Watch this firefighter recruitment video
Here's a too often overlooked recruiting strategy: showcasing the “why” behind your work.
Finding and persuading the best talent is competitive, and requires more than advertising the position, providing a job description, or detailing benefits and compensation. Most people are looking for a sense of purpose and connection in their work—so that should be a central part of any recruitment communication.
No one can deliver your “why” better than your own employees. So if you want that competitive edge in finding, and persuading, your next great hire, have your employees deliver that message in their own words. Give the viewer a glimpse into the team, what they value, how they work together, and why they do what they do.
Sharing the compelling “why” that is at the heart of your position can move your opportunity to the top of the list with prospects who are aligned with it—and make it more likely they’ll accept your offer over another.
So here are a few ways to leverage your existing team’s “why” in your recruitment process:
Employee testimonials: Feature video testimonials or written stories from employees on your careers page. Highlight their journey, achievements, and what makes the company a great place to work.
Social media campaigns: Encourage employees to share their experiences and why they love working at your company on social media. Use a specific hashtag to create a cohesive campaign.
E-letters. Feature your employee video content in e-letters to prospects and supporters who can share it with their networks.
Referral programs: Develop an employee referral program where current employees can receive a bonus for recommending candidates who get hired.
Feature employees on your website—and not just on the careers page. Showcase employee stories on your home page and on your career page, to increase reach. This not only showcases the diverse talent within your company but also humanizes your brand.
Recruitment Events: During recruitment events or career fairs, have employees share their experiences. Personal interactions can leave a lasting impression on potential candidates. If they aren’t available, show a video with the same message.
Create a digital ad campaign. Video excerpts of your employee’s talking about their why make excellent content for a targeted digital campaign designed to reach prospective candidates.
Onboarding Process: Incorporate employee stories into your onboarding process to reinforce the company culture and values from day one.
There’s a second reason this strategy is so important. It can also help reinforce the culture you’re trying to build internally by bringing a focus to the attributes you value from employees.
Showcasing employees talking about their “why” is a win for your existing team—and for your recruiting process!