In today’s competitive job market, it’s becoming harder to attract top-quality candidates. Unemployment rates for high school graduates are 4.6%, while for those with four-year degrees, it’s much lower at 2.2%. To stand out, your company must communicate its unique advantages effectively throughout the interview process.

Every participant in the hiring process should confidently present a concise, 30-second narrative that showcases what makes your company unique and attractive. The story should be consistent across all representatives of the company, ensuring uniformity in the message delivered to potential candidates. Focus on WIIFM, ‘What’s in it for me.’

If you’re using a recruiter, they also need to know and understand this brief company story. The goal is to present your company as the best option for candidates, not just for the job opportunity, but also for the overall experience and growth potential.

Key tactics in this process include:

  1. Recognize you’re selling to the candidate’s network too, including their spouse, friends, and family.
  2. Position the role as part of a broader growth trajectory within your company.
  3. Be ready to compete with rival firms, matching or exceeding their offers.
  4. Understand that using a recruiter doesn’t shift the responsibility of promoting your company away from you.

In short, a well-crafted, consistently delivered 30-second story can dramatically improve your chances of securing top talent. It is therefore vital that all participants in the hiring process know the story and how to present it effectively.

If you have any questions or need more tips on this topic, contact me at

About the Author

Dan Simmons founded Continental Search in 1996 but focused exclusively on animal nutrition recruiting in 2002. He has won over 20 awards from Top Echelon Network, America’s leading placement network, including Placer of the Year in 2009 and the prestigious Million Dollar Award.

Dan is currently focused on recruiting top talents such as nutritionists, technical support professionals, sales managers, and executive-level positions, including technical directors and VP of sales and marketing.For the latest job opportunities, you may connect with Dan on LinkedIn or email him at