Why Employer Branding Can't Be an Afterthought in Today's Talent Market When it comes to selling capabilities, turnaround times, and quality - the print industry knows how to show up. Printing and packaging companies are proud to share their new press investments, facility upgrades, and customer wins. But when it comes to attracting talent? Most are still relying on hiring processes that feel like they were written in 2005. Here's the reality: the best candidates are doing their research before they ever apply to your open roles. If your online presence doesn't tell them why they should want to work for you, you're losing them before the conversation even starts. And in a tight talent market - especially one where skilled workers and manufacturing experience are in short supply - that's not a risk you can afford to take. What Candidates Are Looking For (That You Might Not Be Showing Them) Today's job seekers want more than just a pay cheque. They're looking for: A sense of purpose - Who are you as a company? What do you stand for? How does your work make a difference? A culture that fits - Will I be respected? Supported? Included? Do you actually walk the talk? Opportunities to grow - Will I be stuck in a role, or can I build a career here? Are you investing in my future? Work-life balance - Does your leadership team "get it," or are they stuck in the old-school "work till you drop" mentality? Which by the way is not sustainable! You might be offering all of this - but if it's not visible, it doesn't count. Period. Here's What You Can Do (Without Hiring a Branding Agency) Refresh your job postings Cut the generic "competitive salary and benefits" lines. In 2025, salary transparency isn't just preferred, it's expected. Post your actual salary ranges. Tell candidates what makes your company different. Speak to the real people reading your ad instead of trying to check a bunch of HR boxes. Update your careers page Include photos of your actual team (not stock photos!). Add a short message from leadership. Share a quote or two about why people stay. Real, human content builds trust. Get visible on LinkedIn Not just for your company page but through your leaders. A quick post about a team win, an employee anniversary, or how you're growing the business gives people a glimpse behind the curtain. And please, stop with the corporate-speak. Talk like a human! Showcase your flexibility options The 2025 workforce expects some form of flexibility. Even in production environments, are you offering creative scheduling, compressed workweeks, or other options that acknowledge people have lives outside work? Make sure candidates know. Train your hiring managers The interview is no longer just about candidates proving themselves - it's about your team showing candidates why they should say yes. Make sure your managers are equipped to sell the opportunity, not just evaluate talent. And for goodness sake, get back to candidates quickly! Ghosting applicants is the fastest way to trash your employer brand. You Don't Have to Be Trendy - Just Transparent Not every company is a startup with ping pong tables and kombucha taps (and most people in print would roll their eyes at that anyway). But candidates are craving authenticity. They want to know what it's really like to work with you. So talk about your values. Share what a day on the floor looks like. Highlight the people who make your business run. Own up to your challenges and how you're addressing them. That's what sells today. In an industry that's literally built on communication, your hiring approach should communicate just as effectively as your marketing materials. Otherwise, don't be surprised when top talent keeps passing you by for companies that get it. Need help making your employer brand work harder for you? I work with companies across Canada to help them hire smarter - and build teams people want to be part of.  Let's chat!