Turning your organization into a talent magnet.

• Author: Ibarra, Patrick
• Position: Management & Careers

The composition of today's workforce is changing dramatically, with seasoned, talented professionals leaving their jobs, taking significant amounts of institutional knowledge with them. Replacing that knowledge capital--especially the ability to solve problems, make decisions, exercise prudent judgment, and ensure that services and programs are executed in a timely and effective manner--is difficult. At the same time, the public sector's traditional ways of attracting and retaining top-flight talent are not always effective, and can be seen as antiquated by younger job seekers. As a result, jurisdictions are increasingly pursuing a more focused approach to strengthening their employer brand, working to entice and retain talent. The fundamental difference between ordinary and extraordinary organizations is the collective ability of their workforce.

Consider your organization's attributes. If you were to choose one that would have the greatest influence on recruiting efforts in today's competitive markets, what would it be? Do you know the population of candidates who would find that attribute attractive? Do you know how to appeal to them so they will consider working for your organization? Understanding the answers to these and related questions is a dividing line between organizations that are able to hire and keep great talent and those that cannot.

UNDERSTANDING BRANDING

Branding is a buzzword today, but the business practice behind it isn't new. Many organizations are adopting what they call brand-building strategies, but often these are merely adopting new logos. This isn't even close. Essentially, brands influence perceptions in the mind of the public; they are living concepts that change with the organization's climate and culture. Externally, candidates perceive your employer brand as an indication of the type of employment experience they can expect. Internally, employees perceive your employer brand as how well you deliver on promises and how well they fit within your organizational culture. In short, your employer brand is your identity and reputation as an employer.

Branding is gaining so much attention today for many reasons, but one of the most important is the struggle of organizations that are losing seasoned employees to "brain drain" while also generating insufficient pools of qualified candidates. Organizations that have invested time, effort, and energy in developing their brand are finding that the advantage of building a...