Ever notice how certain things just stick in your head? A jingle, a tagline, a joke. You don’t know why, but it’s there. That’s mental availability. And it’s what you need if you want your employer brand to be more than just another face in the crowd.

Mental Availability: The Sticky Factor

Let’s get one thing straight: the best brand isn’t always the biggest or the flashiest. It’s the one that people remember. Because if they don’t remember you, they can’t choose you. Simple as that.

So how do you make your brand stick in the minds of the people you want to hire? It’s not about how loud you shout—it’s about what you say, and how often you say it.

1. Say It Simply, Say It Often

Here’s the problem: most companies think they’re telling a story, but really, they’re just making noise. They’ve got a dozen different ideas, and none of them stick.

One Message, One Memory: Ever tried remembering 12 things at once? Doesn’t work, does it? Your Employer Value Proposition (EVP) should be one thing. Clear, simple, unforgettable. Like Nike’s “Just Do It.” You say it enough times, in enough places, and people will start to remember.

Make It Real: People don’t remember what you said—they remember how you made them feel. So stop telling people why your company’s great. Show them. Use stories that hit home, that paint a picture, that make them think, “I want to be part of that.”

2. Be Where It Matters

You could spend a fortune plastering your brand all over the place. But if you’re not where your audience is looking, it’s a waste of time.

Right Place, Right Time: Social media isn’t just a platform—it’s a megaphone. But only if you use it right. Don’t just post for the sake of posting. Be strategic. Are your future employees on LinkedIn? Then make sure you’re there, saying something worth listening to. Instagram? Show them what it’s like behind the scenes. The trick is to show up where they are, with something they actually care about.

Make It Count: Ever noticed how the best ads aren’t ads at all? They’re moments. That’s what your social media should be—moments that stick. Run campaigns that do more than just promote—they provoke. Make people stop scrolling and start thinking.

3. Keep the Conversation Going

Here’s a secret: the best time to connect with potential hires isn’t when they’re looking for a job. It’s long before that.

Plant the Seed Early: You want to be in their heads before they even realise they’re ready for a change. That means creating content that resonates—career advice, industry insights, stories that show what your company stands for. Stuff they’ll remember later, when it’s decision time.

Don’t Disappear: Stay connected. If they’ve applied before, keep in touch. If they’ve interned with you, don’t lose them. Create pipelines and networks so when they’re ready to make a move, your name’s the first one they think of.

Measure What Matters

Look, it’s easy to get caught up in vanity metrics—likes, shares, impressions, number of applications. But here’s the thing: they don’t mean a thing if they’re not helping you hire the right people.

What’s Sticking? You need to know if people actually remember you. Ask them. Run surveys. Find out if your name pops up when they think of a great place to work. If it doesn’t, something’s wrong.

Action Over Attraction: It’s not about how many people saw your post. It’s about how many people applied because of it. Engagement is nice, but action is what counts. Track that.

Be the Brand They Remember

In the end, it’s simple: if they don’t remember you, they can’t choose you. So make sure your brand is the one that sticks. Not by being louder, but by being smarter. Say the right thing, in the right place, at the right time, and keep saying it. That’s how you stay top of mind.

Get to Work

Think your employer brand is sticky enough? If you’re not sure, it’s time to fix that. Simplify your message, sharpen your strategy, and make sure when your ideal candidate thinks about a new job, you’re the first name that comes to mind.

Stay Tuned

While making your employer brand stick in the minds of potential hires is crucial, it’s only part of the equation. In our next blog, out next week, we’ll dive into the power of physical availability—how being in the right place at the right time can be the game-changer your recruitment strategy needs. Don’t miss out! Subscribe to our blog now and be the first to get insights that put your brand ahead of the curve.