Currently Reading

Promoting Good Attributes to Prospective Employees

Advertisement

Promoting Good Attributes to Prospective Employees

Unique selling propositions are the golden nuggets that sets your home building company apart from the competition. Here are a few examples that can make your company shine in the eyes of prospective employees.


By Rodney Hall January 31, 2007
This article first appeared in the PB February 2007 issue of Pro Builder.

 
Rodney Hall, The Talon Group
An all-time favorite movie of mine is "City Slickers." I'll trust that everyone reading this has seen it at least once. (If not, stop reading and head right over to your local video store.)

In the movie, the crusty old cowboy Curly (Jack Palance) gives city slicker Mitch (Billy Crystal) a talk about the meaning of life. Essentially it comes down to "one thing," and Mitch wants to know what that one thing is. Curly can only explain it as being different for each person.

Companies are not much different. Although many builders might be similar, no two are identical. Each company has its own unique DNA that develops over time by the people who work there, the vendors they choose as partners and the product they deliver. Each company must identify what it is that sets it apart.

Most companies do a poor job delivering such information to their audience. Search online for interview books and you'll find tips on how candidates can better sell themselves in an interview. I've yet to see one that addresses it from the company side.

The marketing people refer to this as USPs: unique selling propositions. Simply put, USPs are the golden nuggets that set you apart from the competition. Good salespeople can recite them at the drop of the hat, but mosey outside that group and you don't hear much about them.

Here are a few examples of client USPs we've seen and promoted:

  • Track record of promoting internally. Celebrate the fact that you look inside before going outside. Be specific: "Seventy-two percent of our management team was promoted internally."
  • Low turnover rate. Again, provide a specific number.
  • Long-tenured employees. Nothing says "happy employees" and "good place to work" more than a list of employees who have been with the company for more than five years.
  • Customer satisfaction. Look behind the scenes of any company that scores highly in this area and you will see a team of people who enjoy where they work.
  • Civic involvement. One of our Florida clients has invested time, talents and treasures in its local community for decades. The company is now revered for its civic contributions and recognized as a company that always does "the right thing."
  • Going green. For one of our Colorado clients, this goes far beyond an Energy Star designation. The company's passion for being a good land steward is legendary and a timely story to share with candidates.
Action Items

Survey your team members on what they feel sets you apart from the competition or puts you in the superior category. Then:

  • Incorporate your discoveries into your collateral material and job postings.
  • Talk about them in your discussions with candidates.
  • Display them on your Web site.
  • Print them on cards for your employees to carry.
  • Include them in your e-mail signature.
Why it Matters

In addition to promoting your company, you establish a benchmark for future performance standards. And a unified message tends to take on a life of its own. When the message is a positive one, look out — that's when you become an employer of choice. Giddy-up.


Author Information
Rodney Hall is a senior partner with The Talon Group, a leading executive search firm specializing in the real-estate development and home building industries.

Related Stories

Leadership

31 Flavors of Leadership

Over 20 senior-level executives in the home building and real-estate development industries answer the question: What does leadership look like and how do you recognize it in people? 

Companies with More Female Bosses See Better Stock Market Performance

Morgan Stanley looked at 1,875 companies by the percentages of women who are board members, executives, managers, and employees and found that…

Hamlet Homes' Mike Brodsky on Finding Successors and Letting Go

A transition that involved a national executive search, an employee buyout, and Builder 20 group mentorship to save the deal

Advertisement
Advertisement

More in Category




Advertisement
Advertisement

Create an account

By creating an account, you agree to Pro Builder's terms of service and privacy policy.


Daily Feed Newsletter

Get Pro Builder in your inbox

Each day, Pro Builder's editors assemble the latest breaking industry news, hottest trends, and most relevant research, delivered to your inbox.

Save the stories you care about

Lorem ipsum dolor sit amet lorem ipsum dolor sit amet lorem ipsum dolor sit amet.

The bookmark icon allows you to save any story to your account to read it later
Tap it once to save, and tap it again to unsave

It looks like you’re using an ad-blocker!

Pro Builder is an advertisting supported site and we noticed you have ad-blocking enabled in your browser. There are two ways you can keep reading:

Disable your ad-blocker
Disable now
Subscribe to Pro Builder
Subscribe
Already a member? Sign in
Become a Member

Subscribe to Pro Builder for unlimited access

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.