Comments on: Selling the Company http://www.ere.net/2006/02/21/selling-the-company/ Recruiting intelligence. Recruiting community. Tue, 02 Dec 2008 15:26:45 +0000 http://wordpress.org/?v=2.6.3 By: Les Peck http://www.ere.net/2006/02/21/selling-the-company/#comment-1468 Les Peck Wed, 22 Feb 2006 04:06:00 +0000 http://www.ere.net/2006/02/21/selling-the-company/#comment-1468 As Zig Zigler would say: 'Your not selling a product(read company) Your selling a solution'. All the other efforts which certainly are necessary to make the total experience a positive one support the selling a solution approach. As Zig Zigler would say:
‘Your not selling a product(read company)
Your selling a solution’.
All the other efforts which certainly are necessary to make the total experience a positive one support the selling a solution approach.

]]> By: David Lee http://www.ere.net/2006/02/21/selling-the-company/#comment-1467 David Lee Tue, 21 Feb 2006 04:03:00 +0000 http://www.ere.net/2006/02/21/selling-the-company/#comment-1467 I'd like to add a few brief thoughts to Howard's excellent article. They're based on my observations of how most companies drop the ball when it comes to recruiting and talent acquisition: they put more energy on recruiting talent than they do on ATTRACTING talent. Borrowing from marketing guru Dan Kennedy's principle of 'Magnetic Marketing', the goal is to get people to come to you, rather than trying to sell them on why you're great. If you invest your time in demonstrating your value prior to selling, you put yourself in a far stronger position when it comes time for selling. As it relates to attracting talent, if your company invests time, effort, and money in delivery an inspiring work experience, your reputation will precede you, making the selling part so much easier. In other words, your management team should ask 'What do we need to do to be a Talent Magnet - the kind of company that pulls the best of the best to us?' Now, that may sound obvious to you, but... based on my experience, most companies don't put anywhere near the creative or financial resources needed to deliver a work experience that leads to Employer of Choice status. Instead they throw money at advertising campaigns, tag lines, and redesigning collateral material, and call that Employer Branding. Not creating a 'magnetic work experience' makes the job of selling their company much more difficult and leads to turnover (good sales job followed by poor experience delivery equals buyers remorse). If you want more specific info about addressing this, visit the ERExchange archives. You can either search 'David Lee' or start with these two articles: How To Build a Compelling Employer Brand http://www.erexchange.com/articles/db/249C274881214A5393A726333E06FD0A.asp Your First Task as a Recruiter: Recruit Senior Management Onto Your Team http://www.erexchange.com/articles/db/4B4B796296DB46E592F1FF13AE5309A0.asp I’d like to add a few brief thoughts to Howard’s excellent article. They’re based on my observations of how most companies drop the ball when it comes to recruiting and talent acquisition: they put more energy on recruiting talent than they do on ATTRACTING talent.

Borrowing from marketing guru Dan Kennedy’s principle of ‘Magnetic Marketing’, the goal is to get people to come to you, rather than trying to sell them on why you’re great. If you invest your time in demonstrating your value prior to selling, you put yourself in a far stronger position when it comes time for selling.

As it relates to attracting talent, if your company invests time, effort, and money in delivery an inspiring work experience, your reputation will precede you, making the selling part so much easier. In other words, your management team should ask ‘What do we need to do to be a Talent Magnet - the kind of company that pulls the best of the best to us?’

Now, that may sound obvious to you, but… based on my experience, most companies don’t put anywhere near the creative or financial resources needed to deliver a work experience that leads to Employer of Choice status. Instead they throw money at advertising campaigns, tag lines, and redesigning collateral material, and call that Employer Branding.

Not creating a ‘magnetic work experience’ makes the job of selling their company much more difficult and leads to turnover (good sales job followed by poor experience delivery equals buyers remorse).

If you want more specific info about addressing this, visit the ERExchange archives. You can either search ‘David Lee’ or start with these two articles:

How To Build a Compelling Employer Brand

http://www.erexchange.com/articles/db/249C274881214A5393A726333E06FD0A.asp

Your First Task as a Recruiter: Recruit Senior Management Onto Your Team

http://www.erexchange.com/articles/db/4B4B796296DB46E592F1FF13AE5309A0.asp

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