How Branding Helps Attract Top Talent to Your Company

Posted on June 17, 2022 in Branding

Are you asking yourself what the best way is to attract the top talent in your industry, to choose your company as their home? Maybe you’re wondering why you’re struggling to build the right team with the type of individuals you’re looking for? Or, maybe you’re just struggling to find loyal and hardworking employees in today’s post-pandemic environment?  

Whatever the issue is, there are most likely a few answers to it, but the most stand-out challenge is branding. 

The way you showcase your company to potential employees can be the deciding factor on if they choose you. There are three main components that go into ensuring your company is attracting the right talent: 

• Showcasing your company’s culture
• Showing where you are in the marketplace
• Telling your brand’s story and the trajectory that you’re on

Let’s go into these a little deeper and see how simply making simple shifts to the way you are promoting your brand, can make your company a magnet for the people you’re looking for. 

Showcasing Your Company’s Culture

Some believe that culture is the most important part of your brand that you need to be marketing. According to Team Stage, 94% of entrepreneurs and 88% of job seekers say that healthy work culture is vital for success. The majority of job seekers will greatly take into consideration whether your company is promoting a culture that they feel will suit them. Therefore make sure that the branding you use for your company culture is one that speaks to the type of talent that you hope to build your team with. 

In today’s marketplace, it’s vital for the right candidates to connect with your brand. For that reason, it’s important that you showcase your culture in an intentional, direct and positive way, but it is even more critical that your messaging directly reflects how working for your company actually is. Team Stage explains that millennials prioritize ‘people and culture fit’ above everything else. By showcasing that your company culture is a good fit for the right prospective talent and that your current employees have the same talent and core belief systems as them, can go a long way to attracting the right candidates to your company. 

A perfect way to showcase this is to promote ‘Employee Testimonials’ on your website where you current workers are able to promote your company’s culture for you. With this, people looking to join your team will be able to see the value you have provided for those on the same level as them. Sorry to tell you, but people will be more likely to believe an employee testimonial than a CEO’s testimonial just simply due to the fact that they will be able to connect to a current employee on a more equal level. Take a look at a recent example that we created for our clients Hubbell, Roth & Clark, Inc https://www.hrcengr.com/careers/

Showing Where You Are in the Marketplace

Honesty is the best policy, especially when it comes to being candid about where your company currently sits in the marketplace. When you are working to bring in new candidates it is important that they are able to understand the trajectory of the company they are potentially joining.

Quite simply, ask yourself if you would want to apply for a company that struggles to convey where they stand within their industry or market? We’re assuming the answer to that is a simple no. So, you can’t expect to recruit those candidates you want, without being honest with them about exactly what stage of the company’s growth they are walking into. 

It’s not to say that you need to show you are the top company in your industry and prove that you are number one. Oftentimes candidates are looking for somewhere they can grow and can help build, which usually won’t come from those top tier brands. It’s just simply being able to create trust and motivation between yourself and job seekers by allowing them to know where you are and where you are going. 

Tells Your Brand’s Story and the Trajectory That You’re On

People need to feel like they are a part of something, the simplest way to showcase that is by telling them your story. Your brand’s timeline and story builds connections and trust with those looking to join, and it shows people that they aren’t just getting a 9 to 5 that will pay the bills but instead they’re becoming a vital character in an ever growing story. 

While we’ve made it quite obvious that it is instrumental to show where you came from, it is just as important to define where you are going. This is your trajectory, and your current and potential employees care. It is important for people to know that they are joining a company that is motivated to become bigger and better, and sees its employees as a crucial part of that growth. 

When doing this, be sure that your story’s messaging is motivating, bold and defines your brand’s voice and tonality.  Don’t just say “we will become bigger”, instead showcase how, why and when, so potential candidates can imagine themselves joining the cause.

In conclusion, branding is everything when it comes to attracting the right people, clients and employees. You just need to be sure you are using it in the right way. The goal is to make job seekers feel like they are a part of the team, the story and the trajectory before they even hit apply. It doesn’t happen overnight but by using the suggestions above and making them your own, you can attract the top talent and the best people straight to your front door.