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By Axel Haitzer (More) • Last updated on October 13.09.2023, XNUMX • First published on 09.10.2017/XNUMX/XNUMX • So far 5312 readers, 1115 social media shares Likes & Reviews (5 / 5) • Read & write comments
Benchmarking and best-practice examples are seen by many consultants as the silver bullet Success preached - also in personnel marketing. But if you always do it like the others and compare yourself, you will never become your own ways .
Hardly one Companys has been spared. The belief that benchmarking is the guarantor of success has been haunting the management and HR departments for years. There are hardly any textbooks, specialist articles, congresses, seminars or workshops that do without best practice examples - some even only consist of such examples. But beware of the supposedly best - even in personnel marketing benchmarking leads directly into the dead end!
Why this is so, described the business journalist Karl Pilsl in one of his books: “We have too many similar companies doing similar ones Employees deal with a similar Vocational Trainingwho carry out similar work. You have similar ideas and produce similar products at similar prices with similar quality.”
Let's look around - he's right. But how did this similarity come about? Quite simply: To number for sure to go, the well-known best practice examples were mostly copied 1:1. What worked elsewhere can't be that bad. Or is it?
Differentiation with benchmarking? None! This phenomenon can be marveled at in HR marketing, for example Jobs, which are like one egg in the other. I've written about this before.
Obviously, one writes of the other, but this dreary uniformity can not be explained otherwise. Even claims, actually intended as an all-purpose feature, are already copied.
Of course, the best practiceMethod Nor does it stop at social media activities: Despite regular shit storms, the production of videos with singing and dancing employees does not seem to stop.
Best practice is NOT a successful method to differentiate itself as an attractive employer from others. Best practice is strictly Worst Practice.
With Best Practice, no one comes to the fore, but rather follows in the footsteps of the originals. He always runs behind the original. It also happens that the examples are often not transferable.
What was good for the first company rarely works for the imitators. Success cannot be copied, it is like that unique like the companies themselves.
An example makes clear, why benchmarking is not suitable as a successful method. Up until the 1968 Olympics in Mexico, the common one was Technology in the high jump the so-called western roll. The record was 1,72 m. The athletes crossed the bar on their stomachs.
Dick Fosbury jumped the bar, which was at a record height of 2,24m, with the backwards Head Ahead. Fosbury did everything differently than his peers - completely different.
And that's why he was by far the Olympic champion! Before his grandiose victory, the experts made fun of him or advised him against his jump technique.
Several doctors even argued that one would break his neck in his jump style. Dick Fosbury did not care. He won Olympic gold with the entirely new jump technique developed by him.
An infographics on Pinterest shows the jumping technique of Dick Fosbury.
Of course, it is important to look at what other employers are doing in the competition for the best talents. Even during the development of concepts and procedures or optimization of organizational processes, market observations can help, but copying them too easily leads almost never to the desired result.
But it is required that Regulate to know in order to break them intelligently. Think Dick Fosbury. He knew exactly how his competitors do it. He knew the old jumping technique down to the last detail and then did it completely differently. With success!
Best practice is exactly what the majority of others do. And this is sufficient for mediocrity at best. Do not copy other companies, but develop your own idea. So do not benchmark, but benchbreaking. Make everything different from everyone else!
You should do everything to ensure that Candidate say about your company, “I would love to work there!” And that's not what you'll achieve by copying others. Rather, you should do the following Ask respond:
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Axel Haitzer is a lateral thinker, an expert in human resources (marketing) and e-business. Haitzer, born in 1959, maverick, benchbreaker and busy entrepreneur. As a keynote speaker, he is a member of the German Speakers Association (GSA). His subject areas are training marketing, trainee recruiting and securing skilled workers. With applicant magnet: 365 inspiring ideas how YOUR company can magnetically attract top applicants, he has now presented his first non-fiction book. More information at www.aicovo.com All texts by Axel Haitzer.
Employer branding & benchmarking comparisons: unique with 3 questions! from
Axel Haitzer
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Employer branding & benchmarking comparisons: unique with 3 questions! from
Axel Haitzer
via @berufebilder - Recommended contribution p4NB5nwQIu
Employer branding & benchmarking comparisons: unique with 3 questions! by Axel Haitzer - Recommended contribution rlphTVB49T - Recommended contribution vHmYiNAcJy
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