From the course: Employer Branding to Attract Talent

Attraction is more than skin deep

From the course: Employer Branding to Attract Talent

Attraction is more than skin deep

- Yesterday, I had a reporter from US News and World Report reach out to me for a story she was writing about employee benefits that workers really value. She kept asking what specifically workers found valuable, and I kept telling her that it all depends on the worker. That's because beauty, or in this case value, is in the eyes of the beholder. Suppose you're a tech company trying to attract young tech-savvy people. Man oh man, offer them three free meals a day and you're golden. But this type of benefit, which represents your employer brand, may not be all that attractive to a Gen Xer who prefers to work from home a few days a week, so he can eat lunch with his young family. I tell my clients all the time that we need to get real clear on exactly who they're trying to attract so we can create an employer brand that will speak to those people. Think about it, you don't see Babies'R'Us marketing to aging baby boomers. Of course not. They're real clear on who they're trying to attract, and you need to be as well. Let's assume you've got the clarity piece down and you know exactly who you're trying to attract. Now, you need to connect with the hearts and souls of these people. Here are some things to consider. People connect to stories, because stories are engaging. Share employee success stories, stories about your involvement in the community, or the story about how the company got started. Perhaps the CEO, or the owner of your company, built the company on sweat equity, or they overcame years of adversity. You'll want to weave this story throughout in the About Us part of your branding. People are also attracted to success. Be sure to send out press releases when people join your organization, especially if a high profile employee joins your firm. You'll want to do the same thing when you've acquired a major client, or you're awarded a large contract, or you receive an award for doing awesome work. And let's not forget that many job seekers are attracted to employers that are making the world a better place. Nonprofits have an edge here, just by the nature of the work they do. But there are still lots of opportunities to showcase how you support your employees' efforts to get involved in the community. Post videos on your website and on YouTube. Show your employees volunteering at the local food bank, or as a scout master, or participating in a walk for world peace. Celebrate this aspect of your employees and your company culture. When you're looking at your employer brand and how to attract talent, keep in mind that what prospective job candidates want today can easily change tomorrow. Stay on top of the trends, periodically revisit your employer brand, and be ready to make changes when there's a shift in the employment market.

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