If you met a random person on the street and asked them to name a real estate company in your market, what answer would you get?
Would it be your company?
For most of you, it would be one of your competitors.
This is what marketers call unaided awareness.
Unaided awareness is the ability to name a brand in a category without choosing it from a multiple-choice list.
Everyone wants to be the Starbucks of their category.
While it seems like this would be a great advantage in recruiting, it doesn’t help much with decision-making.
Why?  Because most decisions that matter aren’t unaided.
And important decisions are made with the thoughtful consideration of numerous issues.
Being “heard of” may get you a place at the table, but most people don’t make career decisions on brand alone.
They need to connect with a real person who is willing to listen and engage.
That is why the best recruiters and hiring managers usually win the best talent.
