Lately, we’ve been expanding and, therefore, hiring, which has forced us to deeply consider what our talent brand is. Have you spent any time thinking about yours?
A talent brand, in this case, is what it looks like to work at your company. This is a separate thing from your company brand (though they can be connected). Instead of focusing on the experience of your customers, you’re focusing on the experience of your employees. There can be a vast gulf between who you are to your customers and who you are to your staff, and your recruitment marketing can set that tone early to ensure that you’re hiring people that would be a good fit for you.
Let’s start by looking at some examples.
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Talent Brands in Action
The example that first jumps to my mind when I think about establishing a solid talent brand is Gravitational Marketing. They help local car dealerships sell online using paid advertising solutions. Their website, however, is focused entirely on attracting talent through hip graphics, trendy terminology, and a focus on the “fun” atmosphere around their office. This is in contrast to their customer-facing websites, which are cleaner, more elegant, and use words that are more sales-oriented. They want their team to be relaxed, but present their service as established and serious.
Salesforce is another famous example. One of the largest companies in the world, Salesforce hardly has to advertise their product, which is practically shorthand for “business management software.” Their customer facing brand is one of expertise, wisdom, and innovation. However, when you join the Salesforce “ohana” (the Hawaiian word for “family” and what they call their staff), you’ll find that everything done internally draws from what CEO Mark Benioff calls an “Aloha spirit.” He is famously in love with Hawaii, Hawaiian history, and Hawaiian culture, and the talent brand reflects that, starting from their careers page.
Tips for Building an Effective Talent Brand
Here are some ways that you can use your recruitment marketing to build a solid talent brand, which will attract the people you’re looking to hire.
- Determine Tone Now - Who are you as a company? How do your employees interact with one another? What do internal communications look like for common back-and-forths? Use all of this in combination with your company goals and values to settle on an internal tone. Keep in mind that while it is possible to craft a company culture (and therefore, an appropriate tone), it can be difficult and if you’re looking to hire now, make sure that your job descriptions are written to reflect the feel of your current working environment and slowly introduce new elements. If you understand your tone early, you can apply it more quickly.
- Write Effective Job Descriptions - Writing your job description is key to attracting the right kind of talent. A good job description is simple, honest, transparent, and clear. It should lay out what you value, what you expect, and what a candidate can expect from you. One of the many benefits to this is that a well written job description used in conjunction with the Talentify platform can be used to automatically create pre-qualifying quizzes to ensure that applicants fit your needs.
- Work Across Disciplines - When formulating your talent brand, take the time to work with the departments that you’re hiring for to understand what their culture and priorities are. Marketing might be different than sales or customer support. Taking the time to understand where a candidate is going to work reduces turnover and time to hire.
- Keep Engagement High - The best way to establish a solid talent brand is to start when you are in the recruitment phase through effective candidate engagement. If you don’t take the time to connect with your applicants regularly, then you’re already losing their interest. 70% of job seekers lose interest in a job if they don’t hear something within a week. However, regular touch base communication during the process, such as the kind that can be done automatically through Talentify, not only keeps them interested in the job, but also allows you to start introducing them to your talent brand.
Start Building Your Talent Brand Now
It doesn’t take much to build a reputation in your industry for what it’s like to work there. Company culture is at the forefront of people’s minds and a common question in interviews. Websites like Glassdoor allow you to see reviews of internal culture at companies large and small. If you don’t commit to building a specific talent brand, you might end up with a culture that isn’t conducive to your objectives. In the same way you control your customer brand, take the time to develop a talent brand that will help you accomplish your goals by attracting people who share your values.