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How to sell your company to candidates

As a hiring manager, it’s crucial to remember that interviews are a two-way process. They are a mutual opportunity for both you and the candidate to find out whether you’re a suitable match.

When it comes to recruiting (and retaining) quality people, you need to be able to show the best of your company culture and its vision.

In a competitive market, candidates have more autonomy over their careers than ever. This means your company must do the work to stand out.

But how do you sell your business during that initial conversation?

Here are our top tips.

Share core values

Ambitious businesses hold a set of guiding principles that help them attract the right people.

Your company values encapsulate your operations and culture.

They are crucial for keeping employees engaged and motivated.

Whether your business prioritises autonomy, growth, or flexibility, you must demonstrate what makes your company intrinsically unique.

Empathise with the candidate

‘Know your customer’ is a basic rule of sales – in this case, your customer is your candidate.

To make your organisation as attractive as possible, it’s important to empathise with each candidate.

  • What do they value in a company?
  • What are they looking for in a team?
  • How do they like to work?

Although it’s important to get answers to competency-based questions, the part where you talk about your business should ideally be tailored to each person you see.

While one candidate may be enticed by summer trips away, another may be more interested in mental wellbeing, or L&D workshops.

Talk about the future

Show the candidate where the business is going.

It’s important to cover plans for the future, as this showcases how they will fit in and where they can expect to grow. 

  • Is the organisation planning to expand or take on new responsibilities? 
  • Do you have a growth strategy in place? 
  • How will this affect their department or team?

Exciting plans are generally attractive to potential employees as they suggest that the organisation is forward-thinking and that their role can develop as the organisation grows.

Tell positive stories

One of the best ways to sell your company culture is through storytelling.

By using real-life examples of how your culture has evolved, you show candidates how they could fit into your environment.

We are operating in a candidate-driven market, so it’s important to identify what makes your culture unique and the reasons people enjoy working for you.

Discuss long-term client relationships and share positive stories about your team(s) and their successes.

Empower candidates

Speak to the candidate about how their skillset applies to the role and give them the opportunity to suggest where they might have the most impact.

You can also highlight company milestones and accomplishments.

Make the candidate feel like they could be a part of the continued growth of the business.

Be transparent

For candidates, transparency in the hiring process is a sign that your management values honesty.

Transparency removes feelings of uncertainty.

Be clear with the candidate by discussing the pay range and decision timeline dates to keep the candidates informed.

Discuss benefits

As well as salary, candidates often consider a benefits package when making their final decision on which company they’d like to join.

Whether you have training programmes, flexible working options, or relocation opportunities, you should highlight the key benefits that your culture offers.

Stay in touch

Don’t let amazing candidates slip through your fingers – keeping the candidate up to date throughout the hiring process is important!

Silence and delays can be costly.

Be relatable

Nobody wants to feel like they’re just another number.

When interviewing people, try to relate to them and understand their perspectives. Remain deliberate, conscious, and honest.

Most of all, be human!

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