Attracting top talent has always been a challenge, and today, the competition is fierce. Securing the best people isn’t just important—it’s what drives business success and long-term growth. In December 2024, the unemployment rate in Quebec stood at 5.6%, marking a slight annual increase on 2023, but remaining relatively low. This reflects a competitive job market where qualified candidates have many options. As the job market evolves, top talent has become more selective, prioritizing corporate culture, work-life balance, and meaningful benefits. But having strong values and a great company culture isn’t enough if they aren’t clearly communicated. Perhaps you've already advertised jobs that haven't attracted the right candidates, or found that your competitors seem better equipped to attract the talent you're looking for.
Here's a fundamental truth: your corporate image is often the first point of contact a candidate will have with you. In fact, a good corporate image could increase your pool of qualified applicants by 50% (or cost you 10% more per new employee if it isn't perfected). And in a world where decisions are increasingly guided by emotions and visual perceptions, it's essential to make a good impression right from the start.
Why are visuals important for recruitment?
A candidate lands on your website, scrolling through the pages like they’re walking into your office for the first time. If the visuals feel uninspired, outdated, or disconnected, they might walk right back out—without ever giving your company a chance. In fact, 75% of candidates consider your image even before they apply! Here's why it's crucial:
Seeing the place: Photos and videos of your offices help candidates visualize their future workspace. Images of collaborative spaces, relaxation areas or modern meeting rooms can convey a professional, welcoming and innovative atmosphere. The style and decoration of your offices speak to your values. A sleek design can reflect a focus on efficiency, while a colorful, open-plan office shows a creative, inclusive spirit. These visual elements help candidates project themselves into your environment.
Alignment with modern talent expectations: Today's skilled talent expects to interact with brands and employers that care about their image. Professional visuals show that you live up to these expectations, and that you're a serious employer willing to invest in creating an engaging experience for your team. Visuals that highlight your achievements or the positive impact of your work can inspire talent to want to be part of your mission. For example, a photo of a project completed with pride or a video highlighting your contributions to the community shows that working for you is not just a job, but an opportunity to be part of something meaningful.
Telling a story: A video capturing the energy of a typical day, a montage of the highlights of your events or engaging portraits of your employees bring your culture and values to life. These visuals don't just tell the story, they project the image of an authentic, human company, where work becomes a real place to live. A team in action, spontaneous moments such as a friendly lunch or a creative brainstorming session embody a dynamic ecosystem. Photos of team building, company parties or seminars reinforce this message, illustrating an atmosphere of belonging, conviviality and a space conducive to personal and professional fulfillment.
The importance of portraits
When potential talent or partners visit your website, they’re not just looking for information—they’re looking for a connection. Professional portraits of your team help humanize your brand, build trust, and reinforce your company’s identity. More than just images on an “About” page, they play a key role in shaping how your business is perceived.
Humanize your brand
Consistent, polished portraits showcase the talented individuals who make up your company. In a world where candidates and partners may already recognize your team from social media, conferences, or networking events, professional images create a sense of familiarity and trust. They reinforce the idea that your team is made up of genuine, competent people, strengthening the emotional connection with your visitors.
Reinforcing the credibility of senior executives: For executives or senior managers, photos placed alongside detailed biographies can inspire confidence. These portraits need to be particularly polished, reflecting both professionalism and leadership. Photos taken in relevant environments such as an elegant boardroom or modern office can help convey a message of authority and vision.
Adapt style to hierarchy: Portrait style can also reflect hierarchy. For example, senior executives may have more formal portraits, while employees in creative or technical roles can be photographed in more relaxed settings that still showcase their role and personality.
Create visual consistency: A uniform style in lighting, framing and background gives a sense of cohesion and organization. This is particularly important to reinforce the image of a professional, well-structured company.
Spontaneous workplace shots
Your workspace and the way your employees interact within it speak volumes about your company's culture. By capturing authentic moments and visual details of your workplace, you can create a lively, engaging image that attracts talent.
Photos that project authenticity: Spontaneous shots of employees in action collaborating on projects, sharing a coffee or even celebrating a small success help candidates project themselves into your environment. These moments don't have to be staged to be impactful. Real, unfiltered interactions show the humanity of your company and highlight what makes it unique. Candidates want to visualize where they could be working. Photos of your collaborative spaces, relaxation areas, or even creative corners help give them a glimpse of daily life in your company. If your company offers telecommuting options, a well-executed virtual tour can also highlight your flexibility and ability to integrate remote talent.
A powerful tool for storytelling: Official photos have their place on your website, but social networks like Instagram and LinkedIn shine with spontaneous shots: a team collaborating, a bustling relaxation area or an office decorated for an event. These visuals capture your company's unique energy,
Event photography: Showcasing culture and collaboration
Corporate events are more than just entertainment: they embody your values, the cohesion of your team and the reputation of your organization. By sharing these powerful moments, you project the image of a dynamic, collaborative organization, while affirming your place as a respected player in your sector. These visuals are not only a tool for attracting the best talent, but also a powerful lever for reinforcing your credibility with customers and partners, by highlighting your commitment and influence.
Highlight internal events: Activities such as team building, end-of-year parties or recognition days not only reinforce the internal culture, but also show talent that your company values the well-being and involvement of its employees. Photos of these shared moments, showing genuine smiles and dynamic interactions, illustrate a company culture where it's good to work. Awards events, whether honoring employees or celebrating major successes, send a strong message; your company recognizes and celebrates everyone's contributions. These visuals can also inspire talent to want to be part of this success dynamic.
Reveal your international involvement: If your company participates in international conferences, organizes panels or is invited to prestigious events in your industry, these moments should be highlighted. Showing your executives or teams speaking at these events illustrates your organization's high reputation, influence and commitment to its field.
A rich resource for your social networks: photos and videos captured at these events can be reused on your digital platforms, such as LinkedIn or Instagram, to reinforce your employer brand and brand awareness. Images of an inspiring speech, an award received, or a packed room during a conference capture the attention of potential talent and partners.
Optimizing your LinkedIn page
Your LinkedIn company page is one of the first points of contact for potential candidates. If it's not optimized, you could be missing out on the most qualified talent. What's more, by combining a LinkedIn approach with a strategic Facebook presence, you can maximize your recruitment efforts. Here are some concrete actions you can take to stand out from the crowd:
Update visuals: Make sure your team photos and banner accurately reflect your culture and values. In fact, 67% of candidates value workplace photos (which reflect the company culture) when looking for a new position. If possible, accompany your job postings, when you make them on LinkedIn, with engaging images or short videos showcasing your team or offices to grab more attention. Job offers with visuals receive 36% more applications.
Write a compelling “About”: Your “About” section should be concise but engaging, highlighting your values, mission and what sets your company apart. Consider including a clear call to action, such as, “Join us to be part of a team redefining [your industry].” Include quotes or videos of employees sharing their experiences at your company. This humanizes your brand and creates an emotional connection with candidates.
Beyond Linkedin
Facebook ads often outperform LinkedIn when it comes to targeting specific geographic areas and demographics. Meta offers several advantages over LinkedIn, including cost, flexibility and reach.
Cost and return on investment (ROI)
Meta ads are generally more affordable than LinkedIn ads. For example, the average cost per click (CPC) on LinkedIn is often higher than on Meta, meaning that, for the same budget, advertisers can reach a wider audience on Meta platforms.
Flexible advertising options
Meta offers a variety of advertising options and creative formats, enabling companies to test and experiment with different approaches to identify those that are most effective. This flexibility makes it easy to tailor campaigns to specific company objectives and target audience engagement.
Global reach with precise local options
With a massive global user base, Meta enables companies to reach an audience far beyond the professionals active on LinkedIn. Thanks to its advanced geolocation tools, it's possible to target specific regions, precise cities, even neighborhoods for hyper-localized campaigns. This capability is particularly valuable for companies looking to recruit in specific geographic areas or strengthen their local presence.
By combining an optimized LinkedIn page with well thought-out Facebook campaigns, you create a comprehensive and impactful hiring strategy. Not only do you reach the right talent, but you also reinforce your employer brand image with a diverse audience. But don't forget your website!
Recruitment materials
An employee's onboarding experience begins long before his or her first day. From your very first interactions with a potential candidate, think about how you can communicate your values, your brand image and your history through virtual documents.
Onboarding documents
Well-designed onboarding documents, such as elegant PDF guides or interactive platforms, leave a lasting positive impression. These documents can include attractive visual elements, such as graphics explaining company values or videos explaining internal policies.
Did you know that a superior onboarding experience increases the chance of retaining new employees by 58% after 3 years?
Career path visuals
Attract motivated candidates by illustrating your company's growth opportunities. Infographics or videos detailing possible career paths show that you're investing in your employees' future. This can be particularly attractive to talent looking for stability and development.
Conclusion: Visuals that attract talent in 2025
Your corporate image is more than just a logo or slogan. It encompasses all the visual touchpoints that tell your company's story. By investing in high-quality visuals aligned with your recruitment objectives, you can attract not only customers, but the talent that will propel your company to new heights. Are you ready to make your corporate image an asset in 2025?
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