Many startups and small entrepreneurs are of the opinion that targeted recruiting of skilled workers is only reserved for larger competitors. But with the right strategy, it also works with a small budget and less time. We show how. […]
Clearly: a modern career site with a logical structure, good features and cleverly chosen filter options is an excellent business card of a company. It is also clear that the priorities in the founding phase lie elsewhere and thus almost naturally lack the time to build such a business card. But you may not even have to go that far. Because especially in times of social media, there are many alternatives that, when used with the right strategy, offer a comprehensive reach. As so often, it is also important to find the balance between the three economic core factors in recruiting:
Since we now know that authenticity as a company and employer has a much higher priority among interested parties than – to put it bluntly – the print quality of the glossy brochure, there are therefore possible compromises in the quality factor. Of course, a text must therefore not be full of spelling errors, and the image selection should also go beyond “three clicks in paint” – whereby even the spelling errors and a bad image, properly staged, can be used.
First of all, you should determine for yourself how much you want to invest in time and money. If you do not have much of both, then it is best to start on your own network. Who do you know with the required skills?
- Maybe someone from training or study?
- Former colleagues?
- Do these people themselves perhaps have yet another network that they can access through that person?
- Facebook Instagramme Who are you connected with in business networks and who are you connected with on Facebook or Instagram?
Already you have the first “doors” to knock on. Then you should ask yourself: Where does my target group hang out at all? Admittedly, if you are part of this target group yourself, the answer will be easier for you, otherwise you will ask in the circle of your employees or former companions from the area you are looking for. Once you’ve identified your target audience and platforms, think about your core message as an employer:
- Why is the opportunity in your “emerging company” so much better than other startups?
- Why is the “family, collegial atmosphere” not an empty phrase with you?
- What makes them so special?
Question every sentence you would write in a conventional job advertisement and then ask yourself: what do I actually mean by that? How exactly do I recognize in my everyday life that this statement is actually true? And already you have your core messages.
Once you find them, split them by audience and by platform. A message that needs more explanation – e.g. the technological finesse of your product, sales developments, or the entry of new investors – is better off in business networks. In contrast, interactive content – match Videos from your everyday life, surveys, or group photos – private-oriented networks such as Facebook or Instagram.
If there are only a handful of suitable people in your profession, then personal contact will be the most promising. Since your website or career page is made for all interested parties, it may be a healthy mix of interactive content and facts.
Now it’s time to create the content. This may sound like the most elaborate part of the undertaking, but be aware that you should keep the message short and simple. That’s why you don’t need to create page-long tables of product data and features in competitive comparison, or write lengthy essays about your USPs. And when it comes to authenticity, you usually don’t need to make 20 attempts to take a picture or video of yourself and your company.
Nevertheless, you should of course make sure that the created content also contains your message and of course you should avoid exposing someone unintentionally (of course, also note the GDPR). If you’re struggling with this creative part, look for freelance support. Many specially created content, such as smaller illustrations, are now available online for small euro amounts.
Now play out to the target group and keep an eye on the most efficient cost-benefit ratio possible. If your target group can be best addressed on Facebook, for example, then invest some time in a correct filtering and think of a budget that will bring you the required application influx in the conversion. If, on the other hand, your target group can best be addressed in the bar opposite your competitor’s office, then visit them once on a Saturday evening to discuss with the host when you can bring the paper napkins printed with your job advertisement.
- Create a media plan in which you categorize the content and divide it by days and times.
- Find out when your target audience is online.
- Vary your approach to prospects and evaluate what you have been most successful with.
- Include yours and encourage them to share your content.
By the way, during all these activities, including the bar, you can give an authentic insight into your company with yours. Only here, too, pay attention to the balance of price, time and quality. If you continue to film in the bar too late, the quality will eventually drop below a tolerable level – you will then pay the price with the fact that you may have had a good evening, but unfortunately still no applications for your vacancy.
* Sebastian von Rabenau has been working in the recruitment of specialists and executives since 2004 and has been supporting and advising companies of all sizes in filling key IT positions.