Business Wire -- May. 13, 2009 10:20 AM -- Senior executives know the importance of a strong brand to sales and market leadership. In today’s economy, they also acknowledge the extra value added by a strong brand in another key management area: finding and retaining exceptional leadership talent to drive business results and success.
“More than ever, companies need the best possible talent in all aspects of their business,” said Glenn C. Van Deusen, Principal at Congdon + Company, the brand strategy and design firm. “Companies continue to look for proven performers who can help overcome the business challenges they face, and for ways to protect their top talent from being lured away. The power of branding is proving to be a key factor in that effort – it’s a powerful magnet that can help pull people into an organization and keep them there.”
According to Kimberly Bishop, Vice Chairman of Boardroom Consultants and Slayton Search Partners, Van Deusen’s analysis is right on the mark.
“The best companies recognize that today’s environment offers a unique opportunity to build the leadership team,” she said. “There are talented people out there looking for a better opportunity – more responsibility, or a better career track, for example. But we’re seeing much more concern now about job security and stability. Whether they stay in place or move to another job, they want to make sure they’re doing what’s best not just for them, but for their families, too. A strong brand helps give them that reassurance and prompts the desired action.”
The role of a brand in recruiting executive leadership means brand managers and human resource directors should work collaboratively to leverage the power of their brand. “By making the brand a central element of the recruiting effort, companies use the equity in the brand to give a candidate confidence in their decision,” Van Deusen added. “In the never-ending battle for top talent, a brand can provide a key competitive edge. Consider the appeal provided by strong brands such as Apple, McDonald’s, Netflix, Target, and Nike in their respective business areas.”
Bishop also observed that the same considerations apply at a board of directors level. “Companies face a real test in attracting those with the skills needed to govern in a dynamic environment like this,” she said. “There is tremendous competition for people capable of serving on the board, and prospective directors are taking long, hard looks at the opportunities presented to them. Well-known corporate brand names have a real advantage over those who haven’t worked to keep the brand fresh and vital.”
