A good business leader knows that the key to generating profits is a sound sales and marketing strategy. However, the biggest mistake is to not understand the transferability of these skills. Sales and marketing is just as important for attracting potential employees as it is potential customers. It boils down to one thing: candidate attraction.
Take a look at one of your job ads. Are you still using the same old shtick from five years ago? Does it read like every other joyless hiring blurb in the marketplace, listing job requirements but not employee benefits? Recruitment is a two-way street. Just as you expect candidates to sell themselves to you, your company must sell itself to the candidates.
With so much information available online, candidates are wising up, with access to more jobs than ever before. The internet is itself a job market. With such ease of finding and applying for jobs, it’s not surprising that the average time employees spend at a company is two years.
Here are some tips on how your company can better engage with the market’s top talent.
Identify your target market. Profile your ideal employee. Only then can you can start attracting a particular type of person. Do some research – ask current employees what they like about working for the company.
Hone your message. Just as you create and refine your unique selling point (USP) for customers, do the same for recruitment. By identifying your USPs, you can then start effectively marketing yourself to potential employees.
Get employee testimonials. Customer testimonials and case studies help promote your product or service, showing first-hand the end user benefits. Likewise, staff testimonials add weight to your employer brand and candidate attraction. Testimonials need to demonstrate that working for your company enhances the lives of employees.
Get online. Where do your employees and potential employees spend their time online? Find out and make sure your job ads are displayed on these types of sites. If that’s not possible, get active in web communities and online advertising. Use your company social networks to make contact and develop relationships with people in the industry. Engage potential candidates. Ensure your vacancies are visible on social media sites, so they can be shared and promoted by other users.
Ask departing employees for referrals. When you deliver a good service, you ask for a referral. It’s essential to do the same with people who are leaving the company. Referrals often provide a better calibre of employee, as they are based on relationships and trust.
Build a relationship with a recruiter. A good recruitment agency means access to the market’s top talent. A wise recruiter will know the most effective ways to advertise your job and the best practices for screening candidates. For maximum effect, use an online recruitment agency. Unlike traditional recruiters, online recruitment is usually provided at a one-off, low-cost flat fee. By using fixed rate recruitment, you can keep track of your cost per hire, whilst benefiting from the entire recruitment service.
Fundamentally, your recruitment strategy should reflect your sales and marketing strategies. The results may not be instant (increased profits, etc), but having the best people working for you is an investment in your company’s future.