hiring
BUSINESS BUILDERS
Attracting marketing talent in a tight labor market by Jennifer Zick
TIPS 1. Hone in on a handful of specific characteristics you’re seeking that would make a candidate successful in a role rather than posting generic job postings. 2. Try finding inexpensive perks you can provide that people love but that also don’t cost you a lot of money. 3. If you can’t compete on compensation, create a culture that people have a hard time finding at large organizations. 4. Apply for awards. If a candidate sees you’ve been recognized for culture, your company will be more attractive. And marketers will value a well-positioned brand. 5. Make sure your website presents your company in its best light. It will be important to candidates and is the first place they’ll look for information.
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IN JUNE 2018, the unemployment rate nationwide dipped below 4 percent and it has hovered below that point ever since. The situation is even tighter in Minnesota. Because we’re overachievers in the Bold North, our unemployment rates are nearly a full percentage point lower than the national average. At less than 3 percent unemployment, basically everyone who wants to be working currently has a job or soon will. If you’re a business leader who’s looking to expand your team, you’re certainly feeling the staffing crunch, particularly if you’re looking for marketing talent. I recently ran an internet search for “most in-demand jobs” and scanned the top six articles. Each of those six included at least one type of marketing role, such as Digital Marketing Manager, Marketing Analyst, Marketing Strategist or SEO/SEM Specialist. The market for skilled marketers is hot right now. In addition to the hyper-competitive market established by record-low unemployment, small businesses often find it difficult to compete with the high salary and benefit demands that accompany the most in-demand workers. So, what can you do? As a small business owner, I have seven suggestions that are helpful for recruiting any talented individual to your team, with a specific focus on marketers: Focus specifically on what your organization needs. Instead of putting out a generic job posting, try to hone in on the four or five characteristics you’re looking for in your next hire. The traits or skills you’re looking for should include the areas that will make a candidate successful in the position and within the
UPSIZE JANUARY • FEBRUARY 2019
culture of your organization. Additionally, don’t cram your posting full of every wish under the sun hoping you’re going to find that “marketing unicorn.” That person does not exist. By highlighting the areas that are unique to the position and to the company, you’ll help potential candidates envision themselves in the role. Get creative. It might be difficult to offer some of the financial perks that large corporations do but there are inexpensive things you can do that people love that also don’t cost a lot of money. From pet-friendly offices to remote-working flexibility to office Friday beer carts, your small business has the ability to create a workplace culture that people can’t always find in larger organizations. Many times, candidates will be willing to take lower salaries if they feel they are going to love going to work. Get creative in how you develop and highlight your company culture. Apply for awards. There’s debate out there when it comes to submitting for the “best places to work” type awards. Some organizations love them. Others feel these awards are braggadocios. Many of the awards cost money to apply for and require that employees fill out lengthy surveys. I recommend you look past the effort and expense, repress that Minnesotan reserve and throw your company into the mix. If a candidate sees that you’ve won several awards for culture, it’s going to make your company more attractive. Marketers, more than most candidates, will also value that your company is well-positioned for brand recognition in your market.
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