Did you just post a job ad on Craig’s list? I think you did. And did it link back to your ‘About Us’ page? I think it did. And then, in your about section, did you use words like dynamic, fun, team environment? Yes, you did. And then, did you give no clue as to what the wage or benefits of working for you would be? I thought so.
The trouble with great companies is that they are so busy working on their product and delivery they forget that the heart of their company is people. Keeping their rock stars and finding new ones is something that shouldn’t be tasked to just the HR folks. Good leaders cultivate talent all the time and effective companies tell a compelling story about why it wants you to join them, and why they’ll make it worth your while.
Since apparently everyone has the attention span for a list of only five things these days, here’s my top five ways you can make your recruitment story better:
1. Tell your real story. Be authentic! Don’t tell the story of the land, or town, or the place unless your grandma came from Ireland and built that building with her own two hands–then you can tell the story of the place. Tell the story of the people that envisioned the company and why they wanted to create it and how it is still relevant today and is going to be in the future because you’re hiring great people.
2. Name names. Don’t have a faceless HR contact as your spokesperson. Why not have the President, talking in a video, directly to the recruit? Because doesn’t he or she care about the people getting hired and doesn’t he or she have a stake in their success? If you convey that you care, that you want their skills and input and creativity to help you with the aforementioned vision, then you’ll likely get a greater response and quality of response than putting firstname.lastname@example.org
3. Pick the best characters. Pick your most engaging, interesting employees who are already rock stars and give them the floor. Get out of the way and let them tell the new recruit why it’s awesome to work there. And don’t censor it or dress it up so its ‘on message’, that will just turn Gen Y’s and Millennials right off.
4. A Day in the Life. Tell the story of an average day at your company. Let an employee make a hand-held documentation of their day, include clips of meetings, interviews with co-workers and of course an inspiring project that they are working on. Make it real. Don’t just ‘say’ it’s dynamic–show them!
5. Show them the money. There is nothing more frustrating then reading about an awesome job and then having absolutely no way of knowing what kind of compensation is being offered. Don’t be coy. If it pays well, say so. If it doesn’t, well then say so, but add ways that it won’t suck entirely, as in, flexible work week, education, free pizza Fridays, benefits of all kinds, quarterly retreats to awesome places, and a serious commitment to talent development. Then you might woo rock stars to every level of your company.
The key in telling your story is to use all the media that is out there and post it on channels where rock stars are gathering. Facebook, Twitter, YouTube, and on forums, blogs, websites that you already have fans. Don’t wait for a star prospect to find your tiny text ad tucked away in a classified section.
If you want to woo stars, make sure you spend some time investing in telling your story creatively. Get engaged in your daily retention and recruitment because people are your most important asset and those rock stars? They’ll create your best content.