How to win the hiring war

There was a time when Apple was only known as a fruit, the word Nike had no meaning and Walgreens was simply a family name. All brands started unknown and had to build a reputation, a pattern of success in their industry and a positive experience for users. All companies, no matter their size, go through a version of this with hopes of winning more customers and earning more loyalty for their brand than the competition. To be successful, they must show how they are different and deliver what the customer is looking for.

When companies start hiring, the same principles apply. They need to attract candidates, offer something candidates want and need, and do something better than their competitors. Companies with a smaller footprint, or brands that do not produce consumer products and services often find it daunting in trying to compete with large household names that attract thousands of candidates eager to get a big brand on their résumé. It can be a challenge at times, competition is steep and top talent has a lot of choice in the market — but it is not hopeless.

Intentional planning and setting expectations for what you can offer candidates is commonly part of what’s called your “employer brand.” How you will approach your strategic recruiting and talent management are important.

Find four ways lesser-known brands can be more attractive to candidates in the April issue of Rental Management magazine.

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