The Two Components of a Successful Talent Brand

CultureIn a crowded hiring environment, companies can no longer expect to post their open positions on the job boards and hope the right candidate will apply. At the same time, today’s candidates often want more than a job – beyond the daily responsibilities of their role, they want to work for a company that can continually challenge them, foster their professional growth and provide an environment that fits in with their goals and values. The challenge for many companies lies in determining how to best project those unique features in order to attract the right-fit talent.

While we all know about the “employer brand,” or how the company positions itself as a great place to work, this only tells half the story. Employer brand is something typically defined by the organization rather than the individuals who work there and contribute to its culture. Instead, it may be more effective to focus on the “talent brand” – which incorporates the values, attributes and opinions of employees.

So, what’s the best way to shape, fine-tune and amplify the talent brand? The first step is to understand the two distinct components of talent brand: company culture and talent marketing. With a strong, well-defined culture in place, it will be easier to portray how the company can meet the personal and professional needs of candidates, helping to convince the right talent to apply. And increasingly, an employee-driven culture has never been more important.

With trust in CEOs steadily declining, candidates are placing more trust in employees; through their social media postings, they provide a real-time, day-in-the-life glimpse of the company and its culture. To get maximum benefit from the company’s unique culture, that culture should be explicitly defined. This can be done by interviewing current top performers, identifying core values, reinforcing those values internally and looking for external candidates who share those attributes. Doing so will ensure a pipeline of candidates who not only align with the company culture but will in turn help to continually shape it.

With a strong company culture in place, the next step is to ensure it is marketed appropriately. Instead of relying on job postings that just list the position’s requirements, create robust job descriptions that highlight the company’s values and goals and demonstrate how the position and company can help candidates advance professionally. It is also important to incorporate some of the company culture into the career site and job boards; this can be as simple as projecting the company’s brief mission statement on the careers page and including quotes from current employees about what they love about working there or even video testimonials. And, once candidates express their interest, it is important to maintain the relationship over time, building talent communities to ensure they remain engaged and excited about the company.

As competition for the best talent will only continue to increase, the ability to convey a unique talent brand can make all the difference. The key to achieving this is to consider not only what you’re projecting externally, but also how you’re building and fostering the company culture internally.

Downlod our eBook, “How to Build Your Talent Brand,” to learn more about creating, implementing and measuring an effective talent brand.

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