How to Evaluate How Candidates View You

— June 2, 2017

Finding the talent you need to move your business forward is not equal across U.S. cities. As a CEO or business owner, you need to know how easy or difficult it will be to find people with the skills you need. Very often our clients will ask us to help them find the “perfect” candidate, and typically this search turns out to be a purple squirrel search. This person does not exist for any number of reasons including wishing for too much in one person, not understanding the necessary skill set for the position, less than competitive compensation and various other factors. Maybe this person does exist, but you haven’t done a good job creating a strong company presence, and candidates are overlooking you as an employer.


If you are looking to hire in the next six to twelve months and you haven’t assessed how you stack up against others in your industry, here are a few suggestions.


Use LinkedIn to stay on top of in-depth hiring and workforce reports.


This in-depth workforce data is by industry and geography. Your most significant competitor may be in another city and has access to better talent. This is going to be difficult for you to overcome unless they can work remotely. How do you compete when your talent pool is less than stellar? You will need to be creative. A large, industry leading company on Maryland’s Eastern Shore has a difficult time hiring mid-managers and above in their corporate headquarters, not because people don’t want to work there but because the local schools and other amenities lag behind other areas.


In other words, know what you are working with and be realistic about your talent pool. Remember, if you are looking at passive candidates, they are vetting you as much as you are vetting them. If not, more. They already have a job.


Review your corporate online presence. Check out:



  • Your website (on your desktop, iPad, and phone)
  • Is it current, responsive and interesting?
  • Is your blog and news area (if you have one) up-to-date?
  • Is your executive team current?
  • Do you have a site that provides career information?
  • Are there social icon logos/links to LinkedIn, Twitter, Facebook, etc.?

Your LinkedIn Company Page:



  • Is there relevant information in the Overview area?
  • Is there a logo and hero image?
  • Are there posts that bring your company to life? Show your employees? Explain your offerings? Promote your industry?

How do you look on other relevant social channels like Facebook, Twitter, Instagram, Pinterest, YouTube, etc.?


How about Glassdoor?



  • Have you received favorable or less-than-favorable reviews?
  • Have you asked your “good” employees to post something positive? (By the way, this is not the best strategy).

How do you and your leadership team look on your respective LinkedIn profiles?



  • Are you telling your story?
  • Do you share something about your company culture, values, mission?
  • Do you mention you are always looking for great people to fill key roles in your company?
  • Have you built a network of influencers, colleagues, industry peers who can help you find great talent?

Use these suggestions as an audit. If you are having trouble finding, selecting and retaining the right people it may be a reflection of the gaps in your online company presence.

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Author: Colleen McKenna


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