Getting the Best Candidates to the Table

In today’s fiercely competitive job market, the old recruitment strategy of “post and pray” is officially obsolete. Simply putting a job description online and hoping the right people find it is like trying to catch a specific fish in the ocean with a single hook. To consistently build a great team, small business owners need to adopt a new mindset: you are no longer just hiring; you are a recruitment marketer.

This requires a thoughtful, proactive strategy — what we like to call Hiring Hygiene. It’s about being intentional in every step of the process, and it begins long before you even have a job opening.

The first and most foundational step is getting the right people interested in your company in the first place. It all comes down to answering one simple but profoundly important question we ask every client:

”Why would I want to work for you?”

If you don’t have a compelling and ready answer, you’re already behind.

What Are Your “Levers”?

The answer to that critical question is what we call your “levers” — the tangible and intangible benefits that make your company a more attractive place to work than your competitors. Thinking in terms of levers forces you to conduct a crucial self-assessment of your Employer Value Proposition: the unique promise of value you make to your employees in return for their talent and dedication.

Let’s break down the different kinds of levers you can pull.

Nail the “Normal” Levers — But Do Them Better

Some benefits are considered standard table stakes in today’s market. However, simply having them isn’t enough. Your opportunity to stand out lies in making them demonstrably better than average. Ask yourself honestly if you are truly competing with your offerings.

Salary and benefits. Are you offering the highest salary in your industry? If not, can you? If the budget is tight, can you compensate with truly great health benefits, like a plan with zero co-pays that removes a major financial headache for employees? These are the most direct forms of compensation, and top candidates know their worth.

Time and flexibility. Burnout is real, and the modern workforce values autonomy. Do you offer a generous amount of PTO, like four weeks or more to start? Are you embracing hybrid work, allowing employees to work from home one or two days a week? Do you provide genuinely flexible hours that let employees fit work around their lives, not the other way around? These levers show you trust your employees and respect their lives outside of work.

Stand Out With “Unusual” Levers

This is where you can truly differentiate your company and showcase your unique culture. These creative perks often become the most memorable part of your offer and can be the tiebreaker for a candidate choosing between two otherwise similar positions.

Health and wellness. This goes beyond a basic insurance plan. Consider offering a $100 monthly gym membership, providing a couple of paid visits for mental health care, or hosting weekly yoga sessions at the office. These perks demonstrate a culture that actively supports physical and mental health.

Growth and mission. Show your employees you’re invested in their future and the community. You could provide access to financial counseling, or dedicate five hours a week to leadership development. You can also appeal to their sense of purpose by offering paid volunteer days or donating a percentage of company profit to a non-profit, connecting their work to a greater cause.

Tell a Compelling Story

Sometimes, the most powerful levers have nothing to do with money or tangible benefits. They are about the stability, culture, and reputation of your organization. You must learn how to create and share your company’s story. A powerful narrative builds an emotional connection that a list of perks simply cannot.

A story of stability and growth. In a volatile economy, security is a potent lever. Can you proudly share your years in business without a single layoff? Is your company experiencing high, sustainable growth? These facts tell a story of competent leadership and a secure future.

A story of great culture. Culture can feel intangible, but you can make it concrete. Do you have a low attrition rate? Don’t keep it a secret — publish it on your careers page. Most importantly, leverage your current team. The simple fact that “we all like each other” is an incredibly powerful cultural statement. Gather testimonials from current staff who love working there and can articulate exactly why. That social proof is more believable and impactful than any corporate brochure.

Attracting top talent is not a passive activity. It requires deep introspection to understand what makes you a great place to work, and then learning how to market that story effectively. By identifying and strengthening your unique levers, you build a magnetic brand that pulls the right candidates to your door.

Coming up in Part 2: how to design an interview experience that wows candidates and reinforces the story you’ve just told.

Not sure what your levers are? Grab a free 30-minute session with one of our HR experts, and we’ll help you find them.