From the course: Employer Branding to Attract Talent

How to appeal to the self-centric candidates

From the course: Employer Branding to Attract Talent

How to appeal to the self-centric candidates

- We're always hearing how so many of today's job candidates want their work to make the world a better place, but that's not true for everyone. There are lots of candidates who put their own needs first, and that's not always a bad thing. Let me give you an example. I'm working with a coaching client named Steve, who's financially responsible for his aging mother and two college bound kids. Nothing would please him more than working for the Peace Corps. Unfortunately that's not his reality. His family comes first. Steve will be a dream employee for the company that's lucky enough to get him. He's not going to give up the moment things get tough, nor is he going to kick back and cruise. This guy is focused. He has to be, he's got a lot on his plate. So let's suppose for a minute that your firm is in one of those industries like financial consulting where self-centric candidates are business as usual. In order to capture the attention of a candidate like Steve, you'll need to demonstrate that your firm has exactly what they're looking for. In most cases, this will be highly competitive salaries, opportunities to work with the who's who of the industry, and a fast climb up the corporate ladder. Your employer branding needs to appeal to each of these candidate requirements. Start with your website. Your website is one of the key communicators of your brand. It tells candidates what they can expect when they walk through your doors. So build out your website to accurately reflect your business and the type of people you want to hire. Candidates who put salary and their quality of life above all else want to know that's part of your company culture. Make sure the photos on your website show people who are well-dressed, as opposed to a team of people in jeans and t-shirts. Show these people driving nice cars and enjoying lunch in nice restaurants. Remember, material goods matter to self-centric candidates. And be sure to mention bonus eligibility and stock options if that's part of your compensation plan. Sometimes just the idea of working in close proximity to someone who is a legend in his field is enough to sway a much in-demand prospect to say yes to your company. Having videos and testimonials from some of your employees who are fairly well-known in the industry is a great way to attract these people to your company. If you've got an industry rockstar on your team, then by all means ask them to sing your praises. To capture the attention of those looking to climb the corporate ladder, you'll need to highlight how quickly people are moving up in your organization. Showcase the career paths some of your high achievers have taken and be sure to include the timeline. Remember, you need to think a little bit differently if you're going to secure those self-centric candidates who have different priorities than what seems to have become to norm. The good news is that all types of candidates will find a competitive compensation package, rapid career movement, and working with superstars, quite attractive, and no doubt will be drawn to your organization.

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