Attract more customers by showing how to attract great employees
As we emerge from the pandemic, businesses want to grow. But how can you grow without great people? If you can help companies attract and retain great employees, you have an offer that can attract high-paying customers.
Inflation, labor and supply disruptions, and the transformation of work culture are top of mind for executives and business owners in 2022, according to C-Suite Outlook, the 23rd The Conference Board’s annual survey of business leaders worldwide.
By definition, if you’re charging business owners over $10,000 for your services, you’re trying to attract high-paying clients. The best way to attract high-paying customers is to help business owners get what they want.
When it comes to needs in 2022, labor shortages put talent retention and recruitment at the top of business leaders’ agendas. How do business leaders plan to seize opportunities?
This year’s C-suite outlook details the external stress business leaders face and the impact on growth strategies. (The report also explores C-suite perspectives on the benefits and risks of hybrid work models.) The report reflects the views of 1,614 C-suite executives, including 917 CEOs globally.
One person helping business leaders attract top talent is digital marketing strategist Thomas Young of Intuitive websites. We met years ago when I helped him edit a book about winning the web war. He has great tips on how your website can attract great employees.
“Your top candidates will visit your website’s homepage anonymously because that’s often where they start researching your company,” says Young. “The landing page needs to attract not only customers, but also those top candidates.”
Young is a Vistage CEO Peer Group Speaker and National Speaker on Digital Marketing and Website Usability. He has presented to thousands of people on Internet Marketing in seminars, webinars and through his podcasts.
According to Young, the good news is that content on your landing page that attracts quality leads should also attract your best candidates. Here are some key elements he advises to capture the attention of qualified candidates:
Tell a story. First, have a careers page. “On the careers page, tell a story about working at your company, focus on benefits, and use photos of real people at work,” says Young. “Your best job candidates will imagine what it’s like to work for your company when they visit the careers page on the website.”
Nothing better than being at home. The content of the landing page should also be relevant to candidates. “Speak the language of the end user of the website and focus on what’s important to them,” says Young. “Keep it simple and avoid large blocks of text. Focus on brief blocks of content with descriptive headers, icons, images, and graphics.
Ask an employee for help. Get your employees involved. Young advises, “Ask your employees to list the top three reasons they work for your company and use what you find as the key message on the careers page.”
Talk about the benefits. No need to be a mom on the benefits. “Be very clear about the key benefits your business offers,” says Young. “It means a lot to candidates and potential clients. Do this before talking about your company’s services and products.
Be real. Photos and video matter a lot in 2022. “Use photos of real people in your business,” says Young. Avoid the obvious clip art they see on other companies’ websites. He says that if you must use clip art, be sure to use high quality photos as they are part of your brand. Use photo captions to describe your business and include names with people’s faces. Obtain written permission from employees to do so
Chain links. “If possible, link to team member biographies and their LinkedIn accounts,” says Young. This is because potential candidates like to see who they could work with. Think of it as proof of the business you keep on social media.
Conclusion: “We are in uncharted waters when it comes to recruiting and staffing post-pandemic,” says Young. “Companies are looking for help, and their website and digital marketing efforts should be tools to attract qualified candidates.”