Intake Blog

Hiring Snobs

posted July 26, 2012 by

While lounging by the pool on a recent summer afternoon, mindlessly flipping through the pages of a magazine, I was struck by the print ad below. The copy reads:

"We Hire Snobs.
Food snobs, that is. Our bakers are foodies who have a passion for all things epicurean. When you’re making the best pita chips on the planet, we think it’s important you love what you do.
That’s the Stacy’s Way {And we’re not messing with it}."

Suddenly my mindlessness turned into deep thought. As I’ve discussed before, putting the employee at the forefront of the brand is powerful. In this case, what was once a simple bag of pita chips turned into something gourmet, made by fabulous foodies who have as much passion about preparing a pita chip as they do Duck Foie Gras. It made me want to purchase the product. And it made me want to get to know this company and what they stand for.

When I visited the Stacy’s site, which displays beautiful photography of the products, I searched for these foodies talked about in the print ad. Who are they, what makes them tick, do they have recipes to share? Unfortunately, beyond Stacy’s story, which is buried in the FAQs, and a couple of recipes by contributing food lovers, I couldn’t find more information about the foodies behind it all. I thought, what a great opportunity to continue the engaging approach from the print ad through an employee storytelling program celebrated both internally and externally. I’d certainly be interested.

Stacy’s is not alone in the category of companies with opportunities to expand the way they share their company culture with the outside world. This approach is good for employees and good for the business. It can lead to increased pride and employee engagement, consumer brand loyalty and conversion. Further, sharing a corporate culture outside of an organization can help to promote its employer brand, thus attracting the right type of talent.

What this approach did for me as a potential consumer was have stop and take notice (and maybe get a tad hungry). And as a person who loves the world of employee engagement and branding, it reminded me of all that’s possible.

Have you seen an example of a company allowing the world behind their curtain to see a glimpse of the company culture? If yes, I’d love to hear about it.

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