Tim Sackett presents The Employment Branding Arms Race!

Tim Sackett Tim Sackett, Worldwide FOT

Here’s why HR and Talent Acquisition is NOT like Marketing.

This is marketing –

Nike, Addidas, Under Armour, etc. all fight for market share.  Nike signs Lebron, KD and Kobi. Under Armour signs Steph Curry. Addidas gets D Rose and Wiggins. All of the shoe companies are trying to sign the top sports talent to shoe deals, so you’ll go out and drop $200 a pair for your kid to run around and act like they’re the next Steph Curry.

The ‘brand’ of the shoe you kid is wearing, that you are wearing, matters. It matters to them, it matters to you.  I know it matters because the shoe game is a $63 billion industry. Billion!  You care about what you put on your feet. Your kids really care! Accept my 12-year old who didn’t know who Kevin Durant was when I bought him a pair of KD’s earlier this year. See if he get’s another pair!

The shoe companies spend billions of dollars to create a brand that you want to be a part of, so, you’ll spend even more billions to buy their shoes made by 12-year-olds in China.

This is HR and Talent Acquisition –

We are spending more and more of our organization’s resources to create employment brands.  We are doing this because we need to let ‘talent’ know we are the best option for them to come and work. If we don’t play the game, other employers will beat us to the best talent.  Employment branding then becomes a strategic imperative to our organizations.

The one major difference is, we are only selling an idea.  The shoe companies are selling a product (and an idea that you’re cool if you wear our product!).

Read the whole post over at The Tim Sackett Project (an FOT contributor blog).