Selling Your Company (And What You're Really Selling)

Consider this all-too-common common scenario: you’ve identified the ideal candidate for a role you desperately need to fill. They’ve aced the interview, they have all the right skills, and you’re able to match their salary expectations. You make the offer . . . and they turn you down. What happened? There are many reasons outside your control why a potential hire might say no to a job offer — a higher offer from another company, an unexpected development in their personal life — but a lot of the time, it’s because you didn’t try to convince them why they should work for your company. You didn’t make the sale.

Convincing a potential recruit to come work for your company takes more than a salary and a job description. If they’re worth hiring, they have their pick of places to work, so it’s up to you to show them that your company is the best one for them. The tricky part is knowing what to do. How do you sell your company? And what is it that you’re really selling?

Embrace your inner salesperson

People usually frown at the word “sales.” It brings to mind snake oil, sleazy people, or hustlers that pull one over on you. However, use the word “advisor” or “consultant,” and your mindset tends to change. Your financial advisor sells you portfolio advice, but you don’t think of them as a salesperson. You trust them, because they’re an expert, and you believe they know what they’re talking about.

You should think of yourself as similarly offering helpful advice. If a candidate is interviewing for a job, it typically means they’re looking for something they’re not getting where they currently work. Obviously, they want a higher salary or more responsibility. You can take it as a given. But they also want to work at a place that feels right for them. If you can provide that, you’re giving them something they need. You both win.

All job interviews are two-way conversations. They’re trying to learn more about you just as much as you’re trying to learn about them. The candidate is depending on you for that information because you’re the expert. Advise them.

Sell your conviction

Go back to when you were hired. During your own interview you had to sell yourself. You needed to convince the hiring manager that you were worth hiring and to take a chance on someone like you. You had conviction when someone asked, “Why should I hire you?” You believed in yourself and you were able to convey what set you apart from everyone else. And it worked.

Now that you’re the hiring interviewer, the shoe is on the other foot, but the situation hasn’t really changed. This time the question is, “Why should I work here?” (Even if the candidate doesn’t come out and say it in those exact words, that’s what they really want to know.) The right answer is still the one that’s delivered with conviction. You yourself need to believe your company’s a great place to work.

Close the deal

You want people to work for you and work for your company. Start at the beginning: why do you actually work there? Why did you take the job in the first place? If I asked you these questions, you would answer with some conviction and start “selling” me all the great offerings your company has. If you love where you work, then persuading hires why your company is the right fit should come naturally.

Keep these two points in mind the next time you’re discussing your company during and interview, and the answers will come naturally:

  1. Know what makes your company and job DIFFERENT. Different is attractive. No one is the “best.” There are no set rules that govern this decision, but you can be different. So what makes your company stand out? Is it the tech, the community, the collaboration, or the free Uber rides? Have this answer ready to go when you’re asked.

  2. Think of yourself as advising someone in their career decision. Understand what they need and talk to them about how your company can fill those needs and help them grow. Remember: you’re guiding, not selling.

Assuming a candidate already wants to work at your company is a mistake you can’t afford to make. Use the interview to sell them on your company. Enthusiasm is contagious, so win them over, and you’ll have someone as excited to work there as you are.

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Testimonials

Chris Descrescenzo and the team at Averity are phenomenal. 5 stars are simply not enough! I've worked with quite a few recruiters in the past but Chris Descrescenzo and the Averity team are exceptional. I just landed an incredible job opportunity after a single interview. Especially in this tenuous economic climate, I truly appreciated the steps and care Chris took. He was incredibly generous with his time, and made sure the position was a good match. Then, he sent me incredible prep notes which were invaluable. He followed up with me every step of the way and was always there to talk through every possible question. I have never had a more successful interview process. Hands down. I could write a novella about his knowledge, kindness and professionalism. But simply put: He is the best. Thank you!

Amy Morrison

I worked with Chris De Crescenzo from Averity, he reached out to me with a role that was right in line with my skills at the time. The role was a great fit for me with an awesome company, and he kept me up-to-date and informed at each turn of the interview process. In almost no time I was at the final interview step and Chris walked me through the on-boarding process and how to go from there. He was a pleasure to work with and professional, ensuring I was prepared at each step of the way so that I was primed for success. It was great working with Averity and especially him!

Christopher Jativa

I had a great experience working with Averity. The team was continually attentive, and very effective at presenting me with the right opportunities and advocating for me throughout the offer stage. I'd highly recommend them!

Matt Kravetz

I had a stellar experience working with Stephanie Grosso at Averity. She's got this great combo of positivity and efficiency, and she helped me land a job less than a month after we first spoke. I felt super supported at every step of the multi-stage interview process, and she's always been available with great advice whenever I needed it. Definitely a high-quality recruitment experience.

Jenny Wong

 

Nothing but a positive experience working with Averity and Samantha Hoffenberg in particular. Professional, attentive and extremely supportive every step of the way. Samantha actually took the time to really understand my background - no cut and paste here. Shortly thereafter I was matched with three opportunities that really fit my skillset and where I was at in my career. Prepping for interviews was concise and relevant and I was kept informed every step of the way. No guessing where I was at in the interview process. No waste-of-time body count interviews. It was obvious Samantha had solid, long-lasting relationships with the firms I interviewed with as the feedback was always informative. This is one recruiter I can and do actually recommend and the first person I will be calling if the need ever arises again.

Vincent Melia

I just had an extremely positive experience working with the DevOps placement team Alex, Daniel, and Chad. They were all consummate professionals who kept my schedule full with relevant interviews. They also helped prep me and were constantly checking in to make sure we were doing everything we could to find the next opportunity. There is potentially a lot of stress that comes with a career transition, but the folks at Averity really know how to help you focus on next steps and moving forward one day at a time. I couldn't recommend them any higher.

Brendan Hasemeier

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