Hiring employees is more challenging than ever – especially in competitive markets and industries. In fact, 90% of employers say it’s hard to find skilled candidates — and 76% of recruiters say it’s the biggest challenge they face (Source). Businesses are starting to realize that the way you market to potential employees is just as important as how you market to customers.
At Green Apple, we’ve helped companies in all kinds of industries tackle their hiring challenges. We’ve used our marketing expertise to create recruitment strategies that bring in top talent while staying true to each company’s culture and values. Here are a few best practices we’ve seen work to help businesses stand out in a tough hiring market.
The Secret Sauce to Attracting Top Talent
1. Make Your Company “the Unicorn”: Highlight What Sets Your Workplace Apart
It’s no secret that every company believes they’re a great place to work. But what truly sets your business apart? What makes you different from other companies fishing in the same talent pool? You can’t hire “unicorn-level” employee if they’re not inspired to submit their application first. Identifying and communicating your differentiators effectively can be the key to standing out.
Client Example: One of our long-time partners, Maxwell Roofing, needed to elevate their employee recruitment efforts to support their growth. In 2024, we helped them create a dedicated video that highlights their company culture, values, and what makes the company unique. We also developed marketing assets for career fairs and interview processes. These tools made their recruitment strategy more engaging and memorable, helping them connect with high-quality candidates.
2. Let Your Team Do the Talking
Let’s face it: every company’s website claims it’s a “great place to work.” But candidates often look for proof beyond the polished language. Allowing your employees to share their experiences and perspectives can add authenticity and credibility to your recruitment efforts.
Client Example: When we partnered with First Acceptance Insurance Company, we helped them launch the “FAICForward” initiative. This program celebrated employees who exemplify the company’s values, fostering a strong sense of recognition and engagement. Beyond strengthening their internal culture, this initiative became a powerful recruitment tool. By amplifying employees’ voices, they showcased an authentic culture that resonated with job seekers looking for a supportive and values-driven workplace.
3. Fishing for Talent? Build a Pond
Sometimes, waiting for the right candidates to come to you isn’t enough. Especially in industries like construction, where competition for skilled workers is fierce, creating your own opportunities to attract top talent can make all the difference.
Client Example: We partnered with Charter Construction, a leading commercial concrete contractor in Nashville, to revamp their internship program. By developing a more robust and engaging program, they not only attracted top talent from college career fairs but also integrated interns into their company more effectively. This proactive approach helped them stand out as a company invested in developing the next generation of construction professionals.
Recruitment Success Starts with Good Marketing
Hiring exceptional employees is no small feat, but approaching recruitment like a marketing campaign can yield great results. By focusing on your differentiators, leveraging employee stories, and building intentional pipelines, you can attract the talent your business needs to thrive.
At Green Apple, we’ve seen firsthand how marketing strategies can intersect with HR to create meaningful recruitment campaigns. If you’re struggling to find or attract the right employees, we’re here to help.
Learn more about our strategic planning services for employee recruitment and engagement, or contact our team to schedule a discovery call.