Question: Our manufacturing plant is located in an industrial business park. There are also several other manufacturing facilities within a commutable distance from us, one of which is a direct competitor. Local candidates have a lot of options and it’s made recruiting incredibly difficult. What can we do to attract candidates to our organization in this situation?
Answer: That’s great news for your local economy! A thriving manufacturing sector indicates the potential for a successful manufacturing facility in your area, benefiting from proximity to distribution and transportation pathways, tax incentives, and a talented workforce.
It sounds like you know where your competitors are and are aware of the fact that there are quite a few, but beyond that what do you know? If you have not yet conducted a full competitive analysis, you should consider making the time and resource investment to do so.
Competitive analysis has long been a staple in marketing strategies, and its application in talent recruitment should be recognized as a powerful tool, particularly in your situation. By conducting a comprehensive competitive analysis, your team can gain deeper insights into your competitors, identify their strengths and weaknesses, and develop effective strategies to attract and retain the candidates you are competing for.
Essentially, you are trying to find the gap in the market, so you can play to your strengths, or consider enhancing aspects of your own business, making you an “employer of choice” for your target candidates.
There are four key stages for conducting a competitive analysis:
- Identify your competitors.
- Develop a profile for each of your competitors.
- Analyze your competitor’s pay, benefits, schedules, recruitment strategy, and other relevant factors.
- Conduct a SWOT analysis.
The insights you gain can be used in many different ways to persuade and communicate your unique value proposition to your market. Some of the communications you can consider plugging your strengths or unique value propositions into would be:
Job Advertisements
Tailor your job postings to highlight the key differentiators that make your company an attractive employer. Showcase your company culture, growth opportunities, and any distinctive benefits to capture the attention of potential candidates.
Employee Video Testimonials
Create engaging video testimonials featuring current employees sharing their positive experiences working at your company. These authentic accounts can have a powerful impact on potential candidates, giving them a glimpse of your company’s unique strengths.
Outbound Recruiting Emails
When reaching out to potential candidates, incorporate the insights from your competitive analysis into personalized emails. Address pain points they may have experienced with your competitors and demonstrate how your company offers a better fit for their career aspirations.
Social Media Posts
Utilize your social media platforms to showcase your company’s strengths and stand out from the competition. Highlight achievements, company events, and employee success stories to foster a positive employer brand.
Hiring Event Advertisements
If you host hiring events or job fairs, leverage the insights gained from the competitive analysis in your event promotions. Emphasize what makes your company unique and why job seekers should attend.
Company Website
Incorporate the unique selling points and strengths of your company into your website’s careers page. Make sure it stands out and provides a compelling reason for potential candidates to join your organization.
Recruitment Brochures/Pamphlets
If you distribute recruitment materials at career fairs or other events, use this opportunity to highlight your company’s strengths and key advantages as an employer.
Press Releases and Media
When sharing company news or updates with the media, include information about your company’s competitive edge and what sets you apart in the market.
By leveraging these communication mediums with insights from your competitive analysis, you can effectively convey your company’s value proposition to potential candidates, and create a distinction between you and your competitors.
And if you find yourself in a situation where you’re not sure you will be able to compel the necessary talent to join your team over your competitors, you will have the information you need to make a case to your leadership team for changes enabling you to do so.
