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What Do You Make, Who Is It For, and Why Do They Care? Why Your Product Is Your Best Talent Marketing Tool.

People want to design, build, market, and sell things that the people they know will use. In the world of work, there’s very little that can surpass the pride that comes from a friend, family member, or even a random stranger loving your product.

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For high-growth startups, a well-positioned product is their best talent marketing tool.

If you look at the companies with the highest quality of inbound candidates, (in most cases) it has nothing to do with their “employer brand” and everything to do with their product.

(One could even argue that for these companies, their product and their brand are one.)

People want to design, build, market, and sell things that the people they know will use. In the world of work, there’s very little that can surpass the pride that comes from a friend, family member, or even a random stranger loving your product.

Sure, few companies have this luxury at scale.

But it’s a leading indicator of what matters to high-demand talent when they initially evaluate new opportunities. They want the chance to feel this pride too.

High-demand candidates don’t care about your employer brand. Because they don’t think of it this way. And neither do recruiters. They just want to have more productive conversations with the right people.

If you want to start more of the right conversations, think about how you can creatively position your product.

Begin with this prompt:

  • What do you make, who is it for, and why do they care?

Then, go for width and depth with your content. There are a hundred ways to articulate it. Get creative.

(Google: What companies have the best product marketing? See what I mean.)

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