Small businesses need to rethink the way they hire today. In good times, companies thrive by being in the right place at the right time. But in difficult times, companies become more important in the lives of their customers. The same goes for recruitment, retention and recruitment journey.

Assignment as a marketing function

Marketing is not a one-time event. It is an ongoing process that requires commitment and patience. Advertising buyers often think of marketing as a vending machine আপনি you make some money and pop up customers কিন্তু but that’s not how it works.

Employers do the same thing when they go to Monster or actually the job board and buy and run ads. You can’t just throw money at problems; You need to create a repeatable system that is permanent. This is how you create a full-fledged recruitment system.

  • Less than 15% of all job candidates advertised on popular job boards apply through these boards. (Empire Biography)
  • 50% of candidates said they would not work for a company with a bad reputation, even for a pay rise. (Randstad)
  • 79% of candidates use social media to find their job (Glasdor)
  • 92% of consumers visit a brand’s website for reasons other than purchasing. (Episerver)
  • 71% of employees will accept a pay cut for a better work experience. (Hess recruiting)
  • 80% of employers think employees go for more money, but 12% actually do. (Gallup)

These statistics show that people in the market for a job are very similar to customers looking for a product. Their job search is multiple events or one moment. It consists of a complete end-to-end journey.

Example:

Someone may first see your ad on the job board, but they will also verify your online reviews, view your social media accounts, and visit your website.

People are not candidates or consumers; They are both. People are just people and they can be marketed the same way. So you need to adopt the systems you use to attract consumers to your brand and start using them to help you attract employees to work for you.

The most important thing is to find out if you want to grow your business …

Customer and reconsideration Employee Journey workbook

In this post, you won’t read about “Quick Hack You Can Find People” or “Easy Solution”. Instead, I will focus on the strategies behind your recruitment process. These are the strategies you need to know and this will help you in your long term recruitment strategy

Three steps to the perfect recruitment strategy

Focus your recruiting focus on your top ideal 20%

I promote it to help our clients attract customers. It is vital that you fully understand who is the ideal customer for your business The same goes for who makes an ideal employee for your organization.

Consider the top 20% of your employees and ask yourself: Who earns the most? Who is the most productive? Who is most committed or satisfied with their work? Who has the most comments, reviews or shouts? Then make a list of common traits that you see in these people.

Make three lists

After identifying the general characteristics of your top 20% of employees, you will want to create three lists. The first two are: “It feels good to be there” and “Ideal to be there.” Have you found anything that is good to have in an employee? And what are some ideal things? This information will help you create a culture fit.

Then take note of the required experience or technical requirements. Only try to influence this part of your opinion if it is absolutely necessary.

This exercise will definitely help you determine who is right for your organization. In addition, going through this process will teach you how to market to your ideal candidate and clarify what to look for during the recruitment process.

Tip
When hiring you should focus on creating diversity but aligning the culture. Anyone who believes in the mission of your company has the ideal behavior that will serve your organization better. Which, in turn, will serve your customers better than all the experience, background and technical training.

Promise to solve a problem

No one wants what you sell, they want a solution to their problem, duration. The best candidates for employment usually already have a job but they want to find a better one. They want to get out of an environment that is not right for them. So you need to market that your business solves the problems in their current role.

Does your organization solve that problem for employees?

How do you find out what your company’s unique hiring offer is? Or can you solve the problem? First, survey your current employees. Then create an employee branding strategy based on their answers.

Here is a list of sample questions to ask employees when hiring;

  • Why did you come to work with us?
  • Why are you still working with us?
  • What factors were involved in the decision to work for us?
  • What do you like about working for this company?
  • Is there anything you don’t like about working for this company? If so, how can we fix it?

The information gained from such interviews will provide valuable insights and better prepare you for your recruitment journey. Therefore, it is very important to keep the employee survey anonymous in order to collect the most accurate and authentic answers.

Focus on your employee branding strategy

Take a look at your main marketing message. Does it focus on your product or the service your people provide? Customers gain brand experience through direct contact with employees. So, unless you’re selling just one product, your main marketing message should be to highlight the people in your organization and how they help your target audience solve a problem.

You will then want to see what your customers are saying online about your employees. Review my online reviews or feedback. Are there any employees who mention the names of the customers? How are those employees, and what are they doing that customers like? Promote those people and promote what they do for your customers and your brand through social media, newsletters and your site.

These actions will help you find the solution to the problem for your employees and double it during your hiring and hiring process. It will also show that you value and work on the opinions of your employees and appreciate their work through public and personal recognition.

Working all of these things together helps you build a customer base that wants to do business with you, a dedicated employee who wants to work for your company and hires new people who want to join you.

Make the journey from end to end

The cold, hard truth is that customers and employees don’t change companies; They change the experience. Your hiring strategy should not be a one-time hiring event. You need to build a pipeline and create an end-to-end journey or a complete experience.

I use a model that depicts the end-to-end journey of a customer called Marketing Hourglass. Customers need to know about you first, and then decide if they like and trust you. Next, they actually buy from you. Then, if they have a good experience, they will hopefully come back and buy again and even refer you to others.

You can apply the overall customer travel strategy to the hiring or hiring journey. Today, people have learned about business in different ways and it is not always a straight line. A lot of times it’s just the opposite. How people will know, like, believe and ultimately work for your company is inherently out of your direct control. As a result, you must be intentional about how your business will perform at each stage. Actively guide candidates’ experience with your organization.

Recruiting journey hourglass steps are; Know, like, believe, try, rent, hold and mention.

The first three steps build employee relationships through awareness and relativity; Know, like and believe.
I know

This is where employer branding comes in Has your company been described as a great place to work? And if so, what are you talking about?

Do you share that you are hiring somewhere other than the job board? Did you mention it on your social channel or during the interview?

Advertising and posting on job sites is an obvious way to attract candidates, but there is no reason to stay on these sites unless you have a clear path to conversion.

Like

When potential employees come to check on your site or social profile, what story do they find? Do they see that you value your employees through your content? Who is the first point of contact in the recruitment process? How fast is the follow-up? How easy would it be for you to learn more about them?

Trust

At this stage, candidates want to know what other people say about your organization. Mention your social media and take stock of online reviews. This is a great opportunity for your staff to take control of the narrative and share their experiences with your target audience.

You need to intentionally implement these steps as part of your brand’s marketing and recruitment strategy.

The following two stages are the bridge to long-term employee success: Try and hire

Not to mention bad for your business image and culture, having many employee turnovers, especially short-term employee turnovers, can be extremely costly. So it is essential to fix these stages.

Try

Take a look at your application process. Does it attract the best candidates or remove the applicants? Have a long survey, or is it a strict phone screen? Is follow-up more than a week after application? Do you set clear expectations at each stage of the recruitment process?

Rent

Don’t let your organization be a victim of hire-remorse. Have you evaluated your onboarding process? What does the training process look like? Do not place systems that check the boxes in the right place; Make the effort and make this experience exceptional.

The key is to hire people with the same care that you take on customer acquisitions. For example, you won’t have a wide range of pre-qualification questions for your customers or follow up with them after they’ve made a purchase, so this shouldn’t be the case with your potential hiring.

The last two steps are the key to growing with your team: hold on and mention.
Hold on

Year after year, the number one reason employees leave the company is because of lack of respect or investment in their personal development. Growing and investing with your team is how you build a stable business.

Mention

If your employees believe in the recruitment process they have gone through, they are more likely to refer others to open positions. They are also more likely to mention people they know if they have a nice motivation. Incentives for referral hiring should be creative and should benefit both the referrer and the new hire to be effective.

People don’t change jobs, they change bosses.

Solve the problem of honor. What if we came to see our customers and employees as more members? Guide people from where they are to where they want to go.

What else can it do to your business?

Investing in your hiring journey will strengthen your mission, consolidate the messages you share with your audience, support sales and training, increase service, and grow your business. This will also help with your recruitment process.

What can be started today?

Go through each recruiting journey stage and ask yourself, “What am I currently doing to build a pipeline of people interested in my organization? How do I handle that? ”

I use this workbook every day with clients. It contains all the tools described in this post. This is a great planning document that you can use to create a journey for your customers and your employees.

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