We've discussed setting expectations and seeking the true believers, but what about protecting your brand from those who might otherwise do it harm? It's essential that you screen for vampires.
Most of us don't live in Transylvania, and I wouldn't know where to find a silver spike if you asked me. It's crucial, though, that we know how to preempt a blood-sucking attack.
First and foremost, take an active role in screening candidates for hire, especially in senior or visible roles. We're not just talking about communications roles -- this extends to company-wide hiring.
But HR has that covered, right? They're obviously conducting screens of candidates' personal brands, especially on social media sites that could offer up revealing and salacious details best left under a cloak of darkness. Not so fast.
In my experience, a few progressive HR organizations are digging deep, but many others are assuming that the hiring manager is conducting his or her own research. That's a dangerous assumption to make, especially when a cursory, one-page Google search may turn up few items of interest to the harried executive desperate to get someone in the door.
I'm not advocating that communications screen every candidate ourselves. Far from it, in fact. Our role is to inject a healthy fear of the vampire into our hiring culture. It's a hell of a lot easier to screen out the trouble makers before they arrive in the company versus after they're on the payroll.
And what about the vampires who've already made their way inside, and whose personal brands conflict with the values and mission of the organization? We'll get to those in a moment with tip #4.
To read additional insights from Mike McDougall's discussion, bookmark The Schism or follow our Twitter feed (@McDougallTC). For a copy of the presentation slides, contact us at info@McDougallTC.com.
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