With the job market opening up thanks to the Internet and the normalization of remote work, the competition among candidates has only intensified. Your role as an employer or a recruiter has thus become somewhat complicated, increasing the responsibility of marketing the job almost like you’re marketing a product. Job seekers have more options than ever before and will continue to have more options as long as industries offer all sorts of work arrangements and styles, whether in-person, hybrid, or remote.
And while they are looking for a decent paycheck, new workers are placing more value on a fulfilling role, a work environment that’s inclusive and fits their values, and employers that don’t see them simply as a number. So, how do you cater to candidates who will fit both the role and your company?
Create an Attractive Job Description
Crafting a job description can be challenging, so it can be tempting to write one simply to convey what your company is looking for. However, job posts should also stress what’s in it for the applicant and should be written in your company’s voice for your audience.
If you’re a modern furniture company targeting Gen Z employees, you might want to write in a light and conversational tone and include a few colloquial terms that they can relate to. Conversely, if you’re targeting employees who are looking for more traditional roles, you might stick to a formal tone while making the post more approachable to stand out. Similar to marketing, it’s all about knowing your audience and creating a sense of connection.
Emphasize Company Culture and Values
In a Glassdoor study of more than 5,000 adults, 77% reported that company culture is a significant consideration when they choose to apply for a job, and 56% stated that company culture outweighs salary in terms of job satisfaction. Especially if your target employee is a millennial or younger adult, you’ll want to emphasize what values your company focuses on, whether it’s work-life balance, internal mobility, or strong senior leadership.
Perhaps you have Flexible Fridays, where employees can leave early, dress casually, or use a few hours for professional development. Carving out a unique company culture is important to get noticed, similar to how any new retailer or reputable online casino in the US works hard to build its brand recognition.
Showcase Benefits Plan and Competitive Salary
Offering a competitive salary shows that you value your employees, but pair that with an equally attractive benefits plan, and you reinforce that tenfold. Whether you decide to use a single salary number or provide a range based on skills and experience will be up to you, so long as you set your expectations and let applicants know what they’re potentially signing up for.
Beyond the salary, you’ll want to list employee benefits like health insurance, dental insurance, retirement plans, paid time off, and especially benefits that other companies might not offer, such as mental health support, tuition reimbursement, wellness programs, and other attractive perks that your candidates will likely find enticing. When candidates are well-supported and have a strong work-life balance, they are likely to be more productive and stay loyal to your organization. It’s a win-win situation that brings in qualified and passionate employees and benefits your business in more ways than one.
Home in on Career Development and Growth
Once employees are settled into their roles and feel that they have a sense of job security, most will want to capitalize on that personal fulfillment through professional development opportunities and the potential of raises and promotions. Businesses that incentivize hard work and give employees opportunities for advancement in their roles or within the company are more likely to attract and keep strong workers. Providing access to resources, performance reviews, and training and development programs are all useful strategies, but it’s even better to establish career tracks so employees know what they’re using these opportunities for.
Craft a Seamless Application Process
No one wants to go through a stressful and complicated application process, and recruiters and higher-ups certainly don’t want to have to deal with dissecting those applications either. The easier it is for candidates to apply and showcase their qualifications, the faster it will be to make a hire. Your job posting should be easily accessible from different browsers and devices, have a step-by-step structure, and avoid asking for redundant information.
Attractive form builders like Typeform can help you create an engaging form, and Calendly can streamline the interview scheduling process after you’ve narrowed down the applicant pool. Candidates will be much less likely to abandon the process and feel like the job isn’t worth the effort if you keep the application experience simple and intuitive.
Highlight Diversity and Inclusion Initiatives
Diversity and inclusion initiatives have become almost mandatory in the workplace, including policies on pay, fair hiring, diversity training, and other related policies. While there seem to be political views at play when it comes to opinions on these initiatives, the majority of employed adults still say that it has a positive impact at work. The key is to maintain this focus yet not let it overshadow company values and culture. Maybe you’ll emphasize blind recruitment in your job posting, provide DEI training, and conduct regular surveys to see what your employees think about diversity and inclusion in the work environment. These actions will ensure that DEI initiatives are appropriately emphasized without going overboard.
