The Law of Quality 💎💎💎 EBH

Diamonds are forever.

Just a quick snippet from our conversation defining all the major terms within employer branding. Check it out above on YouTube, at http://TheBrandPlan.show, or wherever you get your podcasts.

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Law #1: The Law of Strategy
Law #2: The Law of Focus
Law #3: The Law of Perception
Law #4: The Law of Ownership
Law #5: The Law of Impact
Law #6 : The Law of Desire
Law #7: The Law of Quality

Not every applicant is a good applicant.

This isn’t my favorite law, but if I could only teach one law, this would be it.

And honestly, I remain stunned by how many people want to tell me this law isn’t correct.

In a nutshell, employer branding differs from consumer and corporate branding in one significant way: The rest of the marketing and branding world wants more. More views. More leads. More impressions. More channels. More eyeballs. More shelf space. More share of wallet. More brand recognition. More subscribers. More views. More audience. More more more.

Employer branding doesn’t want more. It wants better. Specifically, it wants better candidates and better hires. That is its remit.

It is a game of quantity versus quality. And employer branders only succeed when they focus on quality.

This claim may seem surprising at first, but once you stop and think about it, it should be clear as day. 

The reason we don’t often think this way is that we often take our cues and approach from consumer marketing. We play a strange game of “follow the leader.” They care about programmatic, so we care about programmatic. They care about Tik Tok, so we care about Tik Tok. They care about Facebook Ads, so we care about Facebook ads.

We rarely stop to consider that their goals and our goals might be different. Because they are.

For a marketer, every dollar brought in is a good dollar. For a recruiter, not every application brought in is a good application.

Instead, we end up adopting their metrics (impressions, clicks, conversion, etc) despite the fact that those metrics aren’t what we care about.

And since the employer brand industry is relatively small compared to consumer marketing, vendors and platform owners aren’t going to scrap what works for 99% of their clients just to satisfy us.

We can’t even turn to consumer branding for help. They are too busy fighting their own fight over metrics and purpose to offer much support. And ultimately, they think about quality in terms of finding the “correct” audiences of people who will likely consider their products in the future, which is a far cry from the level of quality we are focused on

Thus, we get herded like sheep into thinking about quantity when what we should be focused on (because it services recruiting and the recruiting process) is quality.

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New $25 webinar!!!! Rachel Kennedy and I are going deep into how to develop your own advocacy resources to grow your LinkedIn audience and make it obviously more effective. July 19th. As per usual, the recording and anything we show or build will be sent to you after the session. So sign up today and don’t miss out!

***This Newsletter Contains No ChatGPT***

-James Ellis [LinkedIn] [Website]

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