e5e5e22a-be43-4edc-9a5c-85caccefdb3aRecently, the business community across the United States is finding it more difficult to attract and retain talent. While some businesses have tried to create a better work environment, others have tried to create a vision of their company that is at the intersection of brand and culture.  What results is a company that has purpose beyond sales figures and performance reviews.  These companies start by internalizing their brand to ensure that not only can they realize their goals, they also create a culture that resonates throughout its environment.

Many successful companies focus on developing a purpose that drives their brand, develops followers and creates powerful relationships.  This strategy is then capable of being leveraged into communities through a variety of channels including social media.  This is especially true in engaging with prospective employees.  Candidates are increasing looking for the intangibles that companies bring to the plate beyond compensation and benefit packages.  This is where purpose becomes critical to the recruitment process.

Brands like Microsoft have implemented this strategy with great results.  Other companies like Patagonia let their brand culture did the recruiting for them with a strong following of like minded individuals that are immersed in the culture the company advocates.

In a recent Forbes article, “Three Unexpected Brands That Are Turning To Storytelling To Drive Recruiting” companies like KPMG demonstrate how they are “linking the impact of a company’s higher purpose on attracting and retaining talent.”

It is this commitment to internalizing a strong, dynamic brand culture that creates community.  It all starts by creating a brand that engages with a purpose that is relevant to the marketplace and community rather than just the bottom line of a business.