If you have been following my thread in these blog posts over the past several months, you would be fairly certain of a couple of things:
- Due to the demographic shifts in our nation’s population over the past 40 years, hiring is much different today than it ever has been.
- The math of our demographics shows that hiring will get much more challenging in the next 10 years, as we will be between 6.5 and 8.5 million people short in the available workforce.
- There are people in your town showing up reliably for jobs that are not as good as the job you are offering. So, if you accept those facts (please do your own research to confirm them) then the question that likely comes up is: “How do I get people, who are reliably showing up every day for jobs not as good as what I have available, to consider leaving those jobs and coming to work for me?” …Glad you asked.
The answer is Definition, Research, and Marketing… Let’s define the terms.
Definition: Before you make any changes to your job ads or ask your current employees to refer people to your business, it is important to define just exactly WHO you would like to bring in. The root cause of most turnover in organizations that I have worked with is that they have not defined the right person for the job and the life situation of that person that makes your job a fit for their life and family. This can be easily encapsulated in a single question: “Can you describe the person who NEEDS your job to make THEIR life work?”
Research: How can you gather the information to create the persona of who needs your job to make their life work? Research! Everything you need to understand the needs and desires of people who will fit into your organization already exists in the minds of the employees you already have. Why did they choose you over all the other open jobs? What life change caused them to be on a job search in the first place? Why does working here make their life work better at home for them and their family?
Marketing: Now, and only now, are you prepared to put out marketing that will bring the right people into your organization. What did you learn about the paths of your current great employees? Use it to create advertising that will speak to people and show them that a better life for them and their family is just an email away.
Sound confusing or overwhelming to do on your own? Good news… getting help doing all of that is also just an email away: contact@chrisczarnik.com.
