Starbucks: How To Recruit For The Love And Meaning Of It.
In the previous post, “What’s love got to do with it?” I reported that most of today’s aspiring entrepreneurs say they do NOT put money first when they think of launching something of their own.
Instead, they want something they love, something that matters to them, where they can be their own boss, and then, yes, also earn some money with it.
I suggested that if we are to take them at their word, we’d better think of ways and language to attract these kinds of people to us. They’re waiting for us.
So, instead of leading with the money, or how grand the opportunity is, or how the company is positioned to be the preeminent provider of XYZ product, we offer these people something completely different – something that matches more what they say they seek.
Here’s how Starbucks attracts such people.
Big sign in Starbucks on the Plaza in KC:
“HIRING EVENT: At Starbucks you can make a difference in someone’s day–and in your career…Date and place…”
That’s it. No talk of the money, such...
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