I have yet to see an organization come out with a brand that says,
“Hey, we’re Super Average, but come work here anyway!”
For the most part, every organization spouts off about being the best place to work. Statistically, that just can’t be true. Everyone can’t be the best, right?
I think for the most part it’s just lazy recruitment marketing. You are either the best, or you’re something less and no one would ever go to their c-suite and say, “Yeah, so we’re going with “We are almost the best place in the city to work for!” What do you think!?
Why does anyone really want to work at your company?
That is really the only question you need to answer. It might be because you’re the tallest of the seven dwarfs in your marketplace. It might be it’s a decent-paying job close to home. Maybe you have a friendly culture, and mostly everyone gets along.
But, really, why would anyone choose you?
The answer will set you free. It will allow you to really have fun with who you are and find others that are like you. Not all of us were raised to work for the “best”. The world needs ditch diggers and toilet cleaners, and people who still get up and go to work, and feel proud of what they accomplish.
The fact is, you and your executives shouldn’t give one sh*t about being the best as measured by everyone. You should only be concerned with being the best for those people, who are your people.
Now, why would anyone really come and work for you?