Marketing will attract employers

Gone are the days where Marketing is solely used to attract clients. We now need it to attract staff with the right skills.

Posted by Caroline Kingsley

Director of Kingsley Associates

  • T: 0151 242 1630
Fri 06th, Mar

During 2014, the UK saw job increases in 41 key sectors, but as the economy recovers, a new battle is waging over talent.

With around 90% of firms looking to recruit this year, employers need to not only market their business to attract clients, they also need to apply similar methodologies to recruiting the right candidates.

Long gone are the 1980’s style interviews, where candidates were made to feel as though they were being interrogated. Companies need to offer enticing benefits, family friendly policies, clear paths for progression and opportunities to train and develop.

This can be a challenge for some small business, but by adopting marketing tactics usually aimed at attracting customers, business owners can look at their USPs, and use a lack of corporate identity to their advantage.

A lack of corporate identity is appealing to many candidates, particularly those who have been in the rat-race for a number of years and are looking to get out.  Smaller businesses are sometimes able to provide more flexible working hours. Deciding upon the location of a business is always a challenge. Therefore, anyone setting up a business needs to think very carefully about the demographic of their workforce.  Being out on a business park could be cheap, but if there are no nearby rail and bus links, your future employees, particularly at the lower end of the market,  are unlikely to be able to get to work.

The recession has left a distinct lack of skilled candidates being available. Those who graduated in 2008 – 2011 struggled to secure roles within their chosen field, which led to many not even entering the sector in which they studied. Highly skilled candidates with four years plus experience are highly sort after, which can make them unaffordable for small businesses. By embracing Apprenticeships, smaller businesses can help plug the skills gap in the future.

Unfortunately, gender, age and race are still very real barriers of entry to working for some people, but those employers who are embracing a diverse workforce will be the ones who succeed in the long term. 

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