Are you struggling to find and retain the right people at the right time for your business’s growth?

Try treating them like customers. Here’s what we mean.

We often see business owners spending valuable time crafting job postings and developing their core values…but then they just seem to expect the right people to find them and understand and appreciate what they are really offering. Maybe this approach has worked before, and it can certainly work for companies who have name recognition and the ability to flood the field with their opportunities. However, for those who are smaller, newer, or just slightly off the beaten path, this approach is neither feasible nor successful, especially not now. These companies need a better way to use their precious resources to quickly target and attract the right talent at the right time.

What is the better way?

• Articulate your unique value. What makes you different from the companies with whom you are competing for the same talent? What problems can you, as an employer, solve for those people? Can you offer better flexibility, a chance to help build the company, the opportunity to make a more direct impact on the community? Make sure you make it clear how your company’s values and culture actually impact and support your people on a daily basis.

• Identify your target segments. Who are the people who will appreciate what you are offering? Look at your current people for insights and create some personas to help you define and understand who your next great employee is.

• Tailor your messages. Once you understand what motivates them, what they are seeking, and how your opportunity suits them better than what someone else can offer, tailor your postings and ads to speak directly to each of those personas. You may need more than one version to speak to different groups.

• Find them where they are. Maybe Indeed and LinkedIn are not the places where you get your company noticed. If your personas frequent community groups and bulletin boards, then post there. Find sub-groups on social media that align with your value proposition. Consider new ways to get your need noticed, like video. And easiest of all, tell everyone you know what you need and what you can offer. Word of mouth is still one of the best resources.

Also remember that smaller businesses need flexibility to make all of the core functions operate smoothly. The skills and capabilities you need now may be different in 6 months and your approach needs to be flexible enough to get the right talent at the right time while also operating with integrity and fair dealing.