Founder-Led Talent Brand
Gone are the days when advertisements were the mainstay of a company's employer image. In the current landscape, it's about authenticity and transparency, particularly from the voices of key leaders and influencers within the company.
For founders, this shift presents a unique opportunity to showcase their commitment not just to their products, but to their people. Customers, too, are not just buying products anymore — they are buying what the company represents.
When founders and C-suite executives talk about their teams, it resonates more authentically with potential candidates. It demonstrates a deep commitment to the employee experience and builds a brand that's not only about what the company does but also about who the company is. For customers, they see that the company leaders invest in talent and that translates to better products and experiences.
Take Brian Chesky’s example. When he announced Airbnb’s shift to a permanent remote work model back on April 28th, 2022, more than 800,000 people flocked to Airbnb’s career page — a level of interest that held steady for weeks.
✨ Key Strategies for Elevating Your Employer Brand:
1️⃣ Leadership Involvement: Employer brands should start at the top, with CEOs and Founders leading the charge.
2️⃣ Progressive People Practices: Enact and communicate progressive HR practices that create a better employee experience.
3️⃣ Employee Advocacy: Encourage open and authentic sharing by employees, within the bounds of confidentiality.
4️⃣ Invest Wisely: Allocate the majority of employer brand budgets towards meaningful visibility – events, campuses, webinars, and meetups.
This leader-led approach in employer branding is a crucial tool in attracting and retaining top talent. By embracing this shift, founders can showcase their dedication not only to their products but also to their people, fostering deeper connections with both potential candidates and customers.
