In this second post of a four-part series, we discuss how to leverage company values to appeal to your target audience. To keep it topical and because they are nearly double the size of Generation X in the work-force, we will assume our audience are Millennials.
“.. Millennial Intrinsic Values are: Work – Life Balance, Reward, Self-Expression, Attention, Achievement, Informality, Simplicity, Multi-tasking & Meaning.”
Millennials and Generation Z are more likely than ever to change their employer of choice multiple times in their careers. Talent attrition is costly for employers and creates headaches for Talent Managers around how to best engage and retain their talent.
However, before addressing this part of the equation, the process needs to start before you hire an employee. It begins with attracting the right talent to your organisation; those that have common values and goals, thus, enhancing the probability of their success in your business.
The best way to communicate this is through your brand which should express what is unique about your culture, and most importantly, your company values. Your values may not attract everyone to your brand, but remember, we want to appeal to those that share common values, not those that don’t.
“.. brands do not have to be the latest or greatest Tech Disruptor or Social Media Platform in order to attract millennials.”
If you are a Millennial building your brand, then you are one step-ahead in understanding what matters to your peers. However, if you are from a different generation, then you need to “get under the hood” of what matters to millennials and what they value. According to Espinoza, Ukleja and Rusch, Managing the Millennials, they advocate that Millennial Intrinsic Values are:
Work – Life Balance, Reward, Self-Expression, Attention, Achievement, Informality, Simplicity, Multi-tasking & Meaning.
When reflecting on the above values we can grasp that brands do not have to be the latest or greatest Tech Disruptor or Social Media Platform in order to attract Millennials, but you do need to appeal to what matters most. Of the values listed, “meaning” transcends all organisations, it’s the core of why they exist; a shared common purpose for those that work there. If you can communicate the meaning, then you may attract those that believe in that purpose too. A great way to entice candidates to your role(s) is by having them relate to your company’s purpose.
Let’s return to the some of the questions we addressed in our previous post and relate them to some of these values –
- Will I make a difference by working here? [Meaning]
- Is my voice heard? [Self-expression]
- Can I avail of flexible working arrangements? [Work – Life Balance]
Once you have aligned your brand and target audience values, ensure you include this on your job profiles, your corporate website, your careers page and all relevant social media platforms, ensuring there is consistency in your communication across all channels.