The term ‘Brand DNA’ isn’t new to brands within the retail industry, but it has grown to be more of a focus in brand talent consideration and acquisition.
Much like in biology, Brand DNA is the core of the brand. It is the make up of the brand’s personality, ethos, and voice within the industry. A brand’s DNA is what separates it from its competitors, not necessarily in strategy or product, but in identity and values.
In retail specifically, setting a clear of expression of brand DNA creates greater opportunity for customer brand loyalty and attracts talent that parallels brand DNA.
Image Source: Brandculture.com
It is often said that people are a company’s greatest asset. Employees are an extension of the brand. Hiring the right talent that inherently possesses the brand DNA ensures a more seamless and authentic experience for the customer.
In retail specifically, skills can be taught. DNA, however, is inherent and can only be enriched. Hiring a new associate for a retail space will likely require training of the POS system, restock procedure, and cleanliness and merchandising standards. Often brands even go as far as instructing the new hires on how to greet, engage with, and sell to the customer. It is fair to say that customer interactions may take some time to become comfortable.
The difference between hiring someone with the basic retail skillset vs. someone who shares the brand DNA, is authenticity in engagement and enthusiasm for the task being completed. When a brand hires individuals who share the personality, ethos, and voice of their brand, the talent better represents the brand during the time of development and will be more authentic in doing so. Naturally, shared purpose + shared fate= higher performance + better results.
According to statistics pulled from a commissioned Forrester Consulting study conducted on behalf of Shopify,
“Forty-nine percent of retailers say hiring and retaining employees will be a top challenge over the next year, something 40% of brands are striving to improve. This comes as no surprise considering staff at major retailers have been expressing their frustration with the industry through striking and quitting.”
Now more than ever, talent is focusing on finding brands that they identify with to work for. According to the same study, “83% of millennials expect brands to align with their values.”
Brands are being called to greater transparency in their practices and values. Brandculture.com said it well,
“ Your employee brand experience represents the manifestation of what employees see in the company now… and the aspirations of what they’re working for in the future. By defining the value, you claim as a company and creating an employee brand experience rooted in a common bond and shared values, the flag of your culture will fly high, long into the future.”
Clearly, hiring brand DNA matched individuals leads to greater retention and reduces turn over.
Vuori, a premium performance apparel brand, is a great example of a brand who is in touch with their brand DNA and keeps it at the forefront of their hiring process. They look for those who are an authentic match and not just those who have the skillset.
They are a value-based business who aim to “bring together people from all walks of life to create and share positive, meaningful experiences.”
“At Vuori our guiding principles are simple...we aim to make great products, be in great relationships and live extraordinary lives.”
Since the retail staffing environment is competitive and challenging, finding that authentic brand DNA match can take time and work. As a brand focused recruiting agency, Emerging Blue makes it a priority to understand your brand’s DNA, ethos, and culture to the fullest extent.
With a robust internal database of candidates and recruiters with large networks of talent connections, Emerging Blue is driven to find candidates that are not only top tier talent but that inherently possess your brand DNA.
If you’re looking for talent that shares your brand’s DNA, connect with us here or send us an email at info@emergingblue.com.
Additional Sources:
https://www.linkedin.com/pulse/brand-identity-hiring-employees-fit-planning-your-recruitment-gill
https://www.linkedin.com/pulse/how-ensure-your-employees-have-companys-dna-rosalin-mohanty