Often potential employees will be attracted to a business with a good reputation in HR, available career opportunities, training initiatives and a culture that suits them.
You can use PR strategies to inform potential employees about:
- What makes you different
What can you offer potential employees your competitors don’t. This could be flexible work hours, a bonus scheme, training programs and more. PR can help you to promote this aspect of your business to inform potential employees why they should choose your business over others.
- Career opportunities
Many potential employees are attracted to a business because they can see a potential career path within the organisation. It’s then a great idea to use PR to promote the training initiatives your business offers such as career development programs, support networks and more. Potential employees will then see how the business supports their career goals.
- Your company culture
Attracting the right employees who fit into your company culture can be difficult. One way to make this process easier is to promote your company culture to attract the right employees.
PR can do these things by raising the profile of your business, improving your reputation and positioning you as an employer of choice. Tactics to achieve this include:
A media pitch is the technique of contacting a specific journalist to offer them an original story or an interview with someone in your business. A pitch is sent via email or over the phone and must explain why the story idea is suitable for the journalist’s publication and audience.
You can find story ideas within your business by thinking about what sets your business apart from your competitors and why employees would want to work with you. You should also think about the business’ area of expertise and the topics you can discuss. You can then pitch these stories ideas to a relevant journalist and offer the appropriate spokesperson, like a HR Director to interview. By sharing the spokesperson’s expert knowledge and gaining media coverage you can build your brand awareness and position the business as a leader in its industry.
Case studies are a great way to showcase your achievements, build your credibility and promote your business. A great example of a case study would be to document the success story of how one of your employees used your training initiative to develop their skills and progress into a higher position within the organisation.
You can publish the case study on your website, social media profiles, in relevant media publications, speaking opportunities and even use a link in job advertisements. A case study is a great way to build the business’ brand and also show potential employees the opportunities you offer.
Enter HR awards
Your business can enter HR awards in categories such as best employer, best corporate culture, best employee training initiatives and more. If you are nominated or win you can promote your achievement to build your brand. You can do this by sending out a media release to relevant media, publishing it on social media, using the award logo on your marketing material and pitching your spokesperson as an expert to the media.
If you don’t win it’s still a great exercise to reflect on the benefits you offer employees and to get a better understanding of your culture
Your spokesperson or HR Director can speak at events or conferences your potential employees may attend. This helps to build the business’ brand awareness as well as places the business in front of a large audience who may consider becoming employees or customers in the future.
The topics they can present on could be what makes a good workplace or strategies your business uses to train and develop employees.
If you would like the market to see your business as an employer of choice and attract the best talent, speak to a PR professional about how you can use PR to achieve this.
For a great example of how to use PR to raise the profile of an organisation as an employer of choice read our case study, ‘The corporate side of Hilton Hotels’.
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Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au.