Attract Better Job Candidates: Tip #3: Discuss Comparisons
In this series, we have dealt with the challenges companies face with recruitment. Increasingly, employees are more discerning about what they want from a potential employer. The balance of power is shifting, and employers have found themselves doing more to attract potential employees than ever. Consider that a McDoina’ds outlet in Florida offered $50 for people to come in for an interview. Blake Casper, the owner, said, “If we can’t keep our drive-thrus moving, then I’ll pay $50 for an interview.”
Is this an extreme example? Sure. Is it Exceptional? Maybe not. Is it instructive? Yes. So, what should we do?
It starts with an inbound mindset
If you’ve followed this series, you’ll know that I have been encouraging the reader to adopt an inbound marketing mindset. What does that mean?
If you want to earn the trust of potential candidates and attract a better, more relevant pool, you need to believe that candidates are out there searching for an employer they believe will be a good fit for them. Sadly, too few companies are helping them do this. They leave out important information in the recruiting process. These companies find themselves ghosted as soon as the employment contract is signed.
It’s like watching an episode of Love is Blind, up to the part where the bride leaves the groom at the Alter. At this point in the relationship, the desperate pursuit is over. The groom, smiling from ear to ear, is ready to commit. The bride appreciates that, for the first time, she finally knows enough about her groom to make a decision. Essentially, there are too many doubts and forever is not an option.
“I don’t”, she says.
The groom is ghosted. Devastated, he says, “ I’m never doing this again.”
So, how do we get ahead of potential employee doubts and concerns? We answer their questions. There are types of questions.
The Big Five
- Salary and benefits
- Best of lists
Question 3: Comparisons
Here you have the opportunity to discuss the pros and cons of working with you and compare yourself to the various options your candidates might have.
Examples of comparison articles
- Company XYZ vs Company ABC, which one is better to work for?
- Company XYZ vs Company ABC, who offers the most flexible employment options?
- Where should I work – Company XYZ or Company ABC?
- Which company offers better internship opportunities in [City] – XYZ or ABC?
- Career development options: ABC cs XYZ vs 123?
Why would you do it?
- Have you ever lost employees to a competitor and found out a few months later that they weren’t 100% satisfied with their move?
- Have you ever attracted talent that worked for a similar/competing company?
- Do you compete for a finite pool of talent?
- Have you ever had an employee poached by you’re a competitor in your field?
- Have you ever interviewed a candidate who told you they were also considering an opportunity at a competing company?
- Do you ever wonder what factors potential candidates weigh up when considering you vs another employer?
If you believe potential candidates weigh up working with you against working with somebody else, you need to face the situation head-on. To get ahead of their questions, start answering the comparison questions. Make sure they learn it from you first. See this as your opportunity to position yourself as the voice of authority in your sector and area.
Honesty (impartiality) is key
Be completely honest and unbiased. As soon as you do that, your audience will detect it. Trust will be gone. Anything positive you say will seem like a lie. Anything negative will seem like an admission of guilt. Remain completely objective and neutral.
Sources of impartial information
i) Recruitment websites
ii) Competitor company websites and Linkedin Posts
Where do you start?
- List the companies that you compete with for talent. These might not be competitors, merely employers who attract the same talent pool you draw from.
- Read about key factors that they write on their website or job posts. How do you differ? How long have you each been in business? Is the company big or small? Do they boast a small family-style culture or a larger corporate-style culture? What do you know about their compensation structure for specific jobs? Compare these factors to yours.
- Do you have any employees that worked for your competitor companies? Could you interview them to hear their perspectives on the two?
Tony Gresty Seems like you're going to double down in 2023 with that video content and continue educating customers, love it! What's your backlog of content topics look like for this year?
Are you looking for ways to attract more job candidates to your website? If so, writing about the best employers and why they are the best is the last of our top-5 effective strategies. Not only does this draw more job candidates to your website, but it also positions you as someone who cares about what prospective employees care about. It establishes you as an authority on what makes a great employer. In this post, we will discuss three reasons why writing about the best employers pays off.1) Job Candidates Are Always Searching for the Best EmployersWhen looking for employment, job candidates often have a list of criteria they use to narrow down their options. Employers must have competitive salaries, offer benefits, and provide a workplace environment that allows employees to reach their fullest potential. But one of the main criteria candidates use to choose an employer is the quality of the workplace. In today's competitive job market, writing about the best employers and why they are the best can pay off in a big way. It shows job seekers that you recognize the importance of creating a quality working environment, and that you care about the success of your staff. If you are going to start talking about other employers in your field, here's what you need to know. When writing these types of blog posts, it's important to highlight what makes each employer stand out from its competitors. You need to do this boldly and honestly. Focus on areas such as employee satisfaction, the diversity of their workforce, career advancement opportunities, and any special programs or initiatives that make them unique. Also, don't forget to include quotes from satisfied employees or other industry experts who can back up your claims. The less you hide, the more trust you will build. Remember who will be reading what you write - prospective candidates searching for opportunities in your sector. If you're answering their questions - you're engaging with them and starting to establish a reputation. Before they find your page online, you might not have been on their radar. But now, if they're on your page - they're learning about what to expect from you, and you're making a connection. And, there's another advantage.2) You Position Yourself as an Expert and Authority on What Makes a Great EmployerWriting about the best employers pays off in more ways than one. Not only does it show job seekers that you take employee satisfaction seriously, but it also establishes you as an authority in your industry while drawing more job candidates to your website. When readers see you promoting the best employers in your industry, they’ll assume that you have the requisite knowledge of the field and that you understand the qualities that make a company great. By highlighting successful employers, you show prospective employees that you know what it takes to succeed and that you care about the things they care about.Overall, writing blog articles about the best employers can be a great way to position yourself as an expert and authority on what makes a great employer. Not only does it provide valuable information to readers, but it also helps to differentiate your website from the competition. Plus, by drawing them to your site, you initiate contact with prospective talent. 3) It Shows That You Care About What Prospective Employees Care AboutWhen it comes to searching for the perfect employer, job candidates want to know that the company they’re considering is going to take care of their needs. After all, job seekers are looking for more than just a paycheck; they’re looking for a workplace where they can be valued and respected. Writing blog articles about the best employers and why they are the best is an effective way to show prospective employees that you understand their needs and care about them. By highlighting the positive attributes of different employers, you show potential job seekers that you understand what makes a great workplace and are willing to stand behind your statements. ConclusionTo conclude: Prospective employees are searching for good employers. Writing blog articles about the best employers helps draw more job candidates to your website. It’s a great way to showcase your company, your history, vision and other aspects that prospective employees might not have been aware of before they started searching. By writing blog posts about the best employers and why they are the best, you can demonstrate your commitment to helping job seekers find the perfect fit for them, and establish yourself as an authority on employers. Plus, it gives prospective employees an easy way to learn more about the companies they’re considering and get a better feel for what kind of experience they might have if they work there. If you're discussing the things they care about, it shows that you care.
When it comes to running a successful business, one of the most important factors is having a team of talented and motivated employees. However, it can be difficult to recruit and retain top talent effectively. Add to this challenge the fact that potential employees won't settle for anything they can get - they are discerning. They're doing research and trying to find out if your company is a good fit for them. So, if they’re out there trying to find out what it’s like to work with you - you need to answer the question. The most effective way to do this is through employee reviews.When researching your company, candidates will want to know how your employees feel about working there. Employee reviews can be a powerful tool in helping you attract and retain better talent. When prospective candidates are researching your company, they want to know how your current employees feel about working there. Employee reviews can provide valuable insight into the workplace environment and help you determine if you have the right people in the right roles.By leveraging employee reviews, you can understand how satisfied your employees are with their roles and responsibilities, what their experience has been like so far, and what improvements could be made. You can also get an idea of how comfortable and supported they feel in their positions. This information is invaluable when it comes to recruitment and retention efforts.It’s going to make you a better employerWhen you know that your employee reviews are available for others to read, you’re going to pay a lot more attention to their experience. Employee reviews can help you determine what motivates your employees and identify areas of improvement. Ultimately, using employee reviews to attract and retain better talent is an effective way to ensure that you have the right people on board. So, if you're looking for ways to enhance your recruitment and retention efforts, consider incorporating employee reviews into your strategy.So, why don’t I just write a whole lot of content about how great it is to work for me? I like to tell people there is no such thing as a bad question, but this one is. But, let me answer it.A lot of people don't trust employers' reviews of themselves. Therefore, writing a lot of copy about why you're an employer of choice is unlikely to have the desired effect.For many organizations, the traditional approach of relying solely on their own words and marketing to attract the right employees simply isn’t enough. This is why many businesses are now turning to employee reviews to help promote their company as a great place to work. Not only do reviews give potential candidates a more accurate picture of what to expect, but they also help to create a sense of trust and credibility among job seekers.In addition, employee reviews can be used to highlight unique benefits or perks that make your organization stand out from the competition. By showcasing the positive things employees have said about working for you, potential candidates can get a better understanding of what makes your company a great place to work.Honesty and transparency are best when hiring. The people that are likely to be the most honest are current or past employees.By disclosing the honest feedback you receive from employees, you demonstrate that your organization values transparency and honesty. This can make potential hires feel more comfortable, knowing that they are making an informed decision and that their opinions are valued by the company.Finally, employee reviews can create a sense of loyalty amongst existing team members. Knowing that their opinions are respected and valued within the organization, team members may be more likely to stay with the company for longer. At this point, you might be worried about receiving negative reviews. That's a reasonable concern. Will they chase people away? Should you publish them? Let's answer that.What if people write bad reviews - should I still publish them?It's a common fear that employee reviews can be a double-edged sword - what if someone writes a bad review that hurts your business? The answer is yes, you should still publish the reviews, both good and bad.First and foremost, publishing bad reviews shows potential job candidates that you are open and honest about your business practices. It helps build trust with applicants and encourages them to speak openly and candidly about their experiences.In addition, publishing bad reviews helps to give a fuller picture of your company’s culture and working environment. It also helps to provide insight into how your management team responds to complaints and criticism. This can be invaluable for potential employees who are looking for an employer that takes feedback seriously and values its employees.Ultimately, it’s important to remember that no workplace is perfect and there will always be complaints from employees. However, by embracing employee reviews, both good and bad, you create an open and transparent work environment that encourages feedback, collaboration, and growth.How to start getting employee reviews on your websiteGetting employee reviews on your website can be a great way to show potential job candidates what kind of experience they can expect when they join your team. So how do you get started getting employee reviews on your website? Here are a few tips: Encourage employees to post their own reviews. Make it easy for them to share their thoughts and experiences on the company website. You can also offer incentives or rewards for employees who post positive reviews about their experience. Use anonymous surveys to collect feedback from employees. Ask employees about their experience at work, what could be improved, and what they’d like to see changed in the future. Set up a review page on your website. Create a page where employees can easily submit reviews about their experiences with the company. You may even want to offer incentives for those who post reviews. By following these tips, you can start getting employee reviews on your website and start using them to attract and retain better talent. Not only will this help you create a more positive work environment, but it can also help you demonstrate to potential job candidates that your organization is committed to creating a positive and successful workplace.
Businesses, especially in the USA and the UK, struggle with staff shortages. In my previous post, I shared some research findings that showed you the number one thing you can do to attract better, more relevant job candidates immediately. This post will look at what we should do to attract better candidates.You need to adopt an inbound mindset In the previous post, I encouraged the reader to adopt an inbound marketing mindset. We must consider our potential candidates’ questions when looking for a job. Then, we need to answer them. Companies that do a better job of answering questions attract better, more informed candidates. In other words, if we want better, more informed, good-fit candidates, we must get ahead of the questions they ask before applying. There are essentially five types of questions. Answer them in your blogs and Linkedin posts. The Big Five Salary and benefits Problems Comparisons Best of lists Reviews The first question we dealt with was salary and benefits: Some businesses believe there are a few good arguments to avoid being transparent about compensation. However, the benefits of transparency far outweigh the justifications for hiding the answer to everybody’s number one question. If you want a more comprehensive, relevant talent pool, disclose salary and benefits in job posts. If you want to annoy potential candidates and damage your company’s reputation, keep potential candidates in the dark for as long as possible—next question. Question 2: Problems Another thing to be open and honest about is your company’s shortcomings. When people want to know if there are any problems to expect when working with you, they are already considering your business as their next potential employer. You need to keep them engaged, and you must answer their questions. It’s a tough pill to swallow, but your business is not a good fit for everybody. What are the potential benefits of discussing the shortcomings and challenges of working for you? Here are three obvious benefits: Candidates who understand your challenges come to job interviews with a solution mindset. Employees who understand your shortcomings have more realistic expectations and are less likely to quit due to disillusionment. Employees who do not foresee success in your “challenging” environment will automatically exclude themselves from the recruitment process. You get to skip the part where they will say anything you want to hear just so they can get the offer – only to reject it later (or worse, quit after two weeks). Examples of problem articles: What articles could you write about your company’s problems? Top five reasons why employees quit their jobs at XYZ company. Three things to be 100% sure about before you take a job at XYZ company? Why people leave Company XYZ: Some people stay for 10 years, and some quit after 10 weeks – why? The hardest part about working with Company XYZ, according to current employees. Ten reasons why you might not enjoy working at Company XYZ How can one possibly justify talking about the negatives? It seems counter-intuitive that talking about the negatives has positive outcomes. How could we justify this? Instead of answering the question, I will challenge you to consider the following: Every business has its problems. Do you think they are willing to talk about it? What goes through a candidate’s mind when they first encounter a company that openly and candidly discusses their shortcomings? Imagine the calibre of candidates you would interview if they knew that you weren’t perfect and wanted to work with you despite your shortcomings. If people are going to find out about the challenges of working with you, where would you prefer they learn about it? From your competitors or on your website? Whom would you trust more, a company without problems or a company that is willing to disclose its problems? It’s undeniable: The fact that you are willing to share your shortcomings candidly gains instant respect. You will probably find that recruits are leaving their previous company after spending years discovering their problems. Conclusion If you want candidates to research your company as a potential employer, help them to find the information they seek. They will want a sense of whether they can trust you or not. Set yourself apart from your competition, spare disillusionment, and attract solution-minded employees – be honest about your challenges and shortcomings. As soon as you are open to the fact that you’re not the best fit for everybody, you are more likely to attract better-fit candidates.
Today, first-world economies like the USA and the UK are still struggling to reset after the pandemic. Staff shortages remain a significant nuisance. Next to inflation, the largest complaint from businesses is the shortage of workers. 42% of companies are finding it more challenging to generate applications. I met recruiting specialists Matt and James Cooper in Coventry, UK. They are the founders of Get Staffed Online Recruitment, an online flat-fee recruitment agency. Their business has been helping businesses with their recruitment needs for over a decade. We were all there to hear keynote speaker, Marcus Sheridan. Marcus shared a slide, “The Big Five”, explaining five principles that apply to inbound marketing as much as they do to recruitment. Marcus encourages a culture of listening to the market and answering questions openly and candidly. Matt and James, in the UK, have been practising these same principles steadily for years. What a position to be in: on stage, we have Marcus Sheridan, the world-renowned inbound marketing genius, sitting behind me, two highly experienced recruitment experts. What can we learn from them to help us attract great candidates immediately? Start with an inbound mindset. Placing a recruitment advert on LinkedIn is no longer sufficient. Your potential candidates are searching for jobs that meet their criteria. Your business needs to answer their questions if you want them to apply. Your Linkedin job post, if compelling enough, will set a potential candidate on a path of research to determine if you are a good fit. If your post fails to connect quickly, you will instantly discourage potential applicants, especially the more discerning and goal-orientated ones you’re hoping to attract. So, start with an inbound mindset; and answer the Big Five questions. Do this on your company website blog and through the content you share on Linkedin. The Big Five 1. Salary and benefits2. Problems3. Comparisons4. Best of lists5. Reviews Question 1: Salary and benefits This post promised to share one thing you can do to attract better candidates. Therefore, I will now discuss the first Big Five question. I will address the others in four other posts. i) Start disclosing salary and benefits At the top of the Big Five is the one question everybody wants answered – money. Every candidate wants to know about it, and most companies refuse to answer it. And to you, that should spell opportunity. When looking at a job post, 70% of candidates (if not more) want to know what kind of salary they can expect. If you could track the mouse movement of anybody browsing your Linkedin advert, you would find every candidate will scroll through your advert looking for the salary figure before they read anything else. So, why hide it? You’re going to discuss that at some point. So what if I don’t disclose the salary – will I miss out on talent? Matt and James have the numbers on this: ii) Disclosing salary attracts more applications According to Matt Cooper, your ad will receive 37% more applications if you show the salary. This number was up from 21% the year before. The number might be higher or lower in your industry, but it’s still high and climbing. It’s common sense; If you want more applicants, start disclosing salary and benefits immediately. iii) Disclosing salary improves how your company is perceived In the USA, The HR Director, or HRD (probably the most respected independent resource for senior HR Practitioners) finds that 48% of all job seekers say that the absence of salary negatively affects their perception of the hiring company. iv) Disclosing salary attracts more relevant candidates But won’t I be flooded with unnecessary applications? Is that your next question? Let’s answer it: HRD asked hiring managers about the effect since they started disclosing salary details. Here is what they found: 42% found that applications were more relevant. Do you want more relevant applications? Disclose the salary. v) Disclosing salary saves time Perhaps you’re still not convinced. You might think, “more applications will make the process take longer.” If so, let’s hear what other hiring managers said: 35% saved time in the recruitment process. Do you want to shorten the time taken to fill positions? Disclose the salary. Conclusion It’s time to approach hiring with an inbound mindset. An inbound mindset aims to answer the questions that potential candidates ask. We now know that salary is the question that comes to mind first, so it’s the one you need to answer first. If you want to do one thing today, you will enjoy the following benefits: You will attract better candidates You will attract more relevant candidates You will reduce the amount of time it takes to fill positions. And that was just the first of the Big Five. Follow me to find out what the others are. Next, We answer the second group of questions, namely, "Problems".
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