Amanda Groves

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Good candidates always do their research before coming in for an interview. They ask friends and peers about your company, carefully study your website, and pore over reviews on third-party sites like Glassdoor. And while it’s great that they’re often well-informed, in today’s highly competitive job market, you still need to take the time to sell your organization to them.

Providing a good company overview is a critical part of any interview because it allows you to craft the right narrative and explain what the company is really all about to prospective candidates. Plus, doing so well will help the strong candidates get even more excited about the prospect of working for you, while making any candidate on the fence think twice about whether it’s the right opportunity.

Think of selling candidates no your company as part of the wooing process. When top candidates are considering multiple job offers, often the thing that sells them on one role over another is the organization itself. In fact, research from Glassdoor shows that 76 percent of job candidates want details on what makes a company an attractive place to work. And that doesn’t just come down to salary. They want to know about benefits, the company’s mission and values, and what it would be like working for your organization. So you need to know how to sell the job, the team, and the company effectively to secure that top talent.

Let’s take a closer look at how to do so:

Sell the mission

Depending on what it is, your organization’s mission, values, and vision can be an excellent recruitment tool. Millennials, in particular, are quite choosy about the kind of company they will work for and what it represents. Reviewing this essential corporate information and communicating it to potential hires can help you snag those elusive candidates who feels their values strongly align with yours.

Talk about growth and the future

It’s important not just to talk about the future of the role, but also of the company itself. Do you have big expansion plans? Are you moving into new markets or opening new offices? Opportunities for advancement are one of the biggest drawcards for job-seekers. If you have an ambitious five-year plan or growth strategy, then let your candidates know. Exciting plans for the future make your organization more attractive and suggest that career growth is not only possible, but also probable, for the right person.

Break down the benefits

Excellent benefits and a good work-life balance can make all the different in making a position more attractive, especially if the salary isn’t as competitive as it could be. Healthcare, annual leave, additional days off, help with student debt, work from home options, and parental leave are all increasingly important to the next generation of workers. Let them know what they can expect from your company and if these benefits increase over time. And don’t forget to mention any soft benefits, like if you offer days off for charitable work or provide free lunches. It can all add up.

Clue them in on your culture

Different employees thrive in different environments, so giving candidates the low-down on your company culture will help them picture themselves in that work environment and decide if it’s a good fit for them. Recruiting people who are the best cultural fit can make a huge difference in how they perform and fit into a particular team’s dynamics, so you need to make clear what it’s like working for your company on a day-to-day basis. Is it quite informal and relaxed? Is it diverse and inclusive with lots of social activities? Do your employees tend to embody your company’s mission? If potential hires feel they’re a match, you could be onto a winner.

Tailor it to the candidate

Based on candidates’ resumes, applications, and the things they tell you during the course of the interview, you should have a chance to tailor your company overview. If they show they have pursued career development opportunities in the past, for example, you might want to tell them about the types of opportunities that your company offers. If they tell you that they have children (which, as a reminder is something you’re not allowed to ask), then highlight your company’s family-friendly policies. If all else fails, you can always just ask them what they are looking for in an employer and respond accordingly.

Your candidate is your customer

It might be hard to see the company overview as a sales pitch, but that’s exactly what it is. The best hires always have plenty of options, so to make sure they choose your organization, you need to sell it to them. Giving them all the information they need and highlighting the best aspects of what your organization has to offer is a sure-fire way to help you land the best employees.

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