Attracting Trailblazers Through Employer Branding
In today’s competitive job market, recruiting exceptional talent requires more than just posting job advertisements. Trailblazers—innovative individuals who challenge norms and drive change—seek more than a pay cheque. They evaluate a company’s culture, values, and reputation before deciding where to contribute their expertise.
This article explores how tailored employer branding can attract these high-impact candidates, aligning your organisation’s goals with the aspirations of trailblazers. As part of our recruitment series, we’ll dive into why employer branding matters for trailblazers and how to position your organisation as their employer of choice.
Why Employer Branding Matters for Trailblazers
Employer branding goes beyond marketing—it shapes how potential employees, especially trailblazers, view your organisation and its culture. For trailblazers, who are drawn to environments that foster creativity, collaboration, and growth, a strong employer brand serves as a critical differentiator. Here’s why it matters:
- Trailblazers Do Their Homework
- Before even submitting an application, trailblazers conduct extensive research about potential employers. Trailblazers carefully analyse online reviews, company culture, and leadership practices to ensure alignment with their values and goals.
- Portals like Jobstreet and Glassdoor play a significant role in shaping these impressions. A slew of negative reviews criticising management can deter trailblazers from applying, regardless of the role’s appeal.
- Trailblazers Want Alignment with Their Values
- Trailblazers are drawn to companies that demonstrate authenticity, foster innovation, and prioritise opportunities for meaningful growth. If your employer branding emphasises these values, it signals that you’re an environment where they can thrive.
- For example, highlighting how your company prioritises sustainability or cutting-edge technology can attract candidates passionate about these areas.
- Building an Innovative Workforce Starts Before Hiring
- Employer branding serves as a critical first impression of your organisation for trailblazers, shaping their decision to engage. For trailblazers, this impression sets the tone for how much value you place on creativity, collaboration, and growth.
- A clear, compelling employer brand distinguishes your organisation from competitors and attracts candidates with the drive to innovate.
- The Cost of Missing Out on Trailblazers
- Companies that fail to showcase what sets them apart risk losing top talent to competitors with stronger branding. Trailblazers want to work for organisations that stand for something meaningful.
Strategies to Brand Your Company for Trailblazers
Creating an employer brand that resonates with trailblazers requires a shift from flashy campaigns to genuine efforts that reflect company values and culture. Here’s how your organisation can achieve this:
- Showcase Opportunities to Innovate
- Highlight how your company fosters innovation through real-world examples. Share stories of employees who have made significant contributions or introduced groundbreaking ideas.
- Example: Feature an employee who led a transformative project, emphasising how the company’s culture enabled their success.
- Amplify Employee Voices
- Let trailblazers hear directly from your employees. Authentic testimonials or short videos showcasing day-to-day life can demonstrate the company’s values in action.
- Encourage employees to share their experiences on platforms like LinkedIn, giving potential candidates an insider’s view.
- Position HR as a Branding Champion
- HR plays a pivotal role in crafting an employer brand that stands apart. By engaging directly with employees, HR can showcase an environment of trust and support.
- Example: In my own experience, employees from direct competitors applied after hearing how my HR team actively engaged with employees, listened to their concerns, and identified potential leaders from the ground up. Such efforts demonstrate authenticity and care, which resonate with trailblazers.
- Invest in Professional Development
- Trailblazers value growth and progression. One way to showcase this is through your employees’ career journeys. Highlight examples of team members who have risen through the ranks, starting at entry-level roles and advancing to leadership positions.
- Additionally, feature stories of employees who have successfully transitioned across departments, demonstrating that your organisation values versatility and provides diverse growth opportunities.
- On platforms like LinkedIn, ensure your employee profiles reflect these trajectories to subtly reinforce your commitment to career development.
- Collaborative Recruitment Processes
- Reference the collaborative hiring processes discussed in the previous article. Candidates view these positively, as they reflect a team-oriented and inclusive culture.
- Show how input from multiple stakeholders during recruitment ensures a fair and thorough evaluation.
- Engage on Relevant Platforms
- Establish a compelling presence on platforms popular with trailblazers, like LinkedIn, professional forums, and niche job boards.
- Avoid relying on superficial posts or staged images of team-building events that may come across as inauthentic. Such posts do little to entice trailblazers. They primarily showcase social activities, which fail to highlight the meaningful, collaborative culture these individuals value. Instead, share genuine insights into your company’s culture, including collaborative initiatives and meaningful employee achievements.
- Monitor reviews on platforms like Glassdoor and respond professionally to feedback, demonstrating transparency and a commitment to improvement.
Trailblazers as the Cornerstone of Future Growth
Trailblazers do more than fill roles—they help shape the future of your organisation. According to a Gartner report, having an effective employee value proposition—the reasons why someone would want to join your company—can reduce annual employee turnover by 69%. This highlights the power of a strong employer brand in not only attracting trailblazers but also retaining them for the long term. Unlike job-hoppers who seek incremental pay raises, trailblazers tend to look for environments where they can build lasting careers. They carefully evaluate potential employers, seeking opportunities for growth, collaboration, and meaningful contributions.
By focusing on attracting these candidates through authentic and compelling employer branding, you position your company as a destination for innovation and excellence. This approach not only improves recruitment outcomes but also creates a workforce invested in the long-term success of your organisation.
Why Attracting Trailblazers is Worth the Effort
Attracting trailblazers may require more effort than traditional recruitment approaches, but the benefits far outweigh the challenges. These individuals carefully evaluate potential employers, seeking environments where they can build meaningful and lasting careers. Once onboard, trailblazers contribute to building stronger teams, fostering innovation, and driving long-term growth.
Moreover, hiring trailblazers sets a positive precedent within your organisation. Their presence attracts like-minded individuals who value similar opportunities for growth and collaboration. This creates a ripple effect, reducing turnover and ensuring that your workforce continues to evolve with high-impact contributors. Investing in employer branding to appeal to trailblazers isn’t just about filling roles—it’s about shaping the future of your organisation.
Stay tuned for the next article in this series, where we’ll explore strategies to retain trailblazers once they join your team. In the meantime, explore how BrioHR can enhance your employer branding efforts. By streamlining onboarding and showcasing employee growth, BrioHR helps you attract and recruit trailblazers who will shape your organisation’s future.
