Commend (or recommend)… it doesn’t just happen!

Have you ever thought about what transpired throughout your experience that encouraged you to commend a restaurant? Or, what about the mobile device that you probably have in your hand? What about the actions that happened that influenced you to click the “like” button on a product or company’s Facebook page? Why did you feel comfortable to give this recommendation? Most likely it was due to the experiences you received while interacting with them.

There is a process that one goes through to build that comfort to commend something. If done well, the time it takes to advance through each stage decreases. These stages are consider, commit, contribute to commend. See the chart below and think of those experiences that happened that led you to the next stage.

Consider – Commit – Contribute – Commend

Per Merriman-Webster, commend means “To recommend as worthy of confidence or notice”. Pay attention to the second part of that description –“worthy of confidence”. When one commends (or recommends) something, there is a sense of confidence that others will have the same experience.

So, what does this have to do with attracting and retaining talent?

Commend, in its basic sense in HR organizations, is employee referrals. There isn’t much out there that wouldn’t say employee referrals weren’t valuable. If you still aren’t convinced, read Dr. John Sullivan’s  ( article on ERE Dr. Sullivan talks about how referrals provide a quicker time to fill and longer retention rates, among other positive results. Though he gives us current numbers, he isn’t telling us anything we haven’t heard.

So, why is it that we’ve known for years the value of referrals and still we are spending tremendous amounts of money on non-referral-based programs because the organization isn’t capturing the results Dr. Sullivan referenced?

The results of your employee referral program has little to do with what the program outlines. It does, however, have everything to do with the experiences you provide to an audience. Remember the above definition of commend – “To recommend as worthy of confidence or notice”. Did you or are you providing the same experiences that the referrer received? If not, you are breaking the confidence in your company as an employer. This will decrease the effectiveness of your employee referral program, not only with the amounts of referrals, but, the talent audience will decide either not to join, or eventually leave the organization.

So, you can have the most amazing employee referral program, offering your employees thousands of dollars. You could also have the latest and greatest online social recruiting referral tools. However, if you aren’t able to build confidence throughout the experience, you will always be reallocating resources and/or investing in other means while continuing to see the same results.

What are those experiences of attracting and retaining talent? What are those experiences that increase the confidence of your company as an employer? They are the same that you experienced that led you to recommend that restaurant or mobile device. Those products or services built a sense of confidence in you about them. This confidence brings an emotional sense of commitment or loyalty. However, it didn’t happen instantly. These products and services needed first to get you to consider them before you said “yes, I’ll use them”. Once you agreed to move forward, you made a commitment to them to continue experiencing them. You then began to return, to get more out of the experience they provide – you are now contributing to their success. Once you reach this stage, they are worthy of your confidence to commend them to others.

So I ask you… are your efforts supporting this engagement cycle of Consider, Commit, Contribute, and Commend? Or are you investing in resources without creating the experiences that increase confidence in your company as an employer?


Welcome & Why “The Emotional Connection”?

<Hi! My name is Jennifer Leon and I love my work, no, not my job, my work. I altered this phrase after a coaching session I had last year. What makes the word "work" so different than "job"? What I learned was that a 'job' is what organizations create of which they applied a value (compensation) for a duty that they need performed to allow them to function. "Work" however, is the act of how you facilitate those words that listed in that description. You own your work, you don't own the job. The job is owned by the company because guess what? that job is part of their company and when you leave, that job will be for someone else to have. Your work? yes, your work will be left behind, but, no one can take ownership in what you did. Someone else will be facilitating those words from that description that you once applied your work, however, it will be their work. Furthermore, though you and your incumbent share that job, the work, yours and your replacement’s cannot be shared.

OK, I am sure you already knew this and didn't need my 181 words to understand the difference between work and job, but, it took me 6 months prior and 4 months after learning my role was being eliminated to understand the difference!

Ok, so, why did I tell you all this on a blog titled "Emotional Connection – bringing the brand to life through the talent attraction & retention experience"? You see, the job, the work, the loss, the stages of grief all led me to doing this. I've been wanting to blog for a long time; however, nothing was clear enough for me to just do it. I knew I wanted to blog about my love and I knew I didn’t want to regurgitate information. I also didn’t want it to be some therapeutic exercise. I wanted to inspire others to share in my love, but, I needed to understand what it was about talent acquisition that I loved so much? What was it that allowed me to talk 24×7 about it… and what was I even saying? Since I learned that it's my work that I love and not my job, I needed to remove all those bullet points I read in that description and understand what is it about my work that makes me love what I do. What makes my work MINE and no one else's? What is it that I see in 'job' descriptions that makes my heart skip a beat and makes me ready to tackle each and every one of those bullets with full force? It came down to my love and understanding of a brand. In everything I did in all those bullet points over the years IT revolved around bringing the emotional connection throughout the talent acquisition experiences I touched upon. I live the culture of the organizations I support, I understand and create experiences to connect with the right talent that will thrive in the company’s environment.

There you have it. This blog will be about my lessons, experiences, opinions that help increase the understanding of the value of a brand.

You see, I am one of those lucky people in the world that love what I do for a living. I do! And, here I sit, faced with the uncertainty of if and how I'll get to experience this emotion again while I provide for my family and quite frankly it scares me quite a bit. However, I know the work that I love and I have hope that somewhere out there will be a bunch of bullet points that allow me to perform my work the way I know how – by instilling the value proposition in each engagement touch point – Consider, Commit, Contribute and Commend.