When it comes to getting the best talent, the best companies share a common perspective: They all see the process as a two-way street.

They expect candidates to put their best foot forward. But they also put their own best foot forward by proactively promoting the job, the larger role, the organization, the community, and more.

The key word is proactively. These skillful seekers of top talent don’t expect an open position to sell itself, no matter how good that position might be. They don’t sit back and wait for talent to line up at the door.

No, they take wise action — by branding every key opportunity, by articulating all the benefits of that opportunity, and by making sure that each candidate clearly sees how that opportunity is a perfect match for their aspirations.

There are three big secrets that apply to this two-way street concept.
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First is the fact that very few organizations do this. Most do a decent job of broadcasting the position, but then they expect the candidate to do most of the selling. Therein lies the problem (for them) and the competitive potential (for you). Companies can gain a big advantage in the talent arena by acknowledging this dynamic — and by thoughtfully and proactively pitching the opportunity throughout the process.

The second secret is that an organization can quickly get better at branding key opportunities and winning over those top candidates. In my work with Stonehill Search, I routinely coach leaders, hiring officers, and others on all aspects of this process — on how and what to sell the candidate on. It’s part art and part science. But with a little guidance from an outside source who has been around the branding block many times, an organization can improve its success in short order.

The third secret is more of a reality check. The top talent is well known and increasingly in demand. This two-way street approach is fast becoming a competitive imperative — while the old approach is becoming a dead end.

What about your organization? When it comes to getting the very best executive talent, are you on the right road?