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December 18, 2017

Cindy Penchina, President


“Employees are a company's greatest asset—they're your competitive advantage.”
 —Anne Mulcahy, Former Chairperson and CEO of Xerox Corporation

There is no question that a company is only as good as its workers. Whether you’re onboarding new team members or retaining existing employees, finding—and keeping—talent can be challenging.

Building out your team with the right employees requires a two-pronged approach: finding and attracting the right applicants.

The same way that inbound marketing is designed to organically attract and nurture leads, inbound recruiting attracts and nurtures qualified talent for your business through the exact same methodology: attract, convert, close, delight.


Recruitment is no small task, especially for small businesses. There’s a major demand gap between openings and applicants, with over 45% of small businesses finding too few or no qualified applicants for job openings.

So how do you start recruiting top talent?

Identify Your Ideal Candidate

You know your industry—and more importantly, you know the kind of people that thrive in your industry. What degrees do they hold? What experience do they have? What’s their ideal income level? What skillsets do they have?

You’ve identified your ideal candidate—now target them. Approach your potential new employees the same way you approach your buyers, and lead them through the sales funnel (or, more accurately, the recruitment funnel).

We’ve covered how to write an effective job posting before. Job seekers are job skimmers, so keep it short, sweet, and to the point, and reel in right-fit candidates off the bat.

You've crossed your T's, dotted your I's, and you’re ready to hit the big red button on your Careers page: PUBLISH. Done.

Not quite.

It’s important to cover your bases—make sure you distribute your openings effectively. Your ideal candidate could stumble on your job posting via social media, your careers page, through reference, or via a job posting site. If you put all of your ads in one basket, you may miss the golden egg.

Hit the “Apply” Button

In all likelihood, your ideal candidate is interested in more than a paycheck. Long story short: They’re going to do their research before they toss their resume on your desk.

Job seekers need to be swayed before they apply, so create opportunities for candidates to engage with your company through your website beyond the application page.  Showcase your company—share your mission, your vision for the future, and your office culture. Show potential applicants what they’re missing.

Once you’ve compiled a stack of resumes, keep those ideal candidate qualities in mind throughout the interview process—and determine whether they’re one of the four people that every team needs.

The best applicants will have the personal and professional qualities you identified in your existing top talent, and settling for less doesn’t pay (in fact, wrong hires cost companies $17,000 on average).

Hired or Inspired, Keep Them Delighted

It’s time to turn your golden egg into a golden goose.

The top channel for quality hires is employee referrals, which basically means that top talent recognizes top talent—and if they’re a quality employee, they’re invested in building an effective team.

Whether or not a candidate makes the cut, you want them to leave the interview feeling positively about the company overall. They may not have been the right fit, but they may know someone that is—and you want to meet them.

Follow up your interview with a feedback survey, and keep the applicants you passed on in your network. Give them an opportunity to engage beyond the application.

Strengthen Your Team—Develop Your Talent

Don’t forget your existing team in the quest for new talent. The most effective way to retain your best performers is going back to the source: your company mission.

Professionals who find personal fulfillment in their work—those that are motivated by a company’s purpose, culture, and vision over their bimonthly paycheck or their job title—are more likely to find satisfaction with their job and stay with the company for three or more years.

Beyond your mission, be sure to keep tabs on company happiness. Here at Hudson Fusion, we do weekly team check-ins to measure job satisfaction. We keep a running spreadsheet of “Team Happiness,” with the average 1 to 10 ranking recorded week-by-week.

We work hard to keep our team happy. We're always learning–keeping up-to-date on the latest and greatest in marketing tactics through trainings, certifications, and educational programs. We make sure our team feels fulfilled in the workplace, and that their passion translates to good work and better business.

We’re proud of what we do.