Small and mid-size businesses are facing growing challenges in hiring and retaining top talent. With a tight labor market and rising employee expectations, building a strong brand from the inside out has never been more important.
At Green Apple Strategy, we believe that a company’s internal culture is directly tied to its external brand. We’ve had the privilege of working with businesses in a variety of industries—both B2B and B2C—on how they can align their marketing and HR efforts to enhance employee engagement and retention. In this blog post, we’ll explore how employee recognition and recruitment marketing can strengthen a company’s internal culture and external brand.
Employee Recruitment and Retention: Strategies for Lasting Success
1. Get Creative with Recruitment—Think Beyond the Traditional Talent Pool
The future of recruitment calls for looking beyond typical candidates. Recent college graduates, career changers, and even passive candidates are valuable additions if approached with the right message. Think about ways you might partner with universities, host networking events, or use social media platforms like LinkedIn and Instagram to engage younger talent.
Client Example: We recently helped Charter Construction enhance recruitment efforts by launching an internship and mentorship program to attract top talent from local universities. We’re also exploring co-op opportunities to provide students with hands-on experience, opening a new pipeline of future employees excited about careers in construction.
2. Celebrate Company Culture and Create ‘Stickiness’ with Employees
Employees need a reason to stay—and company culture is often that reason. Companies with a robust culture have up to 72% higher employee engagement than those whose cultures are misaligned or need improvement.
It’s important to celebrate your culture by creating experiences that build community, like wellness programs, team retreats, or peer-recognition platforms. A workplace where employees feel valued and engaged is more likely to retain current employees and attract others.
Client Example: Earlier this year, we partnered with First Acceptance Insurance Company to develop the #FAICForward campaign, a nationwide initiative that highlights employees who embody company values. This campaign not only reinforces FAIC’s unique culture but also strengthens employee engagement by celebrating everyday contributions.
3. Recognize Employees in Meaningful Ways
Recognition goes far beyond handing out certificates or offering a free lunch. Employees want to feel seen and appreciated in ways that align with their values.
A Gallup study found that recognition programs are one of the key drivers of employee engagement, but only 23% of workers say their company does it well. To create an effective recognition program, consider ways to create personalized rewards, career development opportunities, paid volunteer time off, or public recognition that reflects your team’s hard work.
Client Example: Crain Construction excels at recognizing employees through thoughtful gestures. From monthly “kudos” lunches on job sites to public shout-outs on social media, their consistent focus on recognition fosters a sense of belonging and celebrates the hard work behind their 90-year legacy.
4. Align Recruitment Marketing with Your Brand Identity
Successful recruitment requires effectively communicating your brand identity to potential employees. Showcase your company’s values, purpose, and culture in job postings and on career sites. Include employee testimonials, behind-the-scenes videos, and information about benefits that align with candidates’ priorities, like flexibility or mental health support.
Client Example: We collaborated with Maxwell Roofing to integrate their values into a variety of recruitment efforts, including the creation of a branded office space that reflects their identity. We also created a recruitment video featuring members of the Maxwell team, which has helped attract candidates who align with the company’s culture and mission.
Questions to Help You Get Started
Here are a few questions to help you assess and improve your employee engagement and recruitment strategies:
- What do our employees value most about working here? Survey your team to find out what they appreciate about your workplace. Build on those strengths to retain talent.
- Do our recruitment efforts reflect who we are as a company? Ensure your job postings and outreach campaigns communicate your culture and values authentically.
- Are there areas where employees feel unrecognized or undervalued? Regular feedback helps you understand where recognition efforts might need improvement.
- Are we using the right channels to reach the talent we want? Evaluate whether your recruitment efforts are aligned with where your ideal candidates are active (e.g., social media, university job boards).
Need Help Engaging Employees or Attracting Top Talent?
A strong internal culture not only attracts top talent but also strengthens your external brand by making your business a place people want to work for and with. If you’re ready to align your recruitment, employee engagement, and brand-building strategies, contact Green Apple Strategy today. Our team would love to partner with you to create a strategic plan that supports your long-term success.