This article first appeared in the Daily Post. Our head of digital Anthony Bullick writes a four-weekly column for the paper’s business section.


Recruitment, and specifically for certain skills, is a hot topic for many North Wales businesses.

A lot of focus is on the candidate and whether he or she is the right fit and has the correct knowledge and expertise.

But what about your company? Is your business an attractive place to work? Potential employees do their homework and will research your organisation. High-quality candidates may not be applying for your vacancy because they don’t believe you are the right fit for them.

Carry out a structured PR campaign to correct perceptions and position your firm as the one to work for.

Your website is likely the first place potential employees will visit.

Draft latest news articles focusing on your team. Stories about internal promotions show opportunities to progress. A piece on achieving a professional qualification illustrates you support staff with training.

And also write news about your business. Contract wins and awards demonstrate that you are successful. Don’t forget to write about your charity and community activities: corporate social responsibility (CSR) shows you care.

Publish case studies about the projects you work on to showcase the type of work you carry out and the calibre of clients you have. Candidates will be able to visualise working for your business and may be attracted by the opportunity to work on big accounts or projects.

Film video diaries of staff. For example, if you are trying to recruit apprentices, record a weekly video with your current crop to show life as an apprentice at your company.

As well as your website, your social media channels will be analysed by potential employees. Ensure all content is recycled across the likes of Twitter and Facebook.

Candidates will also be interested in finding out more about the people they will be working with. Create an in-depth meet the team section detailing not just the professional information but also personal interests and hobbies. This helps potential new recruits connect (even if only digitally at this stage) with future colleagues.

Communicate any employee benefits such as bonuses, additional annual leave for birthdays, gym membership, free fruit, and flexible working.

Consider uploading pictures and videos of your offices, particularly if they set you apart from your competitors: eg canteen, pool table, gym.

And shout about your low staff turnover. It shows that when people join your company they rarely leave – which means it must be a fantastic place to work.