Using your purpose to attract employees and customers
The most successful brands work at breaking down departmental silos. This is especially important for human resources and marketing as they are both working toward attracting employees and customers. While their messages may vary, the purpose driving them is the same and should be woven through both.
When departments work collaboratively, organizations of any size are more successful in attracting prospective employees and customers who have similar values and beliefs as the organization. From a human resources perspective, bringing elements of your purpose into the interview process, onboarding and ongoing training further solidify who you are and what you stand for. When applicants or employees come in contact with your brand in the outside world, they’ll have a similar experience.
As an example, consider who might be the right fit for a company such as Tom’s. Sure, employees should love comfortable shoes but those who truly thrive have a deeper connection with the brand.
Blake Mycoskie, the founder of Tom’s, created the One for One® model, which is stemmed in impact. For every pair of shoes sold, another is given to someone in need. Over time, this seemingly simple cause marketing strategy has driven the organization to bring “grassroots good” to a growing number of initiatives–and the Tom’s team plays a key role in these efforts:
Certified B Corporation™: This certification demonstrates Tom’s commitment to making a positive social and environmental impact. As more people are becoming involved in these areas, this designation has the potential to elevate the interest of both prospective employees and customers.
The Tomorrow’s Project: Tom’s awards $10,000 grants to employees. The intention is to empower employees to further support causes and organizations they’re involved with.
Giving Tuesday: Each year employees are given a workday to volunteer for a Tom’s partner. This event brings teams together and brings Tom’s purpose to life in deeply meaningful ways.
Outside of programs and activities, the Tom’s brand stresses transparency and invitation across its website and social platforms. The voice and tone support a story about positive impact over profits, which can be utilized by both human resources and marketing to further build its appeal to a broader audience. Brands like Tom’s, who have clearly identified their purpose and intentionally express it across both internal and external audiences have a higher chance at making it stick–which also encourages team members and customers to remain engaged.
At pivotal moments, rebranding is the most effective way for leaders to signal significant change. Are you at a pivotal moment? Drop us a line, and we'll be in touch.
