Anti-Aha! of the Day...

[El Gaffney]

People want to work for a brand. Just got back from a day-long worksession at a big corporate client in a traditionally non-sexy industry, which focused on internal communications and external recruitment strategies. Good ol' retention and acquisition. This was the culmination of a significant amount of qualitative research with current employees of various levels/experiences/positions, recruiters, and potential employees within the industry and outside. Participants within the co. were given homework for the brainstorm. Specifically, they were asked to think about this question: If you could work anywhere, where would you choose? Their answers: Nike, Apple, Google, GE... Maybe not surprising (hence the Anti-aha title), but when asked to elaborate, they talked about the company's dreams and beliefs, not their products and compensation model. Furthermore, they often infered the former from that company's advertising. If a company puts itself out there to make a statement, they are more likely to change the world. People want to leave their mark, and brands—not companies—afford them that opportunity.

[El Gaffney]

just using the language conversations vs. communications helps. is that the next people (vs. consumer)? thanks denzil.

[denzil meyers]

señor gaffney, I like your observation about the brand/company's activity of dreaming being important, more than the content of the dreams.

what are we making? how do we want to be together? how do we want to handle it when someone drops the ball? how do we want to handle it when someone hits a homerun or we win?

the quality of the conversation drives passion, alignment, excellence. good luck with this project. I'm curious to see what happens next, especially wondering if management will see the value of investing time, enthusiasm, and money in internal messaging and conversations.