Every entrepreneur knows that a business is only as good as its people. But ironically, I hear more complaints from business owners about their employees these days than almost anything else.
Here in BC, we've enjoyed a boost in our economy in recent years. It's been great for sales, but when employment rates drop, employers have fewer choices. This leads some to believe that they have to settle for second best when it comes to hiring. But my experience has led me to believe quite the opposite. When a business is growing due to increased sales, it's time to be even more particular about who you hire. Why is this? Because as a business grows in sales, it is exposed to a larger and larger percentage of the market. If in the middle of all this, its quality and service begin to deteriorate, it will develop a negative reputation at an accelerated rate, and come crashing down as a result. It's an ironic twist that something as positive as growth can actually have a negative impact on a business.
But it doesn't have to be this way. By putting an emphasis on hiring the right people, a business can take advantage of a strong market and survive a weak one. Here's how to make sure you can find and keep the right kinds of people in any type of market.
Most business owners begin their employee search by placing an ad in the local newspaper. This ad typically reads something like...
"Growing manufacturer looking for an experienced shop foreman. Compensation commensurate with experience. Please send your resume to... etc."
Who replies to this ad? A whole group of fully qualified, experienced shop foremen? If you've been down this road before, you'll know the answer. The people who reply to this ad are predominantly inexperienced and unemployed. The problem is, when someone is unemployed it's often for a reason. And while there are exceptions to the rule, they're probably not unemployed because they chose to be.
So the first thing an employer needs to understand when looking for a great employee is that most great employees already have jobs. And unless they are particularly unhappy with their working environment, they are not likely to spend much time perusing the want ads.
So how do you find and attract great employees who are already working? Exactly the same way you find and attract great customers. You market in the places they already go. For example, you can ask your current employees (the great ones, that is), who they know. "Like attracts like", so your best employees are likely to know others with similar attitudes and skills. Alternatively, you can put the word out through your suppliers that you are looking for help. Your suppliers sell to other businesses just like yours, so they often have the inside scoop on who's happy with their work and who's not.
If the direct approach doesn't work, you can still advertise in places and in ways that are significantly more effective than a simple "help wanted" ad. For example, if your ideal candidate is a woodworking fanatic, you might try advertising in a woodworking magazine. Or if your ideal candidate is health conscious, you could put an ad up on the bulletin board at your local fitness center. The idea is to get your message in front of the right types of people, not just those currently looking for work.
To be effective, you need a great ad, and a great ad stands out from all the rest. It makes your ideal candidate want to check out your company further. He or she may not be looking for a job right now, but if they're not happy, and if you can differentiate yourself from your competitors, they may just want to take a closer look.
A great ad doesn't just describe the resume you're looking for, it describes the person you're looking for. So if you're looking for someone with a sense of humour, say so. If you're looking for someone who's absolutely meticulous, say so. When I ran an ad looking for my executive assistant, I said I was looking for a workaholic with a sense of humour. How many lazy people do you think would answer an ad like that? Which brings me to another point. A great ad should not only attract the right candidates, it should repel the wrong ones as well. So if you're looking for someone to sit and make cold calls all day, say so. You won't get as many resumes, but you'll get better quality resumes, which of course, is the whole idea.
And finally, if you're writing an ad, make sure you let people know why your business is such a great place to work. For example, if it's true, then don't be afraid to say you treat your people with respect and dignity. Great people will always prefer to work for great companies.
Do this and you'll find the people you need for your growing business, but remember that in the end, keeping great people is a whole lot more important than finding them. So make sure your business is a great place to work too!
Copyright: Copyright © 2007-2008 Mark Wardell
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