Timbre Media works with multiple clients and caters to their diverse content needs via podcasts, employee engagement programmes and a lot more. One common question, we have learnt, that every company faces is how to source and retain the best possible talent. What is the best way to strategise talent acquisition?

Is employer branding the answer?

Here is what experts say. Increasing advertising spend to amplify recruitment ads may not be the best solution because the old ways of communication have become more or less obsolete. A lot depends today on how a company is perceived and talked about in the corporate space and beyond it by peers as well as prospective employees. Talking about what sets you apart is not enough. Walking your talk is. When a company is inclusive, boldly innovative, comfortable with constant evolution, appreciative of fresh ideas and has a reputation of being fair, it automatically becomes a talent magnet.

One way to get this point across is to consistently project what your company stands for, its achievements, its human equity, goodwill and unique HR policies so that a positive, aspirational narrative is established even without costly ad campaigns.

Tell your story with honesty

Most of the companies we engage with, have a unique brand communication style but all of them have one thing in common. They tell their stories with honesty. A brand story cannot be spun out of thin air. It has to be based on milestones, client and employee testimonies and a work culture that stands out and speaks for itself. Successful companies are built with authentic mission statements and honest stocktaking. Toxic work environments cannot retain or nurture talent and even if they are successful, the narrative around the brand gets tainted. This will ultimately also affect the talent the company will attract. Transparency in internal and external communication about core purpose and values, is another key quality of every talent heavy company.

Let your employees take the centerstage

Prospective employees want to know whatyour existing employees feel about working for you. So let them tell their story and yours wherever and whenever possible. Tangible examples of a great work culture are the best brand endorsements and will draw the right talent to you.

Use social media intelligently

Most young job aspirants do their homework about companies they want to work for. One simple way to figure what a company stands for is by exploring its social media presence. Is it young in spirit or old-fashioned in its communication style? Does it celebrate and engage its employees, is democratic or has a monolithic leadership style? All of these questions can be answered most of the time by studying a company's social media communication model.

Whether you choose to be formal or informal, information centric or focused on human stories, the point is to connect with the kind of people you want to attract as employees and clients. Is your social media delivering what you want it to? Who is engaging with it and who is not, are all important questions you should be able to answer.

Deal with online feedback professionally

A single negative social media review can often impact a business or a brand’s image. Every company faces this challenge at some point. The important thing is to have a brand communication strategy in place that can rebut, answer or address the feedback in a professional and articulate way. How you deal with criticism, whether fair or unjustified, also establishes what your brand is made of. Some of the youngest start-ups often have the smartest and the wittiest responses to unfair reviews and score big with their target audience.

Seek genuine connections

Companies that try too hard to paint a positive picture often sound monotonous to young job aspirants. You must of course be selective about what you want to share in a public space but remember that people want nothing more than to be inspired and to connect and identify with a story that makes them want to do more and be more. So share some of your struggles that came before the triumphs and the lessons you learnt along the way. Be it via videos, photos, blogs and other forms of messaging, show what sets you apart from other companies, seek genuine connection and you will find it. And the kind of people who are a right fit for you, will show up.

Identify who you are speaking to

As a brand, you are reaching out to future employees as well as prospective clients. Tailor your communication for both audiences, differently. Or find a communication strategy that can speak to both and get them interested in your brand for different reasons. Why would a client want to hire your services? Why would someone want to work with you? If your communication strategy can answer both these questions successfully, your brand will find its community in the truest sense of the word.

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