How do you tailor your recruiting brand for global hires?

1 Research your target markets

Before you craft your recruiting brand message, you need to understand the characteristics, preferences, and expectations of your potential candidates in different markets. Conduct market research to learn about the local talent pool, the competitive landscape, the cultural norms, and the legal requirements. Use this information to identify the strengths and weaknesses of your recruiting brand, and the gaps and opportunities to improve it.

2 Adapt your communication channels

Depending on the market, you may need to use different communication channels to reach and engage your candidates. For example, some regions may prefer social media platforms, such as LinkedIn, Facebook, or WeChat, while others may rely more on job boards, career fairs, or referrals. Find out which channels are the most effective and popular for your target audience, and optimize your content and presence accordingly.

3 Customize your value proposition

Your value proposition is the core of your recruiting brand, as it communicates what makes your company unique and desirable as an employer. However, your value proposition may not resonate with every candidate in the same way, depending on their needs, goals, and values. Therefore, you need to customize your value proposition for different markets, highlighting the benefits and opportunities that are most relevant and appealing for them. For example, some candidates may value career growth, while others may prioritize work-life balance, diversity, or social impact.

4 Showcase your culture and diversity

Your culture and diversity are also key elements of your recruiting brand, as they reflect your values, beliefs, and behaviors as an organization. To attract global hires, you need to showcase your culture and diversity in an authentic and inclusive way, demonstrating how you respect and celebrate different backgrounds, perspectives, and experiences. You can do this by featuring stories, testimonials, and images of your employees from different regions and roles, and by promoting your initiatives and policies that support diversity and inclusion.

5 Solicit feedback and improve

Finally, you need to monitor and measure the effectiveness of your recruiting brand for global hires, and seek feedback from your candidates, employees, and partners. You can use surveys, interviews, reviews, analytics, and metrics to evaluate how well your recruiting brand aligns with your target markets, and how it impacts your recruitment outcomes, such as application rates, quality of hires, retention rates, and employer reputation. Based on the feedback and data, you can identify the areas of improvement and make adjustments to your recruiting brand strategy.