The Link Between Brand and Recruiting

How much attention are you giving your recruiting strategy?

It’s difficult to serve customers without employees, and the job market is more competitive than ever … so I hope it’s at top of your list.

Often, I hear, “We need to work on our recruiting brand” and it makes me cringe a little.

It’s like hearing someone say, “I need to work on my second reputation.”

The math simply doesn’t jive.

Your brand is the singular reputation you’ve earned. It’s held by customers, vendors, employees, prospects, and everyone in-between.

Customers focus on service, current employees focus on development and growth, and job seekers focus on opportunity … but all those elements are part of a singular brand that builds from the same core.

So, let’s get to work. Here are four things you need to keep in mind as you work on your employee acquisition strategy…

Recruiting is marketing.

In recruitment, the candidate is the customer. They have barriers and objections and will only take action if you present the right message on the right channel.

Today’s candidates are savvy and they research companies the same way customers do. Your future customers will be served by your future employees so how you market to them is incredibly important.

Your approach must be more than skin deep.

A strategy to recruit talent that’s quickly built on cheap promises will be just as effective as a customer acquisition strategy with the same traits.

This means that creative and messaging should be where you finish, not where you start. Begin with processes, employee experience, onboarding, and off-boarding.

Recruiting can help shift or reinforce culture.

Every new hire offers an opportunity to shift the average. New team members bring fresh attitude and mindset to your organization. They also give the team around them an opportunity to support and encourage that energy.

The language you use and the values you highlight send a strong signal. Thoughtfully crafted communications can not only attract strong candidates but also reinforce attributes with your existing teams.

The way you communicate to future employees has the power to create a new future for your organization.

There are no fast solutions.

Just like customer acquisition, there are no fast and easy solutions. Shortcut the work and you’ll hurt the growth and potential of your organization. Strong brand development is a continuous journey that can’t afford to wait.

The bottom line.

Talent acquisition has never been more competitive than it is today. A savvy strategy is no longer a luxury, it’s a necessity to survive. Cast aside the idea that your recruiting brand is a separate project—it’s vitally intertwined in your brand’s strategy.

How I can help

Struggling with high turnover, a long time-to-hire, and rising recruitment expenses? These challenges undercut your competitive advantage.

I offer a hands-on approach to refine your recruiting strategy and revamp your hiring process. If this sounds helpful, let’s talk.