How to Use Your Brand Story to Attract Creative Talent
Every company has a story to tell, and that story is often what attracts interested candidates. The value of good employer branding in recruiting is well-known, but it's especially important when you're trying to attract and hire creative people.
When it comes to the story, every aspect of a company's operation that is touched by design is a potential departure point. Narrowing it down to the most robust parts of the story is important. Demonstrating how creativity is core to the operation with a specific focus on the impact of projects and the people behind them is an effective way to craft a narrative. Images, video, case-studies, first-person perspectives; these are a part of the language of design professionals, using them to connect and also weaving them into your overall message will often get results.
The most effective way to begin this process is to work with a writer, ideally one with experience in crafting design narratives, and pick a departure point. Sometimes it's best to do this outside of your company so you can work with a writer who can bring fresh perspective. The center point of the story is often to share the experience of your creative staff. How do your designers like it there? What kind of space do they work in? What kind of access do they have? Can they grab management's ear? Will they get their hands into the manufacturing line? All of these questions should be answered.
Show designers what type of stuff your creative team is working on. Connect the dots from product inception through to the consumer. Design is a process and proof of that in action at your company is meaningful, especially to someone considering joining your team.
Show them examples of how design informs your enterprise. Beyond the visible services and products you output and your brand image, does design and creativity have a place in the minutiae of your day to day, and at a larger scale in your mission? Can designers see themselves at home there?
Awareness is also essential and the best path to getting there is to find the places where designers go for their community interactions. Associations, blogs, discussion boards; find the paths into these for your story. As in any niche, peer-to-peer sharing carries huge endorsement and validation, so sparking interest with a few of the right people is invaluable.
When story and awareness are resonating at the right frequency, engagement is a natural byproduct, and engagement is the key to success in today's social landscape. The trick is to make that connection to further your recruitment efforts. Synchronize the posting of a variety of creative positions to the growing reach of your company's design story and you've laid out the happy ending to the effort.