What Do They Do & Why Do They Do It?

on 05 | 16 | 2011

Posted by: Dr. David Vik

“…Then, I will see if I want to join them.”

This is often the common thread tying many potential candidates’ thought processes together when considering which companies they want to work for.

When you analyze a company’s DNA, the “What” is their vision and the “Why” is their purpose. Seemingly simple concepts; both play equally significant roles in regards to the overall culture of a company.

However, I find it strange that many companies still struggle to consistently articulate WHAT they do, or WHY they do it…their company vision isn’t clear and their purpose can vary depending on who you talk to. And yet, these companies still expect candidates to willfully flock to them and sign on.

Would you really want to sign up for anything (let alone, a new job) where you had little idea of “What” you might be doing and no insight as to “Why” you’ll be doing it? Probably not.

Let’s face it, there are a lot of great companies out there right now, and the quest to acquire top talent is not as easy as it has been in the past…the selection of choices and opportunities for candidates today are nothing short of mind boggling.

So, if you really want to start attracting top talent, it’s time to start letting your candidates know what your company is all about, starting with your very own Vision and Purpose. The ones who are interested and who ultimately sign up will do so because they are in alignment with “What” you are doing and “Why.” As an added bonus, their hearts will start to beat in one direction, and over time, the company culture will become self managing.