Most successful organizations can tell a prospective customer why that customer should buy from them, that is, their “Why Buy Here?” statement. Some call this a “UVP,” or unique value proposition. This is what converts a product from a commodity (I can buy the same car anywhere from anybody at the same price) to a value-added, emotion-filled experience (I want to buy it from you) and therefore it can be one of the good HR practices. This is what creates both brand and company loyalty. Good HR practices reflects the company’s image and therefore it must be taken care of.

What most organizations fail to do, however, is to identify and define their “Why Work Here?” statement, which is what ultimately contributes the most to “Why Buy Here?”.

Every shoe store has shoes. Every fast-food joint has burgers. Every airline has airplanes. It’s the people who sell those shoes, who serve those burgers, and who work on those planes that create the unique experience, or UVP.

So, without the best and the brightest employees, performing at their peak, we are merely order takers offering a commodity, and we are dependent on luck rather than on a loyal, lucrative customer base. That’s why we end up giving our products and services away, instead of selling value and improving our margins. This is where most of the companies face difficulties attaining success because of lack of good HR practices.

Recruitment is sales. Recruitment is PR.  So good HR practices are very important in recruitment process. Every time you interview someone, you are sending a message about your organization, whether you hire that person or not. Why not make that message work for you?

The first step in accomplishing this is to have a well-defined “Why Work Here?” statement that rolls off the tongue of anyone in the organization who is asked. It’s your mantra. Here is how you can go about developing such a statement for good HR practices.

  1. Survey your long-term employees (if you have any). Ask them the pri- mary reason that they have been loyal to your organization. Ask them, “What’s the best thing about working here?” (It may be a family atmosphere, great working conditions, recognition, fun, flexibility, and so on.)
  2. Document your history, culture, values, and any other characteristics that make your organization different from, better than, or unique compared to your competition.
  3. Conduct a brainstorming session with your leadership team to refine this information into a one- to two-sentence summation that anyone would be able to un- derstand, and that would impress anyone who heard it. Try to boil it down to no more than three or four key concepts; otherwise, the intended message gets watered down.

Having worked with many organizations on this activity, we can tell you that it doesn’t take months to accomplish this. Usually, if you ask enough people to define why someone would want to work for your company, you will start to see common themes and threads. That’s exactly what you want to have happen, because then you know that the information you are getting is valid and pervasive.

For example, when we worked with a large chain of family restaurants, we sur- veyed the management team at its annual conference. In less than an hour, there were two things that came up over and over:

  1. “Your opinion matters here.”
  2. “We have fun!”


Once you have your “Why Work Here?” statement, you are ready to expand it to a recruitment brochure. Generally, these don’t need to be anything more than a nice color trifold (and web page). But what goes into one?

Not that you need all of this, but here are some examples of what works well in a recruitment brochure:

? “Why Work Here?” statement

? Bird-dog referral bonus policy

? Employee photos and testimonials

? Key benefits

? Awards and accolades

? Pictures of your facility

? Web site address—directions to application form

? E-mail address for more information

? Map with directions to facility

? Name and phone number of primary contact for employment

? Equal opportunity statement

Since few, if any, organizations excel at this, you will be miles ahead of the competition if you have such a brochure.

Examples of  five “Why Work Here?” statements:

  1. “You’ll Have a ‘Say’ in How We Do Things.”
  2. “You’ll Make a Difference in the Community.”
  3. “You’ll Enjoy Our Relaxed, Results-Oriented Atmosphere.”
  4. “You’ll Appreciate Our ‘Open-Book’ Management.”
  5. “You’ll Receive Excellent Compensation and Benefits.”

For organizations that do not produce or sell a product, the “Why Work Here?” statement is different. For example, the Montana Department of Environmental Quality’s statement is “Be a Part of Something Big”—specifically, “working for a clean and healthful environment”

Also on the CD is the U.S. Consumer Product Safety Commission’s brochure, which emphasizes more tangible reasons, such as their benefits package, flexible work schedules, and so on. And its mission is also a great “Why Work Here?” statement: “Saving Lives and Keeping Families Safe.”

Once you have perfected your recruitment brochure, it’s a snap to post it on your organization’s web site as a recruitment tool.

Good HR practices can reflect in a brochure by excellent WHY WORK HERE statements.  For a firm good HR practices are enough to be valued and known.


Leave a Reply

saloni kapadia