How to Communicate The Unseen Value to Potential Employees
Sometimes you need to get employees to look closer to see the value in your company.
We've been talking about what employers can offer potential employees beyond salary.
There is no replacing a competitive salary and benefits, but we've seen that employees want more than just money when it comes to their jobs.
People understand the importance of other benefits including:
· Strong Culture
Look at our past article for information on the other items you can offer to entice prospects to join your design and construction company.
The next step in the process now is communicating those unseen values to prospects.
At Design & Construct, we often have to entice people away from jobs they current have in order to place them with a new company. This involves persuasion, which requires us to know how to communicate value beyond the salary.
Here is the process we use when communicating value. You can use it at your company to start getting the top prospects in the design and construction industry.
Listen to Prospects for Perspective
When you're looking for the best people in your industry to hire you're really going through the sales process. It's a dance back and forth between you and the prospective employee.
They're trying to figure out if you're the right company to work for and you're trying to figure out if they're the ideal person for the job.
The best salespeople in the world understand that it's not best to start with the product details. In your case the details would be discussing the benefits of the job.
The best way to start any conversation with a prospective client is by listening.
Using basic listings to generate interviews is one way you can start the listening process. Bring in potential employees and ask them questions.
If you're looking to hire someone from another company you'll find your target and reach out to them for a meeting or a phone conversation. You can start by asking the same basic questions.
What you're trying to understanding as you listen are the following three things about each candidate:
See if you can figure out what is causing any struggle or pain in the person's life right now. Don't push too hard because you can come off as peculiar. Simply create a conversation with the person that allows them to open up and share their view of the world with you.
As you listen you'll gain an understanding of what motivates the person. You'll learn their values and what drives them to go to work each day.
After hearing this input, phrase your company description and unseen value to fit the person's perspective on the world.
For example, if you're asking the person about their struggles and they talk about how they sometimes miss their kid's after school events because of work you can take your company selling point and show that you offer flexible hours.
It's about listening to find out what's most important to each person and communicating the value your company offers beyond monetary compensation.
Spending time with family is often more important to people than making a little more money each year.
Share Stories with Each Other
As you listen and ask question you'll find yourself naturally getting into storytelling with the potential employees. This is a great transition to make to learn even more about the person and it allows them to learn about the key values of your company.
People generally like talking about what matters most to them. You should get into this as you ask questions about what matters most to each person you speak with in person or on the phone.
If the person brings up a hobby or interest ask about those topics. Steer them into sharing stories.
Listen to the full story and continue asking questions.
After taking time to listen and learn take the opportunity to share stories of your own. You want to communicate the value of your company by telling stories of how your company works on specific projects and stories of how the employees interact.
By sharing these stories with the other person you'll give them a much better way to understand the real value of your company.
For example, when the person shares an interest in a hobby like golfing you can move into a story about how your company participates in an annual charity golf event. Don't simply tell them that it happens. Share a story from the previous year about how you and others had fun and got the chance to meet other people from the area.
Social Proof and Case Studies
The next thing to do to communicate the unseen value in your company is to use the stories of your current employees and associates.
The two best places for these stories is on your corporate website and on social media sites like LinkedIn. Sit down with some of your long time employees and listen to their stories. Work with them to create a story about their time with the company.
Let them discuss their career. Let them tell their story. It's not about your company. It's about how employees have an opportunity to succeed and find happiness while working for your company.
That fact will come across in the stories. The people you're looking to hire are not interested in your company beyond what will be in the deal for them. By reading stories on your site and social media profiles job candidates will see the opportunity. They'll think, “I want to be in the same position as that person.”
These stories are a form of social proof. People are going to look outside of your direct sources for information on your company. By reading stories and interviews from your employees and former employees they'll be able to see what they could have if they chose to work for you.
Next, put together case studies on your employees. These case studies should be documents of the journey employees take including the projects they've worked on. Show on they ascended in the company from starting out to a management position.
When people can see a road path to where they would like to go they are much more likely to understand the value in working for you.
Develop Comparison Examples
Some companies shy away from talking about the competition. We encourage the companies we work with to actively compare their firm to others to figure out what sets them apart.
You want to take all the information you gain from the steps above and show prospects why and how your company is a better place to work.
You see this type of comparison all the time in eCommerce and B2B companies. These industries are competitive so they'll often create a comparison chart showing what they have that the other company does not.
Companies do the same thing with video ads and print ads. They'll say things like, “No other company offers this…” or “This feature sets us apart…”
You're not calling out where your competition fails. You're simply trying to give the jobseeker a clear understanding of why your company is the better choice.
If you're not doing your competition like is. Take the lead on this one and start getting the top people in your industry.
Answer Common Questions
This step is simple in concept, but it's often overlooked.
As you speak with prospects you'll get an understanding for the common questions your ideal candidate has when looking for a job.
This understanding is priceless because you can take the information and develop answers. Use these answers with each new candidate you speak with during your search for people.
You'll find that people often have the same types of questions. Most of the time their questions will relate to their core values and their struggles in life. You can tell what people are really looking for beyond salary.
Answer these questions with each listing you publish anywhere and use the answers during your conversations with prospects.
We find that the best jobseekers want a strong salary, but there is much more that they are looking for in an ideal job.
The tricky part of the process for employers is communicating the value they can offer beyond salary. Often, employers are wrapped up in daily work and don't have time to think about the hiring process beyond the basic job listing.
The process outlined above is the one we use at Design & Construct. It's helped us place many people with the ideal company.
It leads to a happy employee and a happy company. Both work together to achieve results. And if we've done our job correctly those results will be aligned between the employee and the employer.
Take the steps listed above and find the unique ways you can communicate your company value to prospective employees.
You'll soon find that you're hiring better people and that always leads to great success in any industry.