Go for a concrete and strong employer brand

Often you already have the gold. After all, there is only one of your organization. And if you are able to write down what makes you unique, you give your employees insight into how they can make a difference in your organization. Striving together for progress and growth while delivering a concrete solution for the world around you. After all, professionals don’t just want to make more money or have a good time. They want to be part of something bigger, something with meaning.

The focus shifts from just business success to making a difference for others. If you can pull this off as a company, you have a powerful trigger, or strong employer brand, that will help you attract new employees and (more importantly) also make them successful within your company for the long term.

Over the years, the way work is part of our lives has changed greatly. So has the reason why we work. Initially, the origin of work was in making money. This was also the first element employers sought to motivate their professionals to contribute more. Later, we came to understand that a positive work environment with a strong culture is just as important, as are growth opportunities and career advancement.

These motivational triggers are still incredibly important today and should absolutely be in place within your organization, but they don’t make the difference anymore. The real gold is your organization’s ambition, formulated concretely. Give your people insight into the common goal and how they can make the difference within your organization.

One of the biggest pitfalls is that the delusion of the day takes over. Daily busyness and urgent tasks leave little time to really put the employer brand in the spotlight. Companies often get caught up in routine work and lose focus on their larger, inspiring goals.

In addition, concrete goals within many organizations are still seen primarily as sales and profit figures. Of course, these financially focused goals are essential to the survival and growth of the company, but they offer little inspiration for employees. Compare it to your customers. What revenue goals do your customers have? For them, hearing that your company wants to make x percent more profit next year is not inspiring. It motivates neither your employees nor your customers.

What is missing is a shared ambition beyond financial performance. This means companies need to identify and translate their differentiation into tangible, measurable goals that impact the future of others. You define a solution for your customers that you want to improve toward the future. By making these goals concrete, you provide an inspiring vision that can motivate both employees and customers.

This creates a powerful combination of motivational triggers: you attract new employees who feel connected to the company’s meaningful goals and remain motivated in the long term to contribute to the shared success.

Example 2: Velde’s ambition

Too many working relationships end in disappointment. In the 1st year as much as 50%. A bottleneck for ambitions. That’s a shame! That is why, as an international recruitment and selection agency, we have developed the Velde Method©, focusing on ‘Start with the end in mind’. We use this to motivate professionals to apply and then contribute to their employer’s ambition.

Our goal? To increase our clients’ percentage of successful working relationships with the candidates we place, so that both client and candidate are one step closer to achieving their ambitions.
Our ambition for the end of 2027: at least 80% of the candidates we place are still employed by our clients after the 1st year. Of these, at least 95% have completed the 1st year assignment.