1 min read

Lead with free. Build community. Win on brand.

Lead with free. Build community. Win on brand.

That’s the move that matches the market’s current expectations.

Creating stickiness wins.

And nothing is stickier than making people feel like they are part of a crew.

The experience then becomes the value.

Do that well enough and it's just a matter of time before they join your thing instead of someone else’s.

Look at Drift Insider (free), HubSpot Academy (free), Slack (free), Spotify (free).

All providing amazing experiences, a community, and tons of value for free, making you feel like you're part of their crew.

They've removed the friction while building a direct marketing channel.

And once you're in, there are no other options.

From there it’s just a matter of when, not if.

So how can Employer Branding use this model to build a community of future candidates?

Figure this out. I know you can.

This is your long-term play.