Don’t Panic - Innovate!

Adaptive Recruitment & Retention Strategies for Care Leaders

 

As the Social Care Pulse Check highlighted, the Social Care sector is facing challenges, particularly in the areas of recruitment and retention, but there are positive efforts and initiatives aimed at addressing recruitment and retention issues. Key strategies include focusing on the importance of a robust recruitment process that focuses not just on getting a person for a role, but getting the best person for that hire. This involves a multifaceted approach that doesn’t stop at just skills and experience, but in adaptive skills, compassion and motivations.

There are huge opportunities for investing in staff through training and career development opportunities, and implementing mental health support initiatives to ensure the wellbeing of staff. These approaches are intended to create a positive workplace culture that not only retains existing staff but also attracts new talent to the sector in a range of capacities.

For example, a care sector organisation has recently increased pay for some roles by 30% and offers a range of training programs through its Academy to support career development, including a program for aspiring leaders, set to progressively boost the quality of the leadership teams and massively increase tenure expectations. This has contributed to a significantly lower staff turnover rate already, compared to the industry standard​​.

Similarly, there are initiatives that look closer to the Employee Value Proposition model, where developing a strong workplace culture through investing in career opportunities, protecting mental health, and keeping staff connected with residents and their families promotes further commitment. This approach emphasises the importance of understanding the recruitment process and supporting staff to meet the demands of their roles effectively​​, then rewarding appropriately, and most importantly, keeping promises!

Care leaders will need to continue to work on adapting and honing these methods to keep up with competition. Senior leaders need to be strategic in their approach to workforce management. This includes fully understanding the role of recruitment processes, investing in initiatives, and developing strong workplace cultures that attract and retain talent.

---

by Tom

The Fastest Growing UK Sector

Health & Social Care

The Fastest Growing UK Sector

According to a recent analysis conducted by Forbes Advisor, the health and social care sector has emerged as the fastest-growing industry in the UK. This assessment was based on a thorough examination of the latest business demography statistics for the year 2023.

The analysis revealed a positive trend in business survival rates on the Inter-Departmental Business Register (IDBR) during the second quarter of 2023, when compared to the same period last year. It is worth noting that while the overall number of businesses added to the IDBR has decreased by 14%, only two out of the sixteen sectors analysed showed an increase in the development of new business entities. These two sectors were the health and social care sector, along with real estate.

The health and social care sector experienced a significant growth in the development of new business entities, with a recorded increase of 8%. In the second quarter of 2023, there were 3,400 new business registrations in the sector, compared to 3,125 in the same period of 2022. This demonstrates significant expansion and increase in entrepreneurial activity within the industry, indicating its potential for further development, but combining expansion with skill shortages comes with potential risk to quality of care and dilution of services.

It is now more important than ever for care organisations to build seamless end to end hiring processes to thrive in a market that has an increasing need to secure and retain the best possible teams. The strategic hunt for skilled individuals will play a major part in the development of the industry's future key and top performing care organisations

---

by Tom

Creating Adverts for Active Candidates

Creating Adverts

for

Active Candidates

In the Care Sector, candidates actively looking for a new position,  is often prohibitively small - which is why, in many cases, engaging a search partner to deliver a full market search makes the best route to market... but before going out to search in the 'passive' market (candidates that are not actively looking for a new position) and to satisfy the desire to recruit effectively internally, a good advertisement campaign can be really effective, and lets face it, in some cases, all that you will get from engaging an external agency.

(For an alternative way of working with a proactive external partner please see here and contact us here!)

For many companies, the job advert is the first opportunity to market their brand to potential employees. You want to ensure that your advert inspires the right candidates to apply, so it is important to make sure it is clear, engaging and informative.

No matter how many job boards you utilise or how enticing your company benefits may be, if you fail to effectively communicate why your role is worth applying to, your organisation will struggle to attract the applications it needs.

In this blog post, we will guide you through the process of writing a compelling job advert that not only attracts top-notch active candidates but also ensures you receive high-quality and relevant applications. But before we dive into the specifics, let's understand what a job advert actually is.

A Job Advert is…

An announcement that your company is hiring, giving an opportunity to showcase your fabulous organisation and the wonderful position that is open for applications. It is the content you post on job boards or upload to your company's hiring page when you are seeking to expand your team. A well-written job advert presents an opportunity to put your company on a platform with a megaphone calling out to potential applicants and entice them to apply, ensuring that you attract the right individuals for the role and more importantly, that values based and behavioural alignment that leads to great culture and a team that lasts.

A Job Advert is not...

A Job Specification! It's important to note that a job advertisement is distinct from a job description or job specification. While a job advert is outward-facing and designed to attract and excite the right candidates, a job description is typically used internally to outline the full responsibilities and expectations of the role.

 

Now we have thought about what the advert should and shouldn't do, next is a step by step way to build your compelling job advert.

 

Step 1: Define your ideal candidate.

Before you start crafting your job advert, take a moment to envision your dream candidate. Marketers often talk about creating an "ideal buyer persona," and the same principle applies here. What characteristics and qualifications does your ideal hire possess? By aligning your expectations and identifying the specific tasks and responsibilities of the role, you can create a clear vision of the type of candidate you are seeking.

Consider the following questions as you define your ideal candidate:

• What hard skills are essential for the role?
• What personal characteristics would be beneficial?
• Would a specific professional background be a good fit?
• How many years of experience are required? Is the role entry-level or more senior?

Once you have listed these characteristics, prioritise them based on importance. While it's unlikely you'll find a candidate who perfectly matches all your criteria, ranking them will help you identify the most critical qualifications versus the nice-to-have attributes.

 

Step 2: Structure your job adverts effectively.

While there is no rigid format for a job advert, a traditional structure that covers key components includes:

• Job title
• Salary
• Location
• Introduction to your business
• Highlight Company Benefits & EVP (Employee Value Proposition)
• Role and responsibilities
• Key requirements (qualifications and skills)

Feel free to modify this structure to suit your needs, but keep in mind that candidates typically expect certain elements to be included.

 

Step 3: Craft each section thoughtfully

When structuring a job advert, you can follow a traditional format that includes the following components, although it's not mandatory and can be customised to your needs. Here's a step-by-step guide to help you write a job advert that attracts your dream hire:

1. Job Title

In today's hiring landscape, job titles play a crucial role. Job seekers primarily search for positions online, so it's important to optimise your job title for search engine visibility. Consider the keywords and phrases your ideal candidate would use when searching. Don't hesitate to test different variations and monitor your applicant pipeline to gauge effectiveness. However, ensure the job title also accurately represents the role.

2. Salary

Ideally, every job advert should include a salary bracket for several reasons. Firstly, it saves time by avoiding unnecessary back-and-forth discussions about salary expectations. It helps candidates assess whether the salary aligns with their expectations and your budget. Providing a salary range also adds transparency to the hiring process, reducing frustration for candidates.

3. Introduction to Your Business

In the world of hiring, emotions often influence decisions before logical reasoning. As applying for a new job is inherently aspirational, use this opportunity to communicate what makes your company attractive. Highlight exciting aspects of working with your organisation and explain why your dream candidate should choose your company over other opportunities. Each company is unique, so find ways to differentiate yourself. You can draw inspiration from how companies like Verve effectively convey their unique selling points. Take a few lines to introduce your company and its mission. 75% of candidates said the company’s mission, vision, value and culture were as important to them as the role. If you can highlight your company’s successes and unique selling points, this will help candidates understand your company culture and get a feel for what it would be like to work for you.

4. Highlight company benefits

Showcase the benefits of working for your company, such as flexible working hours, employee perks, opportunities for growth and development, and a supportive work environment. Showcase how your company invests in its employees to make them feel valued. Link this back to your EVP!

5. Role and Responsibilities

The role and responsibilities section is arguably the most crucial part of a job advert. Allocate extra time to craft this section carefully. Avoid using generic job titles that fail to provide a clear understanding of the day-to-day tasks. Candidates want to ensure the role aligns with their professional and personal development goals. Provide details about skill development opportunities, engaging work, and challenging tasks. If you lack personal insights, consult with experts at your company who can provide valuable input. This collaborative approach makes the job advert genuinely exciting for candidates. Consider incorporating specifics and framing responsibilities within a timeframe, such as "What will you achieve in the next 12 months?" to add tangibility and maintain the aspirational aspect.

6. Key Requirements (Qualifications and Skills)

Refer to the list you prepared outlining your dream candidate's background and skill set. In this section, communicate any dealbreakers or essential qualifications that candidates must possess. Clearly state your expectations to attract applicants who are the right fit for the role.

7. Don’t forget to include a call to action*

At the end of your advert, include a call to action inviting candidates to submit their CVs or applications. Make sure you include all the necessary information, such as who to contact and how to apply.

 

Thanks for reading…

The components outlined above serve as the building blocks of a well-structured job advert. A well-written job advert can help you attract the right talent and build your brand image. By following these tips, you can write an effective job advert that showcases your company’s strengths, the job’s benefits and expectations and create a positive first impression on potential candidates.

Other ways to attract passive candidates (other than using an exceptional headhunting service of course) is to have a compelling Employee Value Proposition (EVP) - Click on the link to see my previous blog on how to develop yours to work for you.

 

Next Steps: A Passive Market Search...

Once the advertisement route has run its course the best next step in the hiring process is to engage with a search and selection organisation who will run a passive market search / headhunt process for the most likely route to success.

For more information - get in touch

---

by Tom

Crafting a Compelling EVP

Crafting a Compelling

EVP

(Employee Value Proposition)

As a business owner or senior leader, it is crucial to have a clear understanding of what your organisation offers to both potential and existing employees. This is where an Employee Value Proposition (EVP) comes into play.

Throughout your career, you have likely encountered the term Employee Value Proposition without realising it. EVP refers to the implicit agreement or understanding of what a business provides for its people. When effectively utilised and presented with the right content, EVP can attract and retain top talent, ultimately cultivating them into future brand ambassadors.

Developing a robust EVP for your business offers numerous benefits, including attracting exceptional candidates and increasing brand awareness. Essentially, EVP is what makes your company appealing as an employer. While EVP often evolves organically, you can proactively create your own EVP using the right tools and knowledge to attract the right talent and facilitate natural business growth.

In this guide, we will delve deeper into EVP, emphasising the importance of specific areas. Whether you are starting to develop your EVP or already have one in place, this guide will provide you with a checklist of key criteria to consider in order to attract and retain your best employees.

 

What Exactly is an Employee Value Proposition?

An EVP is a statement that outlines what a company offers its employees in terms of compensation, benefits, and overall work environment. It should effectively communicate to potential employees why they should choose to work for your company and support the retentions of employees through shared values, kept promises and clear direction.

According to Minchington (2005), EVP is the set of offerings and associations provided by a company in exchange for the skills, capabilities, and experiences brought by an employee. EVP is derived from the marketing concept of Unique Value Proposition, which describes the value provided to customers by a supplier. In the case of EVP, it refers to the value provided to employees by their employer. This value extends beyond financial compensation and includes factors that make the company attractive to employees.

 

Why is Employee Value Proposition Important?

Employee Value Proposition holds immense importance in today's challenging job market, where attracting the right talent has become increasingly difficult. Businesses face the challenge of finding candidates who meet all the necessary criteria, especially when individuals prioritise factors such as work-life balance and reduced commuting time. However, by clearly defining your EVP, you can showcase the numerous benefits it brings to employees, potential recruits, and your business as a whole, including:

Ensuring the role is attractive to top talent:

Understanding what sets you apart from competitors and the qualities that would make an excellent candidate choose your company is essential. While monetary compensation is important, factors like work-life balance, career development opportunities, and the ability to take ownership of tasks can also be decisive factors for top talent.

Enabling candidates to determine fit:

EVP serves as both a branding exercise and a recruitment tool. By clearly defining your corporate culture, you help candidates understand if your company aligns with their values and if it is a place where they can fit in and thrive.

Enhancing employment opportunities for your brand:

A compelling EVP can make your overall package more attractive, enabling you to attract talent even without actively recruiting. A strong EVP can create a positive reputation for your brand, making it an employer of choice in the market.

Presenting a clear vision:

Clearly articulated values, beliefs, and objectives are appealing to top talent. When your company has a clear vision and actively strives to embody those ideals, the best talent will naturally be drawn to your organisation.

 

Breaking Down the Employee Value Proposition

The following information provides crucial insights into the Employee Value Proposition and outlines the core elements to consider when creating your own EVP.

The Strategy, Vision & Beliefs

Before creating an EVP, it’s important to understand the culture and values of your company. What do you stand for? What kind of environment are you trying to create? Knowing these things will help you craft an EVP that accurately reflects your company.

Mission Statement & Vision:

The Mission Statement and Vision are vital elements of an organisation as they provide clear direction and purpose. A well-crafted mission statement and vision offer clarity, focus, and a sense of purpose, aligning stakeholders and guiding strategic decision-making.

Values:

Developing company values involves identifying and defining the guiding principles and beliefs that shape the culture, behaviour, and decision-making within an organisation. By establishing clear, authentic, and actionable values, organisations can create a positive culture and strengthen employee engagement.

Behaviours:

Company behaviours play a crucial role in shaping the culture, values, and overall success of an organisation. They impact employee engagement, customer satisfaction, ethical conduct, performance, and more. By promoting and reinforcing desired behaviours, organisations can cultivate a positive and high-performing work environment.

Environment & Culture

Work Environment, Practices & Management:

Creating a work environment that is conducive to employee satisfaction and purpose is crucial for employers. Factors such as office design, location, work-life balance, well-being initiatives, management interaction, autonomy, personal achievements, and recognition all contribute to fostering an engaged and motivated workforce.

Company Culture:

Company culture plays a significant role in attracting and retaining talent. By addressing factors such as company values, diversity, support, socialising opportunities, collaboration, team spirit, and trust, organisations can foster a positive and engaging work environment.

The Offer

Compensation:

While not everyone is solely motivated by salaries, having a structured compensation system that reflects the role and financial compensation is essential. It includes aspects like salaries, bonuses, share option schemes, raises, promotions, fairness, and evaluation systems.

Benefits:

Customizing your benefits package to align with your industry allows you to provide comparable offerings while also offering flexibility to be creative. Examples of benefits include pension plans, health insurance, paid leave, and company-sponsored holidays.

Career Development Opportunities:

Career development opportunities will always be factor in attracting and retaining high achieving employees. Providing a clear plan for growth, training programs, promotion paths, opportunities to work in different locations or departments, and avenues for learning and development are crucial for both recent graduates and experienced candidates.

 

Creating an Exceptional EVP

Creating an EVP should be a strategic endeavor for your business, aiming to define your brand, vision, and attract and retain top talent to drive business growth and achieve your goals. Whether it is initiated by management or assigned to a dedicated individual within the organisation, there are certain steps you can take to create or improve your EVP:

Assess your current offerings:

Begin by understanding your company's current branding, what it represents, and the services it provides. Identify which core elements are already in place within your business. It is important to objectively evaluate what applies to your organisation at this stage.

Gather feedback from employees:

To maintain objectivity, reach out to current and past employees for feedback on how they perceive the business and what it can offer. Utilise surveys, internal focus groups, and exit interviews to gain a better understanding of the challenges involved in creating the EVP. Ask the right questions, such as why they enjoy working at the company, what motivates them, what improvements they would like to see, and what support they expect for their professional development goals. Engage in one-on-one discussions with your top performers to identify what motivates them and incorporate their insights into the development process of your EVP.

Identify and define key points for the EVP:

Evaluate your findings and identify the aspects that truly stand out. These key points will help attract and retain top talent. Consider your target candidates and use language that resonates with them. Tailor your EVP to different segments, such as recent graduates and experienced candidates, both in job listings and in your website and social media communications.

Draft your EVP:

With a clear understanding of your company's offerings, perception, and focus areas, begin drafting your EVP. Create a clear, unique, and inspiring statement that effectively communicates the value your company offers to employees. Ensure that your EVP aligns what your company can offer with the expectations and desires of your ideal candidates.

Evaluate your EVP:

Take a step back and analyse the drafted EVP. Share it with individuals outside the business and gather their feedback. Evaluate your EVP against the market to assess its effectiveness and competitiveness.

Communicate your EVP through relevant channels:

To make your EVP effective, it must be visible to the intended audience. Promote it through appropriate channels, both internally and externally. Internally, use the company blog, email blasts, launches, and incorporate snippets into communications to embed it in the company culture. Externally, leverage your website's careers page, social media platforms, and include it as boilerplate information in job applications.

Assess the response to your EVP:

Regularly evaluate the impact and effectiveness of your EVP. Consider factors such as the quality of applications, the alignment of candidates with your ideal profile, increased engagement on social media channels, reduced employee churn, and an increase in applications from passive candidates. Conduct focus groups within the organisation to gather feedback and refine your EVP accordingly.

Most Importantly - DELIVER

The most important part to developing an world beating EVP is ensuring that it is then deployed / delivered / followed through! Grand-but-empty promises will attract the first round of employees but they will not retain them, once they leave then reputationally you will suffer, and your EVP becomes false hope. Remember that sometimes its the small things that make a big difference to people so it is important to keep every promise.

 

Summary

Attracting the best talent has become increasingly challenging, and a strong EVP can give your business a competitive edge. By developing an EVP, you define your company's brand and address the question of what makes it an attractive place to work. Meeting the needs of your ideal candidates is never easy, but an EVP helps set out your business goals from the start.

An effective EVP can help attract and retain top talent, increase employee engagement and motivation, and ultimately contribute to the success and growth of your company. Take the time to create an EVP that accurately reflects your company and its values, and you will see the benefits both in your bottom line and in the satisfaction of your employees.

---

by Tom