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CFO Branding

When I was certified as a Personal Brand Strategist almost 5 years ago, “branding” was relatively new. In fact, it was pretty much unheard of in the Executive Finance market, and CFOs who called me were not interested in hearing about it. Three years later, it became a term about which my clients were open to learning more. Fast-forward  to today, and it is the most asked-about service.

There remains, however, much confusion, and even reticence, on the part of Finance Executives to truly embrace the power of branding. Candidates who have branded visibility have a huge advantage over those who don’t. And the power of branding is only going to intensify, which is evident from what companies are doing.  

A few weeks ago, I tweeted this link about KPMG. Here’s the opening text ...

The Canada division of KPMG is using a job-simulation tool to assess managerial candidates in its tax, audit, and advisory practice areas, and will soon use it in campus recruiting. As much as it is about finding the best person, the company says it’s about branding and trying to engage passive candidates, not bore with them with a long test that leaves them scratching their heads, wondering if they’re giving the right answer to a question they don’t know why they’re being asked.

Companies increasingly recognize that finding prospects who fit with the culture they have created is critically important to 1) hiring the right people who can hit the ground running, and 2) reducing sky-rocketing recruiting costs, particularly around making wrong hiring decisions.

And recently, a great article by Dan Hanyzewski, Managing Partner of West Shore Partners, appeared on Recruiting Trends. It opens with this ...

“He or she had the greatest credentials and experience and were perfect for the job,” only to be miserably disappointed that they were a total failure in the environment they were hired into.

and goes on to say this ...

“To say that making sure you have the right cultural fit is important is probably an understatement.

By understanding your authentic brand - being utterly honest about what you do well and why, and where it is you can thrive and contribute ... rather than embracing the spaghetti strategy - you can begin knocking out the competition and positioning yourself at the front of the prospect line. Why? Because you are making it easy for a company to feel confident they are getting exactly what they need and want!

Sounds like a win/win to me!