In a climate of record-low employment and record-high retirement, those candidates who are seeking a career change are fewer than ever. They also have the option to be even more selective because of the countless ways that candidates can search for jobs.
As an employer, you must change the way that you attract talent, especially in field-centric, customer facing roles. These people are the face of your company. The need to find the right talent is far more important than just doing the job, your company's reputation is on the line. The days of just posting the job duties are long gone. People want to know the answer to the “W questions”, even in the job description.
The 'W' questions your candidates are asking themselves:
Why would I want to work for your company?
What’s in it for me?
What does my long-term career look like here?
Candidates are interviewing you just as much as you are interviewing them. If you don't have strong answers to the questions above, you are not going to make a good impression.
So, how can you work on making the right impression?
Focus on what we call COBS. COBS stands for Company, Opportunity, Boss, and Special Incentives. Your prospect needs insight into each of these components to develop any interest in your position and company. You can use COBS to build your company value proposition that anyone in your company can learn and use, anytime they come across a potential employee, not just in a job posting. This company value proposition should be less than a minute long and easy to remember and deliver.
Company: Why your company is a great place to work.
Opportunity: Why this opportunity is a great match for them.
Boss/Leadership Culture: Why working for your culture and leadership team is a smart career move.
Special Incentives: What incentives, besides just compensation, make it even better.
Example of a COBS statement
"Our dealership is a great place to work because we pair each new hire with an experienced technician for a 6-month mentorship program. This allows you to learn about the company and our customers. Our leadership team's primary focus is customer retention. We give each employee an annual professional development budget to attend an industry event of their choice."
By knowing how to answer the the 'W' questions, you are likely to engage the prospect in a good discussion and garner their interest in working for you. Explaining the overall perks and benefits of joining your team is always the best way to go. A focus on perks, incentives, and non-compensation benefits allows candidates to consider the opportunity for its full value.
Remembering the COBS rule in a conversation is the quickest, most effective way to share your company value proposition to prospective employees. If you take the time to craft your message with this method, the right people will engage in a conversation and ask for an opportunity to meet with your team.
This is a guest blog submitted by our friends at:
Stay tuned for the next blog in this three-part series, Training Talent: On-boarding New Employees.