Hiring in 2022? Tips For Marketing Those Roles
Whether you think of it as “The Great Resignation”, a cultural shift thanks to the continued pandemic, or you’re just not seeing a lot of applicants, one thing is certain: many companies are working hard to recruit.
Intuition from experts says that more people are likely to resign in the new year. Once raises hit and bonuses land in bank accounts, many people will resolve to find a new job. That means they might be looking for a role with your company!
Here at Aspire, we’ve helped our clients recruit talent and implement strategies in construction, healthcare, hospitality, restaurants, and more. We’ve recruited successfully throughout this cultural shift in employment and want to share in a way that might help others.
Through our various campaigns, we’ve learned a lot about what works—and what doesn’t. We wanted to share some tips that might help your organization with recruitment as we enter 2022.
Lean on your personal networks first
Aside from using LinkedIn, we don’t see a lot of other social networks as effective channels to post actual job descriptions and hiring links. Consider email lists, job boards with organizations, and word-of-mouth if you go that route.
If you’re actively networking in your industry, chances are you already know people who would be great to work with. Whether you reach out to your digital community or through your local Chamber of Commerce, personal connections are an excellent way to recruit.
You never know who’s looking for a change–or might consider it if you reach out. A simple direct message or quick question during a happy hour could be just what you need in order to fulfill that role. For small companies like ours, knowing the right people (who have a network on their own) is one of the best ways we recruit. Even for our clients that have larger recruitment needs, word-of-mouth is still the best way they find the right people.
If you decide to utilize organic social media, don’t send people to external links.
Meta issued guidance earlier this year letting us know that views on posts with links only make up a tiny minority of news feeds already (13.4%). You’re already competing for attention on social media with things that are far more enticing than job postings. Since you’ll never be as exciting as cat memes or ski videos, it’s vital that you make any social post regarding hiring truly exceptional. Some key steps include:
Use the platform’s hiring functionality. Posting any external link isn’t likely to perform well because platforms prioritize their own systems.
Reduce the number of clicks. Don’t send people to an external application that requires form submissions and uploads. Keep. It. Simple.
Show, don’t tell your audience about open positions. Use content that shows real employees in their day-to-day roles. You can portray this with pictures, short-form video, or longer-form pieces for landing pages and commercials.
Show, Don’t Tell, About The Role
That brings us to the jobs themselves…
Be prepared to pay more
$10 $11 an hour isn’t going to cut it anywhere. There’s countless jobs that will simply outcompete your positing if you’re paying that little, both in your area and remote. Do some research and resolve yourself to the reality that you’re going to need to be at least equal, and preferably slightly higher, than other employers in your area.
Cut out buzzwords, red flags, and reasons for applicants to say “no”
It’s an applicant’s market when it comes to hiring and employers have to realize that they’re competing. Wherever you spell out the details of a role, reduce the reasons for someone to never bother applying at all. We’ve already gone over pay, but there’s plenty more in a job description that might alienate an applicant:
Don’t say you’re “fast-paced”. We’re all living in a pandemic. People want fulfillment in their role, not burn out.
Don’t list three roles in one job description. Focus your attention on hiring for a critical position, not several at a time.
If there’s “room for growth”, spell that out! Everyone offers cost-of-living adjustments, but do you offer profit sharing? Bonuses based on revenue?
For any negatives (nights & weekends, shift work, physical labor, etc.) couple those with a positive. More on this below. 👇
Some jobs simply require some tough hours, difficult environments, or time away from home. That’s ok, IF you tell your applicants how you compensate them for that!
Require some nights and weekends? Explain, in detail, your shift differential. Let them know that the night shift only works 4 nights a week. Whatever sets you apart from the company down the street, explain it!
Work outside, all year long? Offer a budget for boots and provide a nice jacket for when it’s cold. Comfort goes a long way.
When an applicant applies, act fast!
Once you receive an application that shows promise, you become a salesperson for that position. Chances are, that person is applying to other places as well and understands that their application is valuable.
Reduce friction wherever possible. When they come in for an interview, make sure all the decision makers are present the first time. If you require 3rd, 4th, or 5th round interviews, you’ll lose a lot of talent to other employers who act fast.
In 2021, we grew fast here at Aspire. We hired for multiple full-time positions and extended offers to applicants, even within a day or so, only to find out that we were already competing with two or more other places. If you value an applicant's time and treat them with respect, that goes a long way. The days of good employees having limited options is over.
Above all else, treat everyone with kindness and respect.
We understand that it can be frustrating as employers to have talented individuals pass you up, but the reality is that everyone is simply working for a better life for themselves and their families. For the first time in generations, that power is back in the hands of the people.
When you prioritize good pay, worthwhile benefits, and a culture that’s better than yesterday, you’ll be surprised to find who applies.
We hope this helps. If you’d like to ask any questions or would like Aspire’s help, get in touch today.
