How to sell an opportunity to potential employees
In a candidate-driven market, top-class talent can afford to be selective. Sitting firmly in the driver’s seat, their demands are forcing employers to compete like never before. Beyond attractive salaries, high-calibre candidates want to know a role is right for them before they even consider submitting an application; they aren’t prepared to send their CV to just any company advertising a vacancy.
Of course, it’s only natural for hiring managers to focus their recruitment efforts entirely on what the candidate has to offer. Rigorous testing and meticulous questioning are used to assess who best fits the needs of the business, and employers are quick to forget the process is a two-way-street.
The impression you give your prospective employees – even unknowingly – will inevitably affect their decision. Simply put, if you aren’t doing enough to sell the opportunity, it won’t matter how well a person performed in the interview. With a multitude of attractive offers to choose from, you’ll quickly lose out to the competition. If you want the best people to come and work for you, you have to give them a reason why.
But where to begin?
Know who you’re selling to
Just like a salesperson has a better chance convincing a buyer when they’ve done their research, a hiring manager can attract exceptional candidates by gaining an understanding of how their prospective employees think. If you’ve set the bar high in your search for talent, keep in mind that the most in-demand candidates will evaluate a potential job change as they would a business opportunity.
Their next move will be a strategic one; it will align with their long-term ambitions and career aspirations. If your “sales pitch” is to have the greatest impact, you must learn the priorities and predispositions of the talent you’re trying to attract.
Actions speak louder than words
You may have fruit deliveries to the office every Monday and trips to the local coffeeshop on Fridays, but that isn’t enough to convince a high calibre candidate that a company is right for them. Beyond the match of their competencies and your requirements, these candidates want to know that a role within your company will aid them in achieving personal growth targets; they want to be sure that behind the perks are strong principles and employee-centric policies.
Ultimately, your long-term strategy should be to build a positive reputation in the industry as an employer of choice: after all, actions speak louder than words when it comes to selling the opportunity at your company. You’d be surprised at how much of an impact a few stellar Glassdoor reviews can have on your ability to attract top talent. If your sales pitch is built around facts, it will stand a much better chance at convincing your candidate.
Sell the career, not the job
If you have an open vacancy and the pressure is mounting to recruit the right person, communicating the unique benefits to the role is key in convincing the cream of the crop to come on board. This isn’t an invite to bore your Candidate with ancient company history or go into detail about their daily routine: rather, your aim should be to sell the career move, to present the potential for future growth within the role. Considering prospective employees will treat jobs as opportunities, your focus should remain on the value the candidate can add to the business and the clear progression ladder that awaits them.