The rise of the employer brand

February 10, 2015Uncategorized
employer brand-craig-hodges

Craig Hodges, CEO, King Content

“Competition is the number one obstacle US companies face in attracting top talent, outstripping compensation.” – US Recruiting Trends Report, LinkedIn 2015

2014 was a breakout year for King Content for a whole host of reasons, but none more so than the fact that people were actively seeking out roles in our business.

The company began in a small, two-person office downstairs from my business partner’s ‘real’ business. Back then, before we grew up, that glass box was home to eight of the bravest people in the industry. People who decided to share in a crazy vision that content marketing could be the future of how brands communicate with their customers.

Fast-forward to 2015 and we now have offices in Sydney, Melbourne, Singapore, London and New York. We produce content in over 30 languages and have a global staff roster of more than 80.

We quickly realised that, in addition to recruiting top talent, our biggest challenge was keeping them. Once we gave them the sales pitch at the interview stage and they came on board, how the hell would we keep them?
It’s a question I ask myself a lot and I think it comes down to our attitude to developing a business – our employer brand. We’ve always done things differently. We didn’t copy anyone else, we didn’t have our hands out and we didn’t think we needed to follow in the footsteps of those who came before us.

We believed we had to make bold decisions that enabled us to do what was right for us and for a burgeoning industry. We took a leadership position because, to be totally honest, there was no one else to turn to.

I think there are four main reasons we’ve managed to hire and retain people who I think are the future of the content marketing industry:

  1. We bring staff into the decision-making process. All ideas are valid and none are crazy. The entire team is responsible for where we are today – not just those with ‘director’ in their titles.
  2. We’ve moved incredibly fast. I love the speed of our business and how quickly things change. Everyone is so damn busy that the negative issues like politics and egos don’t have time to develop, let alone fester.
  3. We’ve hired on attitude and it’s contagious. I would rather grab someone great and find a position for them than let great people go.
  4. We’ve built an incredibly entrepreneurial business that enables us to move quickly and we have the team to back this up – hardworking, brave and intelligent.

So that’s my secret to a great employer brand: the people. Start there and finish there. If they vouch for you from within, they will help attract and retain others who will make your business a success.

Craig Hodges – Founder & CEO

Sign up here to receive our latest content straight to your inbox: