Growth-stage startups, this is for you:
Employer branding = demand gen for recruiting. Period.
You don’t need a more complex definition. This is what it is and why you do it.
Let’s break this down even further:
Recruiting = transferring the most relevant information about your company, product, and industry to candidates.
The challenge: that information is constantly changing.
Why? Because at this stage, your company and all that comes with it, changes a lot. (Yes, I know, this is an understatement.)
This is in stark contrast to sales where things are much more stable. The product is the product. The pitch is the pitch. The only variable is the customer. Sorry sales peeps, it’s true.
But when it comes to recruiting, the product (a job + a company) is everything but stable.
Recruiters are dealing with an ever-evolving set of variables: an overarching organizational culture, the teams and their micro-cultures, leadership’s “stuff”, the shifting of roles and responsibilities, the individual candidate wants and needs, external cultural events, and the market in general.
And because these variables are constantly in flux, your recruiters need to be continually adapting their product to fit your market.
Therefore, the challenges for every startup when it comes to employer branding are:
- You don’t know what to say to candidates.
- You don’t know how and where to say it.
- You don’t know how to scale it.
The solution: dynamic content that translates the most current information about your product, company, and industry—distributed wherever your candidates spend their time.
Most companies will waste a bunch of time and money running the standard employer branding playbook—a fancy careers site with brand pillars, value props, generalized culture content, and boring employee quotes and “stories”.
This takes forever to come to life. And by the time it does, so much has shifted internally at the company and externally in the market that this work is already outdated and useless. (Not to mention, candidates couldn’t care less about it.)
Meanwhile, the teams who are consistently putting out micro-content and talking about their company, product, and industry are always reporting on what’s current.
Here’s how you win:
Think like journalists. Execute like marketers.
This isn’t about production quality and optics. This is about the distribution of:
- Relevant and current information
Content at scale is the new sourcing.