Attraction Marketing is Our Future
How many things have you bought in the last year because you saw someone you know, like or trust talking about them?
For a long time, we have been putting our heads in the sand in the insurance industry that we are old school and attraction marketing doesn't apply to us, but I think it's become pretty clear that it does.
I'm not just talking about selling insurance (although attraction marketing can certainly play a huge role there as the younger generations are consuming information and purchasing differently) but also in terms of the hiring process.
Employers put messaging out into the world either attracts or repels potential employees. Candidates are doing the same thing.
If you are an employer, I would ask yourself what sort of impression you are making online:
✅ Do you have a social media presence? If not, it might give the impression that you’re stuck in the stone age making it harder to attract younger/more tech savvy talent.
✅ Are you talking about the flexibility and forward-thinking workplace you offer? These are high on the list of priorities for candidates today, so talking about perks like that will help you attract top talent.
✅ What kind of corporate citizen are you? What causes or organizations do you support? Do you share that online?
✅ Are you clear in your communication as to what your company’s focus is? For example, if you’re a broker or carrier focused on construction accounts, is that clear from your website and social media presence? Sharing your focus will help you to attract the right candidates, for example those who have a focus in the construction industry.
And if you're a candidate, digital presence impacts you too! Remember that companies will likely look you up to see what you’re all about. Your online presence matters!
✅ Your LinkedIn photo should be a professional looking, quality image. Your work experience should be clearly highlighted, and industry designations listed!
✅ Remember that on LinkedIn, not only can people see posts you’ve made, but also posts that you comment on or engage with - be mindful of the digital footprint you’re leaving.
✅ LinkedIn can be a great place to show thought leadership in your space. If a future employer goes to your profile and sees interactions with other posts that demonstrate your expertise and credibility, that can earn you some bonus points and separate you from the pack.
✅Most employers will Google you. What will they find? I highly recommend having your settings be private on Instagram, Facebook, etc. While there's nothing wrong with enjoying cocktails with friends on a beach, you probably don't want those photos being seen by your future manager before you’ve even had a chance to meet them.
“Consider what you’re putting out into the world to help ensure you’re attracting the right people into your universe. If you’re clear about who you are and what you’re all about, your odds are much better for a great, mutual fit! ”
