13 Jun Are you using all internal experts to help with recruitment?
If you’ve been challenged with recruiting recently, have you asked your internal sales and marketing team for help? You might think I’ve gone mad, but actually there is a lot of crossover between selling your products or services to your customers as there are in selling your organization as an employer to job seekers.
SALES AND MARKETING BREAD AND BUTTER
Your marketing and sales team will hopefully have:
- Identified your key target customers/clients
- Identified unique selling points/key messaging to progress customers/clients through your sales funnel
- Designed marketing collateral to support the communication of those key messages to your target customers
- Refined the sales process to ensure the customer/client gains the information they need in as quick a timeframe as possible, and that the process to buy is easy.
- They will have identified likely objections and buying signals that will prompt the next stage of actions and
- Will be able to shape a convincing offer to a prospect to close a deal.
Whilst it might not work having your sales manager determine everyone’s salaries, they can bring a lot of expertise to support recruitment. With a few change of words to the list above, what your sales and marketing team do to attract and sell to customers and what you need to do to recruit new people to your organization is remarkably similar.
For each role, you’ll have specific requirements in terms of qualifications, skills, competencies and behaviours. Perhaps your marketing team could help you figure out where those people hang out, so you can advertise your vacancies to them? Is it job boards or LinkedIn? Trade press or local newspaper? Facebook or TikTok? With the continuing growth in means of communication, so to has the on and offline places that job hunters use. So once you’ve figured out who you are aiming at regarding your vacancies, you can better use your existing channels or use different ones to reach, new and more diverse applicants.
UNIQUE VALUE PROPOSITION
Are you clear on what makes your organization a great place to work? What can you offer as an employer that your competitors can’t or won’t? Is recruitment, we refer to this as the employer value proposition. In sales it can be referred to as the unique sales proposition or unique value proposition. Perhaps your sales team can help you identify those and your marketers, produce some key messages and supporting material to get your recruitment messages to potential new employees.
Have you reviewed your recruitment process recently? What is the “customer experience” like for prospective employees? Does your recruitment process reflect who you are as an organization? Does it reflect the organizational culture?
An overly laborious process with multiple steps or hoops or where it takes a long time for communication and feedback to come through will lose applicants. I know some organisations will be in the position that by having a complex process, it’s sorts out those who desperately want to work for you out from other applicants. However, if you’re not in the position where your inbox is full of relevant applicants, then you might want to shift mindset. Right now, the jobs market is candidate driven. That means employers have to compete for the best people for your organization. What might be the best for you, might not be the best for your next door neighbour but you do have to compete.
FEATURES AND BENEFITS
Money, unsurprisingly given the cost of living crisis, remains important. But it is not the only factor that applicants are assessing. Others will look at your position on flexible working and whether you offer remote/hybrid working. Non cash benefits will also be important such as holidays, family friendly leave options and what support you provide during periods of physical or mental ill health. Others will want to understand what training and development opportunities you can provide. Some will be interested in what a career path could look like for them at your organization. Management style and organizational culture will be a vital consideration for many too and can be very individual. So lots to consider. But to ensure you appeal to those for whom the employment relationship will be mutually beneficial, get some help from your internal experts.
There is plenty of literature out at the moment, highlighting changes that employers can make to support recruitment. This ranges from getting on TikTok to building bespoke recruitment CRMs. However, we think there is a lot that can be achieved by utilising your internal experts.
For information on how to attract ex Armed Forces applicants to your organisation, get in touch.