The war for talent is far from over.
Attracting qualified employees remains one of the biggest challenges facing business-to-business (B2B) companies today. Almost half of the respondents (48%) to a PwC survey of C-suite executives said that finding enough people to hire is the most significant threat to their business achieving its growth targets.
In today’s job market, employees have more choices than ever. There is a full-on war for talent happening. Hiring professionals that are looking for an edge in filling worker shortages are starting by examining their employer brand. A LinkedIn study showed that 75% of job seekers consider an employer’s brand and how a company is perceived in its industry before even applying for a job.
Candidates go online to get a feel for a company before applying for a position. A strong digital presence is a non-negotiable nowadays when it comes to hiring. B2B companies need to keep their website current and have a careers page that highlights their culture and values. On top of that, businesses must be active on social media, especially LinkedIn and Facebook.
If all this sounds overwhelming, you’re not alone. The iCIMS 2022 Workforce Report found that 9 out of 10 business leaders said their organization would not meet its goals without the right talent. So, where do you begin? Start with these 4 Tips For a Successful Employee Recruitment Campaign:
1. Find Your Why
Most businesses know what they do and how they do it. Very few know why they exist. Finding your Why is the topic of Simon Sinek’s TED Talk about "How Great Leaders Inspire Action.” Like great leaders, great employer brands start by identifying their Why. A company’s Why is not about the products it sells. It’s the reason its employees get up in the morning. Nike’s Why has nothing to do with sneakers. Nike’s Why’s is to “bring inspiration and innovation to every athlete in the world.” It’s not about the Air Jordan’s; it’s about Michael Jordan’s one-handed, double-clutch dunk from the free throw line at the 1987 NBA All-Star Game. Every business has a unique culture that will resonate with job candidates. Articulating and then publicizing your Why both internally and externally is the first step in attracting the right employees.
2. Identify Your Ideal Candidates
Buyer personas are fictional representations of the ideal customers for a company. Marketers use them to develop content that’s relevant. Personas help you to target an audience looking for exactly what you’re selling. The only difference between attracting customers and employees is the audience. Instead of appealing to customers, you're appealing to job seekers. An employee persona identifies the characteristics, attitudes, demographics, goals, challenges, and motivation of an ideal employee. Zig Ziglar said, “If you aim at nothing, you will hit it every time.” Creating employee personas allows you to run highly targeted campaigns directed at the candidates most likely to apply and stick at your company.
3. Get HR and Marketing in the Same Room
In business, a silo refers to a reluctance to share information with employees of different divisions in the same company. Business people love using the word. One of the biggest silos that I’ve seen broken down in recent years is the silo between human resources and marketing. This is great news for employee recruitment. HR professionals have their finger on the pulse of employees and the workforce needs of management. Marketing knows the best tactics to reach an audience. Meeting regularly helps ensure the company’s hiring efforts are aligned and moving forward. By working as allies rather than separately in silos (I had to work that in,) HR and marketing can positively influence the company's culture and build a strong employer brand to attract and retain employees.
4. Work the Plan
Benjamin Franklin is credited with saying, “If you fail to plan, you are planning to fail.” In other words, winging it is not an option. An integrated employee branding campaign will include a variety of traditional and digital marketing tactics. Here's an example of the tactics our agency used with a 150-person medical manufacturing client that was looking to hire 30 new employees:
- Website Updates
- Careers Page
- Why Work Here Video
- Culture Blogs
- Social Media Posts
- Social Media Ads
- Geo-targeted Digital Ads
- Radio Ads
- Yard Signs
- Internal Posters
- Employee Swag
- Referral Cards
- Community Sponsorships
Developing a written plan adds accountability and ensures everyone within the organization is on the same page.
Hiring new employees is expensive and time-consuming. According to SHRM’s research, a typical hiring process takes 36 days and costs an average of $4,000 per hire. Executing a well-thought-out employer branding campaign increases your chances of attracting the right employees. That’s what winning the war on talent is all about.