MARKETING PLANS: NOT JUST FOR FINDING CUSTOMERS

Most businesses have an idea of how they are going to get more customers, whether through advertising, social media, email, or another medium. Hopefully you as a business owner are bringing in new leads and converting them to customers.

However, one of the hottest topics in business right now is finding and keeping great employees. One of the best ways to find those rock stars is to have a clear marketing plan on how to bring the best to you. If you can show that your company is one that your ideal candidate is looking for, the applications will come rolling in. The best candidates right now have their pick of jobs – yours needs to stand out, just like the products and services you offer.

Here are four ways to attract great people:

YOUR PERFECT CANDIDATE

Your team, including the person who is going to supervise the new employee, is your most effective tool in determining your perfect candidate. Meet as a team and talk about the personality profile that would be best suited for each position. Is the person highly analytical? Outgoing? Driven to goals? Caring and quiet? Is this person a Baby Boomer, Gen X, Millennial, or Gen Z? What kind of things keep them up at night? What kinds of problems are they likely having in their current job? Knowing these things about your candidate, beyond just their skills and qualifications, will help you bring in the person that will best fit your team. Write a profile for the Perfect Candidate, and even better find someone in your organization, even a friend or family member, who fits most of those qualities.

WRITING GREAT JOB ADS

The number one rule in writing a highly engaging job ad? It doesn’t have to appeal to everyone - just the person who you’ve identified as your perfect candidate. Looking for someone who is outgoing and personable? Emphasize that your team has fun, don’t put a ton of analytical details in the ad, and talk about the relationships that they will build with customers and teammates. Looking for someone highly analytical and detailed? Spell out job duties clearly, specify benefits and salary levels, and put items in bullet points that are easy to analyze. Let them know that the most important thing is getting the job done right, which will appeal to someone who is all about the rules.

Another recommendation: remember that person who fits all of the qualities of your Perfect Candidate?  Involve that person in review of the job ad and give their honest feedback. After all, your job ad is not to recruit you. It’s to recruit someone with a different skill set than you. The #1 mistake we see in marketing plans, whether that’s for employees or customers, is marketing to the person that wrote the ad or social media post, not the person who is supposed to be reached by it.

SOCIAL MEDIA: NOT JUST FOR ADVERTISING

Over 85% of job seekers will research a company online before they apply for the job, and a whopping 90+% will not apply for a job if they can’t find sufficient information on the company. Job seekers are looking at social media (Facebook, Instagram, LinkedIn), Google searches, online reviews, and more. Great job candidates are not going to work at a place where their customers are not happy – if the customers are not satisfied, then there’s a pretty good chance the employees aren’t either.

Show (don’t just tell) your future employees about the fun you have at work and how you care for your employees with great recognition programs, team days, and happy customer interactions. Put images and videos of actual employees in your posts. Show your company culture through images, not just a statement on your website. Those mission and vision statements are great, but if the real story isn’t backed up by proof, then it could even backfire.

BEEF UP YOUR SEO

SEO (Search Engine Optimization) is the secret to great employees finding you. If great people are looking for nursing jobs, then make sure you rank for “nursing jobs near me” that search in your area. Google is the search provider that counts; if you’re on the first page at the top of the list for Google, you’re likely to be high on Bing, Yahoo, and more.

SEO is based on many factors, but your positive reviews, assuring that your website is up-to-date and consistent with your Google Business Profile, and search phrases located within Headings on your website will all help. Most people search in phrases, not just words. And people don’t search for industry-specific terms that make sense to you. Think like your perfect candidate and include search terms they would use instead. Put these search terms in many places on your website, including in the captions of photos.

If you can genuinely understand your perfect candidate, attract them with a compelling and personality-specific job ad, show them that your company is where they want to work, and allow them to find you with effective SEO. Before you know it, you’ll get that perfect candidate coming in the door. People can make or break any organization. Let the great ones join your team!

Is your company marketing plan in need of a refresh? Our Marketing Coach Julie is ready to help! Contact us today to schedule a free no-obligation marketing audit with your team.