5 Tactics to Attract and Retain the Best Candidates
By Jolene Rutherford, Last updated: 2022-12-14 (originally published on 2020-09-23)
Becoming an Employer of Choice
The modern business landscape is becoming more competitive by the day, and while you might think that it’s the job-seekers who are fighting to get the job, it’s actually the companies who are now struggling to attract and retain the top talent in their industries. Simply put, employees nowadays have plenty of options and career opportunities at their disposal, because amazing companies offering amazing perks and benefits are a dime a dozen. If you want to overtake the competition and become the employer of choice for the best of the best, you need to adjust your business model and implement some tried and tested tactics.
From your online endeavours and marketing strategies to building a better brand experience, all the way to providing the right legal support to your employee and avoiding some common mistakes, there are many important factors that play into a well-rounded and appealing employer. That’s why today we’ll be going over what you need in your arsenal in order to become an employer of choice. These five tactics will help you attract the top talent to your brand.
Build a powerful brand identity
In the current business climate, the brand identity plays a more important role than ever before in talent acquisition and retention, but also in the overall long-term success of a company. In a sea of businesses big and small offering the same products and services, it’s important to have a unique brand identity that will set your company apart, elevate it from the competition and the noise, and help establish an emotional connection with the online and offline audiences.
It’s not just important to have a company brand, though, as you also need to focus on building a powerful employer brand that specifically addresses the needs of your candidates, employees, and any future applicants. You’ll need to research the needs and aspirations of your ideal candidates, what they expect from their favourite brands and future employers and craft a compelling brand image that will resonate with their values and core beliefs.
Engage the online audience
Speaking of resonating with your potential employees, you also need to invest in online marketing, storytelling, and brand dissemination to elevate your engagement rates on all relevant platforms. Improving online brand engagement is paramount to long-term business success and growth, so you have to make sure your brand is present where your potential employees are, and that its stories and messages are resonating with them on a personal level.
Firstly, you need to identify the online platforms where you’re most likely to reach top-quality candidates. These typically include your own website, other authority business sites, specialised social media like LinkedIn, and recruitment websites and forums. This is where companies are ranked, and people leave their honest reviews and opinions. Once you know where to reach them, be sure to start crafting tailored messages and stories that portray your brand in the best possible light.
Stand up for your employees through legal support
Having the right legal structure and professional legal support is crucial for business survival. Not only can a professional legal team keep your brand safe from legal liabilities, but it can also help you protect your employees. It can help you resolve disputes, and build a better employer brand by letting candidates know they are safe with your company. Appealing to the right candidates and creating such a strong legal structure requires the input of an experienced employment law firm that understands the ins and outs of your industry, as well as the laws and regulations governing your local business sector.
These consultants can help you craft strategies and roadmaps for employee development. They can help with talent acquisition, align your employer brand with the people’s needs, optimise your culture, and organise your entire company’s structure to maximise talent acquisition and retention. When people know you have a strong legal structure, they will be more inclined to put trust in your brand.
Build a thriving company culture
The culture you nurture in the workplace can make or break an amazing employee collective. It can also send the right or wrong message to potential applicants. Rest assured, the best of the best in the industry are not just looking at your salary range or the perks you offer. They are constantly looking for brands with the best culture. Why? Because your company’s culture tells them how it truly feels to work with your brand. It’s also one of your most powerful marketing tactics, so be sure to create a positive workplace culture and tell the world of the amazing experiences that await new employees in your company. Nurture an environment of inclusivity and creativity that capitalises on a tight knit team that boost each other up and help each other out. You know, the kind of place you actually like to spend time in.
Focus on long-term employee development
Lastly, keep in mind that the modern employee has no problem switching employers on a moment’s notice. This is because of the sheer number of opportunities there are out there. This couple with the fact that some companies offer better career advancement programmes than others or better benefits. If your employees can’t see themselves working with you for the next five years, you’re going to lose them quickly to a competitor that has a comprehensive development program.
On the other hand, the top talent in the industry will not even apply for your job postings if they hear that working at your company is a dead end. Make sure to create detailed career plans for all job positions, and market your programmes as one of your biggest selling points. Most people want to enter a role within a business that they will stay at. So it’s your job to make sure there is incentive enough to keep them with you.
It’s a competitive job market out there. But not so much for the job-seekers as for the brands looking to attract the best employees to their doorstep. When the best-of-the-best are looking for work, you want them to be attracted to working with your company. Give them opportunities and let them know the possibilities for growth and advancement. You want them to be leaning your way because of the excellent referrals from your current employees. They will be hoping to join into a business that keeps them happy. A workplace with an engaging company culture that looks after its employees. So much of our life is spent at work. Employees are looking for a home away from home to put their energies and passions. You want your business to be the most sought after place to work in the market. Treat everyone that works with you as a valued member of the team. With these tactics in your arsenal, you’re sure to boost your talent acquisition strategy. And you’ll keep the top talent from straying, and instead staying, with your business.
This article does not constitute legal advice.
The opinions expressed in the column above represent the author’s own.