A rush to reopen and departures of overseas talent sparked by COVID-19 and Brexit has left employers in many industries struggling to fill roles.
Surges in online job ads show that demand for workers is particularly high in the manufacturing, transport & logistics, IT and hospitality sectors – so if you’re in one of these and need to fill roles, how do you get ahead of the competition?
Include recruitment in your marketing strategy
If you’re not already targeting prospective employees with at least some of your marketing budget, you should be. In the same way you strive to draw new customers, start turning your target audience of talent into supporters of your brand. As per any marketing strategy you need to understand who your audience is, where they are and how to attract and engage them.
To do this, you’ll need USPs – to be different to the mass of other companies recruiting right now. These USPs must be a reflection of who you are as a business. It’s no good attracting top talent with things you cannot deliver on. You’ll just end up losing the talent you bring in.
Show off your staff
The happiness and quality of existing staff can influence your ability to attract new talent, so don’t be afraid to show it off. Go beyond the classic headshot-filled ‘meet the team’ page on your website and start telling stories of the best people within your business – much like you’d attract new business with industry-targeted case studies.
Employee profiles can look at how people came to work for your company and what’s kept them there. Stories of career progression show in a relatable way that you’re ready to invest in personal growth, and ‘day-in-the-life’-style content will give new talent an idea of what to expect from working with you.
Be clear on what life at your company looks like
In a world of so much uncertainty, it matters more than ever that you’re clear and reassuring when recruiting.
What does working for you entail right now? And is that likely to change within months, years, or ever? Will your flexible working policies tighten as COVID-19 risks lessen? These are questions you’ll need to answer clearly so that anyone considering coming into your business can do so confidently.
Don’t wait to be asked, either. Get your outlook together ahead of time and be up front about it; candidates will appreciate the transparency.
Tell your COVID story
COVID-19 has brought out the best in so many businesses, even those that have struggled. If you’ve experienced ups and downs, talk with prospective talent about both – talk about the challenges you’ve faced and how you overcame them. This can all act as a foundation for what you’ll discuss next: how you’re using your experience to become a better, stronger and more resilient business – and how anyone joining the company now is doing so at the best possible time.
Shout about your sustainable side
A 2020 survey by intranet provider Unily found that 65% of UK office workers are more likely to want to work for a company if it has a strong environmental policy. If you don’t have a policy like this, now’s the time to start building one, not just for recruitment’s sake, but for the long-term survival of your business. And if you are already environmentally conscious, shout about it in the places your ideal talent is likely to be: LinkedIn, Twitter, your website, newsletters. Your reputation as an ethical business matters now and it’ll only become more important as we get closer to the UK government’s 2050 ‘net zero’ deadline.
Be open to flexible, gig workers
Future of Work Institute (FoWI) research has identified “a new paradigm” for traditional professional work. The report shows businesses have been pushed to “rethink their workspaces, their talent pools, and what skills they look for in talents.”
It’s no longer feasible to solely rely on permanent talent. Instead, businesses can supplement existing staff with freelance or contingent workers, who enjoy the flexibility and freedom gig working provides.
“By shifting their workplaces to home offices, many employers are finding new opportunities in supplementing their resourcing needs with freelancers and contingent labour.”
There are other benefits to widening your talent horizons, too. Notably, time and cost to hire savings as well as access to switch on/switch off skills.
Above all - keep it real and transparent. If you're not proud to show off your policies then it could be time to rethink them.
Get in touch with us to see how we can help you represent your brand with an engaging employee value proposition (EVP).