Most businesses look to their existing customers or anyone who passes by their location as the main source of potential candidates. But if you are finding the sign in the window is not bringing in the staff you need, it might be time to reach them in a different way.
While sending “snail mail” may not sound like the most innovative way to bring in applications, direct mail continues to garner the highest interaction rates of any marketing channel. In fact, approximately 90% of direct mail gets opened by the homeowner, compared to 20-30% of emails. Focusing your direct mail efforts on key groups can help boost the response rate in applications (and foot traffic!) to your location.
Utilizing a mailing list such as New Residents not only introduces your business to new neighbors in your community, but allows you to find relocaters who might be looking for a job – either for themselves, their children, or a friend. In 2020, nearly 16 million households filled for a change of address with the USPS. This number is slightly higher than the total moves in 2019, meaning COVID did not slow people from moving in to your town!
Sharing an announcement that you need staff is an easy way to reach existing customers that follow and interact with you on social media platforms such as Instagram or Facebook. While this makes sharing your announcement easy, it limits who is aware you are looking for help. Consider boosting your posts with social ads to reach an expanded audience or targeting with specific filters to reach qualified candidates.
A strong email database can help keep you connected with existing and potential customers. However, it is the same way in which most businesses also connect with your same target customers. If you send a “now hiring” email, stand out by listing the benefits of working at your location such as benefits, unique offerings from your competitors or special perks, to entice potential candidates to apply.