Attracting New Candidates by Assessing Their Brand Values

You are about to meet a new person, and you have 7 precious seconds to make a good first impression - your look, your greeting and your first words. How will they remember you? This is the type of question candidates ask themselves when leaving an interviewer’s office after an interview. The impression a candidate leaves on the interviewers is their brand, similar to the impression an organization leaves on them.

In this article, you will learn:

  • Every individual possesses a brand
  • Comparable to organizations, every brand represents values
  • Assessment tools available to measure a candidate’s values


People are Brands

Organizations aren’t the only ones to own a brand with values. Every individual displays characteristics unique to their brand which makes an impression on other people around them. Just like the process of purchasing a product, it is important to choose the right brand that corresponds to your values as an employer. Choosing the right brand will allow a good match between the values and vision of your organization and those of your new employee. This begs the question: how do you choose the right brand and match it with your organization’s?


Each Brand is Unique

According to the book titled The Human Brand, the two elements that contribute to a successful brand are warmth (the non-measurable charisma) and competence. Warmth generates the engagement necessary to have listeners or readers pay attention to the message you want to send out. On the other hand, competence proves your ability to provide what your brand offers.

This is especially important when evaluating potential employees; warmth will make their message easy to understand, and competence will result in positive outcomes when they start work in a professional environment. These two elements contribute to the brand promise, or in other words the results you will obtain from hiring the candidate, and the stronger the brand, the more believable the brand promise. Remember that, at the end of the day, candidates are selling themselves to you and your organization, and you are selling to them as well.





The Importance of the Perfect Match


Is your candidate risk adverse, or prefers security?

Is your candidate more practical or creative when working?

Does he or she value progress or the convention of rules and authority?


Every brand reflects different values, goals and drivers that play a major role in a candidate’s priorities, work methods, and personal motivators. This influences the satisfaction level and productivity if the candidate were to join your work environment. Knowing your candidates’ values is the perfect opportunity to facilitate the decision-making process and choose someone who shares the same motivation and ensures the best fit possible with the organization’s values. Not only will integration of the new team member be easier, but so will the collaborative aspect when working on projects and completing day-to-day tasks.


The Right Tools

How to evaluate your candidates’ values? Drum roll please… Psychometric assessments! A psychometric assessment is used to measure values. These values indicate how a candidate will fit into the organization. Psychometric assessments will enable you to not only distinguish your organization from those which make decisions based purely on resumes and intuition, but also showcase that your decisions are data-driven.

How to showcase your innovative selection process and that you respect your future candidates’ time? How about a pre-recorded video interview in the comfort of their own environment! These two tools alone will differentiate your organization from the pack, and help you optimize your return on investment in training your brand-new employee.


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