You’ve figured out employer branding and have defined your ideal team.. But how do you get that message out to your dream candidates. They are not likely looking for a job, and if they are, the recruiting messages of hundreds of other growing tech companies just sounds like noise.
How do you craft a message that is actually heard – and where do you tell the story?
Step 1: Tell a Great the Story
Storytelling brings your brand to life and allows you to build meaningful relationships with future employees.
Here are a couple of tips:
Think about your Who
What drives your target employees? We know that what really drives engagement and love for a job is Autonomy, Purpose (Why) and Mastery (and here is a great video by Daniel Pink that drives this message home).
Talk about the people behind the brand & their passion for impact
While telling your company’s origin story (similar to a Superhero origin story) highlight the people behind the brand and why this mission is important to them. Share inspiring real life accounts that your future employees will connect with. (Read our blog post on developing a hero story – link)
Build your brand personality
Create a distinct tone of voice across all channels that separates you from your competitors and is easily recognizable. Think about your culture, your team, your workspace – does your tone and voice reflect this? Is it consistent with the what you project to customers?
Step 2: Know Where the Story will be Heard
Do you know the difference between employment branding and recruiting for a specific role?
Recruiting for a role is typically reactive, you focus on tactics to find candidates for a specific profile. Great branding makes recruitment MUCH easier. Branding is about always recruiting – it is the overarching message to the your broad community of future hires. To the people you are targeting AND to those who influence them it says, “YOU WANT TO WORK HERE”
To get that message heard, you need to think like your prospective employees. Find them in their natural habitat. Where are the top leaders, sales executives, developers and technical experts working, playing and spending time. What events do they attend? What websites do they frequent? What are they reading? Where do they drink coffee, play games, collaborate with peers on projects?
Here are a couple of ideas on how and where to proactively engage prospective hires:
- Webinars and meet-ups
- Sponsor events relevant to your brand
- Industry events and trade-shows
- Community and volunteer events
- Social media and targeted online communities
- Sponsor podcasts
So go out there and tell your emotionally engaging, problem solving, impactful origin story!
Find your tribe.