Convincing candidates to choose your company isn’t easy, especially when time and resources are limited. But there’s one basic principle for successfully attracting talent that costs nothing and is still the key to success: applying the know-like-trust-buy principle to your entire recruitment strategy.
Let’s take a closer look at how you can achieve this.
KNOW: make your company visible
Start by increasing awareness of your company. Just like consumers, potential candidates first need to know you exist. Use social media, engaging content, and storytelling to put your company in the spotlight. Share inspiring stories about your company culture, core values, and way of working. Post employee testimonials to build a strong, positive image.
LIKE: create a bond
Once candidates know your company, they also need to like it. After all, people choose people, not logos or slogans. That’s why it’s important to truly show what makes your company unique. Organize events such as open days where candidates can informally talk with current employees, and regularly share updates about team activities, company outings, and other events on social media to showcase the human side of your company. This helps build a personal and genuine connection.
TRUST: building reliability
Trust is crucial when it comes to attracting the right candidates. Transparency is key here. Show who you and your organization truly are. Be honest about what working at your company involves, including the challenges and growth opportunities. Communicate authentically about your values and way of working. This helps build trust.
BUY: make it easy to apply
Once candidates know, like, and trust your company, the final step is for them to decide to apply. Provide a simple and clear application process, quick feedback, and a positive experience throughout. Make the entire recruitment process as candidate-friendly as possible.
The know-like-trust-buy cycle shows that recruitment is much more than just posting job ads or adding a nice company video to your careers page. It also shows that attracting people doesn’t necessarily have to be expensive. It requires a strategic, marketing-driven approach, with company culture, core values, and unique ways of working at the center — combined with the courage to be creative and think outside the box.
Tip of the week
A creative and practical way to apply the know-like-trust-buy cycle in attracting candidates is by organizing “Coffee with the CEO” sessions. Through this personal and informal approach, you give potential candidates an exclusive behind-the-scenes look at your company, which helps build trust and excites them about working for you. This is a cost-efficient and effective way to attract the right talent that perfectly fits your company culture.
Want to learn more about how to apply these techniques to attract the right talent?
I’m happy to help! Together, we’ll discover how to find the perfect candidates who seamlessly align with your company’s DNA.
