With the holiday moviegoing season upon us, one of the most anticipated blockbusters – about a continuing space battle – is approaching at warp speed. Earlier entries in this enduring franchise actually can teach us about one of today’s hottest HR topics, the employer brand.
The first film’s hero – we’ll call him Lou Swashbuckler – is the most desired talent across several planets. The evil Dark Overlord and his Galaxy Syndicate want him for his special abilities, while Her Highness Laura and her Renegade Association seek his morale and piloting expertise. In the end, Swashbuckler decides to side with the organization whose values and ambitions most closely align with his goals — the good-guy Renegade Association.
Despite having more resources and benefits, the Galaxy Syndicate still lost the war for Swashbuckler’s top talent. Here are four reasons why its employer brand proved unattractive.
1. Galaxy Syndicate employees are poorly trained
As a workforce, Dark Overlord’s Galaxy Syndicate suffers from a reputation of being less than high-performing. Its low-level, white-helmeted troops are so ineffectively trained for their positions, they can’t even exhibit precise aim with their work-issued weaponry. A few other skills they lack include safely driving levitating vehicles, securing prisoners and identifying people of interest. Plus, they are easily distracted by strange noises and have a keen inability to focus on the task at hand.
These issues found consistently among multiple employees point to a lack of training within the organization. If the Syndicate does not place ability at a high bar, it is easy to see why so many unskilled prospects would apply to this behemoth of an organization. To positively influence his company’s culture and attract quality talent, Dark Overlord should invest his vast resources into proper training on a companywide basis.
2. The Syndicate has an undeniably high turnover rate
It is no secret that having Dark Overlord for a boss can be hazardous to one’s health. Between the treacherous work conditions of building a battle station while under fire and being ordered to fly straight into a crowded asteroid field, Galaxy Syndicate employees do not last long. The high turnover rate is just another sign of an employer brand that places no value on the livelihood of its people.
Top performers are not going to apply for a company that disregards their well-being. In order to positively influence the employer brand, the Syndicate should craft more specific employee-protection policies and create safety training courses.
3. The Syndicate bleeds quality talent
Due to the high turnover rate, toxic work culture and the oftentimes ethically questionable nature of the Galaxy Syndicate’s work, many of its best employees eventually defect in favor of joining its biggest competitor, the Renegade Association. That competition may offer a smaller paycheck and more modest benefits, but the scrappy organization’s values and methods are more likely to attract the best workers in less than 12 parsecs.
The Syndicate’s revolving door of employees creates an employer brand and culture of indifference, anonymity and disinterest in camaraderie. In order to change the perspective of his employer brand, Dark Overlord should create organizational values and a clear mission statement to inspire teamwork and rally his workforce before they quit … or die.
4. The Syndicate isn’t even a top-performing organization
The destruction of two of the Galaxy Syndicate’s home bases – aka Doom Planets – demonstrates that biggest is not always the best. Its consistent record of failure against a significantly smaller competitor is unattractive and unlikely to draw skilled talent. The organization may have unlimited marketing and recruiting resources to lure applicants, but ultimately, its values attract villainy not invested in the overall success of the organization. This can lead to, at minimum, a toxic culture with high turnover and, quite possibly, the company’s ultimate defeat.
When you are a large company, it is easy to become content with the status quo and, therefore, less invested in your employer brand. But do not become negligent after achieving success. To maintain an employer brand that will attract invested employees, create a strong mission statement and purpose – one around which the workforce will want to rally.
When considering your own employer brand, consider the Galaxy Syndicate’s less-than-stellar reputation and the low quality level of its employees to understand the type of workforce you don’t want to attract. Then try to do the opposite. (Actually, there is no “try.”)