We recently met with some executives who mentioned they were having challenges. Here are some tips on how to use PR to help attract the right employees and retain them.
1. Show case the leaders, think along the lines of Richard Branson and Steve Jobs
The CEO is the organization’s tribal leader. The executive represents and maintains the organization’s purpose, values and vision. They inspire and set the path for employees to follow. Their leadership influence the company culture which sets the behaviors, values and motivation for the team. Having a leader, especially a charismatic one, tell stories about the organization make the company interesting and standout.
2. Showcase the awards the companies have received. There’s an award for the best employers, recipient of the awards list this in their website and e-mail signature
Companies recognized for outstanding achievements are attractive. Winning an award for your company can help boost employees’ morale and make the team feel proud to be part of the team. Increased positive attitudes towards the company can be greatly beneficial when it comes to attracting and retaining employees. Awards validate and provide credibility to new recruits and make the company appealing.
Here’s an example in Thailand, Aon Hewitt recently named Advanced Info Service (AIS) as “Best of the Best Employers” with other Best Employer honors went to Advanced Contact Center, American Express (Thai), McThai, Mitr Phol sugar plants, Phyathai 3 Hospital, Swensen’s (Thai) and Toyota Motor Thailand. The awards are based on companies achieving over 51 per cent higher profit than the market average. Aon Hewitt believes that a significant part of driving employee engagement is delivering an exceptional employee experience all around.
3. Publicize the perks the company offer. Take a page from Google and the PR for Googleplex. This company offer more than just the financial benefit, they provide work and play environment, recognition, and the opportunity to work on your own creative projects
It’s no surprise that Google has been awarded the best place to work consecutively. The company maintains a positive work environment by offering financial as well as other benefits that retains employees. The staff are treated to free gourmet food and pets are welcome.
A factor that could contribute to higher retention, is a sense of belonging. People are motivated to stay in an organization where they feel appreciated. It’s natural for people to want to be respected and valued for their work, whether it be a group setting or for their individual effort.
4. Rewards: stock options, founders shares (equity) etc.
It’s common for Start-ups and SMEs to use stock-based compensation in order to attract employees by giving the opportunity to a share in the growth of the company. People are more motivated when they know they also benefit.
Companies can offer stock options, bonuses or profit sharing plans to employees. This aligns the employee’s interests with the company and encouraging the team to be more productively and support business growth.
5. Talk about the company’s philosophy, goals and the influence on it has on the company’s culture. Some companies are about disrupting an industry, solving a logistic issues because daily traffic jam, while for another company it could be about alleviating world hunger.
By adding meaning to work, employees are likely to be more loyal. This encourages more contribution and a positive outlook on the company which helps move the business forward. Therefore it’s important to hire someone that fits in and believes in the company’s values.
Here’s an example, TOMS’ Giving Partner campaign, helps provide shoes, water, safe birth and bullying prevention services to people. The company is known for its buy a pair, give a pair philosophy: For every pair of Toms shoes purchased, the company donates one pair to a person in need. This type of CSR not only helps draw new recruits but also customers.