Should you hire candidates with personal brands?

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The pros and cons to consider when making a new hire that seems well marked.

This article was first published on July 11, 2022 by Daily HR Advisora sister publication of HealthLeaders.

The idea of ​​a Mark might show images of company logos or social media guides. Every business has a brand, whether it was designed and implemented by professionals or not. But what is the personal brand? Do your employees have one?

A personal brand is simply a person’s online presence and how they present themselves to the world. Someone who has a personal brand is someone who has taken the time to cultivate their social media followers, writes about topics of interest, and has gone the extra mile to establish themselves in an industry niche. . Your neighbor who just shows up at his 9-5 every day and does his job? He has no personal brand. The candidate applying for a job at your clean energy company who blogs about endangered animals and the importance of conservation, while managing an Instagram account dedicated to the plight of penguins? She has a personal brand.

In today’s job market, you may be struggling to find the perfect candidate. Sometimes a personal brand can help a candidate stand out and appear more attractive. If you’re unable to find the right person for the job, you might consider reaching out to people in your industry with personal brands. On the other hand, if you have too many applications for a particular position, a personal brand can help you get to know a candidate even before bringing them to an interview.

But does that mean a candidate with a personal brand is always the best option? Not necessarily. There are times when hiring a candidate with a personal brand makes sense, and other times it can be a mistake. Here are some pros and cons to consider when looking for a new hire that seems well marked.

Pros: Candidates with personal brands have a passion for the industry.

If you’re looking for candidates who are truly on fire for your mission, hiring those with a strong personal brand might be the way to go. This demonstrates that they are not just showing up to collect a paycheque; they are invested in your industry and how you can improve it with products and services. People who are passionate about what you do will go the extra mile and put care and attention into everything they do. They will also have more ideas and a positive mind. It’s always better to have someone who really cares about your industry than someone who’s just there to do a job.

Disadvantage: Candidates with personal brands may need to be seduced.

If a candidate is already well known in your industry, that person likely has a strong network of people willing to hire them. This means that you may need to offer candidates with personal brands a higher salary, better benefits, or a more flexible work schedule, while you may be able to hire someone without a personal brand at a higher rate. affordable. The competition will simply be higher for someone with more experience in the industry.

Pros: Candidates with personal brands may need less education.

If someone has researched and written about your industry, that person probably already knows a lot about what you do. In this situation, you could save time and resources on training because the candidate is already an expert. You can even rely on the person to teach others about a topic that interests them. For example, if you run a life coaching agency and that person has blog posts about the importance of using the Enneagram in life coaching and you wanted more life coaches who work for you to adopt the Enneagram, it can be a win-win situation.

Disadvantage: Candidates with personal brands may already have one foot outside.

If you’re hiring someone who already has a strong personal brand, you’re probably hiring someone with high career aspirations. On the one hand, it can be a good thing for your company: you want to hire people who want to grow alongside you and advance in their careers. But on the other hand, it can mean that the person is constantly looking over their shoulder for other opportunities.

Candidates with personal brands are more likely to be poached by competitors, and they are also more likely to go it alone. Also, how much time are they able to dedicate to their work compared to their own brand? If someone is spending all of their time managing a popular YouTube channel or newsletter, they may have less time to devote to your business.

Pros: Candidates with personal brands can bring an audience to your company.

If a candidate has a large following on Instagram, YouTube, or podcast, that person can bring their platform to your business. It can give your business a big boost and give it some brand recognition. You can even use it to raise the press. The candidate (now employed!) may also mention you on their platform in the future, which will draw more attention to your products, services and/or events.

Downside: Candidates with personal brands can now serve as spokespersons for your company, whether you like it or not.

If you’re going to publicize your relationship with this candidate, you might find yourself in tune with things they’ve said in the past or things they’ll say in the future. Before you decide to hire this person and give them permission to mention you on their platforms, you’ll want to do a thorough analysis of past content and make sure you feel comfortable with the tone and language of the worker to the future.

Of course, just because someone works for you doesn’t mean you’re responsible for that person’s words or actions. But if you hire someone with a giant following and that person starts talking about politics or culture in a way you don’t like, that connection may be clear in your clients’ minds. It’s just something you’ll want to be prepared for.

HR Daily Advisor is BLR’s FREE daily source of HR tips, news and advice. HR Daily Advisor offers free webcasts, articles and reports on topics important to HR and compensation professionals.

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