Brandemix works with a lot of different clients, from local businesses to national non-profits to global corporations. From many of them, I hear, “But your recruiting strategies may not work with us because we’re unique!” Indeed they are, but job-seeker engagement has certain consistent truths that work for every shape and size. Don’t believe me? Let’s recruit for some of the most famous fictional (or fictionalized) organizations.
Starfleet
The military and exploration agency of the Star Trek universe may have the best employer value proposition in the galaxy: Employees get to explore strange new worlds, seek out new life and new civilizations, and boldly go where no one has gone before. Successful and respected, Starfleet could be the Google of the 24th century, with applications coming from every corner of the Federation. According to the show’s official wiki, candidates must pass rigorous intelligence exams and physical tests, along with a psychological evaluation that forces them to face their greatest fear. Makes Google’s brainteasers seem pretty tame.
What Starfleet recruiters should emphasize
If we were in charge of talent acquisition for Starfleet, what benefits would we communicate to job-seekers? Well, employees are exposed to new cultures and new ideas. They work with people and aliens from every corner of the Federation, and get to use the latest technology. During their free time, they can enjoy the holodeck and a shipboard bar with a great view.
What Starfleet recruiters should de-emphasize
Then again, it seems that lots of other companies want to blow up Starfleet’s ships. If not, there’s a plague on board, a traitor among the crew, or a mysterious monster causing havoc. Employees go on long missions and are away from their friends and families for many months. And for every security chief firing a phaser rifle at Borg drones, there’s a third-class waste management specialist cleaning the toilets.
SHIELD
The Strategic Homeland Intervention, Enforcement and Logistics Division, this is the law-enforcement and counter-terrorism agency from the Marvel universe. Many of SHIELD’s agents don’t possess super-powers, but they must search for, battle, and contain some of the craziest, most evil villains in the world — and beyond, such as Thor’s realm of Asgard. The corporate culture is an interesting mix of deadly warriors and brilliant scientists, who must work together under tight deadlines and immense pressure to…well, save the planet.
What SHIELD recruiters should emphasize
Like Starfleet, employees get to play with some pretty fun gadgets, from humane “icer” pistols to mini-drones that can scan items from a distance to a flying 1962 Chevrolet Corvette. Workers in the science division learn things about physics and medicine that are decades ahead of most experts’ understanding. Their office is a giant plane, which has a certain cool factor even if it’s not very practical — no running to the post office during lunch. Perhaps the most inspiration can come from following in the footsteps of Iron Man and Black Widow, making the world a safer place.
What SHIELD recruiters should de-emphasize
SHIELD was recently attacked from within by the evil organization Hydra and left a shell of its former self. The whole agency has been stripped down, so there won’t be many employee events or office birthday celebrations for a while. Several of the best agents were revealed as traitors, which won’t help morale. And, in this secret agency, it seems that everyone has their own dark secrets and their own moral code, which can make collaboration awkward and difficult. But hey — now employees might get to meet Spider-Man!
The Musketeers
As soldiers and household guards of the French royal family, the Musketeers of the Guard enjoyed lives of esteem, status, and adventure. Yet their elite reputation belies an interesting secret — the company’s enlistment standards were actually lower than the other royal guard units, which admitted only the most senior (and most wealthy) French nobles. This resulted not only in a more diverse workforce but also a more productive one, since Musketeers had to work harder than their compatriots to earn the King’s trust and respect. Along with the famous novel, their exploits can now be seen on BBC America.
What Musketeer recruiters should emphasize
Glory, chivalry, wealth, romance — recruitment advertising for the Musketeers wouldn’t be difficult. Guarding the King, going on his personal missions, and fighting for his honor are also definite advantages. In an era before health insurance or vacation pay, Musketeers do get to enjoy good food and fine clothes, including jaunty hats and dashing capes. And, of course, access to the finest swords in Christendom.
What Musketeer recruiters should de-emphasize
Of course, one wound in a sword fight could lead to infection and death. And the court of Louis XIII wasn’t the best in terms of company culture, since it included the power-hungry Cardinal Richelieu, the scheming Milady de Winter, and the vengeful Count de Rochefort. These C-level executives often gave orders that contradicted each other and even put the King directly into danger. This makes for a confusing corporate structure. And there’s the fact that the guard unit will only last until 1776, when the King dissolves it. Perhaps laid-off employees could join a new startup company — the United States!
Your organization may not offer the adventure or danger of these famous ones. Still, you deserve employer branding that’s customized to your unique culture and employer value proposition. Take lessons from the space explorers, secret agents, and swashbucklers by promoting your strengths and downplaying (or improving!) your weaknesses. If you need help, open a channel and send a transmission to Brandemix Command.
Jason Ginsburg is Director of Interactive Branding at Brandemix.
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
