The Michelin Star Specialist
Drive by Friday
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Drive by Friday –
Let me introduce James Ellis, The Employer Brand Nerd – he is an authority on employer branding and focuses on companies who think they have no choice but to post and pray for talent. Over the past decade, James has built brands for more than a dozen companies and supported the development and activation of dozens more. He’s authored what’s been called the bible of employer branding, managed the number one employer brand newsletter in the world, and helped companies globally establish and develop their ability to hire talent.
So, with that said this week I wanted to share his latest newsletter which I am sure will resonate with you all:
“The Michelin Star Specialist”– Published by James Ellis
Everybody probably knows that good restaurants strive for a Michelin star. Or two, or even three. But did you know that those stars actually mean something very specific?
A one-star rating means that this is a “very good restaurant”
Two stars signify “excellent cooking that is worth a detour”
And three stars, the ultimate award, means that this is a restaurant “ with exceptional cuisine worth a special journey”
What I find really interesting about this idea is that it understands that there is pretty darn good food close at hand, but that isn’t the same as the great food you build an entire trip around. There's great food worth going a little farther for or taking a little side trip for, and there's the memorable meal worth getting on a plane for. A restaurant experience that is truly a destination.
In a way, they are measuring the quality of the restaurant by the distance one would be willing to travel for it. They are asking, “what is the lengths or sacrifices you would be willing to take for this meal?”
In employer branding, I suspect that most companies would be thrilled with the equivalent of one Michelin star. (And no, this isn’t an argument for awards-driven thinking, I haven’t hit my head or anything.) They would be proud to tell their boss that all other things being equal, theirs is a company people consider very good because you are saying something of value, saying something of use that’s differentiating your company from your competitors.
A Michelin restaurant is nothing to take lightly. But as the star system reminds us, high quality is only the beginning of what we should be striving for.
Being pretty good isn’t the same as being a destination
Is your company a destination?
Are people excited to move to work there?
Do people understand that what they get with you is far more than they get now?
In other words, what is the cost/pain/sacrifice people would be willing to pay to work there?
That’s a far more useful measure than, “is this a good company?”
That’s the kind of thinking that helps your company stand out and become a destination employer.
"ARE YOU A MICHELIN THREE STAR EMPLOYER”?
How do you stand out ?
How do you attract talent ?
PLEASE FEEL FREE TO CONTACT ME
lorraine@simpli-u.com.au