There’s a reason professional services firms are fiercely competitive in recruitment. Their people are the product they sell to their clients.
So, when firms spend big on recruitment campaigns but new hires leave before the probation period has ended, they have reason to be upset. The hires have even greater reason.
Chances are, it comes down to the brand experience. And it's more than the visual system. It is what the candidate experiences through the process of recruitment, hire, onboarding, and beyond. If the experience doesn’t match the promise, the feeling of deception is hard to get past.
Today it’s not just about salary expectations or the quality of the company merchandise you get on arrival, it’s to do with values, how you’re treated, and whether you feel as if you belong. Do senior managers walk the talk or are the values just something on a watercooler poster?
Here’s an example. You’ve been told how inclusive the culture is, how everyone matters, and what a great place it is to work. On Day One you arrive at reception to find your new boss is working from home that day, but the receptionist will show you around and try to find you a locker and organise a pass. Unfortunately, your laptop isn’t ready yet because IT wasn’t expecting you, but it should be ready before the end of the day. Now, I wonder who might be available to be your buddy… Then as time goes on, you discover the website ‘case studies’ of women and minorities in senior positions were exaggerated and the whole mood is not what was projected on the recruitment videos. Onboarding is a well-choreographed experience that must have seamless transitions between departmental handoffs. Every interaction is an internal brand touchpoint and should be aligned to consistently reflect and reinforce that internal brand.
Of course, the employer brand runs deeper than the experience on Day One. It’s the experience of every employee, every day. It’s how they feel about the organisation, how engaged they are, what the future might hold, or whether the firm cares for the environment or philanthropy. Essentially, it’s whether or not people feel proud to be there.
Your external brand and your internal employer brand promise must be in harmony. When someone joins your firm, they become a living extension of your brand. Your employees are ‘wearing’ your brand, and influencing how others perceive your firm.
Just as consumers shape their identity through the brands they choose, employees are seen through the lens of your firm’s reputation, brand and values. That’s why consistency between your external positioning and internal culture is crucial. It creates a coherent brand experience for everyone who interacts with your business, whether they're clients or employees.
When was the last time your firm assessed how your people rate your brand or what really matters to them? Your brand isn't just what you see or what you tell the world, it's what your people experience every day. In today's transparent marketplace, this alignment isn't just good practice, it's your competitive advantage.
