There’s a new battle being waged today – one that is not being fought with elbows, firearms, or words.
Instead, it’s a battle over human resources – an all-out war to attract employees, in one of the most robust “seller’s” markets we’ve experienced in our professional lifetimes. The implements being used in this skirmish – hiring bonuses, perks, and ever-swelling salaries.
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:
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.