1 min read

How a Startup Sees Employer Branding

30-second read (+watch the video 0:54)

For early and mid-stage startups (Series A through C), Employer Branding is meant to accomplish one thing:

Help your recruiters start conversations with qualified candidates that they can close.

That’s it.

Now that that’s out of the way, let’s get tactical:

If your primary recruiting motion is outbound to passive candidates, your focus has to be on designing content with two primary use cases in mind:

  1. To be included in email, InMail, and other forms of DM
  2. Distributed across social media and other niche platforms

There will be plenty of time to do an EVP when you raise your Series D.

But for the foreseeable future, Employer Branding means creating highly informative content to put in the hands of your recruiters that tells passive candidates who you are and why you’re different.

There are a lot of “best practices” in this industry that do not apply to startups. Ignore them.

If you want to have a fast, tangible impact on your business and get the attention of leadership, look at:

  1. The way you recruit
  2. What information your candidates want

Then design things to match.

Do this well and you will outpace your competitors who are stuck in strategy and don’t know how to execute.

You’re a startup. EB like one.


And basically everything on Zapier’s careers site could be repurposed as individual assets for outbound.