Recruiting Know-How with Marketing Skills

RecruitingOctober 06, 2021

Recruiting Know-How with Marketing Skills

Attracting and retaining quality talent is a common topic among small and large business owners. We may be living in what many people are describing as unprecedented times, but finding the right fit for positions within your business and keeping them there has been and continues to be a challenge across location and time. Yes, some economic situations may make hiring a bit easier, but the reality of the situation is that recruiting and retention present challenges that successful businesses must work to overcome.

As a business owner, there are certain things that you are already doing to attract the right customers to your business. What would happen if you began to implement similar strategies to attract and retain the right talent?

The State of Recruiting

Very much like the real estate market, the recruiting market goes through changes. Sometimes it’s a seller’s market, where other times, buyers have the power. Right now, according to Gabby Rosa, senior human resources generalist at FieldRoutes™, “we are in a more challenging market than ever—candidates are really in charge here.” But what exactly does this mean?

We are in the midst of what is labeled as a Great Resignation. Inc. Magazine describes this as “a period of massive job switching after more than a year of sheltering in place.” The United States has experienced the Great Depression and the Great Migration in the past with consequences that were felt for years afterward, some even still now. Likewise, the Great Resignation is already creating lasting effects as well.

What Job Seekers Want

Job candidates know what they want, and they are willing to hold out until they get it. This includes higher salaries, the ability to work remotely with a flexible schedule, benefits that address their personal and family needs, and professional growth opportunities.

Out of the 1,250 Americans surveyed in August of 2021, 22 percent were undecided about quitting their jobs. In other words, there was still a possibility that they would leave to go somewhere else. And when it came to actually taking the leap to leave, 50 percent said it was for better pay and benefits, 43 percent wanted the opportunity to work virtually, and 44 percent had the desire to start their own business.

Go Beyond the Money

So, the question remains: What can you, as an employer in the field service industry, do to address these desires to create a mutually beneficial situation. While a good salary is important, it’s going to take more than that to attract the best applicants. Why? Because they have options. To a great degree, it’s an issue of supply and demand. Companies have to go beyond the basics of providing a good salary and benefits. Workers want to know that they are valued. Titus Todd, talent acquisition manager for FieldRoutes, says that “culture is key.” He went on to suggest asking yourself questions like, “What are we doing to make things better for our employees? Are we giving our people the opportunity to learn and grow?”

Treating your employees well and taking care of them can be the difference-maker when it comes to why people choose to work for, stay with, and recommend certain employers. And if your concern is about keeping the good employees that you do have for the long haul, you’re going to have to demonstrate that you have concrete plans for them based on the work they are putting in.

The Harvard Business Review reported on a survey of over 400,000 U.S. workers that found when people believe promotions are managed effectively, they’re more than twice as likely to give extra effort at work and to plan a long-term future with their company. While this may not seem like that big deal at first, in actuality, it is. These types of companies are linked to stock returns that are nearly three times the market average, voluntary turnover is half that of industry peers, and metrics for innovation, productivity, and growth outperform their competitors.

Get Creative

Now is the time to think outside the box. The same tools you use to market your business can be applied to help you recruit.

1. Social Media

If you’re looking to share your company’s culture with your audience, which you should be, social media is a great place to do it. Take advantage of the employees you already have and have them speak about what your company is like and why they enjoy working there. Share what your company is doing. Are there company-wide events? Are you volunteering at other organizations? Do you give donations? All of these things give potential applicants insight into what it would be like to work for your business.

2. Social Media Ads

Beyond sharing your company’s culture with would-be employees, you should also directly target them with social media ads for recruiting. It works in the same manner that you target potential customers on platforms like Facebook, Instagram, and YouTube. You will be able to reach an audience that perhaps wasn’t even familiar with your business previously. However, they line up with the location, job titles, education level, and area of interest you are looking for in new employees.

2. LinkedIn/Glassdoor/Indeed

You’re already listing your business’ open positions on these sites, so take advantage of what they have to offer. Jobsites offer two major opportunities for your business. The first is a space for you to list current open positions. Be clear about what you are looking for in the position and what you have to offer as well. Make it easy for applicants to know what education and experience they need in order to apply and be qualified for the position.  But beyond this, these sites offer opportunities for current employees to leave reviews. There are two active ways you can participate here. The first is by taking care of current employees, so they are more likely to leave a positive review. The second is by engaging with them on the platform when they do leave reviews. Online engagement leads people to believe that you’re more likely to engage in real life as well.

3. Career Page

These days, your website isn’t just for your customers. If that’s the case, you’re missing out because this is also where applicants land to find out more about your business. Just like you would want to do for potential customers, it’s important to display yourself as a knowledgeable professional. Clear the clutter and make it easy for applicants to find your career page. And once they get there, give them what they need. List open positions with details about what each position does. Demonstrate company values and goals. Gabby Rosa explains that you can even go as far as to “list what type of roles you’re often looking for even if you don’t have anything open right now.” This can help create a pipeline of applicants in the future so that when the need presents itself, you aren’t left scrambling.

Make sure they know how to contact you for additional information, whether it’s through email, phone, or even live chat. And just like you want to give applicants what they need, make sure you get what you need as well. Collect their email address, so you can email market them regarding the goings-on of your business as well as current job openings, just like you would your general audience for the services and products you offer. This is an opportunity for you to begin building a relationship with them.

A Partner for Recruitment Challenges

A survey completed by Deloitte shows the top seven recruitment challenges:

  1. Finding qualified, experienced hires
  2. Identifying full-time talent with the right skills
  3. Finding qualified entry-level candidates
  4. Articulating an accurate talent brand
  5. Onboarding employees in a timely fashion
  6. Ineffective recruiting technology
  7. Constructing appealing job offers

Perhaps you’re feeling these challenges of finding the right talent for your business in the current climate. You’re already marketing to get customers, but taking on the additional weight of marketing to job-seekers is overwhelming.

When you choose Fieldroutes as your marketing partner, we’re here to help you with all of your marketing needs. This includes strategies on how to market to job applicants so that you can recruit the right talent for your field service business. Contact us today so that we can begin working on a strategy with you to get you the people you need to complete your team so that you are in the best position to take care of your customers.

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