As we round the corner to October, the fall hiring season is in high gear. Regardless of whether or not your company has immediate job openings, there is much to be gained by taking advantage of the season by running awareness and branding campaigns. Not only will these activities help you build your network and your company’s eventual talent pipeline, the campaigns will also garner market attention for your products and services. It’s a win-win scenario.
Don’t let the words “campaign” and “brand” throw you. Building awareness and promoting your company can be simple and effective, even with little-to-no budget. The point is to tell your story: who you are, what you do and why you do it. Tell it as many times as you can to as many people as you can using whatever platform, medium or channel is at your disposal.
What many leaders do not initially realize is that customer acquisition (marketing funnel) and talent acquisition (talent funnel) function exactly alike. Although the messaging may vary due to the target audience, the processes of awareness, lead gen, interest, consideration, intent and conversion mirror each other. As such, a company can dual purpose its activities. Whatever you do for customer acquisition can also be applied to talent acquisition, and vice versa.
There is no downside to building awareness as startups rarely suffer from overexposure. So take advantage of every single opportunity. If you are attending a tradeshow or conference to promote your product, think about how you can dual-purpose the exposure to attract both customers and future stars to your team. The interesting thing you’ll find is that the people who want to join your team also become brand ambassadors for your company. They are excited about what you’re doing and happy to tell people about it, which furthers the reach and ROI.
Remember, customer acquisition efforts are the same as talent acquisition efforts. Employ both at every opportunity and enjoy healthy pipelines.
By: Melissa Meredith, Leadership & Talent Advisor