25-second read (+2:13 watch)
If you’re an early to mid-stage startup (Series A-C) or SMB with niche hiring needs, this is how you do Employer Branding:
Instead of using strategy to drive your content, use content to drive your strategy.
You’re still scrappy.
Employer branding is led by your Head of Talent or a member of your recruiting team.
You don’t have the bandwidth, creative resources, and budget to invest in heavy lifts.
Instead, just focus on getting stuff out into the wild.
The easiest (and arguably the most impactful) way to kickstart your brand marketing is by simply documenting and sharing the things you’re already doing as a company.
Some of these things are uniquely different and therefore differentiating. And some of these things are similar to other companies.
Either way, they’re relevant.
The differentiators make you stand out. The sameness provides relatability and comfort.
This isn’t about sexy and polished. Starting with scrappy content allows you to “test and do” with very little risk.
+ You don’t have to have the whole “brand alignment” conversation with marketing. (Aka, you can create fast without needing approval and/or budget.)
Remember: Quick, low-cost wins are how you get buy-in from leadership.
Here’s an example:
Carrie Rose took a simple screencap of her calendar as a way to show how her company is addressing mental health. I’ve probably used her post as an example 10 times. This goes to show that things don’t have to cost money to have an impact.
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