When we talk about branded merchandise, most people immediately think of giveaways, events, or customer promotions. But one of the most overlooked (and underrated) uses of merchandise is in recruitment. If you’re trying to attract the right talent, the right merch can actually speak volumes about your employer brand, and give potential hires a real feel for your company culture!
In a competitive hiring market, it’s not just about who offers the biggest salary. Candidates are looking for a workplace where they feel valued, inspired and aligned with the brand’s values. That’s where thoughtful, well-designed merchandise can give you an edge.
Here’s how to use merch to attract the kind of talent your company actually needs.
Let Your Culture and Employer Brand Shine
To attract the right talent, you need to define who you are as a company. Then, great merch can reflect your values to anyone who’s looking. Whether it’s bold and playful or minimal and refined, the look and feel of your branded items can say a lot about your internal culture. Think of it as a non-verbal first impression for your employer brand – you better make it count!
Are you a fast-paced tech startup? Maybe you should give sleek laptop sleeves and water bottles with clean, modern design. A creative agency? Custom sketchbooks and quirky tees could be more your vibe. The key is to use merch as a mirror of your workplace personality.
Integrate Merch into the Candidate Experience
You don’t have to wait until someone is hired to impress them. Consider integrating branded items into your interview or application process. For example, you could send a welcome pack to shortlisted candidates before their final interview. You could also include a small, thoughtful item like a notebook or pen with your offer letter, or offer branded items at recruitment events or job fairs.
These gestures don’t need to be flashy or expensive, just thoughtful. They show that your company pays attention to detail and values connection!
Support Your Employer Brand
Branding isn’t just about how your audience sees you – it’s also about how your team sees you. We call the latter your ‘employer brand’, which is all about how your company is perceived as a workplace. And just like any brand, the strongest ones are consistent.
If your external branding is polished and well thought-out, your internal experience (and merch) should match. Use your brand colours, tone of voice and design style across all employee-facing materials. From onboarding kits to employee swag drops, consistent, quality merch helps reinforce your message and build brand trust.
Showcase Your Values
Are sustainability, diversity or creativity key parts of your company’s mission? Well, don’t just preach it – show it in ways that are tangible. Consider:
- Gifting reusable, eco-conscious items to reflect your environmental values.
- Collaborating with local artists or minority-owned businesses to create unique pieces.
- Using merch packaging to tell a story about your team, your ethos, or your goals.
When candidates see a clear connection between your values and your actions, they’re more likely to feel aligned with your brand, and motivated to join your team.
Create a Buzz Around Working With You
Let’s be honest… everyone loves great merch. And when your team wears or shares their company gear proudly, it sends a powerful message. It says, “We love where we work.”
Encourage employees to post photos of their favourite branded items on social media, or include your merch in your “day in the life” reels or team stories. When people see real employees using and enjoying company merchandise, it makes your brand more relatable, attractive and – most importantly – human!
Still thinking about it?
Merchandise is a powerful tool for employer brand and HR teams. When authentically aligned with your company culture, branded merchandise can help you stand out to the people who matter most.
So if you’re ready to attract the right talent… start thinking beyond the job ad. Think branded hoodies, reusable notebooks, or even a coffee mug that says, “We’re the kind of place where great ideas (and great coffee) happen.”
Need help creating merch that reflects your brand from the inside out? Let’s chat about how to bring your values to life!
