There are probably only three or four degrees of separation between you and any other professional in your field. You work within a small, interconnected world where reputation matters.
When it comes to recruiting CPG marketing talent, this reality might benefit your company. For example, when top players on your team are thrilled with you as a leader, they will probably tell others within their personal network. This positive feedback, especially coming from a trusted source, can calm the concerns of potential job candidates and help your company to recruit exceptional people much more easily.
On the other hand, negative rumors can be devastating. If people within your team are unhappy, then you can bet that your company’s reputation (and possibly your own) is taking a beating in the employment marketplace. Unfavorable feedback coming from people they trust will often deter candidates from joining a company.
Think of these positive and negative rumor mills as marketing campaigns vying for mind-share. If you want to win the war for talent that is now heating up, it will be crucial that you and your company influence this situation to your advantage.
In previous talent wars – most CPG companies did not put a great deal of effort into shaping their company reputation within the employment marketplace. They misjudged how they were actually perceived by their own employees and by candidates.
That error ultimately led to a severe shortage of top talent within their marketing teams.
Another talent war is now underway. But your company doesn’t have to experience the pain of a talent shortage. Consider the steps that some of the most successful companies are taking to avert a crisis:
- They are openly acknowledging that influencing their reputation in the employment marketplace is crucial to winning the talent war.
- They are surveying their organization to find out what people are really thinking about life within their company.
- They are committed to addressing the central issues that are brought to the fore.
- They have enrolled key executives as change agents. They are communicating a clear and compelling vision of successful change.
- They have begun measuring (and celebrating) progress.
The bottom line is this: If you focus on constantly improving the experience of working for your company, you will communicate a better employer reputation to potential candidates and increase your chances of attracting the top talent you want.