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  • Writer's picturePooja Pandit

Startup Hiring Challenge:How can startups build their brand in unknown markets to attract candidates

Well, folks, let’s face it - attracting talent in new markets can be a real doozy for tech startups! We are sure you will agree, as it is one of the most complicated startup hiring challenges! But why is that, you might ask? Well, here are a few reasons that come to mind:

Lack of brand recognition: In a new market, your startup might not yet have a well-known name, making it harder to attract top talent.

Lack of referrals: In a new market, it’s harder to rely on employee referrals, as your current employees likely don’t have enough connections in the area yet.

Uncertainty about the market: For potential hires, moving to a new market can be a daunting prospect, especially if they’re unsure about the stability of the market or the growth potential.

But, hey, just because it’s hard doesn’t mean it’s impossible!

Here’s what you can do.

Attracting and Retaining Top Talent in Unknown Markets: The Role of Employee Value Proposition (EVP)

1. The role of EVP in attracting top talent and standing out in a competitive market

The role of EVP in attracting top talent in unknown markets is crucial as it helps companies stand out from the competition. A well-defined and compelling EVP is a powerful tool for attracting top talent to new and emerging markets.

Companies must leverage their EVP to differentiate themselves from others and make a lasting impression on potential candidates.

2. Retaining top talent

Retaining top talent is just as important as attracting it, and an effective EVP plays a crucial role in this. By creating a compelling and unique EVP, companies can ensure that their employees remain engaged and committed to their mission and values.

Building an EVP that Resonates with Candidates

1. Understanding the values and aspirations of candidates

To build an EVP that resonates with candidates, companies must first understand the values and aspirations of their target audience. This requires a deep understanding of the market and the candidates you are looking to attract.

2. Creating an EVP that aligns with the values and aspirations of candidates

A well-crafted EVP should align with the values and aspirations of candidates, offering a compelling reason for them to join your company. Companies must create an EVP that reflects the culture and values of their brand and resonates with their target audience.

3. Using language and imagery that relates to candidates

The language and imagery used in the EVP are just as important as the message itself. Companies must use language and imagery that appeals to potential candidates, and that resonates with their values and aspirations.

4. Incorporating feedback from current employees

By listening to the perspectives of those already working within the company, companies can gain valuable insights into what makes their culture unique and what resonates with potential candidates.

Effective Strategies for Communicating your EVP to Candidates

1. Networking with industry influencers to communicate your EVP

Networking with industry influencers is a powerful way to communicate your EVP to potential candidates. By working with industry leaders, startups can tap into a wider network of candidates and communicate their brand message more effectively.

2. Collaborating with talent sourcing and recruitment agencies to effectively engage candidates

Collaborating with talent sourcing and recruitment agencies is an effective way to engage with potential candidates in a personalized way. These agencies can help companies reach a wider audience and provide valuable insights into the best ways to communicate their EVP.

Other than EVP, there are two other factors essential to attract top talent in the market and overcoming this startup hiring challenge–

Creating a Culture That Attracts Candidates

1. Building a culture of inclusion and diversity

Building a culture of inclusion and diversity is crucial in attracting candidates to your company. This creates a welcoming and supportive environment, where everyone feels valued and respected, regardless of their background or identity.

2. Creating a culture of growth and development

Creating a culture of growth and development is essential in attracting top talent. Companies must provide their employees with opportunities to grow and develop professionally, helping them achieve their career goals and aspirations.

3. Communicating your company culture effectively to attract candidates

Effectively delivering the company culture is the key to attracting candidates. Companies must be transparent about their values, mission & culture and effectively communicate these to potential candidates.

Leveraging Employee Referral Programs

1. Creating a referral program that rewards current employees

Creating a referral program that rewards current employees is a smart move because it motivates employees to spread the word about the company and its job opportunities to their network of friends, family, and colleagues. It also shows that the company values the opinions and recommendations of its employees.

2. Leveraging employee networks to reach new candidates

Leveraging employee networks to reach new candidates is a cost-effective and efficient way to source top talent. Employees often know people in the same industry or with similar skills and can be trusted to recommend qualified candidates. It saves time and resources compared to traditional recruitment methods.

3. Building trust and loyalty through employee referral programs

Building trust and loyalty through employee referral programs strengthen the relationship between the company and its employees. When employees feel valued and appreciated, they are more likely to remain with the company and become brand ambassadors who can help attract more talented people to the organization. This creates a positive cycle of growth and success.


In conclusion, by focusing on creating a unique employee value proposition and fostering a positive company culture, tech startups can attract and retain the best talent in any new market. With these elements in place, your startup can position itself as a desirable place to work and set the foundation for success.

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