Growth-stage startups –– Micro-branding at the team level is how your talent marketing goes from being vague and general to valuable and targeted.
It’s how something that’s widely undervalued becomes championed for its ROI. (It’s easier to hire people.)
And it’s how this no longer falls solely on the lap of an overworked Head of Talent and becomes co-piloted by senior leaders (aka SMEs) who can create the type of content their target audience cares about.
Bottom line: Each function needs its own brand that’s marketed to the outside world –– its own content, micro careers site, and distribution channels.
And most importantly, its own audience.
Hiring is a critical component of a function leader’s role. And they need to be active participants in designing their brand as it applies to recruiting.
I get it, they’re strapped for time and resources. But so is the Talent team. This is where collaboration and shared resources come in handy.
There are a hundred ways to make this a light-lift for everyone. None of which have to be complicated.
(I dropped a few ideas below)
But it starts with function leaders stepping up and understanding that they are responsible for showing the outside world just how great their culture, product, and ways of thinking actually are.
Here are a few low-lift ways to get started with team-level branding. (Good enough, for now, is the mindset.)
- Hire an intern to help produce a function-specific podcast.
- Host your blog on Substack or Medium for now as opposed to on the company domain.
Only the function leader starts posting regularly on LinkedIn/Tweeting in order to become a practitioner.
- They create the playbook, then transfer the knowledge to team members for scale.
Hiring managers get interviewed over Zoom.
- Clip, title + caption, post, repeat.
Find the team member(s) who want to be a content creator and let them run free.
- *If this takes off, this one strategy alone could make your hiring infinitely easier.
- Follow James Hornick and Hirewell. At a company level, they do it better than anyone.
- Examples of robust team-focused content here.
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