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Written by Angela Yore, CEO of SkyParlour
In the fiercely competitive FinTech landscape, securing top-tier talent is more than just a strategic advantage—it’s essential to long-term success. While many businesses invest heavily in recruitment and employee benefits, too often they overlook a powerful tool that could make them a magnet for high-performing professionals: strategic public relations (PR).
Although PR is often just associated with reputation and crisis management, it’s primarily about storytelling, which is essential in articulating what sets your workplace apart and elevating your brand as an employer of choice. So, how can PR help craft the story that ensures your brand resonates with the brightest minds in the market?
Define your culture
The first step in building a talent-attracting brand is to think about your Unique Value Proposition (UVP), and how that aligns with what top fintech talent are looking for. Highlight what sets your company apart – is it your cutting-edge projects? Inclusive policies? Career development opportunities? Commitment to work-life balance? Emphasising these unique strengths will ensure your talent story is relevant and attractive to the highest-calibre professionals, and make them want to join your team.
An expert PR team can ensure these UVPs are woven into your messaging, and become part of a narrative that reflects your company culture and values.
Draw on real experiences
Potential candidates are drawn to transparency and authenticity, so it’s essential to share stories that resonate on a human level. This is what PR professionals live for – curating compelling stories and getting them heard. Put another way, when attracting new talent, your existing team is your greatest asset.
Employees who feel invested in your brand’s mission can be your most authentic and effective ambassadors, extending your company’s reputation and attracting like-minded talent. An effective PR team will gather employee testimonials, behind-the-scenes insights, and personal growth stories, and collate them into a well-crafted story that differentiates your brand from competitors, and provides a deeper understanding of what it means to work at your company.
Real stories speak volumes to potential candidates and help humanise your brand, demonstrating the genuine opportunities for growth and collaboration within the company. So, showcase authentic employee experiences by sharing the stories that highlight everything that’s great about being part of your team. Make sure to draw on a diverse range of voices, from entry-level to leadership, to show the breadth of career paths and how the company fosters development and inclusivity.
A great starting point for this work can be done internally by creating an employee advocacy programme. Consider how you can encourage employees to share their positive experiences on social media, company blogs, or through internal newsletters.
Amplify your story
Simply having a compelling story is not enough if it doesn’t find the right audience. Once you have established a strong narrative for your company or talent, the next step is to amplify it through the right channels.
Rather than relying solely on traditional job boards, which can often be overcrowded, and impersonal, targeted PR allows you to position your company in front of a more engaged, relevant audience. This approach creates organic interest and sparks genuine engagement from professionals who are not just looking for a job, but who identify with the values and mission of your brand.
By strategically sharing your narrative across appropriate media channels — from industry publications and influencer partnerships to specialised networks and social platforms — you can cultivate a deeper connection with top talent.
Furthermore, PR efforts can generate buzz and build credibility, increasing the visibility of your brand in a range of meaningful ways. With the right targeted outreach, your narrative will resonate with the professionals who are most likely to bring value and innovation to your team.
Strategic PR is a powerful but underutilised tool in attracting top-tier talent within the FinTech industry. By leveraging the art of storytelling, PR enables companies to shape their narrative, highlight their unique culture, and demonstrate their commitment to innovation and employee growth. When done right, PR not only enhances a company’s reputation, but positions it as an employer of choice, making it easier to draw in the brightest and most talented professionals.
If you’re ready to leverage PR to elevate your employer brand and attract the talent your business deserves, SkyParlour, a specialist fintech PR firm, can help. Our expertise in the FinTech space will ensure your company’s opportunities are seen by the top-tier professionals that can help you thrive.
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