Candidate speech: To whomsoever knocks, the door will be opened

"Employees wanted!" In view of the current labour market figures, many companies are shouting this. But it's no good as a headline in job adverts. Instead, recruiters must finally become active and create awareness for their company. Then they will find what they are looking for, promises columnist Henner Knabenreich.

If companies are looking for employees, it is good if they also draw attention to this, e.g. by approaching candidates. In doing so, they are already doing much more than so many others who are still hoping that potential candidates will find their way to the company by whatever means - so they are not really looking. It's more of an alibi. Because otherwise they would find some. (On the subject: Home-made shortage of skilled labour)

But they write that they are looking. For example, "Nursing staff wanted". Or "painters wanted". Or, very original and specific, because then everyone knows what is meant: "Employees wanted". I always ask myself whether it could be more specific?

The same applies to personnel marketing: Seek and ye shall find

Even if you are not a Bible scholar, you have probably heard the quote "Seek and ye shall find." . In relation to the current labour market, however, this is only partially true and is heavily dependent on the real commitment of companies. Matthew (not Loddar!) already knew this. Slightly modified by me, the Bible verse as a whole reads: "For everyone who offers receives, and he who seeks finds, and to him who knocks, it will be opened."

Translated to the so-called "Employer branding" means: show what you have to offer your (future) employee and treat them with appreciation. So if you are looking, you also have to offer.

Labour market fished dry - recruiting in difficult times

Apparently, many companies have still not realised that we now have an almost empty labour market in many cases. The latest labour market figures have just been announced. And they suggest (at least for people working with Recruiting to do) recognise a bleak future: The unemployment rate is now below five per cent!

Such figures, which nobody would have thought possible a few years ago, are actually incredibly pleasing. On the other hand, however, this also poses a real challenge for you, as the potential pool of potential candidates is dwindling - and the demand for labour continues to rise.

Plenty of potential among passive candidates

But there is also good news: Many employees are open to new jobs and approaching candidates due to inadequate working conditions: more than five million employees have already internally quit their job and have no emotional attachment to the company, according to Gallup's annual engagement index. Even if the index is not entirely uncontroversial and other surveys come to slightly different conclusions, the trend is clear: there is untapped potential here, and this is your opportunity! So the good news is that in addition to the 20 per cent or so who are actively looking for a job, there are many millions more who are definitely open to a change of scenery. However, these people often lack the incentive to take the step and apply for a job.

Opportunity for recruiters: create awareness, actively search

So, now you come into play with the candidate approach. Because YOU have to create this incentive. As mentioned above, it is good to draw attention to the fact that you are looking for candidates. However, tens of thousands of other companies out there are doing the same. Wouldn't it be much more effective if the companies that are now at least making an effort to draw attention to themselves as employers did it properly and consistently?

Who do you think will generate more applications and attention? A company that is simply looking or one that offers (and communicates) incentives to consider the offer by presenting suitable arguments - i.e. employee benefits?

Call: Apply as a company to potential employees

A simple application is no longer enough. Apply to your new employees and show off what you have to offer. Of course, you also have to keep your promises - after all, you want employees to stay with you (without quickly resigning) and not have to start looking again. All of this is important when approaching candidates.

"For everyone who offers receives, and he who seeks finds, and to him who knocks it will be opened." Exactly.