Recruiting vs Marketing. Time to Think Differently.






For simplicity, let’s categorize all jobseekers into one of three categories:

1.   Those who are actively looking

2.   Those who are thinking about looking

3.   Those who aren’t even thinking about looking

Unfortunately, most companies treat everyone as if they’re in the first category – actively looking. Head scratching ensues when strong candidates aren’t applying for their jobs that they’ve posted. Sad, but true, the days of simply posting a job and getting a slew of qualified candidates are gone.

According to a survey by LinkedIn, more than 75% of the fully-employed LinkedIn members are not in Category #1. It jumps to over 90% for high-demand positions and for the strongest talent. These people (the best people) don’t need to look.

Therefore, developing a strategy is key! Companies have realized that they need to promote their jobs the same way they market their services and products. We think creativity and understanding are of utmost importance. With unemployment rates at under 5%, structure the hiring process with the attitude of ATTRACTING top talent, not WEEDING THEM OUT. Also, we need to get better at reading between the lines…not everyone has their resume professionally written. (They don’t have to, they’re in demand.)

So, what do you do? We strategize and talk about this all the time! Consider posting your salary range upfront, especially if you know that your range is above the going rate in your surrounding community. BUT, keep in mind that money is not the only motivator; in fact, compensation is usually #5 on the top most important reasons a passive candidate is willing to make a career move.

Here are a few scenarios that we hear every day; and suggestions to get you thinking about what fits within your company culture to combat them:

Candidate “A” has been with their current company for 7 years, and has accumulated 4 weeks of paid vacation that they use in 2-week increments to take time to see his family that lives 8 states away. They are nervous about making a move and having to start over with 1 week of vacation.

Possible Solutions: Be clear that vacation time is negotiable based on what the candidate currently has, be OPEN; and get creative. Match what the candidate currently has or allow the candidate to “borrow” vacation days, or be allowed to take the additional time off without pay.

Candidate “B” currently has healthcare for their entire family that costs $400 every paycheck. If the candidate moves to XYZ Company, it’s now $500 per paycheck.

Possible Solutions: Consider a sign-on bonus for the first year. Or, make it up with other perks like paying for the employee’s cell phone, or full reimbursement for continuing education or renewal of certifications.

Candidate “C” currently commutes 10 minutes to the shop; but in taking a job with a new company, the commute moves to 45 minutes. Employees are increasingly becoming pickier about how much time they spend in the car and it can be a deal breaker if the new commute interferes with other things in life, such as dropping kids off at school, etc.

Possible Solutions: Make sure candidates know there are flexible hours, that 8-5 isn’t necessary. Perhaps, offer a company paid laptop so the employee can actually start their day at home while waiting for traffic to die down. Also, institute a policy that is a “no questions asked, paid time off to watch kids’ activities” essentially giving them back “time” in another way.

These are just a few things to think about. What can your company REALLY offer? Most importantly, HOW do you say this via a job post and get your point across without looking desperate? Reach out to us for a “deep dive” into why you’re awesome to work for and we’ll help you put it into words.


Happy Recruiting!

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