7 Low-cost Strategies to Attract and Retain Top Talent in a Candidate-Driven Market
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We have all heard the saying, “I don’t live to work. I work to live.” Before the pandemic hit, this saying was more aspirational than accurate for most of us. However, the pandemic resulted in changes to the work/life dynamic. Suddenly, we were working where we lived, and the advent of the Zoom call allowed people to see how we lived along with all its complications. These pandemic work/life changes happened as the workforce shrank. This ushered in a new era: the rise of the autonomous employee.
Employees have spoken loudly about their desire to skip the commute, address personal and family needs first, and work for organizations that align with their values. Many employers are meeting employees by adjusting and adopting new benefits, raising compensation, and offering remote and hybrid work options. Yet it is harder than ever to attract talent, get them to show up, keep them engaged, and remain long-term. At the same time, economic headwinds and global turmoil are limiting budgets. What can one do?
I recently attended new student orientation for my son at Baylor University. I listened as the parents and students discussed why they had chosen Baylor over their other options. Of course, there were many reasons, but an overarching theme that I kept hearing was that students felt wanted. Baylor had done an incredible job of identifying its target audience, generating interest and excitement, and using emotional hooks to get the student focused and excited about attending Baylor. In addition, Baylor has done an incredible job of getting parents involved. As I have been living this experience, I realized that companies should be adopting similar recruiting approaches.
SEVEN STRATEGIES
Recruitment is essentially marketing. Create candidate personas, identify your target audiences, and craft messages these audiences would find compelling. Importantly, shift your employment marketing from employer-focused to employee-focused. Instead of telling candidates what you are looking for, craft job descriptions that tell the story of what life at your company looks like. Key-in to the emotional needs, lifestyle, and career priorities of candidates.
Use storytelling and videos of current employees to share their positive experiences and what they love about working at your company.
Once a candidate has applied for a role, use this opportunity to communicate the company’s mission and values, company awards and rankings, volunteer efforts, and employee success stories. Keep this communication going throughout the hiring process. Use these communications to demonstrate that your company meets their needs for support, safety, prestige, growth, connection, and purpose.
Once a candidate has been interviewed and has advanced in the process, begin sending company swag. Baylor did this with my son. Every week or two a new item arrives with a note about how excited they are to have him on campus, and things to look forward to. Include a candidate’s family in the excitement – how would joining your company benefit them? Offer to be available to address any questions or concerns they might have. Get the hiring manager and peer employees involved. Let the candidate know that the entire group welcomes them. These actions create “emotional hooks.” When a candidate and his family become invested in joining your company, they are more likely to show up and remain long-term.
If an employee is remote, arrange for you or them to travel to meet in person and engage in social or team-building activities. It is important to establish bonds quickly.
As soon as the candidate accepts an offer, map out the onboarding process, and introduce the prospective employee to a mentor. Educate them on professional development opportunities. Create a vision for paths to progress in the company.
Educate the new employee on affinity groups and other ways to get involved in the company. If they express an interest in groups or activities, have someone reach out to engage them.
As my son begins his journey at Baylor, I can say they have me as excited and confident about his decision to go there. In the end, his decision was not a financial one, he feels wanted, supported, included, and confident about the quality of his education. This experience provides important lessons on how company recruitment efforts can be modified to win the hearts and minds of top talent that go beyond compensation.
Carrington Legal Search is celebrating 23 years in business. We partner with our clients to identify leaders and mission-critical talent to shore up and grow companies even during the most challenging times. We are here for you! To make our nationwide network work for you, get in touch at 512-627-7467 or email carrie@carringtonlegal.com.