By John Ruffini, National Practice Director
Attracting top talent is always a challenge, regardless as to how the economy is performing. In today’s market, for example, the national unemployment numbers are still higher than we would like but the unemployment numbers for degreed, skilled professionals with at least two years of experience remain very low. Under 4% in many states. And within certain disciplines such as accounting or information technology, that percentage can drop even more. In today’s market, most companies are looking to hire people with experience. When they do that, they reduce their cost of investment since it is anticipated that there will not be a lot of ramp-up training associated with an experienced new hire. Those people are probably still working and need to be lured, enticed, courted and wooed.
How can a company attract talent? As a hiring manager, you have to start by asking yourself the question, “Why would someone want to come work here vs. other, similar organizations?” If you have no positive response to that question, that’s another topic for another blog! What usually happens is that when you analyze that question and look within, you start to realize the positives of working with your organization. The environment, culture, management team, financial position, career growth opportunities, work/life balance, benefits package…whatever it might be, every company tends to have “sizzle” points that are appealing. When trying to attract talent, once you’ve determined they meet the technical requirements of the job, you need to tap into other things that are critically important to that individual. You need to know what intangibles they value. You need to sell the sizzle….but that sizzle has to line up with the needs and desires of the candidate you are recruiting. Those of us in the business of Executive Recruiting are used to this process. We do it every day. Those who are not often focus solely on job requirements and do very little to sell the whole opportunity to a potential candidate. You see this all the time in online job board advertisements. Ads that simply list a job description and tell you what is required are not enough in today’s market. Yes, you need some of that, but you have to include some sizzle points to get the attention of the candidate base you are seeking out. If I am a skilled professional, I am going to ask myself, “I am going to do what I do wherever I choose to do it. Why should I leave here and do it somewhere else?” There is always a reason, and it is that reason an organization has to know and understand in order to attract talent. If you do not do that, how can you expect someone to leave one job for yours?
It’s kind of like going to a backyard barbeque. You know the menu will be burgers on the grill. A burger is a burger is a burger, right? There’s other food, so you figure you’ll pass on the burger this time and just much on the other food. Ah, but when you hear the burgers actually sizzling on the grill, your mind starts to change. As you begin to catch a whiff of the aroma coming off the grill, you get even more excited. Then, you see the chef break out several different cheeses and assorted toppings…bacon, mushrooms, lettuce, tomato…..now all of a sudden you realize that you can make your own burger the way you want it….total control. You are sold! You have to have a burger and you have to have it now! You were sold on the sizzle, not the burger.
Hungry for talent? Better have some good sizzle!