Unpopular to Popular – Journey of a Small Scale Company

The very intriguing subject of learning on effective measures of Branding consumer products a few years ago has now been overtaken by the latest and most trending subject: “Branding Companies and its employees to attract talent and retain existing.”

It is a topic of discussion for the Companies already in business for decades, and is becoming a bigger concern for the small scale Organizations or Startups, who have the right business strategies, good Management, 5 year plan but lack talent because of their not so famous name.

It is hard for probable - most wanted talent working in a brand, getting good pay, stock options and luxurious benefits give up all and risk it to upcoming obscure company which in turn maybe can provide all or some of above and job satisfaction, visibility and fancy career options.

So what should a so called ‘not so famous’ company do to be famous enough to attract right talent. I am not an expert but from some market study and my personal experience I have come up with few strategies mentioned in most layman words. No HR Jargons …. J

PS. These are cost effective ways for Employer Branding, sure there are other costly ways of doing so, but I am focusing on just the very cost effective ways of doing it.

1. I care for my Existing Employees

Invest on your existing employees, don’t ignore them and love them. Existing employees are the 1^st brand masters who will speak out about the company. If they are not happy, they are taking away from 20% to almost 50% of your talent market away.

2. I am Transparent

Company should be very open and transparent to its employees when it comes to what has happened and what is coming up. When an employee feels associated and loyal to the company, they want more of their likes to join them. Your own employees will publicize you through word of mouth.

3. I am good at Training

Train your hiring team and talent management team about the company and its future. They are the first people who interact with probable candidates. If they don’t know the company, what will they tell the world? It is very important that they are well educated and they understand the business.

4. I am good at Flaunting

Don’t forget to flaunt your best policy, out of the way employee engagement or benefit policy, employee empowerment strategy to be mentioned in your job posting. Flaunt company’s culture, belief or any such new engagement idea first on your job posting. Let the talent know about the company’s vision in the first place.

5. I celebrate my Employees

Next time, don’t be shy while making a professional video of any employee engagement or motivational activity you do in the company. Record it. Take interviews of your existing employees on the spot like it’s another reality show. Publicize the video on social forms. Let world out there know what you do and what your employees feel about the company.

6. I am Social

Get yourself managed on all Social networking sites. First thing a probable candidate does is go on the internet and type company’s name he recently got shortlisted for and see how the company is doing, what are the latest activities, who all work for the company, what do people have to say on review portals about the company. Don’t just restrict yourself by publishing about the company or job postings, but also interact with people on the sites. Share information, latest news exciting activity from work new ventures or any general business topic.

7.I have socially Active Employees.

Not only for the company but it is also important for the employees to be socially networked. It is highly recommended to have the Management and top executives to be present on these networking sites and have their past credentials branded. Brownie points for the executives who are open networkers and exchange their views and experiences with the world. It gives lot of visibility to them as well as company they work for.

8. I harness the Untapped Talent.

Get your team / managers / top executives visit their college or best as many colleges as possible and give open lectures to students. Students are our future talent. They knowing the Company name even before they land into market is half marathon crossed.

9. I respect Individuality.

If this fits in your culture, get to know what your employees are good at together or individually and promote their talent. For example, having your company participate in inter-company football championship. Promoting individual talent like running marathon, participating in talent competitions and branding your company name through them.

10. I am the Branding Master.

Let your employees use company branded stationary/ bags / mugs or any personal item for that matter. Let their vehicles have company name fancy parking sticker. Let company transport (owned or rented) have company’s brand popularize around the city.