In talent acquisition, people often talk about process and places to find candidates; they rarely talk about brand. That’s because creating and managing the employer brand typically falls under another department – marketing.
At one of our recent events, “Maximize Your Employer Brand to Attract Top Talent,” talent leaders from Toast, Buildium, edX, and Drift shared stories and examples from the successes of their talent acquisition teams. They pointed out the importance of understanding your employment brand and telling authentic stories to attract candidates.
“It’s all about marketing,” agreed Mike Hebert, Dena Upton, Jeff Belanger, and Mike Brown – the executives on our panel.
“Before they [candidates] touch your brand, they have a perception of it. It’s more critical now than ever before to be your authentic self; you need to know who you are and where you are going,” said Brent Kleiman, the event moderator.
How is brand related to talent acquisition, and what does marketing have to do with it?
Marketing creates personas and tells stories that bring the brand to life, connecting the work the company does to its consumers and potential consumers in the market. The stories the brand tells are important because they are the first thing candidates see. The more candidates connect to the stories, the more attractive the company is in the eyes of candidates.
So how can an organization go about telling the right stories to attract the appropriate candidates? Here are some tips offered by our panelists:
“Focus on engaging content,” offered Mike Brown, VP of Talent at Toast. “When you are developing your stories, embrace the quirky; think about the zany; make it fun. Engage with upbeat content and build excitement.
Dena Upton, VP of People at Drift, took a different approach and instead focused on promoting location. “This is a great opportunity to elevate the brand of Boston,” she recommended. “We are doing stuff that is super unique here, and we need to make sure we’re attracting and keeping the talent here.”
Jeff Belanger, VP of People and Culture at Buildium, brought all the advice together and tied it to marketing. “Think like a marketing person. Our jobs are about driving alignment. For example, when discussing location, promote the fact that a lot of companies are now choosing Boston as a place to scale their businesses.”
Lastly, if you want to drive your brand to help attract top talent and don’t know where to start, consider ways to develop a relationship with your marketing department. The next time your marketing organization has an open job requisition on their team, make it a priority to help them fill it. Better yet, spend time with them outside the office and take them to lunch!
This was the first HRTM by Argosight live event in Boston. To hear about future events and activities, join the HRTM by Argosight Events community!