Marketing Your Company to Potential Employees

As one of COVID-19’s victims, companies around the world suffered from supplier shortages, longer-than-ever lead times, and, recently, a spike in worker scarcity. Though COVID-19 has had both positive and negative effects on businesses, economic externalities continuously impact businesses’ day-to-day operations, global pandemic or not. With a large baby-boom generation heading to retirement, companies are facing challenges in hiring new employees for their upcoming projects. According to a 2018 BDC survey of 1208 entrepreneurs, ‘’close to 40% of Canadian small and medium-sized businesses are already having difficulty hiring new employees”¹. The survey results expose that the most common hiring strategies focus on a candidate’s attitude and potential fit with a company’s culture rather than only seeking the most interesting résumé. Furthermore, the BDC suggests developing an employee value proposition which includes defining your company’s vision and the values it stands for. By highlighting the reasons people are proud and motivated to work for you, a company can effectively communicate selling points to potential employees. Market your company to employees like you market your products and services to clients!