Good Marketing Helps to Recruit Top Talent


In the May 2005 issue of the SullivanKreiss

“Do you consider marketing and recruiting to be separate, unrelated functions?” asks Kreiss. “Many firms do, and I believe that's a mistake that leads to missed opportunities to find new workers.”

If a firm has a good reputation in the A/E/C industry, he argues, it’s a valuable asset in landing new contracts. And it works the same way with recruiting. “Everybody would like to work for a firm that is successful and well regarded,” he writes.

Kreiss has some concrete suggestions for how a firm not only establishes its reputation, but also, how it keeps the word out there, through basic and time-tested marketing methods. Word of mouth is, of course, one of the most effective methods, he writes, but others include:

  • Newsletters

  • Trade show/conference presentations

  • Brochures

  • Professional organization memberships

  • Web sites

  • Targeted postcard mailings

  • Op ed articles in trade publications

  • Press releases

  • White papers

“All of these vehicles and others help to build your brand within target audiences, and can offer significant recruiting benefits,” says Kreiss. “For example, when a principal from your firm speaks at a trade show, he or she communicates with representatives of other firms who may want to work for your firm someday. Or, if you get ink in an industry publication, potential recruits will read it.”

”Your primary goal in most marketing efforts is to build new business, but boosting recruiting should be a byproduct of these efforts. There are many ways, both overt and subtle, to inject messages in marketing vehicles that will give a boost to recruiting efforts, and most of them are relatively inexpensive.”

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