If you want to attract talented individuals to your business, you need to stand out from the crowd. All of the marketing and communication that you do for your customers will also form part of what attracts people to your company. When you look at your web site, social media platforms, and press coverage, be sure to look for these things:
I am often surprised at how strongly I react to the physical form factor of things that I buy and use. My wife does the toothpaste buying in our house and she recently bought Crest toothpaste that came in new packaging. At first it seems like a good idea — toothpaste that will stand up on the bathroom counter.
Changes in technology, people, demographics, and markets provide challenges and opportunities. For example, a friend reminded me of what it was like to go skiing when ski hills had incredibly slow two person chair lifts. Then along came four person detachable high speed chair lifts. Ski hills that embraced the new technology could not only take many more people up the hill every hour, they had a strong competitive market advantage over those that stuck with the old chair lift technology.
Businesses come in all shapes and sizes. Their marketing plans are similarly diverse and the sophistication of plan often has no relation to the size of the company or the markets they serve. There are certain marketing fundamentals that apply no matter what your business or your target markets and prospects. While we need to paint a vision for our prospects, maybe they do want to sail into the sunset, we also need to focus on those fundamentals that will let us communicate our vision.
In 1995, I created a web site for Robelle, which was the 80,000th registered web site with CERN (there were 250,000 six months later). In 1996, I created a personal web site. Linkedin recently sent me an email congratulating me on being one of the first one million registered users of Linkedin (there are 100 million today). Facebook got me around 2007. I started twittering a year or two ago.