The topic of recruiting excellent team members is “top of mind” for many of my clients and other business owners I meet. Unless your company is big enough to have a dedicated recruiting function, this is an activity that we focus on only intermittently. That may be why many business owners become frustrated when recruitment efforts fall short of their expectations.

Whether you decide to handle this process in-house or use professional help, here are the basics for a successful recruitment campaign.

1. Take responsibility

Adopting the mindset that “good people are hard to find” won’t help you position yourself in the search for excellent team members. Instead, admit that your company and its recruiting practices may need a tune-up before you can attract the people you want AND have them stay.

2. Be proactive

Recruitment should always be on your radar screen, whether or not you feel you have a defined, vacant position. Hire even when present business volumes may not seem to support the expense, or risk being blind-sided when activity spikes.

Many successful companies spot a potential star performer and find a way to employ them, even if there’s no job opening. Or, think about hiring a team member when you can “almost” afford them. Adding team support can improve revenues beyond the cost of the hire, reduces overall costs by improving customer retention, or adds to productivity.

3. Systems before Team

Ensure you have the proper infrastructure in place before you invest in hiring. Have a clear job description, induction, training, and performance management procedures in place before you hire. Unless you are hiring someone to develop operations systems, minimize their learning curve and your training expense by creating the systems they will use first.

4. Get absolutely clear

Hiring is a strategic activity, so it pays to invest time up front to determine:

a. Who you want on your team
Don’t just trot out cliches like “self-starter” or “team player”. Give some real thought to the essential personal qualities and practical skills the job and the company requires. Consider the importance of attitudes and values vs. skills that can be taught.

b. What you expect of them
Part of hiring successfully is being clear on your expectations for the position. A list of duties only describes activity, but getting a grip on accountability speaks to the results you expect. Also include performance standards (e.g. how you expect clients and other team members to be treated), levels of authority, and when and how you will measure success.

c. What they can expect from you
This is about your commitment to the new team member. Salary and benefits are important, but people want more from their jobs than just a paycheck. Will you provide training, constructive feedback, opportunity for advancement, challenge, and satisfying work? How flexible and understanding are you when it comes to accommodating their family commitments or career development plans?

d. Why they should choose your company
You want team members who will fit in with your company culture and direction, so make sure to bring these forward in your presentation. Canvas current team members to find out what attracted them to your business, and why they stay. You use a Unique Value Proposition in your sales and marketing, so adapt this thinking when you are marketing your business to prospective team members.

5. Recognize the role of values

If you are a baby boomer recruiting a Gen X-er (born 1965-80) or Millenial (born 1981 – 2000), make sure your approach takes their values into account. These groups have differing attitudes, expectations and values than their boomer counterparts. Their approach to work and career may be different than an older generation’s, but their talent and energy can still drive great results for you.

6. Watch your biases

Be aware of biases you hold towards a particular demographic or “type” of candidate. Older workers, for example, are often passed over because of perceptions that they are over-qualified (read “too expensive”) or inflexible. Employers who eliminate older candidates can lose out on solid work ethic, street smarts, adaptability, maturity and steadiness. They can also make wrong assumptions about remuneration of older workers, for whom staying active and involved may take precedence over earning a large salary.

7. Get your marketing hat on!

Treat your recruitment drive as you would any marketing campaign. Use multiple lead generation channels, differentiate your offer in the marketplace, and present your company creatively. If you are running an ad, for example, structure it as a “sell” - use the same AIDA structure you would in your other ads.

Instead of slapping the job title at the top, have a compelling candidate-centered headline to get Attention. Create Interest and Desire by letting applicants know what’s in it for them. Make it easy and inviting to take Action, and continue to market the position and the company throughout the interview and hiring process.

======== 

As with any other strategic activity, your “inner game” creates the foundation for your success. Get into the right mindset, prepare with a clear picture of your goal and create a recruiting system that supports your process and positions your business at its most attractive.

© Mara Osis, 2005