Peter Jones, Founder & MD, Foyne Jones Recruitment Group, argues there is now a war for talent, so now is the time to make your business attractive to jobseekers.
In a world where everyone is a potential customer, actively marketing your brand and services should be an integral part of your business, especially when considering how your company looks and acts towards new and existing employees.
Start out by looking within your business and take an inside out approach to recruitment as you can be creative with the skills mix in your current talent pool.
If you need to outsource your recruitment needs by enlisting a specialist as I mention in the October issue of BMN, make the change now and consider how are you going to market this position and by virtue, your brand and business to future candidates.
Firstly, you need to make sure you’re visible on a professional online network like LinkedIn, as this will organically attract people who are the right fit for your business. View social media as another tool you can use to grow your brand story and reputation, as well as keep an eye on what your competitors are up to when it comes to the latest recruitment methods and industry trends.
Did you know that according to Statisa, LinkedIn has over 34 million UK users? 55.2% are aged between 25 and 35, 23.8% in the 35 to 54 age group and just 4.9% over 55.
Interestingly, only 16% of users are 18 to 24 years and so we have a responsibility as industry leaders to attract the next generation of talent, communicate in a way they can relate to and most importantly, want to engage with.
The beauty of online marketing is its ability to advertise your business 24/7. Don’t be shy – see it as a shop window to your brand and way to promote your business as a great place to work.
Explain the features, benefits and unique ethos behind what you do and how you do it, and most importantly involve your team. They are your best advocates who also have access to the internet and given the growth of digital in business, if there are opportunities to speak directly with your audience and very quickly establish new connections, why is this not part of your day-to-day already?
Words and images are superb at conveying your brand and portfolio of services, but the most compelling way to get your employee marketing message across is through the power of video. That way you can tell your story with real people, in real time – whether that’s established team members explaining why they love what they do or talking about the career opportunities available.
Whether you work more behind the scenes or operate front of house, it is all about the people. I have always said that having employees positively promote your business is really a powerful way to communicate your brand message.
To back this up, a recent LinkedIn poll revealed that brand messages shared by an employee can get up to 561% more reach when compared to a brand sharing the same message. This is a great opportunity for you to stay visible, influence prospective employees, engage with customers and ultimately, remain competitive in your marketplace.
Rightly or wrongly, expectations about work and life have changed so if you offer flexible working, bespoke training, free lunch, gym membership, paid parental leave, apprenticeships, and work placement opportunities - don’t keep it a secret.
As an employer, you are offering a unique brand offer in the same way that John Lewis & Partners or Apple does. Define yourself and your market. For instance, merchanting can be an environment which is challenging and rewarding in equal measure, so be realistic about who you are marketing to and what messages you’re trying to convey to ensure the right fit.
Remember that the rapid pace of change and the explosion in online learning means that employers need to promote clear and attractive career paths with opportunities for upskilling and financial growth as a bare minimum.
Conveying how your company will reward those who invest their time, skills and strengths must be crystal clear as competition for candidates is intense right now and we need to find ways to curb the skills gap and protect our industry’s future.
I recognise that marketing is not a ‘one and done’ activity. You will need to keep adjusting your message according to the needs of your business and changing recruitment sector. It is an ongoing commitment.
Show up and be seen because in my experience, LinkedIn is a warm and welcoming professional social network that continues to deliver results for me and my business. If you ever stop by, then please reach out and say ‘Hi’.
