How to leverage branding to attract top talent
Courtesy / Marshall Communications
Ann Leamon, left, and Nancy Marshall
Maine's employers are increasingly finding it difficult to secure qualified candidates for open positions, jeopardizing their ability to reach daily goals due to a growing workforce shortage.
As we head into 2025, we have an ideal opportunity to overcome the shortage of qualified job applicants by tapping into the combination of employer and place branding.
A survey by Indeed indicated that 70% of job seekers consider company culture an important factor in their decision-making process. Highlighting Maine's unique culture alongside workplace values can attract the right candidates. The Boston Consulting Group reported that companies that excel at employer branding can reduce their time to hire by up to 50%.
One major factor posing a challenge is demographics. As the oldest state in the nation, Maine is facing a significant wave of retirements, leaving critical roles unfilled that younger workers must fill. However, attracting the right talent to keep businesses running smoothly — and even expanding — is a daunting challenge.
Moreover, the expectations of younger employees weigh heavily on this equation. Many question whether Maine is the right place for them, especially with enticing urban centers like Boston, New York and Washington, D.C., offering seemingly greater career prospects.
This is particularly relevant for Gen Z and millennials, who prioritize meaningful work aligned with their values. Economic uncertainties, despite low unemployment rates, only add to the complexity. The rise of technology, including artificial intelligence, has left some Mainers uneasy about job security.
Many industries urgently need to embrace upskilling and reskilling, but learning new skills can be more challenging for older workers. As we move into 2025, Maine must work to retain its homegrown talent and actively recruit skilled workers from other states and beyond.
Once known as a more affordable option than Boston, southern Maine's rising cost of living makes out-of-state opportunities look increasingly appealing. This moment offers an incredible branding opportunity for Maine’s business community, encompassing two key areas: employer and place branding.
First, employers need to articulate compelling reasons for individuals to join their ranks — highlighting not just competitive salaries and benefits but their organizations' broader mission, values and culture. On the employer branding side, organizations should showcase their workplace culture.
Many job seekers today desire to make a meaningful impact rather than simply holding a job. Thus, companies must pitch their experience as passionately as they would prospective customers. Engaging social media content can help portray the human side of the workplace, setting it apart from competitors.
Businesses must realize that Maine is a desirable state to live, work and play in. The state is renowned for its unique work-life balance, offering an exceptional quality of life where employees can find leisure activities, from skiing to sailing, just outside their offices. With abundant outdoor recreation and vibrant local culture, Maine provides an inviting community where connections flourish. Maine employers must acknowledge that the state is one of their greatest assets.
Maine consistently ranks among the top states for work-life balance and boasts a job market ranked seventh nationally for a reason. As a long-time small business owner in this state, I’ve experienced firsthand how treating employees well fosters loyalty, encouraging them to stay for many years, not months.
Research from the Urban Land Institute found that place-based branding influences where people choose to work and shapes their perceptions of community and quality of life. A study by the American Institute for Economic Research found that the quality of life in a region is a significant draw for relocating talent, especially for younger generations who prioritize lifestyle over mere job opportunities.
Why Maine? There truly is no better place to achieve success than here. Maine makes employer branding achievable because we offer quality that speaks for itself, with natural beauty, four-season outdoor recreation, and a relaxed pace of life.
With the efforts of the Maine Broadband Coalition, remote work is more accessible even in the state's most remote corners. According to a report by McKinsey, 58% of employees work remotely at least one day a week. The location flexibility allows companies to cast a wider net in attracting talent, making it crucial for regions to market their lifestyle advantages. Research by Buffer indicates that 79% of remote workers say they would prefer working in a location that fosters a better quality of life. Maine offers that quality of life in spades.
The value of the Maine experience must be actively marketed, and it is our collective responsibility as a business community to spread this message. Using the place brand of Maine is a way to set your business apart from competitors in other states. In 2025, let’s all elevate employer and place branding to attract and retain the best people possible.
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