Original Publication: Customer Management Insight - April 2008
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Ask a person on the street if he or she would like to work as an agent in a call center. It’s a safe bet the response will not be neutral. It may be something like: “No way! Call centers are sweat shops! All you do is crank through call after call and bug people about something they don’t want to buy. Yuck!”
In today’s business lingo, this is a knee-jerk reaction to a “job brand.” It may not be fair or true, but you need to recognize its existence. Ignore it at your recruiting peril.
What is a Job Brand?
The term “brand” comes from marketing. The basic concept has to do with:
1. An automatic, emotional response by consumers.
2. Differentiating a company, product or job from competitors.
3. Communicating the value proposition — the special qualities unique to a company, product or job that make it a superior offering.
Starbucks is an example of a company that has worked hard on its consumer and employment brand. When people hear the words “Starbucks coffee,” they are rarely neutral: They have an automatic response. The most prevalent reaction is a positive one toward the company — it’s about quality coffee, knowledgeable baristas, inviting cafés and a company that actively engages in philanthropic activities.
Job brands are centered on job titles. There is no doubt that people have automatic reactions to many job titles. “Chef” and “cook” are excellent examples. Though the jobs are similar in function, people react very differently to these job titles without knowing actual details of the work at the restaurant. The job title “chef” generates thoughts of flavorful cuisine, careful and sophisticated food preparation, multiple courses, formal training and so on. The reaction exudes respect and deference. The term “cook,” on the other hand, conjures up thoughts of speedy preparation, everyday food and extra grease. Bottom line: On the basis of job title alone, people don’t respect cooks as much as they do chefs.
When people hear about call center agent job openings, what are their typical reactions? What do they envision?
- Lily Tomlin’s annoying character, Ernestine the Operator
- A person sitting in a cubicle, tethered to a phone, answering call after call
- Rude and impolite callers
- Telemarketers who want to talk your ear off at dinnertime
When recruiting, you must address the negative “default reactions” to the job title “call center rep.” This bias against the job may repel talented individuals, leaving you with a pool of candidates who are desperate for any job.
Enhancing Your Job Brand
How can you recruit under this dark shadow? You must control your job brand or it will control your recruiting efforts.
We can illustrate the point with an example from an organization that has had major recruiting challenges — the U.S. Army. There was a time when reactions to the job of “soldier” were all negative: a drill sergeant in your face, lousy food and morning runs with a full pack of equipment. The Army changed the job brand by emphasizing technical training, maturity, leadership skills and earning money for college. Now you could be “all that you can be” and “Army strong.” Becoming a soldier will help you succeed in life.
Your challenge is to create and communicate your unique job brand so that applicants don’t apply a default reaction to your call center. Like the Army, your benefits should come from a high-level perspective that inspires, challenges or creates a positive emotional response:
- Agents in XYZ drug refill call center play an important role in helping customers regain or maintain their health. The recruiting message can focus on how agents help people with their health and well-being.
- A travel reservation center has extensive resources for agent well-being and morale, such as an in-house gym and an in-house bank. In addition, management goes the extra mile to support and recognize staff. People like to work for a company that respects and supports them. Recruiting efforts can attract talent by emphasizing support, work recognition and respect for the individual.
- A center has earned company awards for outstanding customer service. It is highly regarded throughout the company, right up to the CEO. People like to work for winning organizations. Recruiting messages should talk about joining a work group that is highly respected and appreciated.
These examples are an emotional repositioning of work in a specific call center.
Your Recruiting Message
If you use a dry recruiting announcement, applicants will automatically think of call center stereotypes. Your job won’t entice high-quality applicants. You must clearly and repeatedly communicate what makes your call center job special and attractive — your own job brand.
Don’t sugarcoat the job. But do relate a forceful message about the positives, benefits and opportunities. Does your job brand include any of these features that resonate with quality people?
- Values people. Management respects the individuals and recognizes individual contributions.
- Promotes team spirit. Management encourages a team spirit and recognizes team contributions.
- Offers opportunity for growth. Successful reps have opportunities for special assignments, additional responsibilities and career pathing.
- Effort to promote invigorating morale. Center promotes a “work hard, play hard” philosophy.
To craft that compelling recruiting message, seek the services of your company’s marketing or sales group. They are well-versed in creating exciting and attractive messages that touch emotions and differentiate your company from others.
Once you have your own job brand, all personnel involved in recruiting and hiring — recruiters, HR personnel and hiring managers — need to stay on message. With this consistent and repeated description of the job, you prevent knee-jerk reactions to the “sweatshop” brand and attract highly talented individuals truly interested in your center’s mission.
Malcolm McCulloch, Ph.d. is the Senior Research Consultant at LIMRA International.
