Benefits, not benefits
Giving people reason to work for you
Here’s a conversation starter, before everyone starts talking about football.
What is an employment benefit?
I’m always bemused by how UK employers see 20 days holiday as a benefit that attracts potential staff. I assume they must see it this way, given it’s normally the #1 benefit just below £competitive.
Perhaps they are confused between the three broadly accepted definitions of what a benefit is:
1/ a payment made by the state to someone that is entitled to it
2/ a perk that goes above and beyond statutory entitlement
3/ an advantage gained (in coming to work for you)
For me the first point… well surely it goes without saying that if what you offer is offered by every single employer, because it’s the law, there’s no reason to highlight it?
More than that, it’s wordage that can work against you.
“That’s the best they can offer? How bad can it be?”
While those other two definitions are genuine reasons people will want to work for you, some of which bear no cost and are rarely talked about by employers with their candidates.
Imagine you’re an employer that’s recently won a (non-paid for) business award because of your amazing culture, because of what your people think of you and how they work together.
What a great benefit to talk about.
Yet few do, reverting to “I’m hiring…” on LinkedIn with a link to the kind of static job description I’ve derided in previous editions of this newsletters.
What a lost opportunity.
In sales, features and benefits are commonly talked about in how the salesperson interacts with their prospect.
Features are what a thing does. Benefits are what it means to the prospect – the problems that are solved, the pain that is healed, how things are made easier, faster, less stressful, how life is better.
There’s no question that features aren’t important - after all when you buy a TV, you typically look at size, resolution, brightness and all these other features first.
But benefits are what appeals to the individual. What do you like about your TV, over others you’ve had?
Perhaps it’s watching flicker free Football, with excellent picture quality and sound. Or maybe it’s the built-in Netflix so you can watch anything but the footie.
In your job advert, the features are what the role is, and the benefits are why the reader should want to apply.
Culture, career development, challenge, people, flexibility, salary, 30 days holiday, 15% pension contribution, your inspirational CEO – even the fresh fruit and coffee has a place if it enhances rather than replaces.
And if you genuinely like where you work, why aren’t you saying this in your adverts, social media, interviews and every other touch point?
Not all employers can afford exceptional salaries and benefits packages, yet most will have a reason they are an appealing place to work.
Benefits are what your candidates look for, whether it’s the perks that enhance a package, or the things that have meaning to them personally.
Define and describe these well, and the benefit for you is easier recruitment.
The next newsletter is another one on ideology, and a lynchpin in my approach – the what, why and how of reciprocity in recruitment, and the benefits that brings you.
Thanks for reading.
Regards,
Greg
p.s. While you are here, if you like the idea of improving how you recruit, lack capacity or need better candidates, and are curious how I can help, these are my services:
- recruitment of commercial, operational and technical leadership vacancies
- manage part or all of your recruitment on an individually designed basis (Cognate)
- recruitment coaching and mentoring
- recruitment strategy setting
- outplacement support
Just hit reply to check if my approach is right for you.