Focus — Business Minute

(continued from page 36) to a recent Domino’s Pizza commercial featuring a young woman who started out as an employee, but now owns her own Domino’s franchise. “Promotions can happen quickly if you work hard,” the ad quotes her as saying, “Apply today and maybe someday you’ll also own a Domino’s.”

The ad goes on to say that 95 percent of the company’s franchise owners started out as delivery drivers or store employees. It is recruiting potential employees, not by listing the requirements for the job, but by touting the growth potential.

Advertise your job opening in a place with high visibility to the audience you intend to reach. For instance, “Indeed is more appropriate for managers,” says Glatt. “LinkedIn is more aimed at management.” Facebook and Craigslist might be better for laborers.

But there are other ways to get the word out. In addition to job posting sites, Glatt suggests asking your current employees for referrals, placing notices on social media and your company’s website careers page, as well as offline recruiting.

Online job postings should follow good advertising practices, but it’s worth experimenting with different job titles for the same job. Try posting the job openings in different areas and zip codes. Check regularly for relevancy and effectiveness.

Moreover, Glatt believes that it’s important and valuable to seek out new employees from untapped talent pools, such as those with disadvantaged backgrounds who are uneducated or inexperienced. Look at people with disabilities, but whose disabilities would not prevent them from performing the jobs for which you have openings.

It goes without saying that immigrants, especially those from South and Central America, are commonly hired by landscape contractors as laborers.

Have you ever, however, asks Glatt, considered hiring people who have been incarcerated? Or the long term unemployed? Veterans? Or even retirees?

“When it comes to hiring, there is little thought given to the various talent pools from which we can recruit,” says Glatt. As an example, he points to a report from The

Prison Policy Institute, showing that more than 60 percent of people released from prison are jobless. “If a company could specifically target this group to recruit and train, they would have a tremendous and reliable source of labor.”

Targeting the long term unemployed, those who have been incarcerated, those with disabilities and others may mean that managers might have to make some adjustments to “properly engage and retain these workers,” says Glatt. Employers might have to alter hiring practices. “Job training programs may have to be revamped and expanded to include more hard and soft skills.” And Glatt notes, in some cases companies might need to provide transportation to and from jobsites.

Despite this, Glatt is optimistic. “We have this incredible gift in the green industry where these accommodations can be made,” he says. He believes that since customers rarely interact with front-line employees, appearance and professionalism “are not issues.” He also notes that, because the work is done outside, “there usually are no sensitive or secure facility requirements for which a clean background check would be required. We can leverage this fact to help individuals who desperately need a second chance in life to thrive while allowing our companies to grow.”

As usual, however, you must be careful when screening potential employees, no matter their backgrounds. Of course, ask if they can work legally in the United States. Check ability to travel to the job and their willingness to commute. Are they physically able to do the work?

When are they available to start and can they work the hours that you need them? Moreover, are they willing to learn?

Make it easy for potential employees to apply for the jobs you have open. Clearly provide the company and contact names, contact information, address, relevant experience/education and whether you are willing to train. “Use a mobile phone,” says Glatt. In fact, he recommends communicating with text messages. “Ninety-nine percent are read and 97 percent are read within 15 minutes.”

These days most people have cell phones, so text messages are easily available. There is the potential for a quick turn around and it is the preferred method of communication for many – especially young people. Furthermore, they are perceived as low pressure and you can automate them.

(continued on page 40)