Developing an Attraction Strategy: Mastering the Art of Retaining & Nurturing Top Talent
Candidate attraction shouldn’t be a shot in the dark. If employers follow the tips and tricks to perfecting an attraction strategy, they will have mastered this approach, which in turn will bring talented candidates to their organization’s doorsteps. The process of attracting talent relies on the ability to both nurture and retain talent on a workforce.
Nurturing Top Talent
How an employer nurtures candidates before they become employees is a direct extension of the candidate experience, which is why there is great value in the methods used to showcase an employer’s benefits to passive and active candidates.
External channels, such as social networking sites like Facebook, LinkedIn and Twitter, allow users to post about successful internal initiatives, showcasing their organization’s culture either by shining a light on team training events or a charity initiative. This allows passive candidates to catch a glimpse into an employer’s organization, in turn planting the seed for them to keep a company in mind when it is time for them to move on. In terms of active candidates, social media is a great tool for job seekers who are already in an employer’s talent pipeline to stay informed with their goals. It is also a great resource for larger organizations to ‘download’ messages about what the organization is up to as a whole, and to recognize talent and team initiatives and efforts.
The important lesson about social media and its role in nurturing top talent is that open channels of communication are an opportunity to encourage dialogue between employers and candidates, in turn appealing to their need to be nurtured by an employer to feel a sense of belonging or desire.
In addition to using social channels to promote initiatives, a great way for employers to build rapport with interested parties is through meetings and conferences. These face-to-face forums allow an employer’s staff to serve as guest speakers to an audience of candidates or clients that are looking to receive inspiration from a thought leader in the industry.
Regardless of the methods an employer chooses to promote their business or services, the aim should be to create a positive candidate experience, because people may forget what you say, and what you did, but they will never forget how you made them feel. If a candidate leaves an organization feeling valued and respected, they will be encouraged to refer their family and friends. Employers should make their candidates want to be their brand ambassadors!
Retaining Top Talent
Once an employer has attracted top talent to their organization and has nurtured them through their hiring process, what’s next? Hiring and onboarding are only half of the battle, as special attention needs to be paid to retain the top talent on a current workforce.
Retention strategies manifest to serve the purpose of reducing turnover rates and increasing overall employee satisfaction rates. When employers experience turnover, it is not only costly but time consuming having to source and seek new talent to replace vacating staff members.
How is this prevented? A successful retention strategy involves a number of processes such as effective onboarding, mentorship programs, performance reviews and other management techniques that promote healthy growth and support for staff. Building a sense of community within the workplace builds a network of support that works to reduce employee turnover rates.
Investing in staff does not involve monetary investments alone – as time and effort are just as valuable and appreciated by those involved. An important element to remember is to engage with talent on a regular basis by talking about career paths, showing them the path they are able to go on, and engaging in discussions about what they want to do and how they can get there with an employer’s help. Opening up dialogue encourages free thought and discussion to have staff weigh in on development opportunities and room for improvement.
An attraction strategy begins with talent by nurturing relationships and showing candidates an employer’s value, and once they’re on board with a company’s initiatives, one needs to begin dedicating the time and effort to retain these talented stars within an organization. Relationship building is an intricate process, therefore it is crucial to not neglect any elements of the attraction process, as each part plays a role in proving a company’s worth and benefit to others.