Although the news about our economy and the job market seems to be troubling, many in the design and construction industry are still actively seeking qualified individuals to fill positions. Job seekers have become increasingly savvy and the Internet has given them an opportunity to learn a great deal about a company before ever having an interview. In fact, many learn about a company before deciding to interview. Often a hot topic in marketing circles, branding is coming up more in discussions of recruiting skilled employees. Smart firms recognize that branding your company goes far beyond marketing your products and services. In fact, branding can play a big role in both attracting and retaining employees.
The brand promise
Products and companies have a brand that tells consumers about the company and helps set the expectation for their experience with that product. This same principle applies for recruiting. Recruiting branding should clearly communicate ideas and expectations associated with your company and help create a desire for candidates to work at your firm. One of the key principles of effective recruiting is creating an image where you are viewed as the “employer of choice.” This is another method for differentiating your company from others.
So, how do you begin to differentiate your firm? The first place to look is within your company. Begin by surveying employees to determine what they value the most about working in your firm. Sit down with your top performers and discuss what they like about their jobs, why do they stay, what do they think will make the company appealing to outsiders, and more. Use the results of the survey to identify four to five value points for your company. As with branding a product or service, you should then turn these value points into key messages about your company. These messages will serve as the key selling points about your firm to perspective employees and should be clear and compelling. Consider engaging your marketing team to help develop messages and strategies.
Beyond surveying, use exit interviews of employees as an opportunity to uncover hidden or emerging issues within your firm. An exit interview is a strategic tool to understand what people value and what issues they have. It is crucial to learn why an employee is going to work for a new firm, because it can provide insight to what your firm can do to retain more employees. Are your salaries much lower than the competition? Is your benefits package not as comprehensive? Do you need to reevaluate your firm’s culture? Exit interviews can help you determine if there is a gap between what you perceive and what your employees perceive. If one is identified, it needs to be fixed promptly to eliminate a flood of employees leaving. This process can also assist with identifying key messages by learning what prompts employees to select a firm. Use the information to refine or drive home points in your key messages.
Once the messages are developed, they should be tested internally. Share them with your team members and determine if they agree with the statements or have any ideas for improvement. After they have passed the internal testing, develop a plan to communicate the messages. Everyone from on-campus recruiters to hiring managers and interviewers must be on the same page and emphasizing the same points. Interviewees should be hearing from several different levels why your firm is different and why it is the place to work. Consistency is key when delivering key messages or beginning branding efforts.
We are all recruiters here
Similar to the philosophy that everyone in your firm is a marketer, everyone is also a recruiter. This is why it is critical to develop an elevator speech so employees can quickly and clearly articulate information about your company. The 30-second speech should explain the real benefits to working at your firm and how you are different from other firms. Each interaction your employees have with people – trade shows, industry events, projects, etc. – provides opportunities to network and get the word out about your company and employment opportunities. To encourage employees to seek out referrals, regularly post your positions internally, and consider offering referral incentives. Ultimately, it is the job of all team members to market your company and sell candidates on the opportunity.
In addition to ensuring all team members are selling the firm in the same manner, there must be a consistent message on your recruiting materials, website, and other marketing venues. Carefully consider the tone of your messages. It is important to not be over the top and take a warm, friendly and welcoming tone. Consider including thoughts from current employees that span a wide demographic – a new hire, someone who has been with the company for year, etc. Develop profiles, Q and As, and even videos with team members. Let them help sell the experience of working at your firm.
Go beyond the traditional employment recruitment efforts to get the message out. In today’s electronic age, prospective employees will always search the Internet for information about a firm. Use blogs, social networking sites and other emerging tools to help attract team members and properly position your firm. Develop articles about your company and people to showcase how you are different. An often forgotten tool in recruiting efforts, public relations also is a great tool to get the message out about your firm. It provides third-party credibility that is hard to achieve with other mediums and gives you the opportunity to dispense your key messages to a wider audience. Also consider entering “Best Places to Work” contests. Fortune magazine runs their survey every year and most local business journals and even some specific industry publications have similar contests.
Share the story
Finally, never under-estimate the power of story-telling. People can easily relate to other people sharing a story. In recruitment efforts, it is critical to personalize the process and make a human connection with prospective employees. Career choices are some of the biggest choices we make as they affect nearly every other aspect of our life. People want to feel comfortable with their selection and know that their contributions will be valued. In either a good or bad economy, recruiting branding is critical to getting the right employees. This process helps drive people to your firm, which make you an employer of choice.
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