IN JUNE 2018, the unemployment rate nationwide dipped below 4 percent and it has hovered below that point ever since.
The situation is even tighter in Minnesota.
Because we’re overachievers in the Bold North, our unemployment rates are nearly a full percentage point lower than the national average. At less than 3 percent unemployment, basically everyone who wants to be working currently has a job or soon will. If you’re a business leader who’s looking to expand your team, you’re certainly feeling the staffing crunch, particularly if you’re looking for marketing talent.
I recently ran an internet search for “most in-demand jobs” and scanned the top six articles. Each of those six included at least one type of marketing role, such as Digital Marketing Manager, Marketing Analyst, Marketing Strategist or SEO/SEM Specialist.
The market for skilled marketers is hot right now.
In addition to the hyper-competitive market established by record-low unemployment, small businesses often find it difficult to compete with the high salary and benefit demands that accompany the most in-demand workers. So, what can you do?
As a small business owner, I have seven suggestions that are helpful for recruiting any talented individual to your team, with a specific focus on marketers:
1. Focus specifically on what your organization needs.
Instead of putting out a generic job posting, try to hone in on the four or five characteristics you’re looking for in your next hire. The traits or skills you’re looking for should include the areas that will make a candidate successful in the position and within the culture of your organization. Additionally, don’t cram your posting full of every wish under the sun hoping you’re going to find that “marketing unicorn.” That person does not exist. By highlighting the areas that are unique to the position and to the company, you’ll help potential candidates envision themselves in the role.
2. Get creative.
It might be difficult to offer some of the financial perks that large corporations do but there are inexpensive things you can do that people love that also don’t cost a lot of money. From pet-friendly offices to remote-working flexibility to office Friday beer carts, your small business has the ability to create a workplace culture that people can’t always find in larger organizations. Many times, candidates will be willing to take lower salaries if they feel they are going to love going to work. Get creative in how you develop and highlight your company culture.
3. Apply for awards.
There’s debate out there when it comes to submitting for the “best places to work” type awards. Some organizations love them. Others feel these awards are braggadocios. Many of the awards cost money to apply for and require that employees fill out lengthy surveys. I recommend you look past the effort and expense, repress that Minnesotan reserve and throw your company into the mix. If a candidate sees that you’ve won several awards for culture, it’s going to make your company more attractive. Marketers, more than most candidates, will also value that your company is well-positioned for brand recognition in your market.
4. Peacock your website.
When someone is looking to make a job change, the first place they go to is your website. Marketers will give particular attention to how you represent your brand online. Take some time to jazz up your site. Get some new, high-quality photos of the office and your employees. Have your existing employees tell their story about what it’s like to work there. Write a blog on why you love your company culture. And certainly, post those award logos when you win them. Make sure your website presents your company in its best light, as this will be extremely important to potential candidates.
5. Stake your claim on company rating sites.
Most small businesses don’t think to create (and maintain) profiles on sites like Glassdoor or CareerBliss. I strongly caution against making this oversight. If you don’t create your company profiles on these sites, someone will. You should also go in from time-to-time and try to respond with empathy and transparency when current or previous employees leave a negative review. Don’t let one or two disgruntled former employees shape the narrative that doesn’t accurately reflect the truth about your company.
6. Hit the networking scene.
Making the rounds at the networking events can be challenging and networking isn’t easy for everyone. That’s why I recommend avoiding the events that are purely for networking’s sake. Make an effort to go to events that are related to your industry or that attract the talent you’re looking to recruit. In my experience, the types of people who invest their time at industry events are often the best kind of people to recruit and hire, especially when it comes to marketing roles. Professionals who network are keeping up on trends. They’re learning new things. They’re meeting other people. These are the kinds of marketers you want to know, who will go beyond their desk-job to represent your brand outside the walls of your business.
7. Consider an alternative talent model.
For many organizations, it might not be the right time to invest in a full-time marketing hire, especially in an economy where low unemployment is driving up salary and benefits expectations. If your business needs strong marketing leadership, but you’re not ready to make a full-time executive salary commitment, you may want to consider a fractional chief marketing officer on a contract basis. Fractional CMO’s are experienced marketing leaders who work in your organization on a part-time, flexible basis. They combine experience with a cost-effective model to build and scale your marketing program, until it makes sense to hire full-time talent. For many small businesses, a fractional CMO is the perfect solution to marketing talent scarcity issues.
There are many ways small businesses can compete and win in the talent war. You just need to think a little outside the box in how you set yourself apart and in how you source the right talent at the right time.
