Can Your Employment Brand Compete With The Big Names?

How your recruitment marketing strategy can make or break your chances of competing for top talent

Can your employer brand compete with Google? What about Microsoft or Facebook? Well, of course not. Especially when it comes to attracting top talent. Or so you may think.

 

Even if your company is not as well known or large as the big brands, you can still compete for top talent by understanding what leaders really want and knowing how to communicate what your company has to offer to top candidates. To put it blankly, marketing is recruiting.

With 80% of B2B brands having never been heard of, it is no wonder that large companies, such as Google have greater opportunity to find and attract best-in-class leaders and top talent. Yes, larger corporations certainly have more resources and tend to be a bigger draw simply for that reason alone. But they have also created incredible, consistent and extremely recognizable employer branding. And with it, the power of marketing. When the company is mentioned, candidates want to work there without even hearing anything about the actual job. That is the power of employer branding.
 
Unfortunately, the same can’t be said for most companies, especially small businesses, start-ups, and the majority of B2B brands. However, with thousands of start-ups experiencing explosive growth across the country, it is evident that smaller scale companies are starting to become increasingly attractive, as they continue to disrupt the traditional ideal of a highly sought-after employer.

If your company is not a big name in the marketplace, its likely most candidates have not yet heard of it. However, you can still contend for leadership talent, even if you don’t have their brands or their resources. Competing to become an “employer of choice” is more than having endless amounts of capital.
 
Though funding is important, it is not the be all and end all in the war for talent. In order to create and scale your company’s employer branding, you have to understand your audience, define a target group, and sell your story. That is how you can win over the top talent that you need. You compete with your own brand story, by being different, by understanding what leaders want, and offering them the opportunity to shine. Composing strategic, customizable messaging with your company’s unique value proposition is a sure way to win in the war for top talent.
 
Let people know your story, your mission, what your company stands for, and how they can have an impact on your success. Leaders want to lead, they want the opportunity to make their mark, share their expertise, and shape the very future of the company. Remember, all these values can be expressed to candidates through your employment brand. Remember, marketing is recruiting.
 
Many (now) everyday household brands once started off very small. The leaders of these successful companies however, had a vision, made a name for themselves and their company, and sought top talent in their respective industries. Though they lacked money, benefits, or even stability, they offered the chance to be a part of something great. An opportunity to make a difference. An even greater possibility for leadership. That is a winning employer value proposition.

It is imperative that you define your business through its mission, values, and unique stories. Communicate to candidates how you’re disrupting your industry, changing the world, improving the lives of your customers and current employees, and how they can have a material impact on the business as a leader themselves. Provide them detailed information – the same information you would propose to an investor.
 
When your business can’t necessarily compete on salary and benefits, compete on something else. Offer employment that is mission-driven, rewards results, and is flexible. Important work is undeniable, and in the ever-changing landscape that is employment, distinguishing your brand from other companies is vital.
 
In a huge company, individuals have a smaller impact on the overall success, direction, or values of the organization. Leaders want opportunity, and you as an owner want and need the best-in-class people leading your teams. Be sure to tell your story and be clear that others will have a have a hand in writing it. Freedom to try new things, genuine impact on business success, ability to grow a career within a company, positive company culture, diversity and inclusion: let these be a part of your employer brand.
 
Marketing is recruiting. Make sure that your website, your social media, and above all your recruiters sell your unique story and value proposition. When it comes down to it, your recruitment marketing strategy will take you far in the war for top talent.