Desiree Peterkin Bell Explains How Good Public Relations Can Help You Attract Great Recruits

With the unemployment rate now below 4 percent, many organizations are struggling to attract quality candidates. At the same time, a company is only as strong as its employees. By attracting great employees, you may gain competitive advantages and help ensure success not just today but for years to come. With that in mind, Desiree Peterkin Bell explains how public relations can help with recruiting.

“When you think of public relations, your mind may not first go to recruiting and employees,” Desiree Peterkin Bell notes. “But strong public relations can help you attract the best candidates. And by making your company a destination, you can not only attract employees but also retain them.”

So what is public relations? So-called PR is closely related to but also distinct from marketing. You can think of PR as the strategic communication process that organizations, including companies, non-profits, and government agencies, use to communicate with the public at large.

Rather than trying specifically to sell products, PR is more about positioning your organization within a larger society. While PR is distinct from marketing, it can have a big impact on your brand. Your public relations strategies will impact how society itself views your organization.

“Public relations allows you to position your company not just in terms of products but also your impact on society,” Desiree Peterkin Bell notes. “With PR, you can craft the central message of your company and what you want to accomplish. And with recruiting, you can use that message to create buy-in among prospects.”

These days, people want more from a job than a paycheck. If you want employees to buy in fully to your organization, the jobs themselves should offer more than products and services. Employees, particularly younger employees, including millennials and zoomers, want something more meaningful.

One of the most important factors for employees is the overall reputation of a company. Quite simply, some companies are more desirable to work for than others. Reputation and purpose are among two of the biggest factors potential employees consider when applying for jobs and considering career changes.

Through public relations, you can define your company’s larger purpose. Consider a company selling productivity software. Rather than being simply a software developer, a company could position itself as empowering workers by reducing time spent on menial tasks, like data entry or arranging meetings.

“When thinking about public relations and your products, it’s smart to step back and consider how the products and services you offer affect other organizations and even society as a whole,” Desiree Peterkin Bell argues. “Once you understand this impact, you can use public relations to build your brand around it.”

And as prospective employees see the impact you’re making, they may be more likely to buy into your company’s purpose and impact.

Desiree Peterkin Bell Discusses PR and Providing a Great Experience For Employees

There’s no getting around pay and employees will consider salaries, bonuses, and other forms of financial compensation when looking at jobs. However, the benefits you offer shouldn’t stop at salaries, health insurance, and the like.

“Consider remote work,” Desiree Peterkin Bell suggests. “If you offer remote work options, you’ll provide flexibility to busy parents caring for their children. Likewise, less time spent commuting means more personal time for employees to live life on their own terms.”

Companies can build a family and life-balance-friendly reputation, then use PR to raise awareness. By making life-work balance part of your company’s ethos, you can attract people who value such balance.

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