Use benefits as a recruitment tool
Published: 16 April 2008 Author: Gemma Hawkins, Manager, IHC
Recruiters can advise their clients on ways to offer the most up-to-date and talent-grabbing packages to attract the best candidates
Attracting the best talent to apply for the right job and helping potential employees see and understand that a particular organisation and role is the right one for them is what recruitment is all about. But how can recruiters help their clients to design and deliver benefits packages that grab the attention of this precious talent and make the most of their expertise and performance?
Don't let clients assume benefits aren't attractive
It is important to explain to clients the role that benefits have in recruiting the best candidates. You may have 'serial' clients who regularly use your agency's services to recruit because of their failures in workforce planning and candidate retention. Work with these clients to define their manpower needs and help them to be creative about the benefits they offer.
Equally, you should ensure clients understand that employee benefits are not restricted to senior management positions and multinational organisations. For example, benefits can range from a subsidised in-house catering service, onsite car parking or season ticket loans to private health insurance, dental insurance or optical health plans.
Providing these types of employee benefits does not have to be at a high cost to employers. Schemes can often be developed that allow employees to select the benefits of most relevance to their individual circumstances or available budget.
Are clients offering the best benefits they can?
Suggest that clients should undertake a review of the benefits they offer.
Recruiters should advise clients to talk to an FSA-qualified broker or independent adviser or find a specialist through the Association of Insurance Intermediaries (www.amii.org.uk).
Promote the available packages
Work with your client to agree on the most appropriate way to promote the benefits package. This might involve briefing managers responsible for interviewing candidates about the benefits that are available - after all, a key element of an interview can often be selling the organisation to the candidate. A review of recruitment advertising and clients' recruitment website will ensure that candidates know about the benefits on offer as soon as they start their job search or application process.
Understand the link between benefits and employer brand
The inclusion and promotion of benefits in the recruitment process gives potential employees the positive impression of an employer that is willing to invest in its employees' lifestyles and creates the perception of a forward-thinking, financially secure organisation that has more to offer than a salary.
Benefits can be used to promote a company's brand in the recruitment marketplace. They can also aid candidate retention and can be a flexible and effective recruitment tool that enables the company to attract and cherry-pick the best candidates.
Top Tips:
• Take time to talk with candidates to help you understand which benefits mean the most to them for a specific role. Help them to understand the benefits package available.
• Be open with your clients about what benefits candidates are looking for to enable them to decide which they can realistically offer. Show them examples of the benefits their competitors are offering.
• Discuss the mutual advantages for employers and employees of offering benefits. Not only do employees feel looked after, but employers benefit as staff health issues are likely to be dealt with quickly and effectively.
• Explain to clients that it is all in the detail. If a candidate's current package includes healthcare, pension, dental and life cover, they are unlikely to want to lose this protection. But if a new employer doesn't offer these benefits the employees will need to fund the cover themselves. Would their salary package cover this inconvenience and encourage them to move?
Gemma Hawkins is a manager at healtcare consultancy IHC and former recruiter with Meridian Business Suppot and Lucy Bristow Appointments
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