With what is being called “The Great Resignation” currently underway, many companies are seeing turnover rates spike. While the reasons for leaving their jobs vary among those who have, the effect is the same: Businesses are left to try and keep staffing levels high enough to continue serving their customers while simultaneously working to attract and recruit top talent.
The expense of replacing employees and training new ones can be significant, especially compared to what it costs organizations to retain their existing employees. Moreover, leaders often have to deal with the impact of higher turnover upending operations for a time.
To stanch an outward flow of talent from their ranks, it helps if companies can externally market their culture and benefits in compelling ways to attract the talent they need. Here, members of Forbes Agency Council explore good ways to do just that.
1. Share Your Culture On Social Media
If you don’t already, share your culture on social media. Highlight your employees and the benefits you offer and feature content that showcases them describing what they appreciate about being part of your team in their own words. Be intentional about sharing your brand values and showing how they influence your corporate decisions. People want to join an organization that shares their values. – Mary Ann O’Brien, OBI Creative
2. Highlight Team Members In Online Videos
Job seekers want to see who they would be working with, so we highlight our team members through videos on our website and social media posts. That way, job seekers can picture themselves as part of the team—or not. I believe it’s the most powerful way to attract people who would be a good fit for your team. – Nancy Marshall, Marshall Communications
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3. Showcase Training Sessions And Team-Building Experiences
Social media is a great way to show off the culture, perks and benefits of working for that company. Post about training sessions, group get-togethers, team-building experiences and anything else that makes the company unique. This allows people who are looking to apply or who are already in the interview process to get an idea of what it would be like to work there, beyond what their everyday work duties would be. – Michelle Abdow, Market Mentors, LLC
4. Show Your Culture With A Video Montage On Your Jobs Page
Brands need to understand the biggest pain points that are driving this shift and focus the spotlight on how their internal culture addresses or alleviates these issues. Show your company culture and benefits—don’t just talk about them. Create a montage of current employees sharing what they like best about your company and add this to your “Join Our Team” page. – Bernard May, National Positions
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5. Let Candidates Spend Time In The Office With Their Prospective Team
Job seekers in “The Great Resignation” are more concerned about company culture and whether they’ll be treated with dignity at work. It’s easy for top talent to see through phony messaging. Instead, companies should let candidates actually spend time in the office, talk to other members of their prospective team and gain a real sense of what it’s like working there. Nothing should be off-limits. – Marc Hardgrove, The HOTH
6. Realistically Position Unique Selling Propositions
Job seekers today are savvy about the overmarketing of culture and benefits. It’s important, therefore, to be measured and realistic in the positioning of what’s on offer. Prioritize clear, tangible examples over vague descriptions, and be editorially selective. A concise summary of major cultural USPs is always more effective than a laundry list of minor or underwhelming benefits. – Chris Martin, FlexMR
7. Redraft Your Job Posting To Reflect Your Culture
We realized that the vision we had for our agency was not being communicated well enough outside of it. When we redrafted our job posting to reflect our culture, our vision and our mission to provide both mutually beneficial partnerships and a culture focused on learning—and made it more real by being fun and cheeky—the caliber of our applicants completely changed. – Stacy Jones, Hollywood Branded
8. Build A ‘Marquee Culture’
Build an irresistible company culture that does the hard work for you! We call this building a “marquee culture”—much like a bright light, your company culture can become a beacon that attracts talent and sustains engagement. A marquee culture comprises six layers (principles, architecture, lore, rituals, vocabulary and artifacts) that result in brand alignment from the inside out. – Ted Vaughn, Historic
9. Live By, Celebrate And Share Your Values Every Day
A company has to live by its values and exercise its culture every day. You can’t market to others what is not practiced. A company needs to not only understand what its values are but also celebrate those values. Celebrate success and share it with potential candidates through multiple channels, including social media, and people will understand that it is real. – Scott Miraglia, Elevation Marketing
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Author: Expert Panel®, Forbes Councils Member