A BLOG ABOUT COMMUNICATING COMPETITIVE ADVANTAGE
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internal branding

10/28/2013

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Some years ago, in consulting to a mid-sized national hardware / home products retailer about an upcoming sales meeting, I asked a senior VP why people should want to work for his company.  He reacted as if struck by lightning.

“You’ve devastated me!” he nearly shouted, snapping his head back and banging his chair against the wall. “Nobody ever asked me that before.”  The man had no idea why his store managers should want to work for their company.

Management consultancy McKinsey & Company stresses the importance of attracting top talent.  They recommend writing a short, compelling story, “management’s explanation why a smart, energetic and ambitious person might want to work for one company as opposed to another.”  Their suggestion is that businesses brand themselves as employers, even to the point of creating slightly different takes on their story to appeal to the demographic groups they want to attract -- Gen Xers, middle-aged women, etc.

TakeAway:  Stories sell, whether you’re talking to new customers or new hires.


2 Comments
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11/27/2013 04:50:40 pm

I am happy to find this content very helpful and informative for me, as it contains lot of accurate detailing about the topic internal branding, which I was searching for. Thanks a lot and good luck....keep it up

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4/6/2020 12:08:47 am

Thanks for the best blog. it was very useful for me.keep sharing such ideas in the future as well.

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    sample blog:

    This is a sample blog  for writer Brian E. Faulkner.   It presents stories about brands that do a good job communicating competitive advantage. Stories have been gleaned from the business press, personal experience and occasional interviews. Updates are made from time to time, and every so often there will be a post of general interest -- about things like success, passion, social trends, etc. 

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    Brian Faulkner is a writer and strategic communication consultant who helps business clients explain their competitive advantage in compelling and enduring ways.
     
    He also is a five-time Emmy award winning Public Television writer & narrator for a highly-rated and well-loved magazine series.

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