Beyond the Paycheck: What Draws People to Your Team?
Why Work for Us?
We do not think about this question often as we run through our workday, but it's a critically important question to answer if you intend to grow your team. Why should someone trade in 20, 40, or even 50 hours of their week for the paycheck you are offering? The best candidates have many options, and money is not the only thing they are looking at. Knowing what sets you apart and articulating that in your job ad and throughout the interview process improves your chances of attracting and successfully hiring the right person for your team. Here are some questions to help you think through what makes your business unique!
What is the culture like?
Every company, whether they have created it intentionally or built it by chance, has a unique culture. When describing your company culture, you may use words like: innovative or well-established, creative or systematic, fun-loving or professional, rapidly growing or stable, flexible or structured, etc. Recently, I had a call with a business owner who joked and laughed easily. As I asked him to describe his team, it became evident that having a good sense of humor would be essential to fit in with this small business. So, in the job ad, we included a qualification that read, "Good Sense of Humor – Must Love to Laugh. We have fun with each other and our customers." That line would capture the attention of some job seekers while repelling those who are more serious…and that's just what we want!
What is your business size?
Some people love the structure, benefits, clearly defined roles, and career path of working for a larger company. Other people prefer the flexibility and challenges of a small business environment, where they can still talk directly with the owner and be part of growing something. As you draft your job ad, highlight the unique benefits of being small, mid-sized, or large! Will the candidate "wear multiple hats while working in an innovative, rapidly growing small business" or "join a well-established, streamlined company with a 30-year track record of sustainable growth"?
What learning opportunities do you have?
On-the-job training is a tremendous draw for career changers or young professionals questioning the value of a high-priced four-year degree. If you take your team to conferences, attend local leadership events, provide cross-training, pay for coaching, offer software training, etc., then highlight these investments in the job ad. Candidates are looking for companies that will help them build their skills, provide growth opportunities, and allow them to increase their earning potential within your company.
What value do you add for customers?
"I want to make a difference." Many people say this, but we can't all work for a nonprofit! What value are you adding to the world through your business? For example, a landscaper may focus on providing customers with beautiful outdoor living spaces to spend time with friends and family. A marketing agency may offer solutions to help clients grow and expand their businesses. An HVAC company keeps people warm in the winter and cool in the heat of summer. That is much more inviting than saying, "We plant flowers, trees, and shrubs and spread mulch," or "We generate leads for sales teams," or "We install heating and cooling systems." Help job seekers understand why your work matters to the people you serve. During your interview, communicating your "why" can set you apart from other employers focused on the "what" of the role.
Communicating who you are to candidates will help them understand whether they will fit in with your organization. It acts as an attractant to the right-fit candidates and repellent to the wrong-fit ones. If you struggle to answer this question, head into the break room and ask your team, "What do you most enjoy about working here?" And if you find that the list of answers to "Why work for me?" seems too short, you have a new business goal: It is time to make your company a great place to work!