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How are cows, the color purple, and recruitment related? 

In this article we will tell you about it and we will tell you how you can adapt this peculiar philosophy to your talent attraction strategy, leaning on your employer brand. 

According to the marketing guru, Seth Godin, brands can become “purple cows”, attracting attention in a resounding way, differentiating themselves from the rest of the market, with what they do and transmit. 

In this way, people have no choice but to turn to look at them, just as they would if they suddenly bumped into a purple cow on the road. 

What is the meaning of the purple cow?

For Godin, the new P when it comes to marketing, corresponds to the word "Purple", which relates it to the art of taking risks and building something extraordinary, out of the ordinary, that stands out above everything already known. 

As explained in his book "The Purple Cow", brands must bet on differentiation and transformation if they want to survive the new behavior of consumers. 

In terms of recruitmentyou have in your hands one employer brand that must be differentiated and a new generation of candidates who want to be surprised. 

How can you adapt the purple cow philosophy to your talent attraction strategies?

Differentiate yourself from the rest

If we go by the metaphor of Seth GodinIn a world full of brown cows, with the same pattern of boring and simple spots, a purple cow steals the attention of any viewer. 

So the first step is to differentiate yourself by creating something so out of the ordinary that everyone is dying to be a part of it. 

A great example are the startups, who use very innovative concepts as their differential factor and present themselves as the owners of a new product that is going to change the world, so their candidate person stands out for that desire to be the first to be part of something great, the pioneers of the new great idea that will impact the course of humanity. 

These candidates dream of saying: “I was part of the team that developed this great project”, so they could easily fit the profile of “innovative” and “early adopters”, according to Geoff Moore's idea diffusion curve. 

Startups know that innovation is what separates them from the rest, that breaking out of the mold is what makes them unique, so they exploit this element to the fullest and it becomes one of the pillars of his employer brand

Identify your differential factor and once you find it, spread it everywhere. 

Break the rules 

Another of the characteristics of a brand, that it be a “purple cow”, is that they create something worth sharing, give people something to talk about and thus begin to spread like a virus. 

But to achieve that result, You have to break the rules and cross certain barriers in the world of attracting talent. 

Candidates don't talk about companies that just offer more of the same, that just repeat the same pattern. 

The brands that are worth talking about are those that dare to create trends, the pioneers, those who are willing to do things differently, those who build job offers and work environments where just by looking at them you can appreciate the transformation and positive impact they cause in the lives of their collaborators. 

To be purple, it is necessary to invert 

Maybe you suspected it, but at this point you can already be sure: 

To be a purple cow of the recruitment it takes more than just wanting it with all your heart. 

To differentiate yourself and break the rules, you need to invest, but in an intelligent way, following the methodology of the Recruitment Marketing and with a focus on digital channels.

Because the way of doing marketing has changed and the traditional no longer has a place, doing it well is no longer enough, you have to bet on being nothing more and nothing less than extraordinary. 

Maybe when looking inside your company and your employer brand, together with your collaborators, you realize that you already have a purple cow that you have not been able to take advantage of, but in case it is not so; you must invest to create it, invest resources in research, creativity, innovation, proposals that come and go until you reach your differential factor. 

And then, invest again to make it known among your team and future candidates. 

Is it risky to invest in one? purple cow, that you will only know if it works once you present it to the world? 

Yes, but it is much more risky to continue being part of the crowd, obtaining results that are not scalable in the long term or that, in and of themselves, are not contributing to the goals of recruitment of your company, but, on the contrary, they keep it stagnant. 

A good employer brand will be your purple cow

at the time of recruit and start looking for that purple cow, do not get confused. 

A good one employer brand is the key and the basis for a strategy of talent attraction out of the ordinary, which does allow you to connect with the best talents. 

Since with it you will be able to differentiate yourself from the rest of your competitors, being clear about your EVP, you candidate person, the purpose of your company, the most attractive of your organizational culture, a good communication strategy and all this translates into: 

  • Creation of better vacancies. 
  • More apps. 
  • Incorporate more and better talent to your team. 
  • Position your brand in the labor market. 
  • Provide a positive experience to your candidates in the selection processes. 

Before finishing, we recommend you read "The purple cow: differentiate yourself to transform your business" and in each of its pages you will find examples and concepts that will completely change your perception of marketing, creativity and risky proposals. 

On the other hand, if you need an ally to differentiate yourself, break the rules and invest in your employer branding, just click here. 
In a world of run-of-the-mill recruiting, purple.

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