3 Marketing Strategies to Solve Your Staffing Problems

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By Lisa Hutchinson

Topics: Hiring


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3_Marketing_Strategies_to_Solve_Your_Staffing_Problems-1.jpgCandidates aren’t recruited the way they were five or ten years ago. Instead, there’s been a shift toward predictive analytics, digital ecosystems, and on-demand talent pools. In short, the world of work is changing. Your hiring practices have to change to keep up.

If you’ve been facing staffing problems within your business lately, it may be a sign it’s time to revamp your hiring process. Take a page out of the marketing playbook and use these three strategies to solve your staffing problems.

1. Create Talent Personas

Marketers have been using the idea of buyer personas for a little while now. This strategy allows them to envision the people who buy their products and then develop a strategy to reach them.

A buyer person gives a rough biography of the typical purchaser. It also highlights “pain points” or the problem the buyer is having and suggests angles the marketing campaign can take to convince this individual the product is right for them.

The idea can easily be applied to job seekers. Instead of outlining the type of person who’s buying a product or service from you, however, you’ll examine the type of candidate you want to employ. What traits does this person have? Are they younger or older? What kind of education do they have? Are they curious? Are they innovative?

The persona will help you uncover the kinds of people you need—and want—in your organization. This can help you solve two of the biggest staffing problems—staff shortages and retention issues.

2. Wide, Targeted Nets

How can you build a wide, targeted net? It’s increasingly what recruiters and hiring managers alike are asked to do.

You’ve already been informed about the importance of casting a wide net when it comes to recruiting the right people for your business. Reaching out beyond general job boards or your “usual” posting places can help you reach the right people by getting your ad in front of a larger audience.

Yet you don’t want just anyone to apply for your job. Your net might be wide, but it’s not very useful if you’re suddenly receiving thousands of applications from unqualified individuals. This is why the net must also be targeted. You need to get the ad in front of the right people.

One way to do this is to work with recruiters. Another is to build networks of contacts who can then spread the word to their colleagues and contacts. This simultaneously widens your reach while focusing only on those candidates you want to see applying.

3. Use Quality Content

Inbound marketing has proven incredibly effective. Outbound marketing focuses on buying ads and building email lists. Inbound, by contrast, draws potential buyers in by providing them with quality content they find useful.

You can do the same with job seekers. Providing quality content can convince them why they want to work with your business in the first place. You don’t need to provide them with tips on how to “pass” their interviews or complete your job application process either. Instead, focus on telling people about what you do and why you do it. You’ll impress potential customers and job seekers alike.

People love behind-the-scenes glimpses into what businesses do, so think of “a day in the life” style entries. Job seekers will get a sneak peek at what it’s like to work with you, while your customers will get a look at how you operate.

It’s win-win!

Why Marketing?

Marketing and hiring have more in common than you might think. Both of them are endeavours in convincing people to interact with your company, albeit in different ways. While marketing might be selling a product or service, hiring is in effect “marketing” or “selling” your company to job seekers.

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Lisa Hutchinson

I started with Liberty Staffing in 2004 as the Regional Business Manager of the London office. I have over 20 years of experience in the customer service and retail sectors, as well as leadership experience including Store Management, People Development and Recruiting. In 2016, our London location moved to a larger office in order to accommodate growth of our business, which included adding a Clerical Division.

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