Sixth in a nine-part series about the concept of Efficiency vs. Effectiveness and some possible measures to help you determine whether the job you are hiring for is one or the other. Previous posts include:
Now we turn to a hot topic in the recruiting world today: brand impact. Here we speak not so much of your employment brand but of the brand of your company. Let's face it, some positions have a direct impact on the way people perceive your company, and it is usually worth some extra time and attention to make sure that you get those positions right.
Question: “Will the performance of the person filling this position have an identifiable impact on the business line's or enterprise's brand? Will their presence and appearance?”
Considerations: The difference between performance and presence is critical in understanding how any single person can affect the business line’s or enterprise's brand identity. For example, a software engineer's effect on the brand is through performance: If his or her code is good, the customer is happy. Therefore, those who have worked with software engineers know that you rarely assess their manner of dress or personal hygiene in determining how the customer will feel about the product. On the other hand, a bank teller affects the customer’s brand perception through his or her actions, dress, manner of speech . . . in other words, through presence and performance.
Measurement: If neither the hire’s performance nor presence will have a discernible impact on the business line’s or enterprise’s brand, the requisition is efficiency-focused. If the impact is significant, the requisition is effectiveness-focused.
Next Week: Effectiveness vs. Efficiency: Visibility