The Tipping Point for an Employer Brand

As Gladwell defines it, the “tipping point,” signals a key moment of crystallization that unifies isolated events into a significant trend. Having termed the occurrence of a trend of this nature as an Epidemic, he explains the occurrence due to the three rules of epidemic: The law of few, the stickiness factor and the power of context.

We can make an attempt to apply his logic and rules to identify a methodology for successful employer branding.

Rule #1: Law of the few-Connectors, Mavens and Salesmen

Gladwell says that a lot of these trends are spurted by the influence of Connectors, who have vast networks and are highly responsible for creating people links, Mavens, who owing to their knowledge and expertise take the onus of helping people make sound decisions and Salesmen who use their charisma to convert their sale.

Hence an organization should identify such Connectors, Mavens and Salesmen within and outside the organization and make effective use of them to achieve a strong Employer Brand. Connectors could be existing engaged employees, satisfied alumni base, etc. Mavens could be recruitment consultants and Salesmen could be the Branding team who sells the case to existing employees and is able to build a strong case with the prospective employees.

Rule #2: The Stickiness Factor

The Stickiness factor, as defined by Gladwell, refers to a Unique factor which propels the phenomenon to stick and hence influence future behaviour.

Hence, an organization should work towards creating a Unique EVP which would stick and hence convince the employee himself/ Connectors, Mavens and Salesmen who would then work towards influencing the attitude of others.

Rule #3: The Power of Context

Gladwells says that every trend should be introduced in the right environment to be able to achieve its Tipping Point.

So, the organization should make sure that the EVP they are creating is friendly to the current state of employees in the market as well as the state of the business and industry. Hence, creating an EVP which is in demand at that point of time and not just something which is feasible.

Signing off with: "Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand." - David Ogilvy