RECRUITMENT MARKETING

What’s holding you back isn’t lack of work, but lack of crew members

Are you having to turn down work or extend timelines because you don’t have enough team members to satisfy the demands for your services? To some, being this in demand might sound like a good problem to have, but you know the frustrations that an inadequate workforce can create.

Attracting good employees is tough these days. The supply of jobs and careers in skilled trades and construction seems to outnumber the available prospects. And it may seem like those you interview just don’t want to work that hard.

While it’s true that today’s workforce is much different than that of even a decade ago, the problem generally isn’t that they don’t want to work; it’s typically that they don’t want to work for a company whose culture and values aren’t aligned with their own.

Square Peg, Round Hole

Many employers are still using yesterday’s recruitment strategies to appeal to today’s eligible workforce. Generally, employee values and priorities have shifted due to a number of factors, including technology, social norms, and the economy.

Resumes and job interviews used to focus on what the applicant could do for the company. However, now the onus is on interviewers to communicate the key differentiating factors that make their opportunity and culture a better fit for the applicant than those offered by competitors.

But the challenge doesn’t begin there. In today’s competitive marketplace, where most if not all construction and trades companies seem to be perpetually hiring, it has become increasingly difficult to generate meaningful awareness among those who would be a good fit for your job opportunities.

What’s more, only a small segment of those who are unhappy with their current job and/or employer are actively looking for a new job. This means that the bulk of your target audience isn’t hanging out on job search websites like Indeed or ZipRecruiter. As such, they’re never going to see your job listings, whether you sponsor them or not.

So that begs the question: how do you reach your target audience and set your company apart from your competitors?

Recruitment Marketing

Putting the Right Messaging in Front of the Right Audience to Drive Engagement

This is the basis of all sales-focused marketing. For recruitment marketing, the strategies are much the same, but the audience is different. Instead of promoting your products or services, you’re promoting your company culture and available positions.

Employers in skilled trades and construction are busier than ever and having trouble attracting crew/team members. We work as an outsourced marketing team to understand a business’s ideal candidate and then add new tools and strategies to its recruitment practices that will better attract the right people for the job.

Recruitment marketing tends to fit into the top of the overall recruitment funnel and aims to make the recruitment process better by improving both the quantity and quality of applicants.

The process includes building career pages on your website and other directories that are both compelling and informative. These pages highlight the overall company culture and describe available positions in a way that engages candidates in your industry, motivating them to express interest in your business and the available position.