The recruiting process is, in some ways, very similar to the sales process. In the recruiting sense, the product you are selling to the candidate is your organization and what it can do for them and their career. As with any sale, you want to position your product in the best possible light, showing key differentiators between your product and your competition.
In an extremely competitive market, like North Carolina, there is an overwhelming array of features and options that can be mixed-and-matched with any product sale to further confuse the buyer (or candidate). When faced with so many choices, we often turn to others to see what their experience has been. This is where your top performers come in!
What is it about your organization that motivates your top performers to give 110% each day? Why did they choose to “buy” your product, and why do they continue to remain a loyal “customer” today? The answers to these questions will help you to better position your product against your competition during the recruiting process. Below are a few items that typically motivate top performers. Your current employees will be able to provide you with what specifically motivates them each day.
- Compensation – No doubt a paycheck is a strong motivator. However, the total rewards package also includes other benefits and non-tangible perks such as workplace flexibility.
- Values – Adoption of a positive corporate culture is one of the most powerful intangible benefits of working for an organization. If a company shows a corporate responsibility toward the environment, for example, candidates will appreciate that. Or, if an organization practices charity and giving back to the community, their corporate culture is viewed by many as philanthropic. These ideals are big attractors for candidates who have similar values.
- Quality – Product quality and support of the customer base is a big motivator. It goes back to treating people the way you want to be treated. An organization that cares about its brand will likely care about its employees in the same manner.
- Goals – Everyone has goals. They may be long-range goals, or shorter-range goals which are “stepping stones” to a larger goal. In either case, when an employee or candidate’s goals are aligned with those of the organization, it is a win-win for everyone.
- Innovation – Knowing that your organization is open to new ideas and willing to listen to your thoughts on a new product or process can go a long way toward attracting and retaining top performers. Companies that embrace their employees as individual contributors and value their input will have no trouble selling their “product” to potential candidates.
As Human Resource managers, knowing what motivates your top employees today will give you the references you need to convince your candidates to “buy” from you instead of your competitors. Reach out to your top performers and involve them in the recruiting process. Ask them what would be important to them if they were interviewing with your company today. Have them spend a few minutes alone with a candidate to talk freely about why they choose to work here. If you’re recruiting college graduates, take your stars with you during campus recruiting trips. We have one member that takes newly hired engineers on college recruiting trips. They tell potential recruits about all the cool projects they get to work on (whereas in many companies new engineers do grunt work). This practice alone has helped the company become a destination place for top engineers. There is nothing more convincing than a solid reference from someone who consistently uses your “product” on a daily basis.
And remember, as Jill Feldman, CAI’s HR ON Demand consultant states, “recruiting and hiring is NOT the sole responsibility of Human Resources. Anyone who has people reporting to them is responsible for recruiting and hiring. Don’t be afraid to get others involved in the process.