Your company story needs to make candidates lean in with excitement and inspire their heart. This is the “sizzle”. Talk about your exciting mission and why people love working at your company.
WHY IT MATTERS:
1) A-players want an inspiring reason for the job beyond the paycheck. Many times in my recruiting career, I’ve seen a candidate decide between two similar job offers. Often they will pick the company that had a more inspiring mission and story of the impact they are making in the world. You want to be attracting people who are happy and not actively looking. This is especially important for Millenials.
2) Moment of truth. A new employee will need to quickly explain to friends and family where they now work. You want their friends to say “That’s cool.” And for them to be proud of their new job and why they love working at the company. If the company has won awards or recognition – this validates something special is happening.
3) Your in-person pitch is usually better. Most company hiring managers will have a compelling company “sell” when meeting a candidate in-person. But somehow the written version loses the energy and becomes boring. If you don’t inspire someone to apply, you may never get to meet them so don’t save “your good stuff” for later. Write down your best pitch just like you would tell someone in-person.
4) Boring = low response rates. You need to interview more people and work harder to get talent to apply for your job openings which costs you time and money.
WHAT TO LOOK FOR:
Sizzle – Energy, passion and inspiration felt just like it would be in-person. Emotionally makes you excited and leaning in.
Customer stories – You have specific customer examples/case studies of how you helped them (“Clients/Portfolio” page on your website). Facts tell but stories sell.
Quest/Mission – A compelling reason your company exists beyond making money. What drives you and inspired the company to be founded?
CEO background & company history – The personal story of how the company got started. People work for people. (“Message from CEO”)
Why people love working there – What would your employees say if you asked them? Have 2-3 reasons in their own words.
External awards, press, or recognition – External recognition you are doing something special and interesting. Let other people say you are great.
Why are you winning – Explain why customers are choosing you over your competition. You must be winning for a reason.
Congrats! You just completed component #1: INSPIRING!
—> NEXT: #2: DIFFERENT (click to view)