Many of my friends are at HR Tech World this week. During the first day, I think before the main part of the actual conference kicked off, I saw a post from a friend that shared this stat, “Candidates follow your company for 7 months prior to every applying for a job.” This post didn’t have a source for that stat so I have no idea where it came from or it’s accuracy, but for the purposes of this post, I’m going to assume it’s true.
And if it is, that is one more nail in the coffin for small business hiring.
A few weeks ago I spoke at the PIHRA South Orange County breakfast. My topic was Getting Ahead of the Recruitment Curve. During the talk I mention small businesses and how many times they face an uphill battle not only because they may not be offering competitive pay and benefits, but because no one has ever heard of them. Moreover, their marketing engines aren’t firing on all cylinders yet so if candidates are spending 7 months lurking before applying, small businesses are completely missing out because they don’t have anywhere to lurk. Candidates never hear of them, can’t follow their story and therefore do not know who they are until they see a job opening. I would venture a guess candidate’s are way more leery of applying for a job with a company they have never heard of over one they have.
It is for this reason I encourage all of my clients, from startup to established small businesses, to start thinking about their employer branding early. To utilize social media and technology to the extent that their time and budget allows to get their name out there and start sharing a bit about who they are.
And one of the most crucial parts of my advice is that they do it even if they aren’t hiring. Even if they don’t anticipate hiring for a year, it’s important to start putting information out there now. I firmly believe that for small businesses with little to no budget for recruitment efforts, social media has to be a firm part of the recruiting strategy. It isn’t the entire strategy mind you, but a firm part of it.
One of the stories I urge clients to share is their origin story. For a startup, I think great employer branding campaigns follow the journey from startup to profitability. It isn’t always pretty, but it’s real and those willing to take chances on working for a startup expect real. For small businesses who are more established, I think looking back to your roots and sharing the story of how you came to be to the place you are today is a great way to get people engaged in your brand and excited to learn more about you.
The goal is to get people to see a job ad and say “oh yeah, I know about that company” and if the stat shared above has any truth to it, you need to get ahead of your job openings by 7 months to make that happen.
It isn’t just something to pass of and think it isn’t relevant to you. If you are a small business who will eventually need to hire staff, it is relevant and the time to start thinking about sharing information about your company is now.