Stephen-Bradford's business developer suggests tactics that will help attract top talent to your company.
My last article addressed employee retention and prescribed ideas on how to keep your best people. Now let's discuss what needs to be done to entice stellar candidates-- the ones who are too busy being successful to spend time on job boards.
1. Have a compelling value proposition
One of the first questions we ask potential clients is "why should someone join your company?" Companies need to have a luring pitch that will hook successful candidates. Think about how you win business or simply book a meeting with a prospective client. You or your salesperson must trigger a buying motive by targeting a prospect's needs. We must do the same when hunting for top talent.
Be able to explain in 30 seconds why your opportunity is perfect for the right person. Remember that stellar candidates are looking for more than a competitive earnings package because they might already have one. Leverage the available learning possibilities and growth potential. If it does come down to money, perhaps you're able to provide equity or a more enticing bonus/commission structure.
2. Empower your network
Fabulous people know other fabulous people. Call up the most impressive contacts in your rolodex and pick their brain for potential candidates. If the person doesn't know you well enough to make appropriate referrals, invite them to lunch and cultivate a trusting relationship. Next time, bring them to your offices so they can absorb the vibe and get a sense of your culture. This should make them more comfortable about providing names and making introductions.
If you aren't close with the top people in your industry, make this a reason to change that. Reach out to gurus who speak at conferences or write for publications like this one. Tell them you're looking to hire people who are just as smart and impressive as they are. They might even become personally interested in your opportunity!
3. Turn up the volume
Companies today need to work just as hard to reach qualified candidates as they do when targeting potential clients. Here's the great news-- having the right buzz will attract both. If your company has an impressive image in your industry, it should be easier to attract impressive individuals. They might even knock on your door.
Leverage all accolades (new business wins, product innovation, et cetera) by publicizing them in the right places. This information needs to be reaching the eyes and ears of your most wanted candidate pools. You and your brand's positioning is so critical in winning top talent that you might want to hire a PR firm before an executive search firm.
4. Make first impressions last
Try to leave a positive mark on every single person you meet. This might just sound like good business sense but it does prove rewarding in recruiting. Someone you impress at a conference might immediately call their friend to sell them on your open position.
Be sure all candidates leave the interview process feeling good about you. Don't forget that each of them becomes a spokesperson for your company-- make sure what they're saying is working in your favor. Remember that a candidate who is not right for today's opening might be perfect for your next search.
Brandon Gutman is director of marketing and business development for Stephen-Bradford Search. Read full bio.