Who wants to be a great place to work?

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Every business under the sun – according to most company career websites out there. It’s more often or not the rationale for a new EVP and/or the reasoning for the employer brand. And sometimes, it’s used as the advocate for a social media presence – just to show that ‘we are a great place to work’. The trouble is: ‘Is that it?’

Surely ‘a great place to work’ is in danger of devaluing itself and becoming as worn out a cliché as ‘War for Talent’. The phrase is meaningless. It’s an end to a means. Not the be all to end all. After all, who’d buy into ‘it’s an OK place to work’? Or the social openness of a Facebook page containing videos which proclaim ‘I work here because it’s an awful place to work’? (Then again, at least that would be a real differentiator and show some personality.)

Any good employer brand, regardless of execution or strategy, sells the culture of a business. Is Google just a great place to work for example? All businesses have unique traits that can help them stand apart. Make those the reason why people should work for you. Use that uniqueness as your recruitment champion. That’s what will make you talked about. Tweeted about. Liked. Shared. And not forgetting, applied to.

Standing together under a ubiquitous ‘thought’ achieves none of that. In fact, it more than likely has the opposite effect. And that’s not great, is it?

1 Comment »

  1. There are loads of labels these days, and many people feel that they are unique when in fact they are simply following another trend. When uniqueness is a trend, no one is very unique. Read on to find out how to be truly unique.

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