Building awareness one person at a time is a lot of work.

Is there a shortcut? Yes. It’s called an employment brand.

When we buy something, a consumer brand quickly answers the basic questions of awareness.

I’ve heard of you. I like what you provide.

Employment brands are intended to produce the same response.

I like your company. I can imagine what it is like to work there.

By nature, employment brands are shallow, but they can quickly touch many people.

Building awareness through personal connections leads to deeper connections, but you can only reach a few individuals.

Both methodologies work.

Smaller organizations (i.e., single offices, teams) are usually more successful with the narrow and deep strategy.

Personal energy and grit pay off.

Larger organizations (i.e., multi-office brokerages) can leverage a wide and shallow strategy.

Effective systems and reliable execution make the difference.