By Matt Fieldman, Executive Director of America Works.




“从今天开始!$ 17/小时加医疗保健。”

The problem? These banners aren’t working. These six words – umpteen dollars per hour plus benefits – have lost all meaning in a world with a talent shortage and not enough workers.

Put simply, $18 per hour plus benefits is table stakes. That’s what today’s employees are expecting, and you’re just another face in a crowd when you advertise only your starting salary. Would you eat at a restaurant that proclaims, “Eat here today! We have food”? Would you go to a movie whose tagline reads, “Something to do for two hours”? Would you travel to a country that advertises, “Visit here – we’re not your house”?

Of course not.

So think about it: if you get a potential candidate’s attention on your banner for five seconds, why would you advertise the least interesting aspect of working for your company?

Let’s face it, your six-word banner has been failing you, and it’s time to move on.

The solution? Shake up your employee recruitment banner.Six word stories拥有令人难以置信的能力来吸引人们,用简洁明了的信息削减混乱。因此,停止宣传您的制造业务,例如商品,并开始推动使制造令人兴奋的原因。在今天结束之前,请上网,订购一个自豪地宣布的横幅:

Make Cool Stuff with Awesome People.

想即兴演奏吗?没问题!您可能会更具体地说明“与惊人的同事一起建造医疗设备”之类的东西。或者,也许将其切换为“加入令人难以置信的操纵者开发酷技术”。或考虑开车回家本地方面:“与构建计算机的凉爽的克利夫兰人联系。”随意使用最适合您的业务的任何东西,但是保持简短和简单至关重要。将其与以下的出色招聘视频相结合这个脚本, and you’ve got yourself a vastly improved employee recruitment strategy for 2022.


Why do I stand behind these six words? I’ll let the research speak for itself.

First, the “Make Cool Stuff” answers the critical question, “Why should I work here?” Yes, you may be a Tier 4 supplier to an automotive or aerospace OEM, but tying that gasket or fixture to a cool end product (for example, a car or airplane) is absolutely critical to your recruitment marketing. As one CEO put it最近, employees “want to work for companies that have a mission and a purpose that they believe in.” Plus, those three words add clarity, saying to potential applicants, “If you want to make cool stuff, join our team, because that’s what we do here. If you’re more interested in healthcare, or law, or some other more intangible industry, that’s fine too, but save us both time and effort and don’t apply to work here because you won’t be happy.”

第二部分“与真棒人”介绍了当今员工要求的两个基本组成部分。Researchshows that workers want to join an inclusive, accepting community. If you’re going to get people off their couches, or to stop working from home, you have to give them what every human seeks: new and meaningful relationships.

At the same time, workers want recognition for their efforts. As one articlediscussed, we’re moving from “The Great Resignation” to “The Great Retention,” and retaining workers is all about recognizing employees for their efforts. Every gesture counts. So why not call out your amazing workforce right there on the employment banner that hangs outside your plant 24/7? Using just those three words, you can clearly demonstrate your respect and appreciation for your employees. This says a lot not just to a potential candidate but to the workers you rely on every day.

Of course, attracting that applicant is just the first step.The Great Recognitionis not just about improving marketing, it’s also about improving your workplace and becoming an “employer of choice.” For example, back up your “awesome people” claim by encouraging personal and career development throughapprenticeshipsand other learning opportunities; attract the best people by offering flexible shifts and benefits that people actually want; and make sure to invest in that sense of community through employee resource groups and team events. As I’ve argued in the past,工作场所开发是新的劳动力发展, and 2022 is the year of investing in your workplace. But it starts with attracting people’s attention, and a banner that talks about why someone should join – and advertising the inclusive, supportive community they’re joining – is a great start.


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