Why Do Top Salespeople Choose Certain Companies? Build an Employer Brand They Can’t Ignore

Attracting top sales talent is essential for businesses looking to thrive in Australia’s competitive markets. The best sales professionals don’t just work for a paycheque—they seek companies that empower them to excel. 

But what makes certain businesses irresistible to top salespeople? And how can SMEs craft an employer brand that stands ou and competest?

What Really Makes an Employer Brand Attractive to Sales Talent?

1. Autonomy and Impact: Do You Trust Your Salespeople to Succeed?

Top salespeople thrive in environments where they have autonomy. They want the freedom to make strategic decisions about their sales approach, manage their time effectively, and operate without excessive micromanagement. Companies that provide structured autonomy—clear goals with the flexibility to execute—win over high achievers.

Question: Does your company allow salespeople to take ownership of their success, or are they bogged down by rigid processes?

2. Recognition and Growth: Are You Investing in Your Best Performers?

Sales is a high-performance profession. Top salespeople want more than great commission structures or solid base salaries; they want recognition. Public acknowledgement, incentives beyond money (such as career advancement opportunities), and a strong culture of appreciation significantly impact where sales professionals choose to work.

A 2024 Randstad Employer Brand Research report found that 54% of Australian workers prioritise career growth and a strong workplace culture when choosing an employer. If your company lacks structured recognition and advancement paths, the best salespeople will look elsewhere.

Question: Do you provide clear career progression and make your top performers feel valued?

3. Social Proof: What Are People Saying About Working for You?

Salespeople are wired to respond to social proof. Just as customer testimonials influence buying decisions, employee testimonials shape how sales professionals perceive potential employers. When they see respected peers thriving at your company, they’re more likely to be drawn to your team.

Encouraging your current high-performing sales reps to share their experiences online (via LinkedIn posts, Glassdoor reviews, or industry events) can significantly improve your company’s appeal.

Action: Showcase real employee success stories publicly.

4. Performance-Based Rewards: Are You Paying for Results or Just Time?

While salespeople are not only driven by money, competitive pay structures remain essential. A 2024 Robert Half survey revealed that 30% of Australian workers believe uncompetitive salaries hinder their company’s ability to attract top talent.

Beyond salary, high performers seek uncapped commission structures, equity options, and performance-based incentives. They want a clear correlation between effort and reward.

Question: Does your compensation package reflect the value top salespeople bring to your company?

5. Leadership and Mentorship: Is Your Sales Team Inspired or Just Managed?

The best salespeople don’t just look at the company—they assess its leadership. Studies consistently show that people leave managers, not companies. Great sales leaders who mentor, inspire, and advocate for their teams create a magnetic employer brand.

A company that fosters mentorship and strong leadership pipelines is more attractive than one with outdated management practices. If your leaders don’t invest in their sales teams, your best people will leave for companies that do.

Question: Do your sales managers coach and develop their teams, or just oversee them?

6. Work-Life Balance: Are You Offering Flexibility or Forcing a 9-to-5 Mindset?

Post-pandemic, flexibility has become a major factor in job selection. Salespeople want options—remote work, hybrid structures, or flexible hours. Companies still forcing rigid in-office schedules may struggle to attract the best talent.

Action: Implement policies that balance performance expectations with flexibility.

Practical Steps to Make Your SME Irresistible to Sales Talent

1. Audit Your Employer Brand: What Do People Really Think?

Evaluate how your company is perceived by employees and potential hires. Gather anonymous feedback and assess reviews on platforms like LinkedIn and Glassdoor.

2. Build a Strong Online Presence: Would a Sales Star Be Impressed by Your Company Page?

Top salespeople research potential employers online. If your website, LinkedIn page, and employer review sites don’t highlight your strong culture, compensation, and growth opportunities, you’re missing out.

3. Define a Clear Sales Career Pathway: Is Growth a Reality or Just Talk?

Define and communicate clear career progression routes. Whether it’s moving from SDR to AE or into leadership roles, show your team that growth is a reality, not just a promise.

4. Turn Your Employees Into Advocates: Do Your Salespeople Promote Your Brand?

Encourage your top salespeople to share their experiences online and through industry events. Organic, peer-driven advocacy is more powerful than any recruitment ad.

5. Align Compensation with Performance: Are You Rewarding the Best or Just the Loudest?

Ensure your commission structures are competitive. Regularly benchmark against industry standards and get feedback from current salespeople about what motivates them.

Would You Work for Your Own Company?

Attracting top sales talent isn’t about offering the highest salary—it’s about creating an environment where they can win. Ask yourself:

• Are we empowering our salespeople or limiting them?
• Do we recognise and reward high performance in meaningful ways?
• Does our leadership inspire confidence and growth?
• Are we actively managing our employer brand?

The companies that answer these questions effectively will be the ones that attract and retain the best sales talent in the market.