The global talent shortage has been the hot topic of conversation among business leaders and HR for a few years, and it shows no signs of going away any time soon.

Brexit hasn’t helped the situation. Following the 2016 Referendum, which saw the UK walk away from the European Union, fears have grown over the stricter immigration controls and increased visa restrictions that will no doubt also shrink the talent pool.

A recent report, Navigating the future: HR 2020, from law firm Eversheds Sutherland and market research company Winmark, revealed that the majority of HR leaders (67%) fear the talent shortage will be one of their most pressing issues in the near future. And almost three in five (57%) were worried about how skills shortages would impact their organisation.

Against this background, it’s absolutely essential that your recruitment campaigns are hitting the mark – attracting the talent that will help competing companies to edge in front of the pack.

Recruitment and reputation

A market that’s saturated with opportunities means that it’s the job seekers who hold all the cards – and they can afford to weigh up all the options before choosing to work for you. In other words, all businesses have to step up their game.

Companies must offer something more than salary; something that marks them out as an employer of choice and will steer the talent towards their doors.

While it’s common for HR to do some digging when a CV lands on their desk, it’s now the case that job candidates– at least the serious ones – will have done exactly the same thing to the company, trying to find out what it’s really like to work there.

Employee branding

It’s time to look at company branding. This is used to convey your organisation’s identity and working culture, and can be used to create desirability among job candidates.

With websites dedicated to company reviews from employees, and social media, it’s never been easier for job candidates to do their homework on an employer. This makes employer branding essential.

In fact, it’s so important that research has shown that having an effective employer brand can cut costs-per-hire in half, not only that but it can help companies attract more than three times as many applicants per vacancy.

And it’s also worth noting at this point that 69% of job seekers would not take a role with a company that had a bad reputation – even if they had no job to start with.

Branding has, of course, been used by marketers since the dawn of time in order to attract customers. Using employee branding in talent recruitment is a similar process. You can almost think of job candidates like customers. Just as you build a reputation for the services or products you provide to customers, your aim is to build a reputation as an employer.

Could wellbeing be what staff want?

Health and wellbeing go way beyond salary, and initiatives along these lines go right to the heart of your company, shining through in the company culture.

Wellbeing is one way to sway things in your favour when you have your eye on a prospective employee. Research shows that almost half (44.8%) of employees would judge an employer based on the quality of the health and wellbeing packages they offer, and another 43.1% believe that their employer has a responsibility to help them manage their personal health and wellbeing.

Make wellbeing part of your branding

When fishing for talent, a great hook is to use wellbeing as part of your branding. Focus on how you’ll care for the welfare of your staff if they decide to work at your organisation.

Wellbeing is a clear indicator that a company cares for its employees. Not only this, but when staff feel and are cared for, motivation shoots up, productivity increases, as does talent retention; and there’ll be a marked difference in the quality of your working environment – which are all things that lead to healthier profit margins.

Make gym membership part of the package

Why not offer gym membership to your staff? This can help cement your company’s positive image; building teams (bringing people together as they head off for a short exercise session together at lunch), and improving staff welfare all at the same time.

You can also use this for photo opportunities to post on Instagram, boosting your brand image for potential recruits who’ve done their homework.

Through your brand, you should be able to promote the benefits of working at the organisation, its core values and company culture. But one of the most important things is to establish an emotional connection, just as marketers do, and the best way to do this is by being authentic. And there’s no better way to do this than by putting staff welfare first.

Show your employees that you truly care for their wellbeing – make the call today. Find out more from Gympass, providers of low-cost, local gym membership throughout the UK.