Digital Recruiting

5 Ways to Successfully Recruit Online
By Market Researcher Rudy Hettrick

The days when managers reviewed a large collection of resumes and applications, then picked the top candidates in the pool, are over. New technology and, most recently, the Covid-19 pandemic, redefined how to recruit and hire new employees. Now businesses are scrambling to adapt. Business marketing expert Rudy Hettrick helps companies rebuild their process of finding, hiring, and retaining employees. He gives these tips to building a system that works, based tactics that have helped other companies be successful. 

1. Make the job description stand out.
   Job hunters see dozens of landscaping positions with similar titles, pay scales, and descriptions on online job boards, then apply for several and accept the first or highest paying offer. Job managers should make postings eye-catching and attractive. They should hook the candidates, the way an ad would hook a client. Emphasize benefits, outline safety protocols, highlight the fun of working outdoors, and explain more about your team. Candidates should visualize themselves enjoying the job and being a part of something purposeful. 
2. Choose your hiring platform wisely.
   Online job boards can be a great tool for finding candidates, but sites are densely saturated and some charge hundreds of dollars for extra exposure. Facebook can be a powerful tool, letting companies post both on the job board and pop up in news feeds. There are dozens to test though, and hiring managers should cast a wide net. 
   
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4. Utilize multimedia advertising.
   Things like videos, pictures, and polls. Share short clips of employees describing what their day-to-day looks like, or explaining things they like about the company. Share polls that ask job hunters what they want in a new career, then explain how your company meets those needs. Share pictures of the company’s projects or team events. Help people visualize the job and meet potential coworkers.
5. Target demographics.
   Several platforms, including Facebook, can target specific ages and locations. For example, a lawn care technician position should be targeted toward younger people with less experience, so change the post settings to only be shared with people in the 18 to 25 year range.
6. Use job boards in the bidding process.
   Job boards allow hiring managers to require a few extra steps in the application process. Candidates can be asked to manually enter details like work experience and references, or take skills and aptitude tests. Candidates willing to go through these processes prove their interest in the job and willingness to go the extra mile.

Businesses in and out of the landscaping industry are all struggling with the workforce dilemma, but those who are overcoming it are ones that are open minded and willing to adjust. They are standing out with creative recruiting strategies, expanding incentive programs, and investing in company culture. Businesses willing to make bold changes are ones that will stay afloat.

ABOUT Rudy Hettrick

Rudy Hettrick manages a digital marketing agency exclusively for landscapers. Rudy spent the early years of his career working with landscaping and home maintenance companies, but later developed a passion for business marketing. Rudy now manages marketing campaigns for companies in the U.S. and Canada, ranging in size from $500K to $3M in yearly revenue. He also hosts online tutorials and seminars to advise businesses on recruiting employees and building their company brand.