Did you know that every human has an innate inclination to exhibit bias or prejudice in their thoughts, attitudes, and behaviors towards certain groups or individuals?
You might call this inclination the art of being judgemental or too over-opinionated, but psychologists, behavioural economists and sociologists call it Cognitive Bias. It's a way of thinking that seperates itself from the norm, giving rise to formation of irrational thinking and henceforth decision-making.
Cognitive Bias and the Workplace
Somone once told me 'you cannot have bias in the workplace when it comes to hiring people. If they have the skills to do the job, then they are the right person for the job and should be hired.'
They went on to explain, that because we are a civilised and progressive country in the 21st century, negative cognitive bias cancels the spirit of diversity and inclusion we are trying so hard to achieve, and therefore must not exist inside the profressional environment.
I disagree.
But not because I don't believe in diversity, equality and inclusion. I absolutely do believe in it. However, I also believe the conversation around it, as it relates to interviews, is too low-resolution and it's having an impact on employees and employers and not always in a good way.
What impact? And how does this relate to me being an Interview Ninja?
Great question, let me explain further. I think the best place to start is with Branding.
Cognitive Bias and Company Branding
In the realm of branding, companies invest significant effort into crafting frequencies that resonate with their target audience. Whether it's the sleek minimalism of Apple, or the rebellious spirit of Harley Davidson; these brands use complex methodologies to tap into specific emotional triggers to create their unique identity.
If you are familiar with Jeffery Perlman - exCMO for Zumba and his methodologies, you will know that brand frequency refers to the core emotional resonance that a brand elicits in its audience.
For example, Harley Davidson is an aspriational brand who tapped into the white collar corporate market in the late 1980s. How? The Harley Davidson brand is about irreverance, meaning it goes against the grain, shirking all the societal norms of middle class life. So when you are stuck in another boring meeting at 5pm on Friday afternoon being told you're wrong, again....... it doesn't matter does it? Cause you're leaving the office on a Harley. And tomorrow you'll be riding that Harely along the coast at sunrise without anyone telling you what to do and what to think. It is essentially like putting two fingers up to the establishment.
Brand frequency is the heartbeat of the brand, the underlying vibe that sets it apart and is designed on a bias towards a specific type of customer, and although nuanced, it produces great marketing, product design and customer service.
To produce great marketing, product design, and to deliver amazing customer service, it needs people who really get the DNA of the Harley-Davidson brand – individuals who understand and embody the spirit of freedom, individualism, and rebellion that lies at the core of the Harley-Davidson experience.
The work that goes into branding is highly nuanced, complex and requires spades of artistic inclination. So it comes as no surprise that branding is worth big money for a company and getting it wrong, by hiring employees who don't align with the DNA of the company, can be destructive to it's existence.
Brand Frequency and Employee Frequency
Just as brands seek to align their messaging and operations with their brand frequency, forward-thinking companies are recognising the importance of extending this concept to their employee value propositions. Instead of solely focusing on skills and qualifications, they're looking for candidates whose own frequencies align with that of the company. As you can imagine, the type of people that work at Apple, are typically not the same type of people who work on legacy systems for large brick-n-mortar banks. Different brand frequencies, different employee frequencies.
Even the companies who don't have strong brands, may subliminally look to hire beyond the diplomas, certificates and skillsets. I've often heard it said from hiring team leaders around me, 'great CV, just not the right fit for us'.
So the words, 'not quite the right fit' really refer to a mismatch between brand frequency and employee frequency.
As you search for a job, it's important to understand what makes a company tick emotionally, along with making sure you know what makes you tick. This helps you apply for the right jobs and avoid disappointment. That's why recruiters always talk about finding companies that match your values and vision – it's like finding your work soulmate!
I've seen it firsthand: when someone doesn't vibe with their company, it can create tension and affect everyone's work. It doesn't mean they're a bad person or a terrible employee; it's just a bad fit. And when things don't click, it's best to move on.
But when you and a company click, it's like magic! You're more engaged, more loyal, and that positivity spreads throughout the team. It's this kind of harmony that makes a workplace thrive and strengthens the brand – a win-win for everyone.
As companies compete for attention, they're realising that it's not just about flashy branding with bold colours and eye-catching logos, it's starts with building a team that vibes on the same frequency.
For job seekers, this means finding the right fit for a happier, healthier career journey.
Authored by: Nadeen Sivic
Date: 03 May 2024
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