The Art Of Selling Job Applicants On Your Company

How to Convince Candidates that Your Company is Right for Them


From the outside, it’s typically the job hunters who are trying to sell themselves to companies in order to land employment. That is why applicants spend so much time tweaking resumes and practicing their interviewing techniques.

But in fairly competitive fields, the companies also need to be selling the candidates on their openings. Do you know how to convince top talent to choose your organization over your competition?

Focus on These Four Items

'In business, the companies that hire the best employees are the companies that win,' entrepreneur Ken Sundheim points out. 'Though the concept sounds simplistic, executing on it is an entirely different story. Despite the advent of job boards and increasing usage of social media sites, recruiting ‘difference makers’ is and always has been an arduous, expensive task.'

The key is to sell candidates on your company -- not the specific job listing. In order to make that happen, you’ll want to focus on the following four elements:

1. Lifestyle

Most people are looking for more than a job. They don’t want to show up, punch the clock, deal with their responsibilities, and punch out. They want to extract meaning and value from their job.

They want their job to be an enjoyable part of their life. That is why you should focus on lifestyle when you seek to attract top candidates for your open positions.

This is something Park West Gallery does well. When it hires people for its auctioneer positions, the company doesn’t just list the duties, pay grade, and hours.

Park West actually answers such questions as: What is it like to work for Park West Gallery abroad? What is it like to work and live aboard a cruise ship? What is it like to produce an art auction? How has this job enriched your personal and professional life?

These are some of the things today’s professionals care about. When you’re trying to sell candidates on your company, don’t gloss over essentials like these.

2. Potential for Growth

Ambitious people want to know the potential for upward mobility in a company before they join. Contrary to recent claims, many employees still like to stay with the same company for a long period of time. The problem is that many companies don’t offer clear paths for internal movement. You’d do well to market these opportunities if you’ve got them.

3. Company Culture

Company culture is more than a buzzword; it’s something employees are looking for in the businesses they choose to work for. Instead of trying to develop a company culture that fits your ideal candidate, be true to yourself and identify your company’s unique features.

You can put these on display for applicants to consider. Those who feel like they align with your values and character will be more likely to apply.

4. Job Flexibility

Did you know that the nine-to-five workday has grown over the years? The average American employee now works 47 hours per week, but wages have failed to increase correspondingly.

In order to help companies understand the implications of increased workload and stagnant pay, Dan Schawbel and his company were hired by Staples Advantage to conduct a study. What they found was interesting.

'In the study, we found that 35% of employees want more flexible schedules and 46% of employees say that flexibility is the most important aspect when looking for a new job,' Schawbel reports.

So if you’re hiring, this identifies a clear opportunity. If you promote job flexibility, you’ll be able to reach a higher percentage of the applicant pool.

Move Beyond the Job Listing

Anybody can craft a killer job listing, and most candidates have browsed enough posting sites to recognize all the tactics. If you really want to attract top talent, then stop worrying about job posting formats and start focusing on the meat of the issue: Your company.

Focus on lifestyle, potential for growth, company culture, and job flexibility, and you’ll have a great starting point.

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