"You're In Charge" with Glenn Pasch
"You're In Charge" with Glenn Pasch

Episode 94 · 3 weeks ago

How to Attract Top Talent for Your Business with Glenn Pasch


Countless articles and news stories focus on the lack of workers for many businesses today. Some blame the pandemic, some blame government assistance or that people have decided to change careers. 

Regardless of the reason, this can be a struggle for many companies. Lack of quality candidates for sales, service, or management. So what are those in charge of attracting talent to do?

In this episode, Glenn Pasch shares how marketing is a key to standing out and attract the talent you need. 

Many companies market their products to attract customers but do they market their organization with the same passion and focus to attract talent.


Glenn shares specific tactics and strategies to help your organization stand out to those looking for employment or a better situation.

Enjoy, please share, subscribe and rate the show. 

About Glenn Pasch: 

"Everyone finds themselves in charge at some point in their lives. Yet many of us lack the skills to generate consistent results. My goal is to help you learn the skills to adapt and grow in your personal and business life.”

Glenn Pasch is CEO of PCG Digital, a full service digital marketing agency that specializes in helping businesses create and deliver customers raving, recommending & returning for more. He is author of 2 books including "The Power of Connected Marketing" and has spoken and educated audiences throughout the US and internationally.  

Let’s Connect: 

Linkedin: https://www.linkedin.com/in/glennpasch/​

Personal Website http://glennpasch.com/​

Company website: https://pcgdigital.com/

Support for this episode comes from P CG digital. It is anywhere from difficult to impossible to manage everyaspect of the changing digital landscape. Rather than trying to do ityourself, why not leave it to an award winning team of Digital MarketingSpecialists who have mastered it all connect your message with morepotential customers with P C digital go to P C G, digital com for moreinformation, let's say you're in charge of hiringfor your company or maybe you're, the CEO and the leader of the company andyou're struggling right now to find and retain top talent. It seems to be acommon conversation with a lot of my clients, also reading articles in thenewspapers and an online about the great resign people transitioning outof jobs and looking for other jobs or just the struggle to find and retaintop talents. Well, if you're in charge of this, I'm sharing some strategiesthat I've shared with my clients to help them attract great talent. So,let's dive into today's episode of urine charge conversations that sparkchange and talk about marketing to a track top talent. Okay, so, as I said in the theintroduction you're in charge of the hiring and you're sitting there,looking at your your the stack of resumes or lack thereof ormaybe you're doing interviews with people and saying man, the talent justisn't there and it's easy to default to well, this younger generation doesn'twant to work or people just are lazy and if you're defaulting to that, I'mgoing to challenge you to re, examine your thinking. Is your thinking alittle lazy, because,...

...if you're attracting that type oftalent where you're not attracting the right people, we need to take a stepback as being that person in charge and looking at how we're advertising ourjob and that's what I want to talk to about today want to talk to you about afew aspects of this process. Your interview process is a separateconversation and we can talk about that in the future episode. I want to focus on. How are youadvertising your job? So let's let unpack the first peace to this when youare looking for a job to fill a role in your company. The there's. A fewreasons why it happens when you're expanding you're growing, I need to addmore on to my team, or you had to let some one go or maybe someone quitunexpectedly. So the question is: How do I advertise this position a lot oftimes, individuals in the position of asking someone to place an ad, maybeyou're placing the ad or maybe you have an HR department and you go to them,and you say I need to hire a let's say, a sales person. Well, there are certain qualities andqualifications for this sales person or a manager right a lot of times thattitle is different or means different thingsto different organizations. A manager in my company with that title could be completelydifferent than a manager in your company. So what we first need to do isstrip away. The titles. Forget all the titles. That's number one. What we need to do now is look at thequalities, not qualifications. Understand I'm not talking aboutqualifications. I'm talking about the qualities, there's a few differenttypes of qualities, qualities that fit...

...your culture. Are you an organizationthat is fully remote and they have to be self motivated or they have to havethe ability to coach and develop? They have to have great communication skills.They have to have empathy whatever it is. These are qualities that are goingto tie into your culture, because if you only hire for qualifications orskill set, you may hire someone that has those, but they don't fit yourculture and you could do more damage so focus on the qualities when you close your eyes and you thinkof a top performer in that role or what the data day in your mind, what you seethat person doing day in and day out start writing down those qualities. Thereason why having you do this first is thosethings need to be in the job description again too often, jobdescriptions are very generic or we focus on three years experience and youhave to know how to do this, and you have to know how to do. Why, then, those are skill sets, and maybeyour role does need certain certifications or qualification orexperience, and that's fine. You can put it there, but if you really want toattract top talent, you have to sell them on what the day today is going tobe. You want to make it very clear now some of you may say: Well, Glen, that'sgoing to scare some people away, that's okay! How many times have you sat ininterviews and were frustrated? Remember what we spoke about early onin the beginning of this conversation, you were complaining that the qualityis not great. The people here don't seem motivated. They don't seem likethey want to work. Well, why don't you advertise what you're really lookingfor? I would rather have half or a quarter of the candidate sitting infront of me, who are qualified, who are...

...willing to do this or willing to havethe conversation about this and to just have people who are lookingfor a job based on the title. Instead of really understanding what the day today is so, that's number one make sure that you are listing the qualitiesyou're looking for put that into job description or the job at as well assome of the day to day. If they have to make a certain number of phone callsthey have to coach and develop, they have to go out and work. You know faceto face, meaning that it this isn't a remote job. They have to go call oncustomers whatever it is. We need to make sure that we are advertising that,in our job description number two. One of the reasons why individuals arehesitant about applying to certain companies is because there is no job growth. Theydon't understand what the next phase is more and more individuals- and this isnot a Oh millennial, Gensan, what whateveryoung people every individual who is applying for ajob if they're going to invest their time into the company right. This is atwo way street you're, hiring them they're interviewing and wanting toknow. If I should put my time and effort into this company, what am Igetting out of it part of its revenue, but it's also job growth. What's goingto happen over the next year, eighteen months, two years, what is my progressgoing to be? Who is going to help develop me? What is my road map? Isthere an opportunity to grow? All of those need to be well thought out well, planned out and more importantly,explained in the job ad in any conversations you're having it has tobe mapped out that is going to attracttalent, because no one wants to stay in a job, doing the same exact thing forfive six, seven, eight years, if you...

...said to someone you're going to this,is your entry point you're going to do this job? For the next six months, andif you achieve these metrics, you will move to here and you will move to thereand you will move up think of enterprise car rental. They did aphenomenal job of attracting college aged students and bringing him intotheir organization, but they were very clear of the management path, meaningyou're going to start doing the grunt work, starting at the bottom, but aftersix months, you're going to move here and then you're going to move there andthen you're going to move here and you're going to move there, and therewas really a very successful growth plan for them, and that is why theywere able to scale because they provided direction. They provided opportunityand they provided mentorship to help people advance. That's what you need todo. If you want great talent to stay with you, you have to give them thegrowth plant so again, number one qualities. What are the qualities ofthe individuals that we want to bring into that are going to sustain theculture? Remember I can teach skills. I can't teach those qualities that I neednumber two. We want to make sure that we are talking about a growth path.What's going to happen over the next year two years we have to lay that outfor them to make it attractive for them to want to work with US number. Three just go. Look at your now. Your website,I'm going to put a job at out with my organization. Everyone is going to cometo your website to learn about the company, so my third strategy is lookat your website. Is there a career page that outlines all of the things we justtalked about? We are looking for these types of individuals. Here is thegrowth path. That's here. Third thing that should be on this page aretestimonials. Think about this. Most organizations are really focusedon getting reviews right for their...

...products and their services. We wantthem on Google so that new customers looking to purchase our products orservices. They look at these reviews and testimonials to validate ourmarketing claims right. We're going to claim our product is great. We're goingto claim that we deliver a great experience, that's well and good, butmost people go. That's marketing, we need validation. We get reviews aquestion for all of you listening how are watching when you go to a new town or you're traveling, andyou want to check out a restaurant. Do you go to the restaurants website or doyou go to a review rap website, be it trip advisor or Yelp, or something likethat or you ask others for recommendations. You don't gonecessarily to their website. We want validation, we know that's marketing,so we need to think about that. The exact same way I could promote it. Lookat my growth plan. This is phenomenal, we're a great place to work and we haveall of these perks and benefits. That's marketing. Where are the reviews ortestimonials I'd, love to see videos or written both are good talking about. Istarted as an entry level I after eighteen months, I am now leaving theteam and I'm set to be promoted x. We need to have those stories to validateour marketing claims. Most people don't do that. Most people have a horriblecareer page if they even have one. It's usually hey. If you're interested heysubmit your name here and that you're not selling anybody on yourorganization, I really think you need to think about selling yourorganization as if it were a product that you sell to customers. You areyou're selling it to potential employees. You need to think throughthat same mentality, which brings me to my last point: Are you dedicating partof your marketing budget every single...

...month to advertise that you're lookingfor top quality people? Most companies make a mistake. They wait too long tohire or look for talent, even if you're not ready today, I'm assuming that mostcompanies want to grow and expand. If you say no Glen, I'm very. This is thelevel that I want to be at. You need to prepare in case someone leaves, or youhave to let someone go if you wait till that happens, it's too late. Just Iwant you to think about this as well. If someone left tomorrow, what would you do or think of it alittle bit differently? If you were hiring someone and someone startedtoday? How long would it take them to get up to speed as a as an average employee, not evensuperstar, but someone who is fully capable to take on a full client loadto produce at a level of the of your medium level person on your team? Howlong would it take a month two months, three months? Well, then, reverse engineer back. Howlong does it usually take you to find a quality candidate wall by the time Iadvertise and by the time I look through the resumes by the time I gothrough the interview process. Whatever that process is, maybe it takes me amonth to six weeks? Well now we're talking about two or three months toget up to medium performance and one to two months to find someone we'retalking three or four months, so I always encourage organizations, mineincluded, to constantly be looking for people. You don't want to miss thatsuperstar. I will tell you that I have run across super talented people and Imade a place for them on my team, because I knew having that person therethey're ready, they're working. I then can really accelerate and expand. So mylast point is: Don't wait till you need a person to be advertising that you'relooking for people. It allows you to be...

...more patient. It allows you to reallyhave a great interview process to really measure and score eachindividual versus I mean someone, so I'm just going to take someone and hopewe don't want to run our business on hope. So, let's just summarize these, I hopethese were helpful for you. This was a short little power episode today,because I've been having a lot of conversations with individuals andcorporations about this. So I thought I would share this out with you so number one when we're creating our jobad for a role, throw the title away for the moment that title it can bedistracting focus on the qualities. What qualities do I want theseindividuals to possess that they bring to the table because you canteach them the skills you can teach them what they need to do. But whatqualities do I need them to have not necessarily qualification T, and wewant to put those in our job and number two. We want to make sure that we havea growth path and we want to make sure we're explaining in the job descriptionas well as the interview process, that here's our growth path, here's what wedo with our individuals, we're looking to bring people in to grow in ourcompany and stay with us. We need to Mat that out, communicate that twoindividuals, so they understand that there is. There is a future with yourcompany, not just an entry level position, and that's it. That's whereyou get a lot of job transition number three. We want to make sure that wehave a career page on our website and that career page is very vibrant. Ithas all of these things that I just communicated what qualities werelooking for in people who work on our team? What is the environment ofworking with us? What is the potential for growth within our company? All ofthose things we need, and then lastly, we need our testimonials. We need ourour review so to speak from our current...

...employees about working for you abouttheir experience, their journey, their growth. If I'm selling there's a growthplan well then I should have testimonials of people who say Istarted as an entry level employee and now I'm running a team or I'm a generalmanager or I'm a manager and I've worked here and it's been a phenomenalplace right. We need to advertise that and then lastly, we need to put part ofour marketing budget every single month, advertising driving them to that career,page advertising with the videos advertising with messaging, because,ultimately, your business is a product that you're advertising you'readvertising to potential employees very similar to you, advertising yourproducts and services to potential customers. So we need to have adedicated budget to that every single month. You should be looking for talent.All the time doesn't mean you have to hire them, but you should beinterviewing them looking at them getting candidates, because if you onlyhire when you need, then it's too late because it takes too long to get themup to speed. And you really have to die, set that and reverse engineer: How longdoes it take for a new individual to get up to speed as well as how longdoes it take for me to find that person that usually is going to be a fewmonths? So why aren't you looking all the time, because if you're not looking,you could miss out on a real superstar candidate that you should make room foron your team, even if you don't need them to day, but finding great talent,especially right now, where everyone's complaining about it? If you'recomplaining about finding talent, I would use these four strategies gothrough all of these and make sure you're doing them. I will guarantee you,you will attract better talent, you will retain better talent and you willdominate in your market, so I hope you found that valuable. As always, Iappreciate your attention. Please make sure you subscribe to the podcastwherever you listen to podcast, be apple spotify or any platform also jumpover to youtube. You can watch this...

...conversation and some of the othergreat episodes that we have on the channel as well. Don't forget, you cango to Glen, Pascom and download some free leadership, training materials aswell, and as always, I appreciate your attention. The fact that you're herewith me today means a lot there's a lot of places that you could go. Listen toyour content or watch content fact that you're here means a lot to me. As I sayat the end of every episode you're in charge. But now I gave you a few more tools tohelp you become better of professionally and personally to becomethe leader that you want to be. Thank you. So much don't forget to share itwith others, because I'm sure somebody else needs this information as well,and I look forward to seeing you on the next.

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