There is a difference between being familiar with a brand and loving a brand.
If you love the brand of your car, you’re probably interacting with it every day.
If you love the brand of an airline, you probably fly frequently with this carrier.
The companies who have built popular brands have done so over many years by identifying and sticking to a set of values connecting them to their followers.
For the real estate industry, it’s difficult to build a consumer brand that people truly love.
Why? Because the interactions between the company and the consumer are so infrequent.
Consumers may know your brand and respect your brand, but they’re probably not going to wear a T-shirt with your logo on it.
Employment branding is a subset of consumer branding.
Like consumers, your recruiting prospects may respect your company’s brand, but they’re not going to love your brand and be overly attracted to it by itself.
So, to attract the best talent, it’s better to spend most of your time developing and communicating a compelling employment offering.
Work here because it will significantly benefit your career.
This is the recruiting message that best resonates with recruiting prospects.
Oh, by the way, you’re going to love being connected with such a great company!
This is a great secondary message.
