A lot of business owners think, “I have got a job. It pays a good wage. People should be happy with it, damn it!” That is a 1920s way of thinking—and it belongs on the ash heap of history.
The Hiring Dance You Are Ignoring
When you hire, you are not just evaluating candidates. They are evaluating you. And as David Maples explains on The Buck Stops Here podcast, if they are under 40, they are checking your Twitter, Facebook, and Instagram before they ever apply.
You might be able to fake your company culture in an interview. But your online presence tells the real story.
The 8th Habit That Changes Everything
Stephen Covey, author of “The 7 Habits of Highly Effective People,” was once asked what the 8th habit would be. His answer: “Move slower on opportunities and faster when addressing problems.”
In hiring, this means:
- When you see a problem with a candidate, address it immediately—it will not improve
- When your hiring process is working, be careful about changing it for the latest shiny trend
- Nothing gets better after the honeymoon—what you see is what you get
The Three Things You Must Have
Before you can attract top talent, you need to answer these questions:
1. What Is Your Mission?
In 50 words or less, what does your company do? Southwest Airlines: “To be the low-cost airline.” Microsoft (historically): “A computer on every desk in every office.”
Short. Clear. Memorable. If you cannot articulate this, neither can your candidates—and they will move on to companies that can.
2. What Are Your Core Values?
Five or six words that embody the DNA of who works at your company. Here is how to find them: ask your three or four key people to describe your company in five words. If the same words keep appearing, those are your values. If nothing overlaps, you have a culture problem.
3. What Is Your Real Benefits Package?
It is not just salary. Document everything:
- Healthcare and 401(k)
- Paid time off
- Flexible hours
- Remote work options
- Professional development
- Schedule flexibility for parents or students
Each of these has real monetary value. Quantify it and communicate it.
The BS Angle That Kills You
Your BS angle is the gap between what you say publicly and what you do privately. Candidates can smell it.
If your mission statement mentions “commitment to education” but your Glassdoor reviews say you do not give time off for classes, you have a BS angle. If you claim to value work-life balance but expect 60-hour weeks, you have a BS angle.
It is very hard to fake consistency across all the places people look: your website, social media, Indeed, Glassdoor, and Google reviews.
The Glassdoor Problem
Ten to twenty percent of job seekers check Glassdoor before applying. The platform has issues—disgruntled former employees can post one negative review per year, indefinitely.
You cannot prevent negative reviews. But you can:
- Encourage satisfied employees to share their experiences
- Address legitimate criticisms in your operations
- Respond professionally to feedback
- Build a culture worth praising
Hiring for Fit vs. Hiring for Skills
Which matters more? It depends on your offer.
If you will train new hires, say so explicitly. Put it on your website. Make it part of your identity. Some of the best employees are those who share your values but need skill development—and they will be more loyal than mercenaries who jump for the next salary bump.
Three Actions to Take Today
- Write down your mission, vision, and core values. Even a rough draft is better than nothing. You can refine later.
- Document your complete benefits package with real dollar values where possible.
- Test your messaging. Ask current employees and trusted clients if your stated values match their experience of your company.
If you want to attract superstars, you need to know what kind of offer you are. Because the best candidates have options—and they are choosing you as much as you are choosing them.
This article is based on Episode 10 of The Buck Stops Here podcast: “How to Attract the Superstars You Want.”