Winning the Job Seeker Sweepstakes: Use Marketing Strategies to Attract and Retain Employees

On the retention side of the coin, an equivalent struggle: After making the hard pivot to remote work for much of the workforce on very short notice, and overcoming initial challenges ranging from technology glitches to temporary reductions in productivity and learning how to manage remote teams, companies are now finding that many of their employees enjoyed the flexibility of being remote; no rush-hour commute and the ability to maintain productivity. It is not surprising that many would prefer to continue to have an option to work remotely, either full-time or part-time.

Adding to the heartburn for employers has been a steady march toward greener pastures: Many employees have departed expensive urban environs for less expensive and more rural locations during the pandemic, realizing that they did not need to be located near their employer.

With this type of flexibility, the challenge to find top talent has become much more intense for companies who relied on local candidate pools. With both job candidates and hiring managers able to seek a match anywhere in the country, risks include lengthening the hiring cycle, adding expense and lowering productivity. The future success of business organizations depends on the ability to attract and retain top talent.

The good news? With a mindset change, you can compete in this marketplace – elevating your profile and your hiring chances – without breaking the bank.

How can we do this? In my view, companies should equate their efforts to woo the talent pipeline in a similar vein as the sales pipeline. An HR/marketing partnership can activate this strategy to create not only awareness, but to truly communicate the value and culture of the organization in a way that will be impactful to job seekers.

Interestingly, these prospective employees do act very much like buyers of your products or services – they are diving deep into your website and exploring well beyond your job openings and careers page. They are looking at the imagery used to represent the company. The want to see how you support diversity, and how the organization supports the community.

Here are some keys to creating an HR/marketing mashup for impact – and new-hire success:

1. People as Your Brand: Employees are as important to your brand as your logo, mission, vision, and values. They are the living, breathing embodiment of your brand identity. That’s why, when developing a consistent brand voice across all of your channels, this tone should carry through into how you motivate and communicate to your troops. Cultivating this brand story, through the eyes of the people, can really help to establish credibility and tap into that emotional connection.
   
   
2. Broken Glass: Review sites like Glassdoor carry an outsized amount of weight with job seekers. If you don’t have a strategy to monitor – and respond to – those comments, you need to adopt one now. Responding promptly to concerns – and taking ownership for bad experiences – can go a long way.
   
   
3. One Voice: Yes, it’s true that your call center can be an essential part of your hiring matrix – who would want to work for a company after having a negative experience with their customer service team? Everyone – from the field sales team, to the front-line staff, plays a part in putting your company’s best foot forward.
   
   
4. Follow Through: The days of long and protracted hiring processes are over. The time from the initial phone screen to in-person interview to the decision should be quick and purposeful. Even if the decision is a pass, you want to leave a positive impression on all comers – they may come back on your radar again down the line, and burning bridges can have a lasting effect. Now might also be the time to ease up on the AI resume readers – in this job market, no one wants to be thought of as a number.

Today’s breed of job seeker is in catbird seat – and they know it. These prospective employees want to see themselves and their values reflected in their workplace. They are looking across your social channels to see if you are posting beyond contract wins and promotions. They want to know: Are you sharing employee achievements and profiles? Is your company a thought leader? Do you have a diverse group of subject matter experts featured online and in industry publications and events?

Just as we create a buyer journey, we need to consider future hiring needs and work closely with our HR partners to create the job seeker journey.