Businesses today are constantly hanging out hiring signs for employee recruitment. But why is that and what can be done about it? The U.S. Chamber of Commerce 11/2023 survey revealed the five factors contributing to the ongoing labor shortage:
1. Early Retirements and an Aging Workforce: The pandemic caused over 3 million adults to retire early, while the U.S. population’s aging population continues to rise.
2. Lack of Access to Childcare: Childcare closures during the pandemic have not reopened at the same rate. Women with children aren’t working full-time as much or at all. Many working moms left their jobs during the pandemic, and returning to work has been challenging for those needing childcare.
3. No Boss: Nearly 10 million new business applications were filed by people who left their jobs or remained unemployed to start their businesses.
4. Increase in Savings: Thanks to pandemic-fueled unemployment benefits, savings increased, and some individuals earned more while unemployed than they did while working.
5. Movin’ On: More than 34 million Americans quit their jobs in 2023, seeking better opportunities with new employers and in different occupations and industries.
Employers face the reality that finding more employees is a proactive, not reactive, priority. If employers need to hire positions like forklift operators, warehouse workers, office assistants, or customer service reps, get in line. They are amongst the Top 15 most in-demand jobs. Employers are fighting this trend by building their brand through advertising, shaping perceptions, attracting top talent, and showing off a positive image. LinkedIn, Glassdoor and Indeed all advocate employer branding. Read the Harvard Business Review or Forbes Human Resources Council; you will see the same advice. Here is how advertising can contribute to strengthening an employer’s brand:
1. Creating Brand Awareness: By showcasing a company’s values, culture, and mission, employers can differentiate themselves from competitors and attract potential candidates who identify with their brand. Think “Just Do It” by Nike.
2. Highlighting Company Culture: Through advertising, employers can spotlight their culture, workplace environment, and employee benefits. Share stories, testimonials, and behind-the-scenes looks. Search Google’s “Googleplex” videos and watch employees talk about what it’s like to work for Google.
3. Showcase: Advertise job and career opportunities. Highlight the organization’s different jobs, career paths and growth opportunities. Look at Amazon’s recruiting efforts for inspiration.
4. Building Credibility and Trust: Consistent and honest-is-creative advertising builds credibility and trust with applicants. Share success stories, industry awards and testimonials from employees. This will show your commitment to employee satisfaction, career development and professional growth. Apple is great at showing off its industry position, and working there is a point of pride for employees.
5. Engage: Leverage social media, online job boards, career fairs, and industry events. Reach and connect with candidates actively seeking employment or exploring new career opportunities. Microsoft uses LinkedIn and X to communicate with employees looking to relocate.
6. Create Brand Ambassadors: By using current employees in your ads, they just might become your biggest brand ambassadors. Current employees on social media explaining their career moves and recent promotions can attract like-minded candidates and strengthen the employer’s brand. Watch Jordan from Salesforce.
7. Spend Less, Hire More: A strong employer brand reduces recruitment costs. Instead of just advertising salary and benefits, a culture is advertised, and employees want to be a part of something well-known. Job candidates apply more, and employees stay longer. Tesla employees are evaluated on potential and talent and less on education or experience. That word spreads.
Advertising, when done consistently, helps employers build their employer brand. Invest in strategic advertising to enhance your reputation, attract qualified candidates, and be the go-to employer in your industry!
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
