By Nancy Marshall, The PR Maven®

3 Ways

Hiring. In a post-Covid economy, there is no greater challenge for businesses large and small. In fact, attracting and retaining qualified workers is a top issue facing today’s employers.

It goes without saying that hiring has always been important. Especially for small businesses, human capital is everything. Find the right employees, and your business will innovate and grow in ways that were once unimaginable. As the owner of a PR agency, I would be nowhere without the people needed to secure new clients and satisfy existing ones. More often than not, our team members are the ones who secure the day-to-day deliverables that keep clients coming back for more. Small-business owners should never overlook the contributions of their team members who ultimately make success possible.

In today’s economy, finding the right team members is the difference between success and failure. They are out there, but recruiting them is a skill that job creators need to cultivate. Here are three ways to help your hiring:

Highlight your social impact.

Let’s be clear: Financial compensation is important. Salaries and bonuses matter. So do benefits and other perks from the job. But there’s more to hiring than paying people the highest amount possible. People want to feel like they are contributing to the greater good—that employers are making a positive impact on the world around them.

Eight in 10 U.S. workers believe that companies should take action to address socioeconomic problems. Millennials and Gen Zers are especially interested in corporate values, and they will leave companies whose values clash with their own. Most young employees would take a pay cut to work for a “socially responsible” company. Think about that!

With this in mind, employers need to emphasize their social impact. They need to outline exactly how they’re making the world a better place. In my agency’s case, I make it a priority to tell workers how our clients are making a difference—and, by extension, making it easier for others to make a difference. A positive impact isn’t always clear, but team members need to know when it’s happening, and the same goes for job seekers. Don’t be afraid to extol your virtues so others feel passionate about joining the cause. You want a positive vibe to be your brand, and you want new hires to be your newest brand ambassadors.

Leverage social media and digital advertising.

Whether you’re highlighting your social impact or simply posting a job, it’s imperative for employers to lean on social media in reaching potential job seekers. Popular platforms like Indeed and LinkedIn are increasingly important as connectors for employers and new talent.

The modern marketplace is saturated. Many businesses are in the same boat—desperate to find talent. For that reason, it may be worth considering digital advertising to stand out. Targeted ads on Indeed, LinkedIn and other platforms allow employers to stand out in a crowd and convince interested parties to begin the application process.

Keep it short and sweet, portraying your company as fun, interesting and valuable. Put yourself in applicants’ shoes and advertise accordingly. Make sure to update your website with new pictures and descriptions of current team members so people feel like they would be joining a creative, dynamic company. If your website is stale, your hiring process will be stale too. Keep it fresh.

Solicit employee input.

Who knows your company best? Your current employees. Who knows whether or not a job seeker is a right fit? Your current employees. Don’t forget to include your team members in the hiring process since they may see the benefits or drawbacks of a new hire, even if you don’t.

Look at it this way: Your existing team members will be working with the new hire, so it’s best to familiarize them sooner rather than later. You may not always be able to predict the future, but soliciting employee input makes it easier to anticipate and prevent adverse situations down the road.

Speaking of adverse situations, involving your current employees allows them to ask interview questions that directly apply to the job at hand. They can present scenarios that an applicant may encounter working for you, and it’s important to judge that applicant’s past experiences as you figure out how they would translate to a new context. Try to see how an interviewee thinks through a challenging situation since they do happen.

In the end, hiring is a team effort. Even the best interviewers can’t do it on their own. Employee attraction and retention become much, much easier when it’s a collaborative process. Plus, your current workers will appreciate the opportunity to chip in. It’s a win-win situation.


This article originally appeared on the Forbes Agency Council CommunityVoice in July 2022.