Eva Karnaukh, an executive advisor with over 14 years of experience transforming operations, offers insights on one of the most pressing issues for growing companies: how to engage and influence top talent before the job post even goes live. In this blog, we dive into Eva’s experience and discuss strategies to help smaller companies build a magnetic employer brand to attract top talent.
If podcasts are more of your thing, here is the link to the recording!
The Power of a Big Name
Eva’s story begins at a networking event where she was working for a well-known brand. She quickly became the center of attention simply because of the company she represented. People were curious, engaged, and eager to connect. But once she shifted to working with smaller companies, she noticed a dramatic change—no longer was she the magnetic force she once was.
This experience made her curious about the power big brands hold and whether smaller companies could capture that same magic. It turns out, they can, but it requires a shift in approach.
Why Employer Branding Matters Now More Than Ever
In today’s world, we are living in an information overload. Everyone is bombarded with messages, and it’s no different for job seekers. Simply posting a position and hoping the right candidates apply isn’t enough. Top talent, especially Gen Z, wants more than just a paycheck—they want values, impact, and purpose.
So, how can smaller companies compete with the big names? By building a strong employer brand that resonates with candidates on a deeper level.
Experiences Over Efficiencies
Many companies focus on efficiencies to achieve great results, but Eva believes creating the right employee experiences is the real differentiator. One of her former companies, known for its incredible culture, asked employees during one-on-one meetings, “What can I remove that is standing in your way of being your best?” Sometimes, the response was as simple as providing a $20 tool that dramatically improved performance.
The lesson? Focus on your people’s experience, and the results will follow.
Engaging Talent Before the Job Post
Companies still face challenges in attracting the best talent in an employer-dominant market. One of the biggest frustrations recruiters face is calling candidates who don’t even remember applying for a job because they clicked “quick apply” without much thought.
But imagine turning this process on its head. Picture every candidate you call saying, “I’ve been waiting to hear from you!” That’s the power of a strong employer brand—candidates are excited to hear from you before you even post the job.
The Role of SEO and Authenticity in Employer Branding
In the job search process, many candidates go straight to Google to learn about a company. If your company’s online presence is outdated or nonexistent, you’ll miss out on top talent. Building up your SEO, maintaining an authentic social presence, and ensuring candidates can easily find information about your company is crucial.
Eva warns against generic, superficial branding. Companies that succeed in attracting talent go deeper into their purpose and culture. They don’t just post a few photos of employees—they share raw, authentic stories about the team’s experiences, both inside and outside of work. This approach gives candidates a real sense of what it’s like to be part of the company.
Building a Magnetic Employer Brand
So, what are the key components of a truly magnetic employer brand? Eva highlights several:
- Purpose-Driven Culture: Define and communicate your company’s mission and values authentically.
- Employee Stories: Showcase employees’ real, unfiltered stories, and give them a platform to share their experiences.
- Growth Opportunities: Focus on the personal and professional growth of your team, and offer opportunities for learning and development.
- Community Engagement: Encourage employees to participate in charitable activities, and amplify their contributions across social media.
- Consistency: Whether through social media, job boards, or employee testimonials, consistency is key to building trust with potential candidates.
Advanced Tactics to Build a Talent Pipeline
Even when you don’t have current openings, building a talent pipeline is critical. Some creative strategies Eva suggests include:
- Employee Ambassadors: Go beyond referral programs and encourage employees to share their work experiences online.
- Volunteer Time for Social Media Content: Offer employees a day off to volunteer in exchange for social media posts about their activities. This taps into their networks and showcases your company’s values.
- Company Mascot: Even the most serious industries can benefit from a fun, engaging mascot that reflects your company culture.
Consistency Is Key
When developing your employer brand, Eva emphasizes the importance of consistency. Small steps taken over time will have a much greater impact than trying to do everything at once. Align what you say and do, and be consistent in your messaging across all platforms.
Final Thoughts
In today’s competitive job market, the companies that will win the war for talent are those that invest in their employer brand. By focusing on the employee experience, sharing authentic stories, and engaging with potential candidates before you even have an opening, smaller companies can become just as attractive as the big brands.