Struggling to find your next hire?
Are you a frustrated business owner struggling to find your next hire? Business is booming, but you can’t seem to find anyone who wants to work? “What is wrong with these fickle millennials?,” you lament as you turn down yet another project because you don’t have the bodies you need to get the job done.
We can help!
Macleod & Co. is a full-service marketing agency, and while you may not think of marketing as the solution to your hiring woes (yet), we have helped many clients grow their businesses by recruiting and retaining key employees.
Another reason we can help: we are millennials. We are members of the
fickle generation that is turning your hair gray. We understand how the millennial mind works, what they look for and value, and how to communicate effectively with them.
Below you’ll find five straightforward, actionable strategies for using marketing tools to help you make your next hire.
1. Brand Building
Your brand is more than your logo and color palette, it’s your company’s face and personality. It’s what sets you apart from competitors, and it should embody your values. Customers choose to engage with your business because doing so says something about them and their values.
And guess what? Employees want to work for strong brands too. When competition is fierce, having a strong brand can nudge you to the top of the list.
Because brand tends to be somewhat abstract, it’s helpful to illustrate with an example:
When we began working with Dan Kellogg, he had a very clear vision for his interior painting company. Dan specializes in residential interior repaints and is committed to using the finest materials to achieve beautiful, lasting results for discerning homeowners. He is a true craftsman. Yet his brand did not match the high level of customer service his clients experience.
We started by helping Dan rename his business; Smartpaint became Artisan82 Interiors. We redesigned his logo and color palette, built him a pretty nifty website, and came up with a tagline and messaging strategy to showcase his commitment to quality craftsmanship.
The result: a new brand that conveys approachability and trustworthiness coupled with quality work that stands the test of time. Together, we helped Dan set his business up for success for decades to come.
Brand building starts with strategy (that’s a theme with Macleod & Co, we believe every successful project starts with strategy). One of the fundamental principles of marketing strategy is understanding your customer. The same principle can be applied to attracting employees.
A good first step in the hiring process is to try to get inside the head of your perfect employee. What are their likes, dislikes, motivators? Not only will this help you write a better job description, but you can use this information to craft your brand strategy. If your perfect employee is perfect because they are dependent and trustworthy, use those as your brand values and communicate them in the job posting. If they’re perfect because they’re always learning and innovating, communicate those values. Then you can make strategic messaging choices across your platforms.
Quick Tip: Be creative in your job description and don’t be afraid to use humor to showcase your company’s personality!
2. Social Media
Millennials spend an average of 45 minutes a day on Instagram. YouTube is the second largest search engine in the world, after Google. LinkedIn is a social media platform entirely dedicated to employment, and Facebook has a jobs tab. Taken together, social media is a very powerful recruiting tool.
What’s more, social media remains one of the most cost-effective ways to reach people. For just a few cents, you can serve an ad to your target audience, be they prospective customers or employees.
Quick Tip: Use social media to give people a glimpse behind the curtain of what goes on in the day-to-day of your company. You work hard to create a good work environment for the people you employ — show it off to the world!
3. Search Engine Optimization (SEO)
SEO is the art/science of getting your company’s website to rank high in search engine results. Don’t have a website? Let’s talk, because that’s step one. Beyond having a website, you need to have a keyword strategy, search terms, and phrases you want to rank for. When looking for your next hire, your keywords may be things like “best roofing company to work for” or “trades that pay”.
Quick Tip: Use the nifty job description you put together in step 1. Make sure it contains the keyword phrase you’re trying to rank for within the first sentence and put it on your website.
4. Create a Cool Campaign
Consider a campaign complete with ad spend, creative, maybe even a jingle, spanning different platforms. Within our industry, campaigns are how we drive results; we’ve crafted sales campaigns, lead generation campaigns, awareness campaigns, the list goes on. Bottom line: a campaign is successful when there is a singular objective, a SMART goal.
An integral part of any campaign is the offer — it’s the reason people are motivated to take an action. Campaign offers take many forms. It may be a free resource like an eBook or video or it could be a discount code or a giveaway. For a hiring campaign, you might offer a small signing bonus or swag bag with branded merchandise.
Quick Tip: Make your current employees aware of the campaign and its goals, and consider rewarding them for referrals. Far too often, we see business owners who think their team is on the same page when in reality the fundamentals, like the campaign goal, haven’t been communicated.
5. Use Content to Attract and Educate Employees
Content encompasses everything from blogs and infographics to videos and before-and-after photos. It is not to be underestimated. It is one of the most effective ways to communicate a message in a compelling and easily shareable way.
For example, you could use content to create a program around educating new hires, or you could make an infographic of the 21 reasons your company is great to work for to attract potential employees.
As humans, we’re wired to respond to visual stimuli — photos, illustration, animation, and video are likely to get a greater number of views and shares than a text-heavy web page (and also have greater recall rates — people will be more likely to remember them).
Quick Tip: Don’t be afraid to share cornerstone content frequently. Link to it on social media, send it to your local reporter, include it in an email newsletter. Sharing frequently helps you stay top-of-mind.
Are you ready to start using marketing to find your next hire? Great! We’d love to help. At Macleod & Co., we specialize in home improvement marketing. We know the industry and we’re ready to start putting that know-how to work for you. Let’s get started!
About the Author: Agency Director Allison Wasz is a holistic thinker and digital marketing expert through and through. She lives and breathes digital — strategy, social media, paid search, user experience, and content generation are part of her day-to-day. Allison’s drive to understand the ‘why’ behind every action makes her well-suited to helping businesses of all sizes and across all industries develop and implement their digital marketing strategies. She believes in an educational approach to digital strategy, empowering clients to grasp how digital works in tandem with traditional marketing. Allison is a coffee drinker, part-time yogi, and red wine aficionado who spends her free time eating guacamole and patiently waiting for the next George R.R. Martin book.