The secret to selling
In all fairness, it isn't much of a secret.
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If you ask any good salesperson what the secret to selling is, they will give you the same answer:
Start with a product/service people already know and like
Seems simple, no? It’s a lot easier to sell ice cold soda when it’s hot. It’s even easier when people know that soda and already enjoy it.
People who own a Honda and had a great experience are predisposed to want another.
In a way, all advice around sales is geared around 1: Getting people to know and like your product and 2: What to do when people don’t know or like your product.
So why am I bringing this up?
Because I can’t imagine there’s a recruiter who would agree to the corollary about the secret of recruiting:
Start with a company and job people already know and like
It’s important to note that “liking” a company has levels. You can like a company because you like their sense of design. Or you like that they seem to care about more than the bottom line. Or that the company has a lot of positive press.
And that’s really nice, provided you have nothing else.
Because there is a deeper level of “liking.”
There’s liking because something aligns to how you see the world.
There’s liking because a relationship is developing.
There’s liking because you chose something specific in this company.
That’s what employer brand is for.
Beyond the “Do you want this job?” messaging, it is the reason people choose to hear more, the reason they give you their attention, and the reason they bother building a relationship with you.
And once people are choosing you and listening, doesn’t that make the recruiters’ job easier?
(And if we’re blunt, isn’t that a stronger strategy than spamming strangers to death?)
Are you building a brand, or a bland?
So! It’s been a bit, hasn’t it? I know. I’ve been busy. And I think you’re going to like what’s next because of how it will help YOU.
What’s the NUMBER ONE CHALLENGE TA Leaders like you face? What’s the thing they complain about more than anything else?
Getting their seat at the table.
What if there was a… thing where you could get good advice on how to get your seat at the table and a download (a script, a template, a guide, a model, etc) to actually help you make it happen?
In a few weeks, that’s exactly what I’m building (with a partner who will be named later). I’ve seen the drafts and I am intensely excited for you to see it when it’s ready. I really think it will make you obviously more effective at work.
It’s a project that is effectively the next step in what The Change Agent was all about And as a subscriber, I’ll be adding you automatically to this new project, so you won’t miss anything.
Stay tuned!!!!
And you’re probably sick of listening to me talk about employer branding, but I… got kinda salty in this convo with John Graham Jr. Employer Branding Unfiltered is now available on Spotiy and Apple podcasts if you don’t want to look at my face (and who could blame you?!)
🎁 From IYKYK to F*ck Yeah. (I love seeing other brand pros outside our space walk through their thinking) »
🎁 In The Shadows of Employer Branding »
🎁 Brands are patterns (I fell in love with this idea ten years ago and am thrilled that Marc is still doing great thinking) »
🎁 Finding the moments that matter »
🎁 The 7 charts you need to see about how work is changing »
🎁 Cultivating Curiosity for the Long Haul: Five Strategies for Lifelong Learning »
🎁 307 ChatGPT Prompts for CHROs »
🏛️ All 2,500+ (five years worth!) articles from this newsletter are in a searchable archive. Go get ‘em!
You can't go back and change the beginning,
but you can start where you are and change the ending.
-CS Lewis
Four books and one audiobook
An employer brand buyers guide and agency listing
Six courses
150 videos
240 episodes of podcasts
Conversations on 23 podcasts
Seven “deep dive” resources
18 articles
All in one place: EmployerBrand.ing
I believe in giving knowledge away for free. But doing so isn’t free. So if you’d like to support the various costs for building all this content, please buy a book or hire me.
***This Newsletter Contains No ChatGPT***