How to Differentiate Your Business

How to Differentiate Your Business During the Hiring Process & Attract the Right People

 

The candidate market is very likely to become a free-for-all in the coming months. According to a recent CNBC poll, as many as one in four professionals are contemplating whether or not to change jobs now that the market has found its sea legs after months of choppy water.

Though many of these candidates are eager for a change, most feel little to no rush when it comes to pulling the trigger. Unless your business finds a way to speak to a candidate’s true motives and desire, they will either opt to stay put or choose one of your more compelling competitors.

Going forward, your team will need to vocalize what makes your business exceptional. You don’t need the bombastic showmanship of an Elon Musk or a Richard Branson to win supporters. Even humble companies can boost their appeal if they speak candidly and confidently about what makes their business stand out.

At Capstone IT, we think of it as showcasing our uniques. From our own experience, here is how you can differentiate your business to candidates – and how the right IT staffing services partner can help out.

 

Start from Within

Before any organization successfully attract the right employees, they put their house in order. Everyone from your founders and tenured employees to your new hires need to know what sets you apart. On the surface, that’s not so difficult, but unless you’ve gone through a deliberate process of teaching and instructing your people about your true differentiators, there might be contradictions.

Let’s start with those organizations that cannot come to a consensus on their differentiators. Author and thought leader Simon Sinek talks about how there is very little dissention about “WHAT” an organization does, but that “HOW” (the things that make them special or set them apart) is a little fuzzier.

In the book “Find Your Why”, Sinek says this about your how: “HOWs are not aspirational. They do not express who we want to be. They express the manner in which we actually behave – the things we actually do – when we are at our best.” In essence, how you differentiate your company should be with qualities you live and breathe – not your better angels.

At Capstone IT, we’ve condensed our HOWs into uniques that our salespeople, account managers, recruiters, and everyone in between can understand and articulate. As you’ll see, we’ve broken down that information into three clear pillars below. Outline your own version of these and you’ll be better equipped to approach and persuade candidates to work for you.

Servant Partnership™: a radical approach to shared success

We want to help our customers, our consultants, and our communities thrive. That means your business needs are a key priority, and we will flex accordingly. It’s how we’re able to deliver precise solutions for our customers’ critical business issues, while facilitating the career growth of our team.

Quality Pledge: our commitment to unbeatable results

Quality is no accident. Businesses need the right people and solutions at the right time to thrive. By becoming a trusted advisor to our customers, we learn the exact formula to produce their success. And with our portfolio of technical assessments, we ensure that the talent we provide possesses genuine expertise and aptitude for the task ahead.

Employee Experience: the heart of exceptional work

Since the start, Capstone IT has found and employed IT consultants who help the industry to grow – and does the work to engage and retain them. We help our people build their capabilities and celebrate accomplishments while rewarding their output. As a result, many have stayed with us for years. That’s how we know they’ll show up, be engaged, and bring the energy it takes to do exceptional work.

 

Align with Candidates’ Motivations

One way in which some HR and recruiting professionals go wrong is that they take a tone-deaf approach to their consultants. Maybe they comprehend their company’s or customers’ differentiators, but they don’t know how to make them tangible for their ideal employees. Values and differentiators that could otherwise resonate with an individual might come off as empty words if not delivered the right way. Instead, think about what messaging connects with the types of consultants you’d like to hire.

Your outward web and social media presence is the best place to start. In the 2018 MRINetwork Reputation Management Study, 69% of candidates said that an employer’s brand strength is a key consideration in their job search. If, in their eyes, there is proof to the contrary about the validity of your differentiators (disgruntled Glassdoor reviews, absent social messaging, etc.), they might turn down your business in favor of a competitor. Here’s how to differentiate your business to a consultant audience on the web and social media:

  • Job Ads – More than just providing information about responsibilities, job ads need to be treated as a sales and marketing tool. Your differentiators need to be front-and-center if you are going to mesmerize job seekers for long enough to get them to explore your website or apply. Again, make sure that each unique you showcase is presented in as tangible a way as possible.
  • Glassdoor Responses – Candidates often go to Glassdoor to get the inside scoop on companies. Though the salacious is often more eye-catching, a brand that have a high number of positive responses is hard to ignore and offer a good sign that any interested candidate should move forward with their application. Encouraging the top performers and happy members of your team to post Glassdoor reviews can boost your appeal and even add some on-the-job differentiators you might have missed.
  • Social Media Posts – It’s important that you showcase your culture on platforms like LinkedIn, Facebook, and even Instagram (if applicable). A study conducted by Orbit Media found that 57% of B2B website visitors found them through social media platforms. Often, the key to good social media differentiation is to show your culture and values in a prominent way. Anyone who visits our Facebook or LinkedIn accounts, in addition to seeing our insights, will see examples of us living and rejoicing in our values. We’re open and honest about who we are and look to attract people of similar hearts and minds.

Yet differentiating your business isn’t limited to how you directly market to candidates. Even the case studies you create have some merit when appealing to candidates. In our example of a legacy app modernization project for a retail giant, we show all three of our uniques in action:

  • Servant Partnership – Our client wanted local talent and though that was a challenge, we pivoted accordingly to satisfy their needs. That shows our consultants that we’re flexible in our approach to get work done that satisfies precise needs.
  • Quality Pledge: Our technical screens, using third-party assessments and our own consultants to review candidates, show that we don’t want to cut corners and we take our reputation seriously. Plus, our industry experience prevents us from needlessly overextending the hiring process.
  • Employee Experience: We talk about long-time consultants who were more than happy to help us when the need arose. That’s not uncommon for Capstone IT. Every year, we offer a retreat that all of our employees and their families are invited to go on and our top performers go on a special winter trip to celebrate their output.

It’s a great story that shows our uniques are more than just words. Identifying stories like these that can convey a similar message to potential employees (and your customers): you live up to your own values in all things.

 

Staffing with an Understanding Partner

Just as you need to be attuned to your differentiators, so too should any recruiting and staffing firm you work with. As an extension of your business, their account managers and recruiters should be able to articulate your uniques as well as those of their own business. At the same time, they should know enough about pitching the unique qualities of their customers to delve into who would love working for you and why they’d want to do it.

For example, when business leaders come to us for technical recruiting solutions, one of the first things we do is dig into their values and differentiators.

  • What sets your services you apart?
  • What does your business aspire to be?
  • What types of personalities work well in your organization?
  • What types of personalities don’t work well in your organization?

All of these things combined with technical requirements, business goals, and the other details we learn about your company to align our messaging. At the end of the day, effectively differentiating your business during the hiring process is a team effort – and a good staffing partner should strive to be a team player.

Want to learn how to differentiate your business to candidates with an IT staffing partner? Reach out to the Capstone IT team to attract candidates that value your uniques as much as you do.

 

Connect with our team

 

Related Articles

How to Snag Top Performers When Recruiting for DevOps Talent

How to Screen Candidates for Technical Skills and Hire the Best People

The Solution to Legacy App Modernization When You Can’t Find Top Talent

 

DNS and Certificates made simple for Kubernetes

DNS and Certificates made simple for Kubernetes

One of the challenges with demonstrating what you have done in Kubernetes is directing others to your application in a secure manner. This typically involves you having to create a DNS entry and requesting a certificate. Two projects, external-dns and cert-manager, respectively, are making it much easier to automate this process and hide the complexities from developers. Both projects are under active development (with commits in the last few hours or days) and a lot of interest (thousands of stars on GitHub).

How to Snag Top Performers When Recruiting for DevOps Talent

How to Snag Top Performers When Recruiting for DevOps Talent

Lower costs, faster timelines, and increased efficiencies throughout the software development lifecycle (SDLC) have made a strong case for organizations to adopt DevOps methodology. In fact, the Upskilling 2020: Enterprise DevOps Skills Report found that 52% of respondents were already recruiting or planning to recruit tech professionals for their DevOps expertise.

Yet with this increased demand (and an ongoing shortage) comes increased difficulty recruiting for DevOps positions. The good news is that finding top talent is possible for most businesses. Here are few key tactics that will help your organization to attract and hire professionals with DevOps experience.

Capstone IT Recognized on the 2021 Inc 5000 Regionals: Midwest List

Capstone IT Recognized on the 2021 Inc 5000 Regionals: Midwest List

Capstone IT, an Omaha-based IT staffing services and IT solutions company, is proud to officially announce their recognition on the 2021 Inc. 5000 Regionals: Midwest list of the fastest growing private companies, ranking 239 out of all their honorees. This prestigious award highlights businesses from Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota, and Wisconsin that exhibited exceptional growth over a two-year period.

The Solution to Legacy App Modernization When You Can’t Find Top Talent

The Solution to Legacy App Modernization When You Can’t Find Top Talent

 

Imagine this. Your business has identified a clear bottleneck in your sales process AND a liability for your customer experience: it’s your sales platform and operating system. You’ve relied on legacy platforms for too long and consumer expectations have surpassed what you’re currently providing. Clearly, it’s time to modernize, but you no longer have the in-house talent for legacy app modernization. Worse yet, the local talent pool is scarce for the technical skillsets you need.

4 Tips for Virtual Interviews Can Secure Your Dream Job

4 Tips for Virtual Interviews Can Secure Your Dream Job

There’s some good news for job seekers: companies are finally regaining hiring confidence after uncertainty from the worst days of the pandemic (the coronavirus impact on tech can’t be overstated). A Monster survey shows that 37% of businesses are looking to backfill positions and 35% of employers are planning to fill net-new roles. For tech professionals who remained in secure but unsatisfying jobs, there’s finally some relief from your holding pattern.

How to Screen Candidates for Technical Skills and Hire the Best People

How to Screen Candidates for Technical Skills and Hire the Best People

Is the average hiring process designed to separate the wheat from the chaff? Neil Roseman, former Technology VP of Amazon, suggests that in spite of lofty claims, many stakeholders in the tech world still make decisions based on educational bonafides, basic credentials, and gut feelings. As a result, the talent entering their organization is inconsistent and of varying quality.

On the other hand, organizations that take a meticulous approach to their sourcing, screening, and interviewing strategies can find higher quality people – no matter the size of their enterprise. In our experience, here’s how to screen candidates for technical skills and hire quality people.

4 Business Expenses You Should Never Cut When Optimizing Your Costs

4 Business Expenses You Should Never Cut When Optimizing Your Costs

During challenging times, most organizations are pressured to identify and trim extra expenses as a way of increasing profit margins. The thinking goes that making tough choices today has the potential to encourage greater flexibility and resilience tomorrow. Though leaner organizations are often better equipped to weather crises, making excessive cuts to the wrong activities or programs can hinder growth and adaptability.

How do you achieve business cost optimization without trimming too close to the nail? Start by determining which cuts are off limits. During my recent participation in a TechServe Alliance panel, we identified these four items as expenses you should never eliminate. So, if they’ve been on your mind, it’s time you think again.

Celebrating the Spirit of the Christmas Season with Capstone IT

Celebrating the Spirit of the Christmas Season with Capstone IT

Christmas is a time of real joy and deep meaning for billions of people all over the world, where we honor the birth of Jesus the Savior King more than 2,000 years ago in Bethlehem. In addition to the true spirit of the season, it’s also an opportunity to honor the incredible people in our lives and celebrate the virtuous acts done by our brothers and sisters in the community. So, here are the people and organizations that continue to inspire us this Christmas season.