3 Recruiting Tactics For Unattractive Industries
Almost half of the companies on Glassdoor’s “Best Places to Work” list are tech companies. This is not by chance considering the benefits, perks and high salaries employees enjoy at these companies. Not to mention, how good it feels to say: “I work at Google” for example.
These characteristics of the tech sector, make the industry itself a relatively attractive one for job seekers. Many want to get in, to obtain the benefits of working there. So candidates tend to be more eager to send a resume, contact the company’s recruiters and, in general, actively seek for a job at a tech company. This kind of candidate behavior makes recruiters’ life at tech organizations a bit easier.
But what happens with less attractive industries? Take retail for example. Long hours, unstable schedules due to shifts, combined with relatively low wages, make retailers not that attractive in the eyes of candidates and employees. This is why retail & wholesale, as an industry, have an astonishing 60.5% turnover rate.
Turnover is an indication of a sector’s attractiveness and, retail is definitely not an attractive sector.
Source: To Have and to Hold SHRM
Ways to Hire Talent and Overcome Sector Unattractiveness
So, what happens if you find yourself hiring for an unattractive industry? Is there anything you can do to overcome the recruiting problem, the industry itself poses? As a matter of fact, yes, there are a few things you could do to become – against all odds – a successful and effective recruiter.
We’ll be exploring 3 recruitment strategies, that well established films have put successfully into practise to achieve a more effective recruiting:
- A concept called Employer Value Proposition (EVP)
- The benefits of identifying and tapping into unexplored candidate pools
- Training which leads to hiring.
1. Create & Communicate a Unique Value Proposition
Branding has become a huge thing in recruiting. In its core, lies value proposition, a concept used by marketers to attract and retain customers, by making it easier for them to distinguish among similar products and select the one that creates the most value.
The very same concept has been utilized by HR and recruiting professionals, who for the past several years have been fostering Employer Value Propositions (EVP) in their organizations.
EVP translates into what it is that an employer offers, that distinguishes it from the rest, making it an employer of choice for both prospective and existing employees.
How could recruiters use this concept, when recruiting in unattractive industries? Let’s take the example of Teleperformance . Teleperformance operates in the call center industry, offering worldwide customer support services to major corporations’ customers. This requires the company to employ many native speakers, to support its operations. And similarly to retail, the industry has a high turnover rate (an average annual turnover rate between 30-45%), making it hard to attract candidates and fill the vacancies.
So, what did the company do about it? The operating company in Greece made an ingenious connection: people from all over the world come to Greece for vacation to enjoy the weather and the sea. As a matter of fact, many extend their stay in Greece for this reason. A temperate climate in combination with a high percentage of english speaking population and low cost of living, are factors not all countries have to the same extent as Greece, so it’s undeniably valuable and a potential comparative advantage.
So, the very same people that come every year as tourists, could become an ideal candidate pool for Teleperformance, considering that the company aims to attract native speakers from different countries to staff its call centers in Greece.
This realization led to the development of the Employer Value Proposition seen below: