--- title: "Employer branding: how to attract talent when you're not sexy?" description: It's hard to attract talent when your employer brand isn't sexy. If the problem is that your company's image doesn't reflect reality, consider Inbound Recruiting! --- [Super Agency Blog](https://inbound.lasuperagence.com/en/blog-agency) # [Employer branding: how to attract talent when you're not sexy?](https://inbound.lasuperagence.com/en/blog-agency/marque-employeur-comment-attirer-talents-quand-pas-sexy) Written by [Guillaume Vigneron](https://inbound.lasuperagence.com/en/blog-agency/author/guillaume-vigneron) | Sep 29, 2021 8:20:44 AM You could say that employer branding is like people's looks. Some are naturally attractive and while others...have to work hard to become ! As [DNA](https://www.ladn.eu/entreprises-innovantes/nouvelles-gouvernances/comment-attirer-talents-marque-ringarde/) explains, it's hard to attract talent when your employer brand reflects an image of a sluggish, tired, outdated company. There are two possible scenarios that can arise: - **Either** your company is effectively **a talent repellent**, with 19th century management and a bridge club corporate culture. In that case, there's no need to launch a big communications campaign about how wonderful your company is. You'll lose a lot of money and your future candidates will feel cheated, which is almost worse than doing nothing. Hire a bunch of coaches instead. - **Either** your company's image **doesn't reflect reality at all** and your recruitment problems are primarily a matter of perception. And there, head for the makeover thanks to Inbound Recruiting ! Here is an example of an industry struggling to recruit related to an outdated perception of the profession: metallurgy.  ## **Yet this industry offers outstanding career opportunities!** ## Show your colors It's no longer time for dull talk about assignments, simply posting a list of job openings. You need to renew yourself ! To do this, nothing beats **betting on originality**. In 2018, the Spotify platform launched a music recruitment campaign of rare originality ! They created a playlist named " We need you " whose tracks form the request : ###### Simple but effective!" The title signifies the importance of recruiting to the company, and the **place candidates have in it**. Even before they interview, candidates are immersed in the world of Spotify. ## Drive for change The desire for change is THE characteristic of millennials. Well, and also those of 30-somethings, 40-somethings, "[quincados"](https://www.franceinter.fr/societe/les-quincados-ces-quinquagenaires-qui-goutent-la-vie-comme-des-ados)... in fact of everyone ! Everything is in constant motion, **people always expect something new**. That's why, don't be afraid to renew your image. What if you lean on what is normally your weakness. What are the **received ideas** about your business ? What are the **received ideas** about your business? Take Uber, for example. This company is often criticized about the legality of its activities. That's why they decided to launch a "100% legal" recruitment campaign in video format: This one introduces the company with a lot of humor and offers the opportunity to discover part of their team as well as their premises. Thanks to the quirkiness, **you will arouse curiosity and interest.** Also, even if the people you're targeting aren't currently looking for work, they won't forget about you. Indeed, **the trend is no longer one-click recruiting**, but [Slow Recruiting](https://inbound.lasuperagence.com/blog/slow-recruitment-inbound-recruiting). Companies don't have to search for candidates anymore, just at the moment T when they need them. **Candidates want to see content** : they subscribe to newsletters, follow webinars, etc. They may not currently be looking for a job, but by developing your employer brand you ensure that **when they do look for one**, your company is where they will turn. They will know that **you have what they are looking for.** ## Learn about your candidate personas By analyzing as much as possible the profiles you're looking for ([candidate personas](https://inbound.lasuperagence.com/blog/inbound-recruiting-how-to-define-a-candidate-persona)) you can **personalize your communication**. You can even take it a step further. For example, create an ad that is understandable only to the chosen profiles in order to **obtain qualified resumes**. This is what the Business Lab agency did. In addition to humor, it wrote its ads in such a way that only certain people understand them (senior project managers, senior UX and developers). The campaign also shows that the company has a strong commitment to the development of its clients. This campaign also shows the creativity of the agency, which takes care of its employer and corporate brand at the same time. ###### If you add sleek design to humor, you've got the winning combo! The goal of this search for information about your candidates is also to **humanize the recruitment process**. Candidates want to see the impact they can have for you. They want to be more than just numbers in a database. To **create complicity** with your target what better way than to **tell a story**? We're talking about the famous [storytelling](https://inbound.lasuperagence.com/blog/storytelling-inbound-marketing)! Publisher Penguin made the choice to [stage its logo](http://www.isobelknowles.com/movies/impressapenguin/index.html) to recruit. This puts the candidate at the heart of the brand's universe. ###### This way, the candidate makes the company's environment their own. ## Give your company a face Always in this spirit of humanizing the company, it is important that you **give your employees a voice**. They are the ones who are in the best position to communicate with candidates, because after all a candidate is a potential future employee (and an employee is often a former candidate). They are also the **ambassadors of your values**. Vinci has produced several videos highlighting employee testimonials. The focus is on **authenticity** as well as the personal qualities and passion of each employee. These mini-films help illustrate the company's values  ambition, audacity, creativity, curiosity and generosity. ## The substance but also the form The formatting of the information you deliver is just as important as the information itself. **Choose atypical formats** to engage candidates. In 2015, communications agency Havas Boondoggle Amsterdam launched a recruitment campaign on... Airbnb ! The company takes advantage of this format to highlight the 700m2 of housing provided with the job as well as the chihuahua and the beers in the fridge. A good way to motivate candidates ! ###### Only constraint: do not finish all the beers in the fridge! A successful employer brand therefore has one main characteristic  **it highlights a world**, an experience by creating a connection rather than trying to convince at all costs. The candidate should be approached in the same way you would get in touch with a client. If you can't, [contact us](https://inbound.lasuperagence.com/contact) ! 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