{"content":[{"text":"The bottom line? Every company has a purpose beyond its products or services. \n The trick is finding it, and then properly packaging it for job candidate \n consumption.","bbox":{"left":0.141405,"top":0.04641,"width":0.697615,"height":0.051774999999999995}},{"text":"2. \n B: Why do you think so many companies have trouble \n defining and communicating their purpose?","bbox":{"left":0.141405,"top":0.134024,"width":0.5807,"height":0.048917000000000016}},{"text":"D: Most companies are used to defining themselves by business metrics. How \n many locations do we have? How many new outlets should we build? What were \n 3rd quarter sales? What product extensions should we \n _____________________ \n roll out? It takes a different type of curiosity for a \n A company’s employer brand and company to discover its true purpose. \n business brand are inherently linked. \n They are made of the same DNA. The questions that must be asked are based on \n _____________________ character and a belief in certain principles, more than \n solely on economic performance. In fact, research \n shows companies of purpose (character, ethics, focus on people) often outperform \n the mean measures of economic success in their industry.","bbox":{"left":0.064935,"top":0.200955,"width":0.7935280000000001,"height":0.19117}},{"text":"I would suspect that some companies believe they may not have a purpose \n beyond being profitable. I don’t believe that’s true. If a company didn’t contribute \n positively to the lives of its customers and by extension, to society at large — \n chances are it wouldn’t be in business.","bbox":{"left":0.141405,"top":0.410349,"width":0.6944,"height":0.06935200000000002}},{"text":"Companies should take the time to discover their purpose beyond just ‘being in \n business.’ I think they will be pleasantly surprised by what they find.","bbox":{"left":0.141405,"top":0.497622,"width":0.684541,"height":0.03450300000000006}},{"text":"3. \n B: What about the issue of alignment between a company’s \n external and employer brand. How important is that alignment?","bbox":{"left":0.141405,"top":0.567963,"width":0.6370169999999999,"height":0.04891800000000002}},{"text":"D: The alignment is essential. Let’s say I’m a job candidate. I look at a company’s \n career website. I learn about who they are, what they do, what they believe in and \n what they stand for. I like what I see. Then, I visit \n the same company’s corporate site. It’s as if I’m \n _____________________ \n looking at a completely different organization. \n The message may be as equally compelling as CEO’s and CFO’s have made the vital \n the career website, but the two simply don’t connection that shows companies that \n recruit and retain talent well…perform \n match up. \n better for their stockholders and other \n constituents. \n My question as a job candidate is: \n _____________________ \n “Which company am I joining?”","bbox":{"left":0.141405,"top":0.634895,"width":0.757447,"height":0.19116900000000003}},{"text":"Having non-alignment of a company’s corporate and employer brand raises other \n critical questions in the minds of prospective hires:","bbox":{"left":0.141405,"top":0.844289,"width":0.704174,"height":0.03450200000000003}},{"text":"Why is HR not talking to the CEO?","bbox":{"left":0.141405,"top":0.896713,"width":0.300775,"height":0.016927000000000025}},{"text":"If a company isn’t coordinating its consumer and workforce messaging, what else \n is it not coordinating?","bbox":{"left":0.141405,"top":0.931561,"width":0.704156,"height":0.03450300000000006}}],"images_bbox":[],"images_bbox_not_text_overlap":[]}