"In this context, it is essential to differentiate between the 'job' and the 'job to be done (JTBD)', as explained by Yves Plees
, Chief Strategy Officer at SKINN. Clayton Christensen introduced the JTBD notion to clarify that our choices and behaviours are multilayered, and that there are always underlying motives and drivers that direct the visible layers.
For instance, in the world of work, a salesperson's visible job is straightforward: 'Get our prospects to buy our offering'. However, the job to be done by that same salesperson includes several underlying ambitions, such as feeling successful, excelling in their profession, having flexible work time, receiving variable rewards for their efforts, and contributing to a meaningful company. These deeper 'wants' or JTBDs are essential to consider when building the brand's value map".
To get people to work with you, you need to first set your (brand) strategy
straight. What company culture do you define and foster? What is the broader goal that gathers people around your organization? And most importantly, what is your Employer Value Proposition
(i.e. a single-minded definition of the workplace offering, beyond the basics such as salary and benefits)?