When most business owners think about public relations, they automatically think of its critical use in a crisis response or to get more publicity. But have you considered how PR can help you recruit the right employees for your company? While it’s true that PR can help your company gain more visibility in trade publications covering your industry or assist with your efforts to showcase your thought leadership, it can also showcase your company’s culture.

That’s why your PR partner should understand your company’s value to your customers and employees and be able to communicate those values to the right audiences.

Be Authentic

Today’s consumers can research your company from the comfort of their homes via the internet. They can learn about your best and worst days and know when you aren’t telling the truth.

That’s why understanding the role of authenticity in your public relations efforts is important to your overall brand messaging. If you’re not genuine in your approach or try to bluff your way through a think piece, would-be customers will be turned off.

The same is true of potential employees. 

Let’s face it: The home services industry has suffered from a lack of skilled labor for several years. As older employees retire and younger generations have not considered a career in the trades, it’s harder to find replacements for your most seasoned workers.

However, one thing that younger workers value (besides good pay and benefits) is the right company culture. Studies have shown that a vast majority — 87 percent — of Gen Z professionals would be prepared to quit their jobs if their company’s values weren’t closely aligned with their own, notes CNBC.

So, unless you want a revolving door of employees, it’s better to be genuine. When your brand is trusted and respected, you’re not only more likely to cultivate loyal customers, but you’re also able to hang onto valuable employees.

Take the time to evaluate your public relations strategies to make sure you’re revealing your authentic self.

Be Digital

Now that we no longer need to wait on the morning paper or the evening newscast to hear about the latest news, it’s imperative that home services businesses stay informed. One of the best ways to keep in touch with your community is to spend time on social media.

Granted, it can be hard to be constantly online when you have to install a furnace or repair a leaky water heater, but your PR partner can work with you or a team member in your office to ensure that your company is consistently putting the correct brand message out over your social media channels. You should also be able to react quickly to news in your community.

Social media is also especially helpful in broadening your recruitment network. To get the best applicants for your current job openings, it’s best to go where the applicants are. And, since more than 300 million Americans are social media users, it’s obvious that the applicants are on social media.

Another online avenue that attracts attention are your digital reviews. If you aren’t paying attention to your Google or Yelp! reviews, you should be. Not only are these online review sites visited by potential customers, but they’re also reviewed by job applicants.

If your reviews aren’t good or you aren’t answering complaints, recruits might be turned off by your lack of responsiveness. A public relations strategy that includes engaging with your target audience and building your public face through digital profiles helps your recruiting efforts. 

Tout your Wins

Were you voted Best Plumber by readers of your local newspaper? Are you among the Best Places to Work? Did your HVAC company make the Inc. 5,000 List? If so, don’t forget to tout your company’s accomplishments through press releases, blog entries and social media posts. You should even include award badges on your marketing materials.

Employees want to be a part of a winning team, and awards show that your company is growing and is among the best of the best. Don’t be afraid to work with your PR team to showcase your wins.

Awards let prospective employees know you’re doing something right and are better poised to withstand future downtrends or economic hiccups. Young employees want to believe in their company’s purpose and are willing to work hard to contribute to these accomplishments. 

Engage Current Employees

Finally, one of the best ways to recruit new employees is by engaging with current workers to sing your praises.

Your public relations strategy should also work to better communicate your culture and goals within your company, and it should recognize the merits of its current employees.

Encourage employees to repost or like your social media posts to their followers. Generally, people associate with like-minded individuals, so when your employees repost your work to their followers, your message will likely get in front of the people who may be the best candidates for your open positions.

It is also true that employees who are excited about their jobs enough to repost their company’s work are also your company’s best ambassadors.

And don’t forget to compliment your current employees. Patting your current workers on the back for a job well done is viewed in a good light by job seekers. They want to work for a company that encourages them to learn new skills and appreciates their input.

While it’s true that PR is still the best bet to increase your visibility and showcase your knowledge and skills to would-be customers, it’s also a great tool when recruiting new employees. If you aren’t engaging your PR team to create an effective strategy to integrate your brand and message with your human resources department’s recruitment efforts, you’re likely missing out on a crucial role for your PR partner.

PR professionals know how to build strategic relationships to build a positive reputation for their clients. Put your PR partner to work recruiting your future workforce by integrating your company message into your HR efforts.