For many businesses, finding qualified candidates in today’s competitive job market is a challenge. A recent Glassdoor survey showed that over three-quarters of organizational decision-makers struggle to find high-quality candidates. And when you’re trying to fill specialized position in the highly competitive MarTech space, traditional recruiting just isn’t enough to get your business noticed. To attract, hire, and retain the best digital marketing talent, employers must take a new approach.
What is Employer Branding?
The hiring process is a two-way street. Businesses seek out candidates who can produce bottom line-driving results, and prospective employees look for employers who will provide them with challenging and meaningful career opportunities. Unfortunately, many recruiting campaigns focus more on what the company needs than what the company can offer to qualified candidates. Employer branding encourages companies to identify their own company culture, communicate what makes them different, and focus on attracting prospective employees who will fit in with the company culture and add value to the team.
First Comes First: What Top Marketing Technology Candidates Look for in Employers
When employers focus on the employee experience, they can generate talent pools based on reputation alone. Qualified marketing technology professionals want to work in fun, fast-paced, and forward-thinking business environments, and that’s something that employee-focused companies can provide.
Companies must create a culture and a recruitment process that will appeal to highly skilled in-demand candidates. As you brainstorm your employer branding strategy, consider some of the characteristics MarTech professionals look for, beyond a competitive salary and benefits package:
1. A modern culture and positive work environment. Satisfied employees feel comfortable when they head to the office—they don’t dread the work day. Transparent policies, a focus on collaboration, clear vision and company mission, and access to engaging projects are just a few of the cultural characteristics that set businesses apart. You don’t need a free breakfast bar or pool table to build a great culture. A few experience-oriented changes can support a friendly and productive atmosphere.
2. Growth opportunities. Businesses that invest in their employees’ professional development benefit from easier recruiting, higher retention, and lower turnover. Benefits like ongoing training, job advancement opportunities, and education programs often appeal to these lifelong learners who want to grow in their roles and expand their knowledge.
3. Uniqueness. Any company can offer a competitive salary and benefits package. But companies that really stand out from the crowd offer something intangible and brand-specific. By clearly articulating what your brand does for the world - better than anyone else - you can attract candidates who believe in your mission and want to be a part of your journey.
4. The right tech culture. Some companies are better than others when it comes to investing in technology. Technology professionals can grow dissatisfied working with management teams that are not open to change or who rely on antiquated technologies to connect with customers and drive results. Marketing technology success hinges on a company’s willingness to invest in the right solutions, in addition to the right talent.
5. Flexibility and mobility. Companies are moving away from regimented work schedules and in-office requirements, because they can hinder rather than help productivity. While marketing technology professionals may spend more time in the office than most, the ability to work from home or take time off during the day can set an employer apart.
Spreading the Word About Your Employer Brand
With a great employee experience in place, businesses can focus on sharing their employer brands in the recruiting space. Work with your current marketing team to share employee stories, use candid photography in recruiting materials, and update the careers section of your website to communicate more about the company mission and culture. Visit your own website through the eyes of a potential candidate who knows nothing about your business. Is your mission clear? Is this a place YOU would want to work, and why? Remember, you’re trying to attract highly skilled marketing talent. They value great marketing and often your site will be their first impression of whether or not your company values marketing as much as they do.
Whether you rely on job boards to acquire candidates or work with a well-known recruiting agency, employer-branded content will increase the likelihood a great candidate will express interest in pursuing the lead.
Honing Your Recruiting Strategy
While polishing your recruiting materials and careers page are a great step in the right direction, what if you’re really in a hurry to access qualified candidates? Consider tapping into talent pools with help from an agency like Aquent. Reputable staffing agencies bring powerful recruiting power and cast a wide net to find and vet top candidates, showcasing your employer brand in every step of the process. Whether you’re looking for short-term or long-term staffing solutions, in a competitive field like MarTech, the support of a professional recruiting team can be invaluable.
Selecting the Right Candidates
Retention begins during the hiring process. Companies that hire the right candidates are more likely to keep them. The right candidate is one who fits in with your culture, the company mission, and your team. After all, you could hire a technology genius who clashes with management from day one and leaves after six months, or you could hire someone with technical experience who shares your values, gets along with the team, and works hard to acquire new skills.
Instead of using a resume as the ultimate yardstick, focus on vetting a candidate’s problem-solving skills and exploring his or her interests as well. Someone who tinkers with technology as a hobby and who can show solid reasoning skills when presented with a real-world challenge can likely pick up more specific skills on the job.
Retaining Great Marketing Technology Talent
According to 2016 data from the Bureau of Labor Statistics, employees today stick with a job for an average of 4.2 years. In a rapidly changing space like marketing technology, that number is often even lower as candidates seek progressively challenging experiences and look to round out their skills.
For businesses striving to retain top talent, these stats can seem particularly daunting. And while qualified candidates may leave a position because of uncontrollable circumstances, often frustration with the employee experience, dissatisfaction with the role, or a poor growth or compensation outlook are to blame—and these are reasons you can address.
When it comes to improving retention rates, where should you start? Communication. Transparency about the business, constructive performance feedback, and strong management practices can all help businesses recognize and address the warning signs of dissatisfaction. Talented employees need to know their worth. Verbal praise, reasonable pay raises, promotions, and managerial support can all reduce the likelihood that a high-performing employee will choose to leave.
With the right combination of recruiting, hiring, and retention practices, you can find marketing technology professionals who will add value to your brand every day. Contact Aquent to learn more about our in-depth screening processes built for the competitive digital marketing space.