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- Creating a Sales and Marketing Plan
Finding and Training Great Employees
The people you hire to work for your business can be your biggest assets and your biggest headaches. They can support and help you to achieve the vision you have for your company – but they can also prevent you from reaching that vision.
Too many businesses overlook the role of employee recruitment and retention when planning for the success of their organization. Staffing is an important exercise that needs to be purpose driven and strategic, just like marketing.
It is vital to understand in today’s market that the relationship between employee and employer is a two-way street. Now, more than ever, employees have a “what’s in it for me?” attitude that extends beyond salary and benefits expectations into incentive and rewards programs. The days of simple compensation structures are over.
Now, this may sound like a big headache, but it’s actually a good thing! With some simple systems and open dialogue, you will be able to effectively create – and keep – your dream team.
The Power of Your Dream Team
How much of your own personal time has human resources – staff hiring, firing, issues management, etc. – taken this year? No doubt staff recruitment and retention is one of the biggest challenges facing any business owner today.
The truth is, if you spent half as much time on human resources as you do on marketing, I guarantee your sales would increase dramatically.
Customers know the difference between happy employees and disgruntled ones, and it makes a difference when it comes to purchase decisions. I’ve heard it said that your employees will treat your customers exactly the same way that you treat them. Would you rather have your car serviced by a grumpy mechanic who doesn’t feel his good work is rewarded, or a pleasant one who just stepped out of a weekly team meeting?
A successful business owner has confidence in the people who work for him, because he believes they are the best people for the job. Employees who know their employer believes in their skills and abilities will go over and above to get the job done, to make the sale.
Successful business owners invest time and money in finding and keeping the right people. These are the people who share and support the collective vision for the company.
I’m not talking about a complicated formula, or magic concoction. I’m talking about some careful thought and a proactive strategy that willmake your business shine from the inside out.
Finding Your Dream Employees
Building a dream team starts by finding and hiring the right people for the job. Sounds simple enough. You post an ad, find someone who has the necessary qualifications, and hire them on.
Not so fast. Recruitment is a complex process that can dramatically impact your business operations. Just like finding and securing the right customers, finding and hiring the right candidates requires pro-active planning and careful evaluation.
If you currently work with a recruiting agency to build your team, now may be a good time to stop and evaluate the effectiveness of their service. While a recruiting agency can save you the time and hassle of working through the hiring process, it can also cost more money in the long run.
I always recommend creating an internal recruitment system, not because recruiting agencies do a bad job, but because no one knows your business like you do.
Your Business Culture
If you want to attract and retain the highest quality clients, you must have a culture that is attractive and a future that is compelling. Developing an effective strategic plan and including your employees in the process is a goodplace to start. Determine where you are going, what your mission is and how your organization will treat others. Once you have established your vision, mission and values, then you must deploy them throughout your organization to ensure that you “practice what you preach.”
An internal recruitment system ensures that the true essence of your business culture is communicated – from advertisement to interview. You also have the opportunity to communicate expectations from the outset, instead of relying on the recruiter to relay this information. The middle-man’s thoughts and impressions are eliminated, leaving you to make decisions based on your impression of the candidate and no one else’s.
Step One: Advertise the Opportunity
The first step in recruiting candidates is obviously letting potential candidates know about the opportunity with your company.
But before you pick up the phone to place a classified ad, remember that advertising for potential employees requires just as much consideration and planning as general advertising for your business.
You need to ask yourself:
• Who is your ideal candidate?
• What are their skills and qualifications?
• What is their personality or demeanor?
• What are they passionate about?
• What are they looking for in a job?
Once you have a mental picture of your candidate, then you can begin to write an ad that will not only reach them, but also inspire them to act (and submit an application).
When writing this ad, be as specific as possible and focus on the benefits of the job. Remember that potential candidates screen job postings with an eye for “what’s in it for me.” Tell them exactly that.
Here are a few sample job postings:
Are you the Marketing Assistant we need?
You’re fun, friendly and have a keen eye for detail. You’re always two steps ahead of your colleagues, and eager to take on new and exciting challenges.
You’ll be the glue that keeps the marketing team operating in a seamless fashion, responsible for website updates, copywriting, event coordination and client relations. You’ll be punctual, responsible, and well put together.
You’ll ideally have an undergraduate degree in marketing or English, and some previous office experience, but a fast learner with a great attitude will also get our attention.
We are a collaborative team of young professionals. We offer a competitive salary, great benefits and performance incentives.
Think you fit the bill? Email your resume and cover letter to John Smith at email@example.com by Friday at 4pm.
Are Computers Your Life?
You are smart, outgoing, and a wiz when it comes to computer programming. You’re on your friend’s speed dial for computer emergencies, large and small. Helping people understand the complex digital world is your passion.
You’ll be our Lead Computer Technician, managing our computer repair counter and five Junior Technicians. You’ll have great people skills, mounds of patience, and enjoy working as part of a dynamic team.
We operate Anytown’s leading computer repair store, and are known across the region for our customer service. We work hard, play hard, and offer a competitive benefits package to our employees.
Tell us why this job is for you. Email your resume and cover letter to firstname.lastname@example.org by Thursday, September 23.
Both of these job postings speak directly to a very targeted audience. They’re friendly, colloquial, and communicate the job requirements in an informal way.
Every job posting should:
• Be colloquial (written in the way that you talk)
• Be specific
• Describe benefits
• Include skills, qualifications, duties and job title
• Be written in the present tense
• Have a great headline
• Call the reader to action
• Be simple – in word choice and sentence structure
• Be more exciting than the competition
Now that you have a great ad to post, you need to decide where you are going to publish it. This depends on the level of the job (junior to management) and on the specific type of candidate you are looking to recruit.
Here are the five major places to advertise your opportunity:
Government Employment Center
These are great places to find blue-collar or junior level employees. Candidates register with the center, which keeps their resumes on file. Be cautious with this route – it can produce a wide variety of candidates who are not qualified.
This is a great place to post junior to mid-level employment opportunities. You’re looking for basic qualifications from local applicants, perhaps even for part-time positions, with minimal cost.
Regional or City Newspaper
Senior employment opportunities that require specific high-level qualifications are best advertised with a broad scope. This incurs a greater cost, but will return a greater variety of candidates.
This is a cheap way to tap into a massive database of job seekers. Post your ad online on sites like www.monster.com or www.workopolis.com and watch the resumes come flooding in. A large number of highly qualified job seekers who do not wish to register with a recruitment agency will use these services.
The most ideal way to find candidates is through your existing network – including associates, colleagues, employees, friends and family. These candidates come to you already vetted by a trusted source. You may also wish to consider giving your staff an incentive to refer their qualified friends and associates to you.
You should also brainstorm a list of any other niche areas that your target market may look for a job. Consider industry publications, industry associations, small publications, etc.
Once you’ve posted your ad, your next step is to manage the inquiries that come flooding in.