Competition is fierce in the staffing world. People have more choice than ever when choosing a product or company to represent. But here’s the thing — there’s a way to crush the competition and cut through the noise. It’s called branding. A powerful brand is your company’s ticket to winning more business and hiring dedicated staff.
3 Simple steps you can take to define your brand
1. Describe your personality
To stand out in the crowded marketplace, your brand needs a unique and consistent voice. Is your firm professional or playful? Masculine or feminine? Sophisticated or rugged? Defining the brand’s personality will attract staff and customers with similar traits and values. The most committed and passionate employees are those who feel a connection to the organization’s reputation and interests.
2. Differentiate yourself
Can you define your brand in 5 words or less? Effective branding develops over time…it’s more than just the tagline and logo. A designer can help shape your brand but only the audience — your staff and customers — can truly make it into something memorable. Branding is what differentiates your product or services from others of the same quality and price point.
3. Remember your brand is your promise
Whether it be quality, speed, reliability, elegance or some other tangible benefit, your brand is a promise to customers. A powerful brand requires the dedication of an engaged team — and like you, I’ve had both positive and negative experiences when shopping. The difference lies in the organizational culture and a company’s ability to attract talent. Does your company have a culture of people motivated to consistently deliver on your brand’s promise?
A company cannot brand itself as “compassionate” unless its people are active listeners who support both internal and external stakeholders. And a company cannot brand itself as “delivering happiness” unless the CEO recruits and hires positive individuals who want to bring out the best in others. There must be a connection between culture you create, the staff you hire and the brand they represent.
How to promote your brand and company culture
Don’t get caught up in the abundance of tools available online when promoting your brand — choose 3–4 networks that let you tell your story best. Different platforms and staffing firms serve different purposes. Most companies will benefit from using Facebook and Twitter but other platforms like Instagram and LinkedIn can harm your brand if misused.
Take advantage of platforms like Prelook, that can showcase your company culture. Prelook allows users to virtually browse companies, meet prospective coworkers and go behind the scenes to get a feel for the vibe at work. Click here to get access to the platform.
Metrics you can use to easily monitor your success
Before you can measure brand awareness, make sure everyone on your team agrees on the meaning of brand awareness. Establishing measurable goals and objectives will keep everyone on the same page and allow to you more easily track your success.
Measurable objectives usually include a percentage and a date. For example, increase the number of direct searches by X% by YDATE.
Google has a number of useful tools that can help you monitor changes in your brand awareness. Google Analytics will show you the number of people who typed your URL into their address bar. Google Adwords Keyword Planner and Google Trends will let you see the volume of searches for your brand name. Start benchmarking early and watch as your brand grows.
Don’t underestimate the power of survey, whether by phone or email a response rate of 10–15% is average. Ask existing customers how they discovered your brand or a random selection if they are familiar with your brand/vision.
Ultimately, if you create an organizational culture that benefits your employees, they will be more committed to your brand promise and that will bring you tangible profit.