“The secret of my success is that we have gone to exceptional lengths to hire the best people in the world” – Steve Jobs
Finding the right people to join your exclusive club, “your company,” is extremely important. If you hire the right person they can help you grow your company exponentially. If you hire the wrong person it can set you back months, years, or even put your company out of business.
There are tons of ways to make sure that you hire the right person for the right job, but today I want to talk about how your company brand is important in finding the right people to join your company.
What Is Branding
The old boring definition of branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. But really branding is so much more than that.
Branding starts with your company vision statement. Who are you, what do you do, how do you do it, and why are you doing it. Developing the right brand takes time and is going to cause you to get out of your comfort zone. However, once you establish this brand it becomes you, your employees, and who your customers are looking for.
Branding is essential to your company and even more important in finding the right people to hire.
Importance Of Branding For Employee Recruitment
Your company starts with your leadership vision, the reason your company exists. This is essentially your brand, everything revolves around this, your logo, color scheme, and fonts. Even more important, so does employee recruitment.
What is the reputation of your company? This goes beyond delivering your products or services on time, it is about how you treat people.
For example, if your company revolves around cutting corners with customers, potential new hires are going to know this. This reputation is going to have the top tier employees looking elsewhere for employment.
Potential new hires are going to read the news, visit your website, and probably hit social media to research your company. They are going to build an impression of your company based off this research. If your brand does not scream to them, “great place to work,” because of all the customer complaints, they are most likely going to pass on your offer, if they even applied.
If your brand is strong you are going to have a company culture that is prominent. Are you the company that requires a suit every day or are shorts and tee shirts okay? This is going to matter to potential employees.
For example, Mammoth Marketing is a pretty laid back company. This has led to many people wanting to work here. I believe that our culture and brand have helped attract great people, not only to work here but also partner with. I also believe that because of this we attract the best clients.
Your company culture is going to turn some applicants on, it is going to turn some applicants off. That is okay because you are going to find the best fit for your company. Your company culture is a huge part of your brand, and a huge part of recruitment. Make sure you nail it.
If your company is truly looking for the best, then you are going to have to pay like you are looking to hire the best. Now I am not talking about writing the largest paycheck because there are so many other things that go into an offer.
A couple things to keep in mind as you develop your brand. Do you offer competitive wages, do you offer competitive benefits or unique benefits, how do you differentiate your brand from others? A large paycheck is great, but so is unlimited vacation time or paid medical insurance.
Your brand is going to dictate what you offer your employees. Makes sure that it is going to attract the right people for your company.
How To Deliver Your Brand Message
Okay, your company brand is important. I think we all get it. Now, how do we go about delivering our brand to our potential recruits?
Develop A Brand Manifesto
This can be a very time-intensive exercise if not done by the experts. A manifesto is “a public declaration of principles, policies, or intentions, especially of a political nature.” It comes from the Latin word manifestus, which means “clear or evident.”
Yikes, in English we are talking about a document that explains the ins and outs of your brand. This is where your vision lives and breaths. It is a document that is more than just a catchy phrase or phrases, it is a document that lives at the heart of your company. It is what differentiates your company from the competition. If done correctly it will guide and define your company, your brand.
Yes, it will also have your logo requirement, your color scheme, approved fonts, and other branding material.
Inbound marketing is the act of attracting the right people to your website and nurturing these visitors to customers. Yes, that is what we all want. I am also going to argue that inbound marketing is your best source of recruitment. You heard me right, inbound marketing is the best way to recruit new employees.
Let me explain something. Blogging for business is a great way to become the industry leader. Who do you think people want to work for? The industry scrub? Right. In fact, if you are using inbound marketing the right way, you are going to give the right messages to potential recruits at the right time. That’s right we are talking about lead nurturing and marketing automation for recruitment. Say what?
Think of this. What if I told you that because of the content that Mammoth Marketing creates, we trained a new employee without even knowing it, hired them, and they are excelling in their job. Mind blown, I know.
Stop relying on Indeed and Monster for your recruiting. Rely on your brand and your inbound marketing to attract the right recruits.
Social Media Marketing
I want to think this is a no-brainier, but I am afraid it is not. If you are a recruiter and not using social media, you are going to continue to get the same results as always. Should HR and recruiting be part of your social media marketing strategy? Yes, a big fat yes.
Let’s look at it this way. Social media is part of your branding strategy, hopefully. There are like 1.5 billion active users on Facebook. You should be able to find one qualified candidate. Right?
Your brand is going to attract people to your social media outlets, use them to find the right people to bring into your company. Get active on social media, start listening, and start hiring great people.
The importance of branding for employee recruitment is essential to finding the right person to bring into your business. Your brand should be attracting the right people at the right time. Use tools like inbound marketing and social media to attract these great candidates and make your job as a recruiter easier, you have enough to do.