“We don’t accept applications. Only commitments.”
Some messages are profound in their simplicity, leaving a clear and distinct impression. Some messages burn into our pysche and kindle our desire to be truly special. Some messages are so different, so unique, so non status-quo, that they lead us to take action. The above is a perfect example.
So whose recruitment advertising campaign is that? Simple – the U.S. Marines. It’s the new Marine Corps stance on those who want to join the ranks. If you’re not ready to lay it all on the line to earn the title, “Marine”, find your way to the door and don’t let it hit you in the rear-end on your way out. Oh, and feel free to go grab your third Cinnabon this morning – at least you’ll be aptly fueled up for the XBox “Call of Duty” marathon you have planned for the rest of the day in your Mom’s basement.
Consider how different the Marines recruiting stance is from what we see in Corporate America itself. Most white-bread job advertisements typically start out with a line like, “Widgets Maker Unlimited is a global organization with 100k employees working in 150 offices around the world.” Unless you’re manufacturing sleeping pills, giving someone a first-class ticket to La La Land with the first line of the JD isn’t such a great idea. Newsflash: 9 out of 10 Super Candidates could care less about that stuff – they want to know what kinds of exciting projects they’ll be working on… and yeah, they want a challenge.
Further, consider the Marine Corps stance compared to that of the other U.S. Armed Services. Walk into the other Recruiting Offices and you’re sold on things like college tuition reimbursement, technical training, and a “chance to see the world.” The positive of that is that they’re at least attempting to sell you on what they believe to be your motivations to enlist in the first place. This strategy sure beats the Corporate America rope-a-dope, lullaby-baby strategy we mentioned above.
The Marine Corps recruiting message resonates because so many of us are looking to make commitments in our lives … they just have to be the right commitments. So what makes a commitment “right”? Only when we know, without a doubt, that those we’re commiting to are also commiting to us as well. When you walk into a Marine Recruiting Office, it doesn’t take long to realize that if you’re willing to give 110% to earn your way into the brotherhood, everyone around you will give that 110% right back. At the end of the day, this means so much more than benefits, bonuses, and cliche’ pats on the back.
So what makes the line, “We don’t take applications, only commitments” so profound in terms of an approach? Simple, it shifts the entire recruiting equation. You’re no longer the one doing the selling… instead, you’re now the one being sold. When you can achieve this end, you’ve passed the ultimate Employer-Branding acid-test.
i love this article josh! so many people in this country seem to think they are supposed to walk into an interview and “take” a job just because they need money.
who cares about the money if you’re bored? who cares about the money if your not appreciated and challenged?
if all you care about is the money- let me tell you one thing- you will never make enough money because you are not smart enough to see your own self worth.
“So what makes a commitment “right”? Only when we know, without a doubt, that those we’re commiting to are also commiting to us as well.”
And to turn this around a bit — how many companies are willfully ready to commit to you? Layoffs, corporate reorgs, outsourcing, cutting benefits…no, people taking jobs today are not quite as willing to make that commitment to an employer because they know companies are not making that same commitment back (unlike the Marines…).
It’s a two-way street and a job candidate needs to see that just as much as an employer does.
I have to say, Josh, that when I first read the tagline- “we don’t take applications, we only take commitments”- my first thought was of a psychiatric hospital.
Thankfully, I kept reading long enough to enjoy your article, and I agree strongly with the value of using simple, memorable, and thought-provoking messages within employment branding.
When discussing this aspect of branding, I always think back to two insurance companies with tremendous brand recognition, and which offer nearly the identical products. One has a tagline of “Like a Good Neighbor” and the other now has “Are you in good hands?”. These two messages conjure up two different views of their culture and brand promise- the first is friendly, close to home, and a part of your community, while the second is focused exclusively on taking care of you.
The tagline of an employment brand is actually one of the most critical components to the branding’s successful ability to affect the way people perceive your workforce. It will be seen repeatedly, and when done well, will become ingrained in people’s psyche and will pop to mind whenever they hear about career opportunities at your organization. This is one area where employers need to take extra time to develop, and continue to whittle away until a defined employment brand statement has 100% agreement by the key staff working on the brand. It simply has to be right the first time.
Josh,
Thanks for taking the time to record your insights.
At the heart of this strategy is segmentation based on motivational values. Research suggests that a segment of the population is motivated by mastery goals and intangible benefits; for Marines this is purpose, service to others, transformation, and challenge.
Meanwhile others are motivated by performance goals, money for college, pay and benefits.
If a young prospect walks into a Marine Recruiting Office and asks about pay and benefits the Marines know he is in the wrong place.
Further, individuals motivated by tangible benefits alone may at some point find that the risk no longer outweighs the rewards and question their decision.
For the individuals committed to the greater purpose of service to their country, risk was never a primary concern. Additionally, risk in this context and the fear that may accompany it is overcome by trust (organization and individuals) and a shared sense of commitment, which ultimately yields pride.
This discussion also forces us to consider this strategy for other organizations. The point to be seen is that any organization must proliferate their unique culture through their employer brand in order to recruit and retain the right candidates, candidates who will not only commit, but excel, based on the compatibility of the value promise from employer to employee, and vice versa.
Thanks again for your post.
Mike Zeliff
LtCol USMC (Retired)
Chief Strategy Officer JWT INSIDE
It’s a great post. People today are looking for a job, that makes sense on multiple levels. It should be challenging and help us develop professionally and personally. Furthermore, we want to feel that we are part of something greater than ourselves. Something greater than simply making a living. If possible the job should support our true passion in life.
Since the job add often is the first touchpoint with a potential employer and brand that we might by regardless of us getting the job it is absolutely key not to fall into the borring-makes-no-sense category.
I just had a brainstorm session with students from DTU (a technical university in Denmark), and they were very clear in what types of jobs they apply for and which they don’t. It basically came down to keeping it relevant and personal. Do not try to make it something that it is not. In other words – no BS!