Sadly, a Magic 8 Ball is not actually that helpful in predicting what the future has in store for your company.

Despite the fact that you can’t see around corners, one thing is certain:  high performing employees will be a differentiator for your organization, regardless of the future environment.

Here are three steps you can take to future proof your company’s ability to attract top talent.

1.  What’s the Word on the Street?  – The External Analysis

Google your company or check on Glassdoor.com to understand what is being said about your organization online or in the media.  Target your future candidate pools: recent graduates or high school students and consider the following questions:

–          What opportunities have they had to learn about your company?

–          How does your company look from the outside to the candidates within high-demand skill-groups?

–          What is their perception of your organization?

Hold focus groups or survey past employees, customers and previously interviewed candidates to understand how they view their experience.    Determine whether the company’s reputation in the market is going to help attract the talent you will need to drive your business.

2.  Get the Inside Scoop – the Internal Analysis

Survey to find out how engaged your employees are today.

If you were to do an internal SWOT analysis, what are the strengths of your organization?

Consider how these strengths can help address the weaknesses identified.

Define what you want your organization to be known for.  How closely does that match the way your employees experience your value proposition today?  Develop an action plan to address any gaps identified.  Share this vision of the future with your employees and ask for their help building and sustaining it.   Create internal communications that reinforce your message and express your authentic EVP consistently.

3.  Self-Promotion – it’s a good thing. 

Utilize as many different communication methods as possible to broadcast your EVP.

Research a few of the best ways to target both your current candidate audience and also your future top talent – whether it’s through advertising, public relations or old-fashioned word of mouth.

Ensure your online presence is optimized with the right keywords.  The right social-media strategy can really increase your reach.  Consider how providing customized, high-value content in the right discussion forums can create discussion opportunities.

Direct candidate marketing through career fairs, open houses or job-boards is an obvious place to speak to your target talent.  Tailor your careers website to speak to your brand and highlight your EVP.  Provide the best possible virtual candidate experience.  Consider your employees as good-will ambassadors for your organization.  Engage them in your mission to identify strong candidates who will be excited about what your company has to offer.

In addition to the direct recruiting materials, consider other opportunities you have to interact with your future talent.  Become involved in your industry communities through events, or through school programs.  Your organization has invested a lot in developing their brand so be sure to promote it effectively, through different channels.