Franky Athill joined Patch Plants as the fourth employee in 2017; it has added more than 40 others by using marketing channels to reach potential hires.A startup's brand can be one of the most valuable assets for growing its team.
The idea for Patch came about when founder Freddie Blackett was looking for a better way to keep his houseplants alive on the balcony of his girlfriend's apartment, and he discovered that many other would-be green thumbs in the city shared the same frustration. Athill spoke with Business Insider about how he uses his marketing channels as a recruiting tool to grow the Patch team.Over the past three years, Athill has overseen the growth of the brand's social reach to more than 200,000 Londoners. Over the same period, he said, daily sales have gone from just 10 to 1,000.While a gardening startup may not have the glitz and glamour of a Testino photo shoot, Athill says Patch's brand engagement is strong.
"Without it, it's very hard to compete in the job space for the very best people," he said. "They want to work for a cool, exciting company that they've heard of." Having an independent perspective can help you save your energy and attention for the most promising candidates.
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