Recruitment & Employer Branding

New Hampshire employers have a unique edge. The Granite State’s stunning landscapes and wealth of outdoor recreational opportunities
offer more than just scenic value—they serve as a strategic advantage for businesses aiming to draw in and hold onto top-tier talent. In an
increasingly competitive labor market, emphasizing quality of life has become essential. By highlighting the state’s unmatched access to
nature, adventure, and year-round recreation, companies can position themselves as employers of choice for individuals who prioritize worklife
balance and an active lifestyle. Aligning employer identity and branding with the state’s outdoor culture reinforces organizational values
and supports long-term talent retention.
 

INTENTIONAL MESSAGING

Incorporating strong, compelling language about access to outdoor activities in recruitment materials can effectively attract individuals seeking to live and work in a location that supports an active lifestyle. Employers are encouraged to feature outdoor lifestyle amenities across job listings, career pages, and advertising campaigns as a key part of their talent attraction strategy. However, it is equally important to demonstrate authenticity by showcasing how outdoor recreation is actively integrated into workplace culture. Highlight real examples—such as team bike rides or the ability to access nearby trails during the workday—through social media and other communications.

TALK TO THE PROS: Looking for guidance on matching recruitment messaging to attract employees with passion and purpose? New Hampshire companies like White Mountain Strategies and JobTalk offer recruitment consulting and services.

FIELD NOTES: North County Healthcare in Berlin leverages seasonal outdoor recreation as part of its employer branding to create a compelling narrative for potential employees.

RESOURCE: Highlighting the regional outdoor assets and lifestyle found in New Hampshire can catch the eye of outdoor enthusiasts. Take a look at some examples and repurpose for messaging.

VISUAL STORYTELLING

While many organizations focus their brand identity on attracting clients or customers, cultivating a strong employer brand is equally vital for sustainable growth. Strong visual storytelling through photos and videos of a company’s connection to outdoor recreation conveys a support for worklife balance and an employee-centric culture. Visual storytelling doesn’t require a production agency - iPhone photos captured by team members can be just as powerful and impactful as professionally shot content. By illustrating what it’s like for employees who live, work, and play in the community, businesses can attract talent who value an active, engaging environment and are likely to thrive.

FIELD NOTES: NEMO Equipment in Dover has a New England promo video that highlights both company culture and the outdoor lifestyle found in New Hampshire.



PRO TIP: Take advantage of the media assets from Media Valet, BEA’s online asset management tool.

 

POSTING IN THE RIGHT PLACES

Even if the outdoors aren’t central to a business, aligning with outdoorminded values can help attract loyal, purpose-driven talent. Posting on niche job boards, activity-focused websites, and regional forums is an effective way to reach candidates who prioritize work-life balance and outdoor recreation— especially those drawn to companies that reflect their lifestyle and values, regardless of industry. For instance, platforms like Granite Outdoor’s Pebble List and CoolWorks feature job listings from various companies, including those in hospitality, education, finance and healthcare, aiming to connect with outdoor-minded individuals.

• Basecamp Outdoor:Connects job seekers inoutdoor and action sportsindustries, perfect for out-of-state recruitment and seasonal opportunities.
• Pebble List: Job board dedicated tooutdoor enthusiastsseeking a variety ofpositions in New Hampshire.
• Special Interest Outlets: Activity-specific publications reach enthusiasts looking to align careers with their passions. Here are some examples.
• Local Publications: Helps connect with candidates who are already invested in the community.
• CoolWorks: A leader in connecting people to employers in thriving outdoor-centric communities.
• Your Social Media: A low-cost method to reach potential employees who are already interested in your organization.

EMPLOYEE TESTIMONIALS

Gather and share employee stories that highlight how the company fosters their connection to outdoor activities and how it enhances their work-life balance. These authentic testimonials offer valuable insight into company culture and can be featured on websites, social media channels, career pages, and in recruitment materials.

FIELD NOTES: Burgeon Outdoor posts employee spotlights on its blog and social media pages to highlight company culture and access to outdoor amenities.