If you run a business, you know how important it is to have good people working for you. The cost of directly replacing an employee can run as high as 50 to 60% of their annual salary, and total associated costs of turnover can rise to 90 to 200% (according to studies in a blog by Penn Foster).
Remember, when you’re looking for new staff, you’re not just trying to decide if a potential new employee is a right fit for your company. Potential new hires are also trying to determine if your business is a good employment fit for them. Employment is a big decision. It’s a two-way street, and you have to prove that you’re a business worth working for.
So how do you find quality staff that will stick around? The same way you find quality customers or clients that want to continue supporting your business long after they’ve paid you: marketing.
Here are methods for engaging high-quality employees with your marketing:
Manage Your Reputation Online
What are people saying about your business online? Potential new hires will want to know, and this is information that’s very easy to find. If people are saying things that don’t make your business look excellent, you will have difficulty finding employees.
Check sites such as Google Reviews, Glassdoor, and the BBB so you’re aware of what potential new hires could be reading about you. Be ready to either address the person who left an unsavory comment about your business to see what you can do for them to change it or be prepared to speak to the comment in an interview with a candidate.
Need help managing your online reputation? Run your free reputation analysis.
Consider How Your Brand is Perceived
More and more people are looking for jobs where their employer actually cares about them and doesn’t see them as a means to an end. Does your brand online give the appearance of a growing company that invests in its people?
Just as you don’t want to hire an employee who has had a gap in job history, potential job candidates don’t want to work for a company whose brand looks stale. Is your brand stuck in the stone age? What would a new employee think if they saw one of your work trucks for the first time or interacted with one of your current employees?
The Green Hills Group can assist if you need more hands-on help getting your brand up to date.
Ensure Clarity of Messaging on Your Website
You want to trust that your future employees will be able to explain what your business does. So, how clear is the messaging on your website? Your messaging should be clear and straightforward enough that everyone who reads it can understand what you do, and high-quality employees should reiterate this messaging.
Bonus points: Take the opportunity in the About section of your website to describe your company culture for potential new hires.
Need help cleaning up the messaging on your website? We’ve got you covered.
Make it Easy to Apply Online
The best way to encourage someone to apply for your job opening is to make it as easy and accessible as possible. These days that means investing in the digital job application process.
- Create a Careers Page on your website.
- Put together a fillable form for the job application (Something as simple as Google Forms works excellent).
- Write a job description that helps applicants understand the role they’d be taking on as well as what it would be like to work at your company.
Automate Job Application Follow-Up
Don’t leave your applicants hanging. The applicant should know what to expect once they hit submit. What happens after they apply? We recommend setting up an automated email reply to let them know when they can expect to hear back from you and any other relevant information you need to share about their application.
Make Your Employment Marketing a Priority
Your online presence matters. Not just for attracting more business but attracting employees. If you need more assistance with your marketing, The Green Hills Group offers online review management services, search engine optimization, social media marketing, and website development services. Be sure to follow these suggestions to improve your candidate pool.
Contact us to learn more about how we can help your business grow.