help differentiate themselves.
So … to differentiate themselves, they’re talking about the same things?
Richard shared examples of (big) employers placing a very attractive offer squarely on the same territory as their competitors. Sub-ideal.
The problem as I see it: When you ask employees about the best, distinctive, attractive aspects of their experience, very often, the first-level answers are the same (e.g. despite a lot of counter-evidence - people REALLY like their colleagues).
The solution? First: Socratic questioning. Keep asking why until you understand more, and get what you can see is a distinctive answer. Then: link that to mission, strategy, values, culture. Together: tell the story of all that makes your organisation individual.
That’s the Reason Why people want to work for you and will commit for the future. And that’s what we exist to discover. hashtag#employerbranding