Next time you’re in the market for a car, pay attention to the information that is presented to you – all of it, from the manufacturer and dealership television advertising to the model brochures to the personally delivered sales pitch. If your experience is like most of ours, what you will primarily hear about are the features and benefits of the automobile, and maybe just a little bit about the dealership and the manufacturer. No big surprise here – it’s what you would expect.
Now imagine that it was just the opposite. Imagine that most of what you heard about was how successful the dealership was, who founded it, how many locations it had, how many employees worked there, how many cars it sold, and so on. All of this supplemented by how the manufacturer went about making its cars, the range of cars it makes, and its corporate philosophy, with only a slight bit of information about the features and benefits of the car you were interested in. More than likely this second scenario would not result in a sale, because the conversation didn’t center on what you were primarily interested in. Again, no big surprise here.
So here’s the surprise: most companies use the majority of their employment marketing dollars to talk about themselves – with little information that is focused on the candidate. Don’t take my word for it, look for yourself. And while you’re looking, consider that there are four primary content areas in employment marketing: the work the company does, the success the company has, the work experience the candidate can expect, and the success the candidate can expect.
In study after study that I’ve ever been part of, potential employees are most interested in the work experience they can expect, followed by the success they can expect. Lagging with an approximate combined 25% response rate are the work the company does and the success of the company. All of this is exactly what you would expect (that candidates want to know more about the features and benefits of the work experience), and yet most companies are doing just the opposite.
I suspect it is because that is what they are most comfortable with – telling “their story.” But that particular story should only be supplementary. Next time out, try going with what 75% of the marketplace is requesting – information that is directly related to the features and benefits of the work experience. It’s a novel idea.