By Mary Louise VanNatta
It’s not uncommon to walk into a local restaurant and see a sign that says, “Closed due to staff shortages” or “Please be courteous to those who attended.” It’s no secret that employers are struggling to hire. With inflation and the recovery from the pandemic, employees now have more control and options than ever before. The real question is, “How do you stand out and attract the best employees?”
Review your Marketing and Branding: Your website, marketing materials, and messages may need a refresh after the pandemic. Website design has come a long way in two years. Today less is more. Fewer words, more pictures. Less company-centric, more consumer-centric. Tell your story through dynamic, short videos. Why would someone want to work with you?
Review your Reviews: A potential employee with experience will research you, not just on your website. They’ll Google you and review your Facebook page, as well as the owner’s LinkedIn and social media accounts. Potential employees could consult reviews on Glassdoor or one of the other 16 popular company review websites where former employees can evaluate your business and management. If you find anything concerning, you may need a strategy to address it.
Review your Recruitment Practices: You should always be recruiting candidates. Develop a community relations strategy that includes attracting future talent. Networking and engaging people with desirable skills will give you a pool to contact when openings are available.
Review your Culture: Take an honest look at your office culture. This is the “personality” of your workplace. Indeed.com, one of the leading online recruiting sites, identifies four basic cultures: success-oriented, authority-based, creative/flexible, and collaborative. If you’re unsure how to define your culture, ask your employees. Be transparent about your culture with potential employees.
Recruit for Fit: Your company won’t be everyone’s cup of tea. Once you fully understand your culture, recruit strategically and seek compatibility. If your style leans more toward authority, a military veteran might understand. An elementary school parent might be ideal if you can’t afford high salaries but allow telecommuting or flexible hours.
Review your Competition: Do you frequently lose employees? Even with a great culture, your salaries and benefits may not be up to par.
With multiple job options, your future employees can be more particular than ever. Give yourself the advantage.
Mary Louise VanNatta is CEO of VanNatta Public Relations @PRSalem.com