Attracting the right talent starts well before you post a job. A strong employer brand, clear understanding of the skills and attributes your organization needs, thoughtful recruitment practices, and a positive candidate experience all help the right people see themselves in your organization. And attraction is only the beginning—the employee experience you create after they join is what helps turn a great hire into long-term organizational capability

 

Most organizations can readily speak to their brand when it comes to attracting customers. They have invested thousands of dollars to identify their ideal clients, create client personas, and deploy snazzy marketing campaigns targeted at those audiences.

What if you applied the same thinking to talent?

Understanding the candidates you want to attract, the skills, experiences, behaviours, and attributes that help people succeed in your organization, and developing an employer brand that speaks to them can be just as important. And yet, many employers don’t make this same investment in understanding and communicating their employee value proposition.

Understanding the make-up of your workforce is not only a huge asset when it comes time to determine where to invest those precious dollars in HR programs and initiatives, it can also be a big advantage when it comes to recruiting.

The right employees bring valuable skills and knowledge, but they also bring diverse perspectives and a shared commitment to your company’s goals and values.

So, how do you do attract them?

 

How to Attract the Talent You Need

Infographic listing the 6 components of attracting the right talent as described in the blog post

 

1. Define your employer brand

Start by defining your employer brand, that unique identity and value proposition that sets your organization apart as a place to work. Clearly communicate your organization’s mission, values, culture, and the benefits of working with you.

Craft a compelling employer brand message that resonates with potential candidates and tells them not only who you are looking for, but most importantly, WHY they should want to work with your organization rather than a competitor.

Just remember: your employer brand isn’t only what you say during recruitment. It should authentically reflect the experience employees have once they join your organization.

 

2. Use job postings as advertisements

The power of a well-written job posting that accurately reflects the role and responsibilities while highlighting the unique aspects of your organization is too often underestimated.

Think of your job posting as the equivalent of your marketing campaign. It should speak to the candidates you want to attract while giving them an authentic picture of the opportunity and your organization.

Use clear and concise language, focusing on the qualifications and skills necessary for success and written in a way that speaks to your organizational culture. Is it formal? Informal? Innovative? Collaborative?

 

3. Develop an engaging online presence

In today’s digital age, a strong online presence is vital. Use your website and relevant social media channels to showcase your employer brand and career opportunities.

 Share engaging content, employee perspectives/testimonials, and behind-the-scenes glimpses into your culture and workplace.

Actively participate in relevant online communities, such as professional networks and forums. Being intentional about where and how you communicate can help you reach the candidates you want to attract and begin building relationships before they ever apply.

 

4. Cultivate a positive candidate experience

The candidate experience plays a significant role in attracting the right talent. Ensure a smooth and transparent recruitment process that respects candidates’ time and effort.

Provide timely communication, personalize interactions (even in an email), and provide constructive feedback to those you interview but do not select.

Treat every candidate, regardless of the outcome, with respect and professionalism. Positive experiences can leave a lasting impression, strengthen your employer brand, and generate future referrals.

 

5. Leverage employee referrals

Tap into the power of your existing employees as brand ambassadors. Encourage them to refer qualified candidates from their network. Employee referrals can be a valuable source of high-quality candidates who likely have some understanding of your company and culture.

Keep in mind, however, that referrals can also be a place where biases exist… be mindful and intentional about maintaining a broad and diverse candidate pool rather than relying too heavily on existing networks.

 

6. Offer competitive compensation and benefits

It should go without saying that to attract strong talent, it’s essential to offer competitive compensation packages and attractive benefits.

Conduct market research to ensure your salary ranges remain aligned with the market/industry standards, and consider the broader employee value proposition you offer. Perks such as flexible work arrangements, professional development opportunities, wellness programs, and other programs can all help demonstrate what your organization values.

Highlight these in your job postings and during the recruitment process. Transparency helps candidates make informed decisions about whether the opportunity is right for them.

 

Attracting Talent is Only the Beginning

Attracting the right talent requires a strategic approach and a strong, authentic employer brand. By understanding the people and capabilities your organization needs, defining your employer brand, refining your job postings, creating a positive candidate experience, and communicating what makes your organization a great place to work, you can enhance your organization’s ability to attract not just talent, but the RIGHT talent.

And remember: attracting the right people is only one part of the equation. The employee experience you create after they arrive is what turns a successful hire into long-term organization capability.

Attracting and retaining great people requires continuous effort, but the payoff is well worth it; a workforce equipped, engaged and ready to contribute to organizational success.

 

Is your people strategy helping you attract, and keep, the talent your organization needs?

Finding great people is only part of the challenge. Building the culture, employee experience, and HR practices that help them succeed is just as important.

Whether you’re looking to strengthen your employer brand, improve your recruitment and retention practices, or take a more strategic approach to your people priorities, Stratford’s People & Culture team can help you build the foundation your organization needs to attract, engage, and retain the right talent.

Ready to strengthen your people strategy? Connect with our People & Culture team.

 

About the Author:

PC-Annie Prescott Headshot 2025-Circle

 

 As a seasoned HR Consultant for Stratford's People & Culture team, Annie Prescott, brings a wealth of knowledge and experience in Change Management and Talent Management. Passionate about leadership development, Annie is dedicated to supporting both individual leaders and leadership teams on their leadership journey. In her dual role as a consultant and the internal HR Director, Annie leverages her deep expertise to foster growth, enhance leadership capabilities, and drive organizational success. Her commitment to developing effective leaders and her strategic insights make her an invaluable asset to the Stratford team and the clients she serves.

 

 This blog post was originally published in 2023. It has been updated with new content.

 
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