There are two components that contribute to your employer brand—the market’s perception of your company and the unique value proposition you offer to those who join your team.
It’s hard to quickly modify the market’s perception of your brand because it organically emerged over time based on the experiences of your agents and consumers.
However, your organization’s value proposition can (and should) be frequently optimized to connect with the specific needs of your recruiting prospects.
To start optimizing, it’s helpful to start defining your unique value proposition by considering some common categories used by industry experts:
Company values and culture
Company location(s) and facilities, including accessibility and convenience
Compensation structure
Career development/training
Management style
Team caliber and quality
Quality of work
Agent recognition
Work-life balance, flexibility
Benefits
Marketing assistance
Opportunities to perform community service
There is no company or team that is the best in every category. That’s impossible.
However, there are three or four areas where you probably surpass what your competitors are offering.
Your unique value proposition should focus on these advantages.
Take a few minutes to consider each category: Where are you the best?
