7 Tactics to Boost Your Brand’s Appeal

There’s a show airing on HGTV called Curb Appeal. It’s about popular designers adding visual impact and value to enhance a home’s curb appeal. The program demonstrates how the “pop” of a house increases its overall appeal and chance of selling.

The value of curb appeal – the ability to elicit a “wow” with just one glance – is not exclusive to real estate. First impressions will often determine a person’s behavior. Will you buy the house, walk in the restaurant or take the job?

Creating that illusive wow is no easy task. Be it sports cars or snow blowers, building a distinctive brand is all about creating a positive first impression and distinguishing your company from another. It means owning the market segment in which you compete and having a compelling story that appeals to your target audience.

In all the ways a strong brand can help a company, perhaps none is more important than attracting top talent. Today, competition for that talent is tough. Experts report that the U.S. is experiencing a talent shortage, especially in technical fields. Employers are increasingly competing to attract top recruits – often the same candidates.

If your company is losing recruits to the competition, your brand might be suffering from two fatal flaws:

1) It may not be distinctive;

2) It may be invisible to those you are trying to attract.

That gets us right back to curb appeal. Companies must work creatively to develop a distinctive brand that makes recruits stop in their tracks and say, “That company is for me.”

Try these tactics to boost your brand’s appeal with career candidates:

• Define your distinctive value:Create a brand for yourself that no one else can claim. Don’t be afraid to shake things up. Be the “it” company, the “in” firm, and the business no one can resist. Remember, nerds are the new cool. Recruits want to be part of a company that is perceived as smart, growing, in tune and relevant.

• Be seen and heard through marketing:Ensure candidates will hear and see your brand with targeted and regional ads, outdoor boards, social channels and lively events. Find the sweet spot of your recruiting pool and saturate it. Be sure to march your outreach to your audience: If you are trying to win the 20-something crowd, utilize the tools they use to communicate.

• Combine marketing and HR:Cross-functional teams are best suited to crack the code for winning new recruits. Use market outreach together with HR initiatives to leverage resources and get noticed.

• Show off:Make your brand pop. Adorn your building with logos, signage and any visual aspects that contribute to brand recognition.

• Be prominent in channels that reach your talent base: To attract top recruits, support their areas of interest, such as professional organizations, university clubs and even hobbies.

• Have others tell your story: Be visible in the media. Promote CEOs at industry events. Demonstrate thought leadership and become the definitive source for your industry.

• Create a recruiting micro site: Develop a special website that communicates why your company is the one to work for. Coordinate it with HR efforts to reinforce your brand.

Your company may be small, but the power of your brand has a potential to be mighty. By using a variety of outreach tactics in conjunction with your HR efforts, you can attract top recruits that will help your company be successful.