How CTOs can use PR to start finding the quality job candidates they need

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There’s a lot of hype going on right now about the tech talent shortage. Some say it is blown out of proportion and that it’s easy to find new hires. Well, if you’re a CTO currently trying to fill your open positions with top talent, you may feel differently. It can be challenging to find just the right person with the skills, experience and attitude you need.

Well, how would you like to have fantastic candidates coming to you instead?

Are You Taking Advantage of This Tech Hiring Secret?

What would happen if your dream hire read about you online, saw you on a television program or heard your interview on the radio or a podcast? They would:

  • Learn more about your business and why you are unique;
  • Give you some credibility because you are on the program as an expert in your field; and
  • Know that you are hiring the best candidates possible right now.

By using public relations, this can be a reality. And the best part is… it only costs you time and effort. Unlike advertising, you receive third-party credibility you simply can’t buy when you get a positive mention in the media. This is “free” promotion where thousands of potential candidates (and customers) see or hear you talking about all of the valuable benefits you have to offer, your special work culture and more.

“Finding top talent in the tech industry can be challenging, but by implementing unique and strategic marketing and public relations’ strategies into your hiring process, you can attract some of the best new hires in the industry and steal them away from your competition,” states Bryan Durkin, MVP Associates Principal, marketing/growth strategist, mentor, speaker, and multi-book author.

Public Relations Delivers Your Competitive Advantage.

This sounds great, but how do you make it happen? It just takes a few, simple steps:

Figure out what you want candidates to know about working with you.

Develop messaging that describes all of the valuable benefits available at your business for new hires. Start by listing all of the standard information about your healthcare, retirement plans, training, vacation days, salaries, etc.

But, know that your main message should focus on things you offer team members that your competition doesn’t. For example, when working with you, how will employees:

  • Make a difference in their local community and beyond?
  • Develop as a human being?
  • Be involved with new technology updates?
  • Enjoy interesting experiences, and more?

Develop your message specifically for potential new hires with this in mind:

Create a list of media venues.

Next, conduct research and write down the media venues where you want to share your message. Which publications, radio shows, television programs, blogs, podcasts, and more reach the technology talent you want?

Create a list of all the venues you want to pursue and include the contact information for each media member you need to reach.

Who will care about your message and want to share it with others?

Who can present you as an industry expert?

What’s in it for their audience?

Remember, you need to provide value. Talk about your pet-costume contest for charity, BBQ cook-off competition, employee trip to Europe, guest speaker events, or whatever makes your business and work culture unique.

Reach out.

Call the media members on your list, introduce yourself and share your message. Also, let them know that you are available as an expert resource for any future stories.

Go through your list of media venues one at a time. Eventually, you will get through to someone who wants to share your story and interview you as an expert in your field. If not, you need to change your message and review it with fellow associates or publicity experts to see why it’s not working.

Rinse and Repeat.

PR is your secret weapon in the hiring process. With just one media mention, you can capture the attention of great job candidates who may not have known about your business. Plus, your press clippings add an impressive touch to your new-employee marketing materials and onboarding process.

Think about it. Let’s say your business appears in the press frequently with mentions of your special work culture, valuable employee benefits, expertise, success in the industry, and more. But, your competition is nowhere to be seen. Do you think potential job candidates will call you first? You become the celebrity company to work for in your industry, and top tech talent contacts you!

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Melanie Rembrandt

Melanie Rembrandt a B2B content marketing strategist, small business PR expert and published author (Simple Publicity, Secrets of Becoming a Publicist) who helps businesses boost sales, awareness and credibility fast via Rembrandt Communications, LLC.