How to Recruit Better and Improve Employee Retention at the Same Time

Jock Purtle October 9, 2018

Automation and improved systems can help make a business more efficient, but only people can innovate and bring your company to the next level. As such, the success of your business depends on your ability to recruit and retain the industry’s best talent.

However, this is no easy task. And because of the challenge associated with recruiting and retaining employees, many businesses are only able to dedicate resources to one, leaving the other to fate.

But, this approach is going to put you at a significant disadvantage. No matter how good you’re retention rates are, people will still need to be replaced. And no matter how well you do at recruiting, there will always be someone out there trying to poach your talent. As a result, you really need to focus on both, and dedicating energy to the following areas will allow you to do so.

@Oleeo_ and @JockPurtle give their secrets for #recruiting better and improving #EmployeeRetention… AT THE SAME TIME! Check it out!Tweet This!

Develop a Strong Employer Brand and Company Culture

While salary and benefits remain the top priority for today’s employees, corporate culture is rapidly rising in prominence. This is because a strong company culture helps provide a sense of meaning to people’s jobs and lives, creating a strong employee-employer connection that is often difficult to break.

So to recruit and retain top talent, you need to work to develop an attractive and exciting company culture. This starts by clearly defining your vision, mission statement and core values. But it will also require you to identify and encourage employee practices that help support the desired cultural development.

Focusing on things such as innovation, collaboration and professional development will set you on the right track for developing a company culture that can be a powerful draw for those in the job market, as well as for keeping your best talent engaged and commited to helping the company achieve its goals.

Improve Your Employer Brand

And while you’re doing this, you’re also working to improve your employer brand, which is essentially messaging designed to communicate your company culture to prospective employees.

Building a strong employer brand requires first determining and developing the type of company culture you want. But then once you do this you need to put together materials that broadcast your culture to job seekers.

This means giving detailed descriptions of company culture on job postings and your company website. And it also means being active on social media so that you can engage with job seekers more frequently and do a better job of helping them form positive associations about what it’s like to work at your company.

Improve Your Candidate Experience

Candidate experience describes what people go through to apply for a job at your company. Some research has found that a bad candidate experience, which can result from excessively long applications, or failures to communicate with people when they have not been chosen for a position, can hurt your chances in the recruiting world. This is because people tend to take action when they have a bad experience, and this damages the image of your company as a good place to work.

Working to improve your candidate experience will help make you a more effective recruiter. Not only will people be able to more easily apply for your jobs, but a good candidate experience demonstrates a strong company culture focused on customer satisfaction and attention to detail; one does not need to have a good candidate experience, so people tend to really take notice when a company does go that extra mile.

Retaining Through Candidate Experience

But candidate experience is also a useful tool for helping to improve employee retention.

First, the onboarding process can have a considerable impact on someone’s decision to stay long-term at a company, and also, a positive experience throughout the application process gets people making positive associations about your company, which will increase their chances of having a good start and a positive outlook on their career at your company.

To help you manage the candidate experience and make your onboarding process as efficient and as smooth as possible, consider outsourcing HR functions to specialists who can dramatically improve your ability to recruit and retain top talent.  

Employees are antsy when it comes to jobs they aren’t completely happy with. @Oleeo and @JockPurtle explain how to #recruit and #retain these employees.Tweet this!

Be Proactive

A defining characteristic of today’s labor market is that it is full of passive job seekers, meaning people who already have jobs but who could be open to a change. As a result, you can’t just sit around and wait for when you absolutely need to hire someone. In other words, you need to be proactive.

This has two effects. First, it allows you to keep up with your competition when it comes to recruiting. Everyone is going after the same talent, so by actively staying in the game, you’re giving yourself a chance at securing the best and the brightest, setting your company up for a bright future.

Second, this helps demonstrate to current employees your commitment to making your company better. Everyone, but especially top talent, wants to be a part of a company whose arrow is pointing up. And one of the ways to tell this is the case is to look at hiring patterns. If you’re actively going after the best and the brightest, this signals to employees you’re taking the company’s future seriously, and that you’re also working to surround them with individuals who will challenge them and help them grow. All of this makes it much more difficult for your employees to take an offer elsewhere.

Invest in Professional Development

Nobody wants to do the same thing forever. Even those who love their jobs will always be on the lookout for growth opportunities. And this is especially true for top performers; part of what gives them their status is their ambition.

Investing in professional development, whether that be training courses, tuition assistance or access to eLearning platforms, is going to increase your chances of retaining top talent while also improving your ability to recruit.

The goal here is to give people something to get excited about when you can’t promote them. We all wish we could just hand out management positions to our best so that they’ll stick around, but this just isn’t feasible. Professional development gives people a reason to stay even when you can’t offer them a new role and the salary increase that comes with it.

But professional development can also be used as a selling point with recruits. Demonstrating the potential someone has to grow and learn with your company will get them excited about the possibility of working for you, increasing the chances of them choosing you over a competitor.


Working to develop a strong company culture, improving your candidate experience, actively recruiting new talent and investing in professional development will make you a more attractive employer to current and prospective employees. To start securing a better future, take a look at these aspects of your company to see what you could be doing to expand and enrich your workforce in support of company growth.

About the Author: Jock Purtle has many years of experience working with businesses on both their growth and exit strategies through his brokerage, Digital Exits. He writes frequently about his experiences and is especially passionate about the people aspect of business including hiring, employee retention and employee experience.

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