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It’s that time of year again. Even though talking about Christmas in July just feels wrong, it won’t be long until businesses bring in the thousands of staff needed to cover Black Friday, Cyber Monday and the Christmas period.
How can you use employer branding to beat the competition and, more importantly, hold onto those temporary workers through the peak season?
This article explores how focusing on a "People First" approach can help recruitment consultants, talent acquisition specialists, and HR professionals build an employer brand that stands out and draws in top seasonal talent.
Using employer branding for the competitive edge
When you’re hiring staff on 3 to 6-month contracts paying national minimum wage, it can be hard to differentiate yourself against nearby competitors. Why would an employee choose your business over one on the same business park?
This is where employer branding comes in.
By having a strong “brand”, you can sell your company to workers more effectively. Can you offer free, or cheap incentives to encourage people to work for you? And once you’ve hired them, how do you keep people motivated to stay in work and not change to a job closer to home or one with different hours?
Using perks and incentives to attract and retain staff
Seasonal employees are often attracted by specific benefits and perks. Highlight what sets your company apart—employee discounts, holiday bonuses, flexible working hours, or special events. These perks can make a significant difference when candidates choose between multiple job offers. Be transparent and enthusiastic about these benefits in your job postings and on your career site.
It doesn’t have to cost a lot. Offering flexible hours, for example, is really valuable to employees. According to a study by the CIPD, 71% of people say flexible working is important to them when choosing a new role.
Building a positive culture and strong employer brand
Creating a positive brand image starts with showcasing your company culture. People want to work for organisations where they feel valued and part of a community. Use social media to share engaging content that highlights your company's culture and employee stories. Short videos, behind-the-scenes glimpses, and testimonials from current and past employees can bring your workplace to life for potential hires.
We do this at RideTandem, sharing our Sunday Times Best Place to Work award and other behind the scenes content from life at our company to show prospective employees what it would be like to join the team.
Encouraging positive online reviews from past seasonal staff is another powerful way to build trust with potential hires. Encourage satisfied employees to share their experiences on platforms like Glassdoor, Indeed, and social media. Prospective applicants often read reviews before applying, and positive feedback can greatly influence their decision.
Building Strong Employer-Employee Relationships
Once you’ve attracted seasonal employees, maintaining strong relationships is essential. Establish clear and open lines of communication between managers and seasonal staff. Regular check-ins, team meetings, staff forums, and approachable leadership can help seasonal employees feel connected and supported.
Offering regular opportunities for feedback and suggestions is another way to enhance the seasonal experience. Create a culture where employees feel comfortable sharing their thoughts and ideas. This could be through anonymous surveys, suggestion boxes, or open question and answer sessions. By actively listening to their feedback and implementing reasonable suggestions, you demonstrate that you value their input.
Recognising and appreciating the contributions of seasonal staff is crucial in making them feel valued and part of the team. Simple gestures such as thank-you notes, employee of the week awards, or small celebrations for hitting targets can make a big impact. When employees feel appreciated, they are more likely to stay motivated and perform well.
The most successful employer brands
A temporary worker probably isn’t thinking about a long-term career or progression options. But with a tight, candidate-led labour market, focusing on things that can set your business apart from the thousands like it can support you to hire faster and retain more staff.
We can’t all be Google. But, we can look at what they, and others like them, do well and take ideas from there to improve competitiveness and retention.
A "People First" approach not only helps in attracting the best talent but also in ensuring they have a positive and productive experience with your company. This, in turn, enhances your overall brand reputation, making future recruitment efforts even more successful.
Want to see how RideTandem supported Royal Mail to hire thousands of additional staff?
