I've been a strong advocate that leaders need to be brand ambassadors for their organizations. I don't mean simply saying nice things about their companies when asked; I'm talking about a proactive approach to spread the word about the great things their organizations do on a regular basis.
After all, a strong brand attracts talented people. Talent is the name of the game in the world of business today. No talent, no product, no customers, no revenue. Capiche?
Except I've discovered a major flaw in my approach to brand.
Organizational Brand Is Not Enough
One of the core strategies of talent acquisition is to position the organization's brand in such a way that it attracts quality applicants. From there a talent pipeline is developed and the best candidates are brought on board. The organization brand is the key attraction point that brings the talent into the company.
When we are filling positions, enhancing the corporate culture, and making progress we wrap ourselves in the corporate brand.
However, when turnover occurs, or morale dips, or there is too much "noise" in the workplace, the accountability shifts away from the spotless corporate brand and falls fully on the individual leader responsible for that area.
Wait a minute. What just happened?
Leader Brand Is Better Than Corporate Brand
Much has been written, though few have fully embraced, the concept of developing their personal brand. Honestly, I do not understand why any serious leader today is not focused like a laser on their personal brand. Here's why...
"Employees want to work for good leaders much more than they want to work for good organizations."
Today's talent (read here really good people) know that good leaders...by default...already work for good organizations, which makes the obsession with corporate brand as a stand-alone strategy a waste of time.
It is only when a strong personal (leader) brand is paired with a strong corporate brand that real talent attraction and retention can be realized.
How About You
Have you put any energy into developing your personal brand; or, are you so experienced and smart and good that you don't need one? I hate to break this to you, but if you haven't invested the time to develop your brand you are invisible...regardless of what your resume says.
Maybe we should talk?
I'd love to hear from you.