So, I thought it was rather ironic when I went for my annual physical last week and saw – on the counter – an open box of glazed, cream-filled and sprinkled donuts, most of them gone! And the physician’s assistant was finishing off a big bag of sour cream and onion chips with her lunch! Yipes! It seems to me there’s a real disconnect between the message this nationally known clinic is giving its customers and the choices of the people they have hired. If it’s all about the healthy lifestyle, why aren’t their employees living it?

Have you noticed it too-- the “on-time airline” that’s constantly late, the lofty national newspaper with a plagiarizing reporter or the cranky salesclerks at the famous toy store? These employees’ actions are not consistent with the “brand” message of their companies.

• #1 Rule of Marketing (and Parenting) - Be Consistent

Companies have to be consistent with the message they communicate to the marketplace. And the employees you hire should be consistent with what your company stands for. It’s that simple (and that challenging!).

For example, we have a giant new outdoor “adventure” store at our local mall. The salesclerks all look like they stepped out of “Outside” Magazine. When they give you advice on hiking gear, you take it because they’re hikers (or at least they look like hikers!). This sales force reinforces the “brand” of the company.

• Hire for Consistency and Build Your Brand

Why is there such a dichotomy between what companies profess (their values—or their “brand”) and who they choose (their employees) to represent those values? I think it’s because hiring managers are not looking for signs of those values when they’re interviewing. They’re not asking themselves, “Does this employee build or take away from my brand?”

That’s right. We’re taught to look for what the candidate has achieved, how the candidate can do the job, the candidate’s educational background, knowledge of the market, etc. etc. etc. And certainly these are all things we MUST consider. But, how do you determine if the candidate is a person who would build your brand?

For some companies (like our outdoor adventure store) it’s pretty clear. But for most, it’s a challenge. We’re selling intangible services or a technology solution. (And considering there are certain questions you CAN’T ask in an interview, it makes it doubly hard.) But, it can be done.

Here are a few suggestions:

• Get conversational with your candidate. The more relaxed the conversation, the more we tend to reveal about ourselves.

• Ask open-ended questions. Ask the right questions and you’ll get the right answers. Ask why they did what they did; why they left their previous jobs; why they chose the college they did, etc. Let the candidates tell you their motivations for doing what they’ve done. These questions will give you a great idea of who they really are.

• Key on personal information. If the resume has personal information already there, it’s OK to ask about that information. Volunteer work, membership in any organizations or associations, hobbies or civic involvement are all great ways to tell who a person is. I’m impressed, for example, with candidates who are Big Brothers or Big Sisters. The “helping hand” mentality goes a long way in the workplace as well.

In the end, there’s nothing as critical as having the right people in your company to build your brand. Before you make an offer ask yourself, “Does this candidate build or detract from my brand?” Remember, all the health tips in the world won’t let me forget that box of glazed, cream-filled, sprinkled donuts!