We hear a lot about Employer Brand (EB). How can we showcase our business, make ourselves sound great, and attract the best candidates? A simple solution could be to write some fancy copy to stick on your job ads and add a list of all your benefits – but of course, if it were that easy, every business would have an amazing EB.

So, the question is, how do we create a message that resonates with our target audience and attracts them to our business over our competition?

To truly speak to your audience, you need to look at more than just what is great about your business – and too often, employers neglect to show the challenges that come with the job.

You might be thinking, “Why would I talk about the hard bits of the job? Won’t it just put people off?” but think back to getting your first car. Did your parents just hand you the keys, or did you save up and use your hard-earned money to buy it? Chances are, if you worked for months to save up, you appreciated that car more than if it was simply given to you.

When we evaluate the value of something, we need to know how hard it will be to achieve it, or it’s virtually impossible to know if we want to pursue it. Will the juice be worth the squeeze?

In a book by Bryan Adams and Charlotte Marsha, the idea is that there are three main buckets of adversity we are looking to satisfy – purpose, impact, and belonging.

1. How can I fulfil my purpose in this business?
2. How can I create an impact on this business?
3. How can I feel a sense of belonging in this business?

To answer these questions, it’s essential to assess the difficulty of achieving each element. Is the wall too high to scale, or is it sufficiently high to bring meaning and value to the climb? Understanding the magnitude of the struggle is crucial.

The beauty of your EB lies in its uniqueness. Tolerance, threshold, and endurance for a company’s situations, demands, and expectations differ among candidates. Your EB acts as a smart filter, attracting those well-suited to your organisation while dissuading those incompatible with your culture.

Some candidates thrive on adversity, finding your expectations fair and even relishing the challenges. Others may be deterred. When crafting your messaging, the goal is not to attract as many people as possible but rather to attract as many of the right people as possible.

The conventional approach of boasting about being great at x, y, or z in every job ad has lost its impact. Candidates have become desensitised. Acknowledge the challenges of the job, be transparent, and create a give-and-take within your brand. This approach will yield a pool of candidates better aligned with your organisation, saving time and effort in screening those who don’t fit.

An authentic Employer Brand that embraces both the positive and challenging aspects of your business will resonate more with the right candidates, fostering a stronger connection between your organisation and potential employees.

Have you ever heard your grandparents say, “Back in my day….”? Or perhaps your parents reminisce about a time when things were harder, and the challenges of today seem like a breeze in comparison?

It’s a common sentiment that each generation believes they had it tougher than the one that came before and after them. But what if the challenges we face in the world of work aren’t necessarily tougher, just different?

Each generation makes its own unique journey into the narrative of the workforce. Baby boomers navigated a world without the internet, millennials witnessed the birth of social media, Generation X grappled with the transition from analogue to digital, and Gen Z is stepping into a landscape where remote work is the norm rather than the exception.
The challenges are distinct – shaped by the technology, social dynamics, and economic landscapes of their respective eras.

Baby boomers might reflect on the job security and stability of their careers – a job for life was the norm. A concept that seems almost non-existent in today’s gig economy, where the next pay cheque might come from a freelance project rather than a lifelong commitment to a single company. But in their time, job security didn’t mean the same constant career evolution demanded by today’s rapidly changing industries.

Generation X, often referred to as the “forgotten generation,” experienced the advent of technology. They saw the rise of personal computers, the birth of the internet, and the transition from analogue to digital communication. Sandwiched between the stability sought by baby boomers and the dynamic, tech-centric approach of millennials, Gen Xers developed a unique blend of adaptability and resilience. They learned to balance traditional values with the emerging tech landscape, providing a bridge between the old and the new.

Fast forward to my era, the era of millennials, where the hustle culture and the gig economy bring both flexibility and uncertainty. The pressure to maintain a vibrant online presence and the constant pursuit of side hustles can be mentally exhausting. However, we millennials also benefit from unprecedented access to information, networking opportunities, and the ability to craft careers that align with personal interests.

And now, Gen Z is entering a workforce transformed by a global pandemic. Remote work, digital communication, and adaptability are not just assets but necessities. The challenges they face may include finding a balance between the virtual and physical worlds, advocating for sustainable practices, and leveraging technology for both efficiency and well-being.

While each generation tends to argue that they had it tougher, perhaps it’s more accurate to say they faced different challenges. And while we all face struggles, we can always learn something from one another. Here’s what each generation brings to the table:

Baby boomers

Their wealth of experience provides a foundation of reliability and wisdom. Their tenure often translates into a strong work ethic and an ability to navigate challenges with adaptability – honed in an era that predates the internet (can you imagine?). Their contribution lies in a foundation of consistent career paths and a deep understanding of workplace dynamics.

Generation X

Caught in the technological shift, Gen Xers bring a unique perspective of adapting to digitalisation while preserving traditional values. They possess a pragmatic approach, often characterised by independence and resourcefulness. Gen Xers are the bridge between the analogue and digital eras, offering a balanced view of stability and innovation.

Millennials

Characterised by their adaptability, collaborative mindset, and tech savviness, millennials bring a fresh perspective. Their ability to navigate rapidly evolving technologies and their inclination towards teamwork make them valuable assets for businesses seeking innovation and efficiency.

Gen Z

This generation is known for their commitment to diversity and inclusion (D&I), entrepreneurial spirit, and being true tech natives. Their passion for creating a more inclusive workplace fosters a diverse and vibrant organisational culture, and their innate entrepreneurial spirit can infuse a sense of creativity and initiative.

I’m not saying that these assets are unique to these generations. I know a few baby boomers who are much more tech-savvy than me (a millennial) – they’re just generalisations about each generation. But when harnessed effectively, their diverse traits will create a harmonious and forward-thinking workplace.

So, the next time you hear someone say, “We had it tougher in our day,” remember that they faced challenges influenced by a different world. The essence of hard work remains, but the skills needed to navigate the professional landscape continue to shift and adapt, ensuring that each generation can contribute its own unique skills and experiences to the workplace.

Written by Michael Hewitt.