What are the best strategies for attracting talent and retaining staff today? Should companies embrace creative approaches to stand out?
Nearly 78% of small and medium-sized enterprises (SMEs) in Switzerland struggle to hire new employees, according to a study conducted last year by recruitment firm PageGroup Switzerland in collaboration with market research company Marketagent.
"SMEs face challenges in attracting talent due to limited resources, lack of administrative support, and constrained budgets," explains Yannick Coulange, Director of PageGroup Switzerland. Unlike larger corporations, they often lack a clear talent attraction strategy, making it harder to compete in the job market. "Too many companies still rely on improvisation. They post a job ad online without a clear plan, leading to opportunistic and inefficient hiring practices, as they have to start from scratch each time a position opens up."
Clarity and authenticity
Planning and anticipating workforce needs remain crucial, especially since small and medium-sized enterprises (SMEs) have many strengths, notes the specialist. SMEs often provide a friendly work environment and greater individual responsibility. He emphasizes the importance of storytelling in today’s job market: "It’s about authentically communicating the company’s mission, culture, and values to attract candidates who resonate with them. Storytelling can be a powerful way for SMEs to offset their limited marketing resources compared to larger companies."
Yannick Coulange also stresses the need for clarity in communication with candidates. "Transparency is more effective than exaggerating benefits. Clear policies on matters such as work flexibility – like a 3-day/2-day split between in-office and remote work – salary structures, and career development are essential. Being vague may initially seem generous, but it ultimately raises doubts in the minds of candidates."
Culture of image
He also points out that video is becoming increasingly important, especially through "reverse applications," where employers "apply" to candidates by highlighting their culture and work environment. "We live in a world where visuals play an ever-greater role. Using the right channels can help create a positive first impression. SMEs, in particular, have stories to tell – long-time employees can share what makes their work appealing to younger generations."
"Video allows for more direct and personal communication, helping to capture attention on platforms like LinkedIn and Instagram," adds Maxime Lagane, founder of 123 Next Generation, a Geneva-based company specializing in video content creation. "I recommend short, authentic, and visually engaging messages that feature not just communication experts but also management and employees speaking directly to candidates."
Maxime Lagane used this approach to hire his communications manager, asking candidates to include a video with their application. "We received nearly 220 applications, with 20% of them featuring a video. I appreciated the motivation this demonstrated, especially since it served as a practical exercise for a communications role. That said, I still took the time to review the traditional applications as well."
Information
On the Theme
Employer branding: are there any limits?
A study by PageGroup Switzerland found that SMEs that successfully attract talent are those that invest in their employer brand – their reputation among employees and potential candidates. But does this mean companies can do whatever they want to stand out, especially on social media? "No, absolutely not," says Maxime Lagane, founder of 123 Next Generation, a Geneva-based company specializing in video content. "It’s crucial to be mindful of the long-term impact of videos, especially when they involve real people." This means establishing clear guidelines and ensuring that participants are comfortable with the plan. "We strive to make every shoot a positive experience for those in front of the camera."
Last modification 06.11.2024
