8 Ways SMBs Can Build a ‘Destination’ Brand for Sales Talent

Creating a brand that the best sales talent wants to be part of doesn’t have to be exclusive to large, resource-rich companies. While major businesses can fund elaborate recruiting campaigns, small and medium-sized businesses (SMBs) can still attract strong candidates by emphasising authenticity, purpose, and flexibility. 

Here are some actionable steps SMBs can take to build a destination brand for sales talent:

1. Define and Articulate Your Unique Value Proposition (UVP)

An SMB’s employer brand starts with a clear understanding of what makes it unique. The best sales talent today wants to work somewhere meaningful, so focus on what your company stands for and how employees make an impact. Nearly 86% of workers value authenticity and look for companies that align with their values—a factor that plays a role in talent attraction and retention, especially among Millennials and Gen Z​.

Key Question: What can you offer that larger companies can’t?

One advantage SMBs have is the potential for faster career growth, direct access to leadership, and a tight-knit community. Emphasising these can help attract candidates looking for an environment where they’ll have visibility and input, something that’s often lost in larger organisations.

2. Use Employee Ambassadors to Showcase Your Brand

Nothing speaks louder than the voices of your own people. Research shows that 82% of candidates consider employer brand and employee experience before deciding where to apply​. 

Empower your current employees to be brand ambassadors. Encourage them to share their experiences on social media or participate in branding initiatives. Authentic testimonials and success stories resonate more with candidates than formal marketing campaigns​.

Key Question: Are your employees proud to represent your company?

By involving employees in your employer branding, candidates gain a real sense of the work culture from individuals they can relate to, not just from polished marketing messages. This “show, don’t tell” approach helps SMBs build credibility and engage candidates who prioritise authenticity.

3. Leverage Digital Platforms and Niche Job Boards

With digital recruitment, SMBs have access to the same talent pool as larger companies. Leveraging platforms like LinkedIn, niche sales job boards, and even industry-specific social channels allows SMBs to extend their reach. Around 70% of job seekers start their job search on social platforms, so having a presence on LinkedIn or industry-specific groups is key​.

Key Question: Are you utilising the right channels to reach the best sales talent?

Focus on platforms that attract sales professionals, and use targeted job ads to filter for experience level, location, and industry expertise. This method helps SMBs maximise exposure without a large advertising budget.

4. Showcase Flexibility and Growth Opportunities

One area where SMBs can excel is in offering flexibility. According to research, 72% of candidates consider flexibility a deciding factor when choosing where to work​. While larger organisations often have rigid structures, SMBs can showcase their ability to provide adaptable working conditions, like remote work, flexible schedules, and tailored career paths.

Key Question: Can you offer what candidates value most in a work environment?

Highlighting your ability to create tailored growth plans, work-life balance options, and mentorship can appeal to the very best sales candidates. These professionals are often looking for roles that not only meet their financial goals but also offer meaningful growth and adaptability.

5. Invest in a Compelling, Candidate-Focused Hiring Process

Your hiring process speaks volumes. Candidates often form opinions about a company within minutes of a first interview. An engaging, responsive, and transparent recruitment experience sets the tone, and candidates who experience a positive process are more likely to accept an offer. A study showed that candidates who enjoyed the hiring experience were twice as likely to recommend the company to others, regardless of the outcome.

Key Question: Is your hiring process candidate-friendly and efficient?

Create a seamless interview experience, including swift follow-ups, personalised interactions, and feedback. Using a streamlined process can leave a strong impression, making you memorable to the best candidates you seek to attract.

6. Emphasise Purpose and Culture Over Perks

Sales professionals often look for roles where they can drive value and feel part of a larger mission. SMBs can capitalise on this by focusing on the purpose of the role and the culture within the team. Additionally, data from Quantum Workplace reveals that open, inclusive environments also enhance engagement, a factor closely tied to retention. High-recognition cultures, for instance, see 31% lower voluntary turnover compared to companies lacking such a culture​. While the specific figure of “30% lower turnover” wasn’t found, it aligns with general trends in the industry where purpose, mission, and recognition contribute substantially to talent retention.

Key Question: Are you communicating the impact candidates can make?

When crafting job descriptions, focus on what makes the position impactful. Outline how their work contributes to the business’s overall mission and highlight values like innovation, teamwork, and continuous improvement. This approach appeals to the personal and professional goals of high-performing sales talent.

7. Foster a Sense of Belonging and Community

In an SMB, the sense of community can be a significant draw for candidates. Employees who feel a strong sense of belonging are 50% less likely to leave their company and see a 56% improvement in job performance, according to recent studies by BetterUp and Psychology Today. This makes fostering a sense of belonging crucial, especially in a smaller environment where personal relationships and collaboration are often more accessible than in larger corporations​.

Key Question: How can you build and promote your unique culture?

Position your company as one that values interpersonal connections and prioritises the contributions of each individual. This approach not only helps attract the best sales talent but also builds a cohesive team where people are genuinely invested in each other’s success.

8. Track, Adjust, and Evolve Your Brand Continuously

Building a strong employer brand doesn’t end once you have an influx of candidates; it’s a continuous process. Monitor feedback from applicants and new hires to see what’s working and what needs improvement. Adjust your strategy based on market trends, employee needs, and feedback from your team. Flexibility in employer branding ensures SMBs can adapt to evolving candidate expectations and remain competitive​.

Key Question: Are you iterating your employer brand as your company grows?

Brand-building is an ongoing process. By tracking what’s resonating with candidates and making iterative improvements, SMBs can create an adaptive brand that appeals to talent in the fast-changing sales landscape.

Conclusion

Building a destination brand for sales talent as an SMB is possible with focused effort, authenticity, and strategic messaging. By emphasising what makes your business unique, involving employees as ambassadors, streamlining your hiring process, and promoting flexibility and growth, you can compete for the best sales talent without the massive budgets of large firms. In a world where authenticity and purpose resonate more than perks, smaller companies have the opportunity to become “destination” employers that attract, engage, and retain high-calibre sales professionals.

Taking small, consistent steps can lead to a big impact, helping you foster a brand that sales talent genuinely wants to be part of.