Great Recruiters Are Great Marketers
How To Be The #1 Employer In Your Industry
With today’s top constraint for growing business owners being retaining & hiring people, it is critical that you are on top of your marketing game for new employees. There are two fronts that you have to market to - your current employees and the marketplace for new employees.
Similar to marketing to existing customers, marketing to existing employees is often forgotten, put on the back burner, and taken for granted. Make sure you are educating, communicating, and implementing ways to be the employer of choice in your industry.
On average it is 6x more effective to market to an existing customer than it is to a new prospect. The same applies to your existing employees. Good marketing isn’t just propaganda. It is a genuine attempt to deliver value and become irresistible to your people. When it comes to great people, it is cheaper to keep them and give them reasons to stay before they develop a wandering eye.
How To Hire Externally
If you do have to hire externally, are you following the principles of an effective marketing campaign:
WHO is your target market?.... Are you super clear on the profile of an ideal employee?
WHERE will you find them in a high concentration? Chances are they are actively and happily working for someone else. The odds are NOT weighted to someone unemployed and searching on a job board.
WHAT is the offer(s) that will make them come join your team? Most job offerings are WEAK and not enough to entice the ideal employees to jump ship. More on this in tomorrow's Play of the Day.
WHY should they work for you? What makes your business an awesome place to work? Not sure? Ask your A players and they will tell you.
HOW to market for them? Think beyond the job board! Employees that are referrals from your personal & professional network exponentially outperform those that come from job boards. A serious bounty in the form of employee referral bonuses is money well spent.
To have a great business, you have to have great people. In today’s environment, you have to be better than ever in marketing and recruiting for them.
Let us know if we can help,
Coach Reggie
P.S. If you are serious about getting better at the people acquisition side of your business, I highly recommend the book Who? By Geoff Smart. It has helped area business owners get better at hiring top performers.