Something came up at an interview we set up last week that’s not uncommon – many hiring managers still view the interview stage as a top down, one-way process where the candidate is being assessed and the interviewer is asking all the questions.

But things have changed.  Whether you are looking to hire contract or permanent talent, we are now operating within a candidate driven market. Companies are having to compete for talent.  There are some impressive companies out there both large and small.  To maintain your competitive edge, you have to work harder in promoting the benefits of a career within your company.


A candidate’s focus is no longer on just the role, salary and manager they would be working for. They want to join a company which they believe reflects their own outlook, with ethics and values that align with theirs.

Here are some tips to help you sell your company to potential future employees:


Be organised and prepare properly for the interview:

  • Read the candidate’s CV.
  • Know the questions you are going to ask and what you intend to cover.
  • Set aside a specific section for the interview to talk about your company.


A study by Gartner found that companies that effectively deliver on their employee value proposition (EVP) can decrease annual employee turnover by around 70% and increase new hire commitment by almost 30%.

Have an honest conversation about what the role is going to do for the employee and what that role is going to do for the company.

Be proactive, don’t just touch on it at the end or wait to be asked.  Make sure your EVP speaks to what matters most to your current employees and the candidate you are interviewing?  What are your companies unique selling points?

  • Opportunity: career and development opportunities. Make it clear what resources are going to be offered for learning and development.
  • Growth: outline your company’s future strategic direction and put it in the context of your team and the role the candidate is interviewing for.
  • Organisation: market position, product/service quality and social responsibility.
  • People: management style, co-worker quality, senior leadership reputation and camaraderie. This all helps to present a place where you can have a rewarding and enjoyable career.
  • Work: job interest alignment and work-life balance.
  • Rewards: compensation and benefits.

Personalise it:

  • Bring your company alive by sharing your experiences with the candidate.
  • What do you enjoy about the company?
  • How has your career progressed?
  • What attracted you to the business?

This is a much more engaging and authentic approach. And more useful to the candidate.


Be careful not to paint an inaccurate picture.  This is misleading and storing up issues for the future.

Don’t be insincere. You will have difficulty managing their expectations if you offer and they accept the role.


During the interview, ideally provide a time-frame for making a decision. Stick to this if you can. If there ends up being a delay, update your recruiter so that they can keep the candidate warm.

Candidates appreciate and respond well to timely, considered and sensitively delivered feedback, even if it’s negative.

Providing slow or no feedback should be a last resort and can be damaging.

Remember the candidate is also a potential customer or promoter of your business.  No matter how great a fit they are or not, you want them to leave and either buy your products or tell others “I didn’t get the job, but the interview process was very professional, and they treated me well!”