Ryan Foland: The Problems You Solve Trump Perk-Based Employer Branding in Talent Attraction

Employer branding is a very hot topic! Today we are here to challenge conventional wisdom and say that people pitch their company and themselves wrong.

They pitch what the company does and the perks they offer rather than the problems they are solving first. Talented people want to solve challenging problems!

Now I am a huge believer in looking at what everyone else is doing and doing the opposite… it works for me!

Today’s Quote

"A problem is a chance for you to do your best." - Duke Ellington

Show Guest

As a global Keynote Speaker and Managing Partner of InfluenceTree, Ryan Foland helps executives harness the power of vulnerability and authenticity to build better, more relatable, more profitable brands. Recognized by Inc. Magazine as a Top Marketer and named a Top Personal Branding Expert by Entrepreneur Magazine, Ryan is the inventor of 3-1-3® Method, a discovery process that helps communicate ideas into three sentences, which is condensed into one sentence and then ultimately boiled down to three words.  His book Ditch The Act: Unleash the Surprising Power of the Real You for Greater Success, will be published in October 2019 by McGraw-Hill. When he is not speaking, he is likely sailing.  

Episode highlights

• Why the positioning of your messaging does not attract people to your company
• Share our methods for engaging talent to be drawn to your company

Problem

• No one cares what you do or who you are.
• Try instead promote the core problem you solve.  
• Lack of Aspirational influence.
• People not Inspired by the impact your company will have on the world

Psychology

• The mindset of the person you are talking to when presenting your opportunity
  • Reptilian brain- in charge of our survival
  • Fight or flight, sexual behaviors, anger & fear reside
  • Keeping people out of the fear zones

• Rick’s Switch theory
  • The words that you chose to come out of your mouth either turn people on or off

Solutions

3-1-3 process - Tease out the problem you solve to uncover the actual pain! Solve the problem of.....

• 3-problem you solve in one sentence  (problem, solution, market)
• 1- condense to 1 sentence
• 3- Words (Marriott of marketing)

Pain being solved by the position & pain of the company that they solved by their customers. Alignment of pain points.  

Eliminates being another me too company

Example of a good 3-1-3

The difference between success and failure hinges almost entirely on a company’s ability to hire the right team. One bad hire can destroy the company. We provide a step by step process that eliminates wrong hiring decisions. Startups need a competitive advantage when fighting for talent.

Rick’s first step

• Open with a slap in the face by Locating a career wound!
• Locate the pain first. Match the problems solved with the solutions the person can gain by joining your company.
• Lead people down a path and let them draw their own conclusions

Key takeaways

• Nobody cares about the words coming out of your mouth
• People are attracted to the problems you solve
• Change your messaging! Problem, Solution and  Market

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