How to stand out and attract the best talent
Alex Lasry, Head of Product Marketing at SEEK, provided the top take-aways for making both corporate and personal branding work together.
1. We’re in an era of ‘new marketing’ for organisations
It’s personal, authentic and human. Value creation has become not only intimate and personalised, but more cooperative and inclusive. This is now an era of achieving results through people, the real definition of being in the service industry, especially in a world increasingly driven by knowledge and ideas.
So from a brand perspective, moving towards storytelling in this new era invites connection and trust.
2. Corporate branding vs personal branding
Corporate branding represents the organisation’s beliefs, whereas personal branding is a reflection of who you are. The corporate brand anchors the organisation, but also stands as a beacon for recruitment – people will align with the values and beliefs, or not.
The synergy between a personal brand and the staff who embody a corporate brand can add tremendous value to an organisation (and its purpose).
3. At the heart of personal branding is authenticity
Authenticity is critical for recruitment. Individuals can be aligned to recruiters for their career. Networking prospers on authenticity.
4. Corporate branding gives people something to collectively buy into
It’s fulfilling for people to buy into something bigger than themselves.
5. It’s not an ‘either/or’ discussion
Both corporate and personal brands are important; they’re both related.
6. We are in the business of promoting human capital
People are your biggest asset and recruitment is the exchange of assets. Keep your people motivated and engaged.