Have you ever noticed how many sayings and idioms mention the apple in the English language? I bet you can name at least a few. “An apple a day keeps the doctor away” “She’s the apple of my eye” or “The apple doesn’t fall far from the tree”. While thinking about the hiring process and how important it is to any team, the phrase “One bad apple spoils the whole barrel” sums up what can happen with the wrong hire.
Whenever you bring a new person on, everyone on the team needs to adjust and figure out how to work together. Bring in the wrong person, and you risk jeopardizing the happiness, comfort, and culture of your office. Looking for your next hire means more than examining hard skills and education. The right person has those qualities, but also fits your culture and works well with your team. When a position opens, it generally needs to be filled as quickly as possible to relieve the pressure from the rest of the team. But hastily moving through the hiring process often leads to bad hires and high turnover.
To get the right person, you have to do more than open the position and wait for applications to come flooding in. You’re going to need to do some creative marketing to make sure you fill out your team to be the best it can be. To do that, we have to utilize some marketing basics.
Ask anyone who has had the pleasure of sitting through a Marketing 101 class and they can recite the 4 P’s of marketing without hesitation. Guarantee someone reading this just ran through them in their mind, if not out loud. In this blog, we’ll walk through the 4 P’s of marketing and how they apply to your candidate search to recruit like a marketer.
4 P’s of marketing
In the recruiting process, the price an applicant pays for applying to your job is their time. Time is valuable, ask for too much and applicants move on. Make the process ‘time cheap’ meaning, make it easier for people to apply. There’s a delicate balance when looking for candidates. You don’t want to sort through a TON of applications, most of which won’t match the job. But you do want to make it easy enough for people to apply so you don’t lose good candidates due to a clunky or tiresome apply process. Use tools like knock out questions, a well-written job description and a specific list of requirements to narrow down the field.
The product you’re offering is the job with your company. When you market your job and yourself, tell applicants WHY they should want to work with you. This is your opportunity to persuade people on what is best about you and why they should want to work with you. Room for growth, perks and competitive compensation are just a few things you should highlight in your job description.
This is your advertising for the position. Think a little like a marketer and make the job sound appealing. Remember that rotten apple we discussed earlier? This is the perfect place to communicate your culture, how you work and the energy of your business. These qualities will appeal to the good apples and give you more options when hiring.
Job boards are pay to play, and you need to play. You can’t just put a job on your website and expect people to apply. You need to utilize ‘promotion’ tools (job boards and job search engines) to reach the right people. We will discuss where to post jobs in the next ‘P’, place, but it’s important to know how to catch the attention of your target audience.
Recruiting is competitive, especially when looking for a great hire. Not only does the wrong person influence the rest of your team, they aren’t likely to stick around long. High turnover is more expensive than spending a little money to make sure your job is visible on job boards and in front of the right people.
Promotion also includes managing your brand. You’re promoting your company, so you need to make sure your business billboards (job boards like Glassdoor), send the message you want to send. Know where you stand online and work to correct any issues from past employees. For more tips on managing your online brand, download our free guide.
Finally, where do you place your jobs? When it comes to marketing a job, the answer is everywhere. You need to hit all of the job boards and the best way to do that is with a recruitment marketing tool like Glidepath. Posting to each board individually is costly and time-consuming. Also, understand where your target ‘audience’ (best candidates) are looking. Are you hiring specifically for the technology industry? Push your post to technology specific job boards. Utilize tools to seek out the niche job boards that help you find the right person, not a bunch of the wrong people.
Hopefully, this crash course in marketing helped you get a better idea of how to find your next hire. Now, more than ever, you have to be competitive to find and retain a good group of employees. Don’t jeopardize it with a hasty decision on the wrong person. If it’s time to get started, head over to Glidepath.com and sign up for a no cost, no obligation trial!