Navigating the Talent Crunch
By Nick Puleo
It’s no secret - great talent is hard to come by. And for today’s communications leaders this reality is a pressing concern.
There are currently 10.9 million job openings in the US. More than 100,000 of these are in public relations.
Almost every company I follow is hiring for marketing and communications positions. They’re using flashy videos, hashtags, and employee referrals. One agency even featured a Cameo video by NSYNC’s Lance Bass in their efforts. Regardless of tactics, it’s clear that the current market is tearing up [the] heart[s] of communications leaders (sorry, couldn’t help it).
For in-house leaders, the challenge is even greater. They’re competing for attention from recruiters - often focussed on filling needs for other business functions. They’re competing against agencies solely focussed on recruiting PR talent. And at the same time, these communicators are tasked with the added demand of developing content to support fulfillment efforts for other open positions.
So, what is the overburdened communicator to do to bolster their team? Try these tips.
Consider Traditional Agency Alternatives
Many clients I know shy away from asking agencies to support interim, internal staffing needs. Why? Because traditional secondments cost many multiples of the actual role being filled and still require substantial management and onboarding. But new agencies - like Comsint - are breaking the mold on contracting for PR services.
While you look to find a permanent solution, consider tapping a more seasoned communicator who could tackle the biggest pieces of the role in fewer hours on an interim basis. Alternatively, contracting with a smaller agency that has deep experience in your industry can add value immediately with a small, 1-2 person team. Done right, the cost of such engagements can be commensurate with the total compensation for the open position.
Monitor Your Employer Brand
A tough job market can mask underlying reputation issues. Now is the time to assess your “employer brand.” This is your company’s reputation as a place to work: what you stand for, what you value, and what your culture is like. Issues may be festering on job boards like GlassDoor, employee Facebook groups, or in the community that can negatively impact your ability to recruit.
Take an assessment of your brand as an employer. What’s being said in the open? What feedback are recruiters getting from prospects? Use this information - and hard data, if you have it - to craft your pitch to talent. You may have some work to do before getting the type of talent interest you want.
Rethink Your Long-Term Strategy
You may need to re-think your long-term staffing strategy. Admittedly, this can be a tough pill to swallow. But the workforce has rapidly changed over the past two years. In what’s been coined “the great resignation,” 40% of employees say they are likely to leave their job in the next 3-6 months. Many are seeking freelance opportunities. By one estimate, the ad industry could become more than half freelance over the next decade.
Think about the tasks done by your department and how you’re staffed against those tasks. What has the most ROI? Do staff need to be present or could they be remote? Are you able to access the skill set you need to get the job done or would you be better off outsourcing? Taking an honest look at where you have the greatest business impact is critical if you’re hitting a wall with recruiting.
Whether it’s securing interim support or helping assess team structure, Comsint helps communications leaders tackle their biggest challenges.
What to learn more? Schedule a time to chat here.