1 min read

An Employer Brading White Space: Mirco-events

20-second read (+watch the video: 0:59)

There’s a white space in Employer Branding:

Using micro-events to create brand awareness with small groups of highly qualified candidates.

Here’s how I’m thinking about this:

Your senior leaders host virtual “fireside chat” conversations with their peers to discuss relevant industry topics: sales, engineering, marketing, CS, leadership, culture, etc.

  • These are invite-only for a small, highly qualified audience.
  • Your recruiters extend invitations to the top candidates in their active/passive pipelines.
  • Offer a strong Q&A component.
  • You're creating content at scale: Record the event, turn the audio into a podcast, turn the video into clips for social, and write a companion blog post.
  • Your recruiters can be content-led in both follow-up and new outreach to candidates.
  • This is 100% about brand and value. YOU DO NOT PITCH YOUR JOBS!

If you do this on a consistent basis, you will build up so much brand equity with your audience that the rest will take care of itself.


James Hornick and I are back this week with an all-new Employer Content Show. And we’ve decided to add some Q&A to the mix. Bring your Q’s and we’ll try to provide the A’s.

Wednesday, 3/3 at 12 pm PST

Topic: 𝗧𝗵𝗲 𝗧𝗿𝘂𝘁𝗵 𝗪𝗶𝗹𝗹 𝗛𝗲𝗹𝗽 𝗬𝗼𝘂 𝗛𝗶𝗿𝗲

Register here