Leveraging PR & Advertising to Influence, Recruit & Retain Top Talent

September 6, 2019

Utilizing public relations (PR) and advertising to influence and attract customers, clients and consumers is a hot topic and driving force for many organizations. This article explores the power of leveraging similar principles to influence, recruit and retain top talent.

ONE: Know Your Why

In his compelling TED talk, Simon Sinek discusses the power of why. He argues that inspiring leaders and organizations think, act and communicate in a unique way.

Of course, every organization knows WHAT they do and often their communication is centered on these details. Others understand HOW they do what they do… and focus on their unique value proposition, their propriety process, etc. By contrast, few organizations know WHY they do what they do or manage to communicate at this deeper level.

For clarification, the why is not making a profit, as profitability is a result. The WHY centers on your purpose, cause and the very reason you exist. Inspired leaders and organizations think, act and communicate “from the inside out” (from their why).

Sinek argues that communicating “from the outside in” doesn’t drive behavior… as people don’t buy what you do or how you do it, they buy WHY you do it.

This same focus on your WHY — that is successful in external advertising for customers, clients and consumers — can be leveraged to create a consistent and compelling message to inspire, recruit and retain a talented workforce.

TWO: A Strategic and Compelling Message

It is almost impossible to pick up a paper or flip on the news without reading or hearing about record lows with unemployment, the tight labor market, and the looming labor shortage. Operating within this reality, it is more important than ever to be strategic. There is little room for error and no time to waste.

There is little room for error and no time to waste!

A piece of that strategy is alignment. PR & HR (or the individual(s) responsible for these roles in smaller organizations) must partner and be in sync, working together to craft a compelling message. Bring a laser like focus to communicating your WHY from the perspective of an engaged employee passionate about the very core of why you do what you do. If you don’t already have this nailed down, it is well worth your time to hone your message. Take the time to be thoughtful, purposeful and authentic.

THREE: The Ability to Influence and Recruit

Keep in mind the message doesn’t need to attract every possible candidate. In fact, the “shotgun” approach will most likely be a waste of valuable time, money and resources. Be savvy and purposeful to influence and attract candidates that resonate with your WHY and align with your mission and values. To be effective, the message must be authentic and in sync with reality. How many times have you waded through a stack of resumes to realize that you don’t have a single, viable candidate? That may be a sign that your message needs more work.

When recruiting, many organizations focus their external message on the tangible facts. They drill down on ‘competitive compensation’ and ‘great benefit options.’ The facts, figures and details are important, but they generally do not drive a deeper level of interest or curiosity.

These details may very well be what seals the deal… but most likely they are not what drives potential candidates to get curious about your employment options, explore your website, follow your social media, tell their friends, and get excited about the possibility of a future at your organization.

What if, instead, your recruiting message centers on your differentiator, the one unique thing that sets you apart from your competition… your WHY? A compelling why deeply resonates, sparks interest and even inspires. This is especially exciting for smaller organizations that may not have a large budget for recruiting. Utilizing a compelling message in a focused and strategic way will be a game changer and often takes more in preparation, consistency, and dedication than in actual budget dollars. The investment in time and money will pay off by increasing your ability to influence, recruit and retain top talent.

FOUR: A Conversion and Retention Tool

Let’s be real. If YOU (as an owner, executive or leader) don’t know your organization’s WHY… how will you attract qualified candidates that believe in and align with this deeper meaning? The goal of course is to hire the most qualified candidates that have the skills and ability to make an ongoing and vital contribution to your organization. If you are not pulling them into your candidate pool, you certainly won’t be “converting” them (to use a little advertising lingo) to your employee pool.

Let’s flush this out with an example. Anna is a recently hired caregiver. The reality of her day may be changing bedpans for the elderly clients in her care. Does Anna align with the deeper message (the WHY) of providing a place of meaning, connection and respect for the elderly as they approach their last chapter in life? In reality, if Anna doesn’t connect with this deeper meaning… what will be the quality of her care? How long will she last changing bedpans?

It is worth reiterating that in addition to being strategic and compelling, this message must also be authentic. Without authenticity, your message will fail to inspire loyalty, trust and engagement… and instead will drive frustration and expensive turnover.

In closing, the time is NOW to explore the potential of leveraging your WHY to create a strategic and compelling message to influence, recruit and retain top talent.

About the Author 
HR thought leader, Stacy Johnston, provides innovative HR solutions with a mission to support organizations in understanding and engaging their biggest competitive advantage… their employees. Johnston writes and speaks about contemporary HR topics. She is a licensed attorney and holds the SHRM-CP and PHR credentials.

Photo credit: Image by Yuri_B from Pixabay