April 5 2018 - When you're a local business it's sometimes hard to imagine you can compete with big, national or even international players when it comes to
recruiting talent. But there are many ways in which your business offers more to candidates than your larger competitors.
Sure, you might not be able to offer international job opportunities, or top level salaries or work on high profile projects. But you need to focus on what you can
offer, not what you can't. Once you've located your strengths as an employer brand, you'll understand where your local business has the edge over others.
Here's how to build a successful recruiting pitch, no matter how small or local your business:
Sell the Breadth of Each Role
Working for a small, local business means wearing many hats. Employees will be expected to pitch in with tasks usually outside their remit and will get a full
360 view of the company and its operations. This can be hugely appealing to candidates who are used to a narrow scope. They'll relish the opportunity to develop other skills,
take on greater responsibility and learn more about the business.
Sell your Ethical Credentials
Lots of people care that the company they work for contributes in some way to the greater good. It makes them feel positive about their work and motivates them in
their job. Sell your ethical credentials during the recruitment process. It could be links to a local charity, as at
1300 Rubbish. Or an eco-friendly approach to business, as at
The Sustainable Salon. Being local doesn't mean you can't embrace and demonstrate your commitment to global progress.
Sell Job Flexibility
Big companies with branches around the country often adopt a one size fits all policy. If they let one person arrange their work hours around childcare, how many
other employees will want to do the same? Smaller companies with smaller teams have the ability to offer
greater work flexibility and this should certainly form part of your
recruiting pitch. Raise the prospect of flexi-time and working from home with candidates early on.
Sell your Company Culture
In order to stand out from the crowd, you need to tell your candidates what makes your company different. As a smaller company, all levels of employee will work
closely together. Your employees are in a better position to suggest ideas, learn from their leaders and get an insight into the overarching objectives of the business. You
may also have a family atmosphere in the office, where employees are treated as individuals in a way they can't be at bigger organisations.
Sell Your Business Strengths
A small business can be a very exciting place to work. Unencumbered by long-winded and bureaucratic processes, your company can adapt to change quickly. That means
new strategies can be developed and implemented to give you a market advantage. You can also
enjoy close relationships with customers meaning your product is uniquely adapted to
their needs. These are yet more reasons why a local business can be an appealing prospect for a potential employee.
Tailor the Pitch
Top level talent may be attracted by a stake in your business. Mid-level managers will want to know that your company has staying power and that their role can
develop with them. Lower level employees will be more interested in a positive work culture and the opportunity to learn. Adapt your recruiting pitch depending on the role you're
recruiting for to maximise your chances of success.
If you're recruiting for a local business, there's no need to sell yourself short. Remember that you offer candidates a unique range of opportunities and have the
ability to create a winning recruitment pitch.
About the Author
Sarah Kearns is a hard working mother of three daughters. She is a Senior Communications Manager for
BizDb, an online resource with information about businesses in the
UK. She loves cooking, reading history books and writing about green living.