How to attract talent in regional areas

Filling roles in urban areas is challenging enough! What about regional areas? While you may be experiencing some difficulties, there are a few recruitment marketing strategies to make the process easier.

A survey by SEEK revealed just under two out of five people would consider relocating for work to a regional location. The key reasons cited in favour of relocating were: change of pace, more affordable living, and job security. The reasons against wanting to relocate included: wanting to be in or near a major city and not wanting to uproot their family.

“Almost half (48%) said a pay increase (typically of $20,000 to $30,000) would make them consider relocating, while 27% said they’d consider such a move if they were very passionate about the role or the business. Just over half of the respondents (51%) felt a move to a regional area would be career-limiting.” (While this last point might not necessarily be true, it’s your job to convince them otherwise!)

Showcase the benefits you offer

Using Mars Food Australia as a case study, Chris Sheedy reporting for Seek Insights shares how the business struggled to attract candidates to their location 90 minutes outside of the CBD. In their experience, people were more inclined to relocate overseas for work than make the commute!

According to their People and Organisation Director, Natalie Jones, it’s important to share your people’s and organisation’s story to give candidates a feel for your culture. They also offer a range of attractive benefits.

“The business offers staff a long list of benefits, including an on-site gym, bootcamp sessions, yoga classes, 100% subsidy to external gym and pool membership, access to counselling services, a subsidised on-site canteen, cooking classes, on-site massage, access to a free on-site health practitioner, charitable activities, and a fully subsidised calendar of physical activity events for staff and their families. The region in which the office is based is famed for its relaxed lifestyle, including beaches and national parks, and real estate is significantly cheaper than in Sydney. What’s not to like?”

Highlight what makes your location special

What is unique and attractive about your location? Understand the type of candidates you are seeking and the features of your area that benefit them.

For example, Nicola Laver, Associate Client Training Manager for SEEK, previously had the responsibility for attracting graduates to a position in Canberra. They focused on selling the location itself.

“We had to spend time in Canberra and look deeply into what it offered to young people. It was close to the ski fields, fantastic for bike riding and offered good restaurants. We had to sell those points at every careers fair, on websites and in individual conversations. That message, which had to be authentic, was consistently reinforced at every touchpoint.”

However, it’s all about knowing your candidates. In this instance, graduates wanted to know more about the role and less about the location – so they had to adjust their message.

Your success will come from knowing what your candidates are looking for.

According to business trainer, speaker and author of Work With Me, Simon Dowling, regional businesses can attract great talent by focusing on three key areas, which he refers to as “mood”, “mind” and “movement”.

Create a positive emotional response and feeling

First impressions matter. Create positive feelings for your candidates about the position and location from the start.

Dowling asks recruiters to consider things from your candidate’s perspective. “How do they feel about the opportunity? What emotional response do you and your brand evoke in a candidate? Are they interested enough to want to talk further?”

It’s important to have great ambassadors! Are you and your representatives the best face for your business? Carefully consider who will be a first point of contact for potential candidates in order to influence their “mood”, or their feeling about your employer brand.

While you might be considering outsourcing your recruitment, candidates may want to connect and get to know someone in the business for such a big commitment.

Sell the facts!

After their initial response, maintain potential candidates’ interest by selling facts about the role, or the “mind” aspect, as Dowling refers to it.

Potential candidates want to know: “Why would they take such a job? What’s in it for them? Is it a smart thing to do?”

In your initial discussions and recruitment advertisements, include important information about the practical aspects of the role, such as:

• income
• benefits
• affordable real estate
• lifestyle
• family benefits
• etc.

Don’t let the interview be an obstacle

“This is when they are inclined to say yes, but there’s something that makes it difficult for them to take action, such as a long drive to a job interview. It is about helping convert enthusiasm into action.”

Turn that “maybe” into “yes”! Don’t let your location be a reason for potential candidates to say no to an interview. Take advantage of video interviews, or perhaps offer strong candidates a few nights accomodation with time for you to conduct their interview and introduce them to the area.

Source locally

In your aim to attract talent, you could be looking outwards and missing great talent right under your nose! Encourage other leaders in your organisation to be active in the marketplace, telling your story, promoting your employer brand, and identifying talent.

Use your local networks and consider partnering with local universities, TAFEs, and schools to source new talent. Run internships, graduate programs, and apprenticeship opportunities.

Word of mouth referrals are always a great way to source local talent; so offer rewards and recognition to current employees who refer successful hires.

Final tips

Ensure your messaging is consistent across all your channels. For example, when candidates read about your available positions, the messaging should be the same in your recruitment advertisement as your social media. Use multiple channels such as your careers site, LinkedIn, website, and job boards.

If the role is important and you have the budget, why not consider subsidising relocation fees for new hires?

While recruiting in regional locations can be challenging, there are many strategies you can implement to attract a higher volume of good-quality candidates. Make a great first impression and be up front about the facts. Showcase the benefits of the role and what you can offer as an organisation, and give potential candidates a feel for the location by telling them what makes it special (in line with their interests and what it can offer them!).

Source

The secrets to attracting candidates to regional areas

Chris Sheedy

SEEK Insights & Resources