You know you need to market your business to attract your ideal audience. But did you know that some of that marketing effort can also attract ideal candidates to your team, when you’re ready to hire?

Of course, this isn’t entirely a case of market it and they will come. It’s a case of putting yourself out there and nurturing relationships consistently. Just like you would in any other area of business.

I wrote a while back about how business owners continue to hire the wrong person. The short answer is that you’re hiring the wrong person because you’re expecting a quick fix. You put your job description out there and want to hire the first person who seems to fit the bill.

But what you really need to do is always have a stack of ideal candidates around you. So when it’s time to hire, you have a handful of people to choose from and you make the right hire the first time, every time. Here’s how to get started.

How to attract ideal clients to your team


Fully embrace your mission, vision and values

Your mission, vision and values are one of the main things that sets you apart from others. If you developed them early in your business and you’ve pivoted since then, it might be time to revisit them. Or maybe you’re feeling disconnected from the path you originally intended to take.

Your mission, vision and values should truly be the guide of your business and the sounding board when it’s time to make a big decision.

When you fully embrace these guiding principles and messages, it shows in everything you do–in how you communicate with your audience, how you create and publish content, how you work with your clients and how you treat your team. It even shows in what kind of clients you work with and the hours you work. And the more you embrace your mission, vision and values, the more you’ll attract the exact people you need. Because you hold the same values, which is vitally important in small business.

Foster relationships with people at all stages of business

You know your ideal client is at a certain level of business, so that’s usually who you’re talking to when you’re online. But really, there’s so much to be learned from people at all stages of business. Someone who’s a little behind where you are might be a perfect service provider for you down the road, and the person ahead of you might make a great coach or mentor when you’re ready for that stage.

By seeking out relationships with people at all stages of the business ownership spectrum, you’re growing your network of possible hires.

Not only that, but you’re also setting yourself up as an expert in your industry–and nurturing relationships with people who might be your client down the road. It’s a win-win-win for your business.

Attend events and show up in person

I’ve talked a lot about the power of in-person events, like in this recent Facebook Live video! They are just so valuable to connect as business owners, gather ideas, meet new people and strengthen relationships you already have.

In the last year, I’ve been to several events where I’ve been in the same room with people who are already on my team and I’ve met new leaders and aspiring leaders who I’ve hired for clients (and may need myself one day).

When you show up in person, you can form deeper bonds with those you already know and learn about others who haven’t made their way to your corner of the internet yet. There’s just nothing like it. And what better hire than someone who you’ve met with in person and already know deeply?

Hold onto former candidates

When you’re looking for help in your business, chances are you receive far more inquiries than you can even talk to, let alone hire. Before you toss all the less- (or over-) qualified candidates, set up a spreadsheet or Trello board to keep tabs on them. You never know when you’ll need those names again and you may want to stay in touch with them–especially if they were difficult to pass on.

Hiring doesn’t have to be painful.

It doesn’t have to be a crap-shoot. When you have the right people around you all the time, it can feel good. Don’t get me wrong, it’s still work. But it can feel a little less so when you’re bringing on team members who you really (really!) feel good about.

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