How can PR support talent retention and talent recruitment?

03/07/2024 16:12:07
It’s no secret that the job market is fiercely competitive. It’s not just about filling positions, it's about attracting the right talent, nurturing a positive work environment, and ensuring your team feels valued and motivated. 

When it comes to talent recruitment, being visible as a good employer is crucial in attracting the right people. Ultimately, if somebody isn’t the right fit for your business, it can cause headaches further down the line, and wind up costing you more.

So, how can PR support talent recruitment and overall talent retention?

First, it helps to understand that an effective PR strategy does more than just manage reputation. PR strategically manages communications across various channels to help shape public perception and therefore can help to position your company as an attractive place to work for future potential employees.  
Talent recruitment

Don’t undervalue the importance of employer branding in talent recruitment 

As PR professionals, we are often asked how to build an attractive employer brand. In truth, most companies already have one, but it may just require a little fine-tuning to support talent recruitment.

Paying attention to and nurturing your employer brand can help build an attractive perception of your company. It defines and reinforces your values, work environment, passion, and growth opportunities, supporting recruitment and talent retention.

Many companies prioritise building a strong brand for their products and services, and while this is great for the bottom line, it may not be enough to attract potential employees. The people within your organisation are more likely to focus more on their role, treatment, company values, and job satisfaction - this is your employer brand.

Benchmark how your employer brand stacks up against the competitioning for talent retention & recruitment

If you are struggling with talent recruitment and talent retention, we advise that you take an honest look at your current employer brand to identify any areas for improvement.

A PR professional will be able to look at your overall reputation and identify how you stack up against your competitors. Be mindful that your talent competition is not always the same as it is for the products and services you offer.

Think about what you offer to your staff, that other companies don’t, and listen to the people inside your business. What do your people say about your business? Are they happy? If you are not sure where to start, why not run an engagement survey to give you insight, and food for thought.

Next, think about when people leave your business. Exit interviews can offer real insight into how your staff feel. Think about why they have chosen to leave, and where they are going. Are there any trends?
Magnifying glass

Remember, your brand story matters

Once you have thought about your USPs and what sets you apart, start thinking about your story. Have a look on the internet, and check out your competitors’ websites, social media platforms, and recent news articles. What story does that content tell?

Looking from an outside perspective will help you to understand what an attractive company looks like to potential talent. Next, Google your company, and look at what comes up. Is it the story you want to tell current and potential employees about your business, values, and direction?

Now it's time to start thinking about telling your own stories. A PR expert such as Partners PR can help you decide what stories to tell, but a good starting point would be to think about company news, such as achievements, innovations, and people development stories. 

We can also ensure that the stories you are telling land exactly where your target demographic is looking. We think about what they are likely to read, how they get their information, what social media platforms they are likely to use, and what type of content they would respond to.
Table football in office environment

Be clear on your values

Authenticity is not just a buzzword; it is crucial in business and will help set you apart. No amount of office sweet treats, beanbags, and table football games will help to mask a toxic culture. 

Are your values visible to your staff, and are they lived and breathed throughout the company? If the answer is yes, then think about how that plays out to the outside world and prospective recruits. Be mindful that building an employer brand is all about balance. If you’re selling a dream to prospective recruits but the internal reality is very different, that will impact talent retention.

If, for example, one of your values is “giving back” and you give employees paid time off each year to volunteer, how are you showcasing that to the outside world? Think about social media content, blog posts, and news opportunities.
It also pays to think carefully about your career advertisements. While it’s important to note what you want from a candidate, be sure to sell what candidates can expect in return and help paint the picture of why they should apply. 

Remember, building an employer brand takes time, but it can help address both talent recruitment and talent retention strategies. 

If you are ready to build your employer brand and grow your business get in touch with our experts to see how an effective PR strategy will strengthen your employer branding and support talent recruitment and talent retention.