Digital health and tech: the battle for talent is won on brand purpose
For digital health companies, hiring and retaining talent has become a bit of a tug of war.
The fiercely competitive market has led to a “revolving door” culture emerging, and companies are losing talent as quickly as they find it.
So, is there any way to change this?
According to recent studies, it’s all about establishing a positive brand purpose.
In February this year, a study by Sifted showed that today, people place less value on equity and shares and instead rank a company’s positive mission as top priority.
This data led me to a simple conclusion.
Surely, if all digital health companies did this, everyone would be winning on purpose?
But unfortunately, I’ve discovered that this is just not the case.
So in this post I’d like to explore why digital health companies need a stronger (and more authentic!) brand purpose to stand out in the market.
‘Transforming lives’: The mantra of the masses
In an industry like digital health, where there’s a shared intention to improve lives, deciding on a differentiated brand purpose is, well, as difficult as it sounds.
In fact, many companies fall short by delivering on the industry’s brand purpose instead of their own.
Think about it.
How many times have you heard digital health brands claim that they “exist to transform lives”?
Now, I don’t know about you, but it got the cynic in me thinking…
“If everyone has the same brand purpose, does anyone really have a purpose at all?”
At the risk of sounding cliché, a purpose, I feel, should at least come from the heart. After all, it’s usually decided upon after much internal and external exploration, with the result being a purpose that feels authentic and unique to the company’s leadership, team, and customers.
So with that in mind, below is 3 ways you can communicate a unique brand purpose to candidates
3 genius ways brands can communicate their purpose to potential candidates:
1. Communicate what’s unique about your transformation
As I’ve stated previously, “we exist to transform lives” is a nice simple purpose, but it’s one that’s been done a lot. A lot, a lot.
So, when you’re communicating how you transform lives, don’t just ask, “Why does my company exist?”
– How does my work make the world better?
– Who am I serving in my work and outside of it?
A meaningful purpose must be specific enough to differentiate you from competitors but generic enough to have an impact everyone can understand.
2. Spotlight your culture on socials
By highlighting your company’s unique culture and values on your chosen social platforms, you can provide an inside look at what it’s like to work at your company.
Not only does this entice top talent, but it helps them make a more informed decision, improving your chances of hiring a well-suited candidate.
As a graphic design agency, as part of our employer branding services, we helped biotech start-up Lightcast Discovery improve their online presence to showcase their unique company culture and values.
3. Let your purpose be personal
A great way to communicate with potential candidates is to shine the spotlight on members of your team through testimonials, FAQs, or video content.
The video medium, in particular, has been proven to deliver higher audience engagement more than any other type of content. In fact, video-based job postings get 12% more views than those that are text-based.
People are more inclined to trust people than companies. Therefore, this approach offers a more personal insight into your brand’s purpose and shows a unity in your company to any inquiring minds.
I hope you’ve enjoyed reading from our graphic design agency about the importance of your brand’s purpose and now have some actionable tips for how you can showcase its uniqueness.
Continue to build your brand:
Reposition, refresh, or rebuild? – One of our most popular blog posts, which can help you audit your company and discover whether your brand is fit for purpose.
Rebrand FAQs – A document answering the most frequently asked questions we receive from digital health and technology companies.
Brand Trust Review Call – A free 15-minute call with our the founder of our graphic design agency to discuss the future of your brand and the next best steps.