How to Build a Business Brand That Attracts Top Talent

With more and more businesses looking to hire employees, applicants have a wider variety of places where they can find work. This makes it increasingly difficult for companies to draw the best talent. The situation is especially true for small and medium businesses.

If your business is just starting out or fall under any one of the previously mentioned categories, it may seem that the odds are stacked against you. But all is not lost. There are ways of drawing the best talents to your business without spending a fortune like the big brands do.

A recruitment consultant in the UAE shares tips on how you can build your business brand that will make the biggest talents take notice.

Build a reputation

Brands spend a lot of resources building an identity and reputation. But with all the different companies doing the same thing, how do you make your identity unique and get your message heard?

Think of the recruitment process as selling your company to potential candidates. Why do you want people to work for your company, what makes it different from the others that offer the same products or services? What should they look forward to when they work for you?

If you haven’t thought of building your company brand, you can start with the people you already employ. Ask them these questions to discover what they see in your company. From their answers, you can get a better idea of why people apply and stay.

It could be the benefits like medical insurance or offering three months worth of paid leaves each year. Perhaps you hold conferences in exotic islands, all expenses paid. Perks and benefits such as these can help your company build a reputation as more than just another money-making venture.

Your company may not be offering the best compensation in the industry, but for some people, other aspects such as free time and their mental health, may be more important. There may not be a monetary equivalent to what you offer, but it could spell the difference between getting their resumes or losing the talents to the competition.

Promote your company’s culture

Company culture is unique to each business. Aspects that work for one company may not work for another, even if both firms are in the same niche or industry. Use your company’s culture to attract the candidates that you want to employ while repelling those that do not fit.

Traditionally, the company culture reflects the mission, vision, and values of the business. However, the company culture in today’s companies goes beyond that. At its very core, the experiences of the staff are what reinforce the message you are trying to convey.

For instance, your staff may love how the office feels like a family or a community for like-minded individuals. They may enjoy the way they get to share ideas while working. Or they may enjoy the casual working environment and having a fully-stocked pantry.

Again, these aspects may not have a monetary equivalent but they could be factors that would make them want to apply and stay.

Create a persona of your ideal applicant

Identify what type of person would make the perfect employee in terms of qualifications and how they would fit in with your company’s culture. Much like you would treat your target market and customers, create a persona of the ideal candidate for your company. How do you reach out to that applicant?

One way is to use the type of language that your target applicant would use. If you are looking for someone fun, outgoing, and creative, you may want to use terms and language that they would typically use. Without resorting to slang or overly casual language, your job ads should make your company look and feel like a fun and relaxed place to work in on a daily basis.

Conversely, if you want to draw candidates who can exude grace under pressure, you should use language that speaks to the type of worker you want and the work environment they will be facing. Let us say your company is looking for project management consultants. The language you use in the job ads should convey the message that you are looking for a level-headed professional who can handle stress in any situation.

Monitor your reputation

It is not enough to build and develop your company’s reputation. You also have to be proactive in maintaining it. Keep an eye on how the public sees your brand; otherwise, all your efforts would have been for naught.

Think of the same way as you would in picking a hotel. Besides looking at the price and the location, another essential aspect for travelers is the reviews. Reviews shed light on how the hotel treats its guests.

Not all reviews are positive in nature.

Disgruntled former employees, for instance, may air their grievances online. It may not be possible to erase them, but how you handle the situation can give potential candidates a look into what it is like working for your company. Showing that management is open, willing to listen, and make changes can work wonders for your company’s image.

Drawing the best talent is an art. Your company may not have the same resources as a multinational company, but by following these tips, it has a fighting chance in attracting the best candidates.

David Mackenzie, a recruitment professional with over 20 years’ experience in the field and a record of entrepreneurial accomplishment, is Managing Director and Head of HR at Mackenzie Jones. As the Group MD, David is responsible for the overall direction of the Mackenzie Jones Group, including Mackenzie Jones, MumsAtWork, MENA Solutions, Simply Digital and ThinkTech.

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