In this episode, Marcus Edwardes speaks with Nate Guggia, Co-Founder of Before You Apply, a content platform and creative studio that specializes in helping companies give candidates an insider’s look into their teams and culture.

Recruiters who utilize the platform are experiencing up to 3X in responses from outreach to prospective candidates.

Before You Apply has special expertise in creating content for highly technical audiences in extremely competitive markets that helps companies and talent teams hire fast.

Listen in as Nate discusses why he dislikes the idea behind Employer Value Propositions and why he feels that marketing your culture externally is largely a waste of time. He then explains why it pays in the long term to focus on consumer marketing instead.

Nate shares how Before You Apply distances itself from the traditional corporate approach to branding. He reveals his favorite tough questions to ask company leaders he consults with in order to unearth their unique story, and why it’s essential for recruiters to produce and distribute content.

What You’ll Learn in This Episode:

●      [02:20] The traditional approach to employer branding

●      [06:32] The inherent problems with this traditional approach

●      [09:28] How culture attracts people to companies

●      [13:50] Consumer marketing best practices

●      [19:45] Why employer branding does not work for recruiters

●      [22:18] What Before You Apply does differently

●      [27:53] Why it’s not Nate’s job to make companies look good (and what he does instead)

●      [31:47] The ROI of the content produced by Before You Apply

●      [37:29] Why recruiters need to produce and distribute content

●      [45:22] How to create content that resonates and invites conversation

Key quotes:

●      “I don’t think culture attracts. I think culture closes.”

●      “Content and the distribution of information is everything. It’s just a matter of what that information is and where you put it, because you want to create as close to a consumer buying experience as you possibly can.”

●      “When it comes to employer branding, companies like to share the information that they think is important. They’re not separating themselves and going, ‘What is important to the audience that I’m trying to market to?’”

●      “Our job is to help companies tell the right story, and by telling the right story, they will inevitably look better than other companies who don’t do so.”

Connect with Nate Guggia:

o   Website: https://www.nateislearning.com/

o   Twitter: https://twitter.com/nateguggia

o   LinkedIn: https://twitter.com/nateguggia

Connect with Marcus Edwardes

o   LinkedIn

o   https://recruitingtrailblazers.com/