Let’s face it, we’re all hiring more employees and competition for the best talent might be the greatest it’s ever been (that’s right you dot commers – ever!). If you track the offers you’re making, you’ll see that most talented candidates have multiple offers to choose from. For certain industries and roles, it’s been this way for quite a while regardless of talent ability.
The stakes couldn’t be higher.
Personalize your business
One of the biggest initiatives in Talent Acquisition today is helping these candidates make the right choice in their next job – by choosing you! No doubt comp and benefits come into play, but what puts a company on the winning track is its ability to demonstrate what it’s really like to work for - in essence, personalizing the business.
If you want an example of who does this well, take a look at how professional sports executives lure top-flight free agents to work for them. They go to great lengths, particularly in sports like basketball where there are salary caps and everyone is paid similar amounts based on their level of ability. Dinners with executives, fun events with management and personalized gifts are all commonplace. For the Free Agent, knowing about management, players on the team, attendants, travel and other aspects of work life in the organization is critical - along with a clear understanding of how their career will progress if they join.
Demonstrate to differentiate
Pro Sports is a good guide, but it might be a stretch when comparing a Programmer with a pro athlete who makes $10+ million a year. However, when you boil it all down, the basis of career decision-making for either is very similar. Consider a top-flight Java Programmer in a major U.S. city looking to make a career move. She applies or is referred to three companies that are all interested in hiring her. All three companies have the Hiring Manager describe her potential upward career progression, a staff programmer takes her to lunch, a Product Manager shows off their cool software and the day ends in the corner office with a pat on the back from the CEO.
All three companies make her a great offer, yet only one decides to clearly demonstrate what it’s really like to work there day to day. The company gives her an “insider’s view” of what employees think of the vibe, the lighting, food, diversity, management, hanging out together, the promotion policy, and so on. In this mythical example, the applicant learns that there are skylights shedding 100% natural light on every work space. As it turns out, she has a Vitamin D deficiency, and even though this company’s products weren’t the “sexiest” of the three, the applicant accepts their offer.
Classic employment branding scenario? I would agree, except that few companies are going to the lengths in our example to really show what’s “behind the curtain.” The benefits of making this effort are obvious, but it’s not only a way to attract interest, it’s also a way to screen out potential new hires, too. For example, if your workforce loves a cool office temperature set at 65F degrees, hiring someone who loves to sweat at work will not be a great fit and they probably won’t stay long. Letting potential new hires know this could vastly help improve turnover.
Deliver an"unvarnished understanding"
The majority of today’s workers are striving to learn more about a prospective new employer than ever before and it’s the number one priority in determining the choices they make (comp is great, but is it worth a few extra bucks to freeze all day?). Single employee video testimonials, messages from the company CEO or slickly packaged “why you should work here” type of videos are all a good start, but most job seekers want an “unvarnished” understanding of the work life of a potential employer.
New methods of providing a well-rounded Employment Value Proposition with advanced branding and marketing tools are available (and if you’re over run with applicants the same tools can help prospects self-select out). Make a point of checking how far your company goes in landing the best and how they screen out the masses that would never be a fit. My guess is that with a little effort and a little help from a Recruitment Marketing platform and CRM, you can find the solutions your company needs in order to compete — and win.
For more on how a recruitment marketing platform can help take your recruiting to the next level, click below to download the doc.