The war for talent is real. Every company is fishing in the same pond of highly skilled and motivated employees.
Not only competitors are looking to poach your best employees, but every company in a 60km range is looking for talent.
How can you get ahead in this daily rat race? How can your company truly stand out and attract the very best a-players in not only your industry but all industries?
Find it out in this blog.
1. History of hiring
There once was a time where hiring new people was a totally different ballgame.
Companies placed a job opening in the local newspaper or on billboards next to their building. Candidates would line up to join the company, motivated by location and wage. Fair pay and maybe some extra incentives were enough to convince someone to join the team.
If you were good to your employees, they would probably stay for life and never even consider other companies or job openings.
In this current economy of entrepreneurship and job hopping, lifelong employee loyalty sounds like a long lost and naive dream.
2. Current situation and the war for talent
If you're reading this, you probably have a couple of job openings.
You’ve probably tried a number of different strategies, channels and tactics to get new applicants. Unfortunately, there’s fierce competition doing the exact same thing.
Competitive salary and extras are not enough anymore to convince people that your company is the place to be.
Promises of a great work-life balance, education budget and lunch served by the company just aren’t enough anymore to convince people to join your business. It’s time to get creative.
You need a convincing brand based on your company.
3. Building your brand
Building a brand is not easy and it will take some time.
It’s a strategy that needs to be embedded in your entire company.
It means thoroughly thinking about what message you want the world to hear, and how you want to reach people.
Did you find the answers to these questions? Congratulations! Your business just became more than a business. It became a brand.
Your employer branding will of course influence the type of talent you attract. So ask yourself who you are.
- Are you a fast paced, highly ambitious company that wants young career driven professionals?
- Are you a family spirited company that wants to impact the local community?
- Are you a technological driven research company that’s looking for motivated engineers to change the world?
Find your message and live it. Communicate it loud and clear.
The people you want to attract, will hear it and resonate with it.
Branding is a promise to your customers.
Employer branding is a promise to current and future employees.
4. How are traditional marketing tools doing?
When you’ve found your message and your employer branding strategy is on point, start selecting different channels to reach qualified candidates.
There are a couple of offline sources, but lately the main focus for finding new talent is on online channels. But are they doing what you expect? Let’s see what’s out there for you.
In a SurePayroll Survey more than 70% of candidates use word of mouth to search for a new job, which makes them ambassadors.
That makes it the biggest and most powerful channel for attracting new employees, actually outperforming all other online ads from your company. Crazy, considering the money you’re spending on ads, right?
It’s not that crazy, actually.
Imagine the following: a new restaurant opens in town. What will convince you more to go out and try their food: the restaurant’s website, or a recommendation from your best friend who tried the restaurant last Friday and said he never had a better risotto?
Your best friend obviously. He has nothing to lose by boasting about the restaurant. Obviously, he has great taste because you’re his best friend, so you trust his judgement. Furthermore, he’s an impartial party. The positives and negatives are mostly objective and catered to your likes and dislikes.
With a company, it works the same. In order to get the most out of your employer branding, you need ambassadors. You want your employees or colleagues to spread the word about how your company works and what you do.
Even pain points can be discussed! Don't worry, there isn't a single company in the world that's perfect. Flaws are what makes an organization human. Perfection won’t be obtained by anyone anytime soon and people would rather work for flawed human beings than for perfect robots.
So how do you get your people to carry out your employer branding message? Enter ambassador marketing.
5. Why ambassador marketing is the solution
Ambassador marketing is guiding the word-of-mouth for your company by pinpointing current and new ambassadors/advocates and giving them the right tools to generate awareness around your company. Basically, it’s free influencer marketing.
People can tell anything they want about your company but it's up to you as HR manager, marketeer or owner to guide them and help them say the things you want to focus on.
Triggered? Start building your company based ambassador program through this easy guide: "What is ambassador marketing".
6. The basics: using ambassador marketing for talent acquisition
For talent acquisition, your current employees are the very best brand ambassadors / brand advocates. People that work at your company and love your culture are the very best way to attract new employees.
Pretty logical, right?
So how can you give your motivated employees the right tools to become true ambassadors and reach new potential hires?
- Social media: have your best ambassadors like and share your companies employer branding content: job openings, behind-the-scenes stories, employer branding campaigns,...
- Merchandise: create a company swag pack (merchandise) so your happy employees can wear your cool company clothing everywhere. On their commute to and from the workplace, on events, in their spare time...
Help them reach more potential employees by spreading the right message using premium merch.
You can use sportswear to show the world you’re an active company (like TVH), or socks to show that you’re a fun company (like Mastercard).
7. What to take away from this
- The war for talent is raging on like never before, so you have to stand out from all competition in different ways
- Employer branding is communicating your company culture to the world to attract new talent
- Word of mouth is the number 1 channel (70% of candidates) people use to find a new job -> ambassador marketing is the solution
- Use the ambassadors you already have to increase the amount of potential job candidates
- Using merchandise helps you massively increase the impact of your ambassadors
Ambassador marketing does more than attracting new talent! Discover how to get your first 100 ambassadors and how to generate more revenue with them by clicking here!