Newsletter: May 2005
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Do you consider marketing and recruiting to be separate, unrelated functions? Many firms do, and I believe that's a mistake that leads to missed opportunities to find new workers. Think about it. If your firm has a good reputation within the AEC industry, that reputation or brand is a valuable asset in landing new contracts. It's also valuable to recruiting because everybody would like to work for a firm that is successful and well regarded.
Your primary goal in most marketing efforts is to build new business, but boosting recruiting should be a byproduct of these efforts. There are many ways, both overt and subtle, to inject messages in marketing vehicles that will give a boost to recruiting efforts, and most of them are relatively inexpensive. Web site Your web site should have a section devoted to employment where you list job openings, and give people an idea of the types of benefits you offer. You can also let potential recruits know what it's like to work at your firm. Describe the firm's culture, and highlight what your employees like about it. For instance, if your firm is fairly new and small, maybe you can provide new hires with the chance to more rapidly gain increased responsibility as compared to older, well-established firms. The pitch you give to recruits in the hiring process should be reflected on your employment section of the site. Awards Any awards you receive can be integrated in many types of marketing collateral. In addition to technical awards, accolades for community service, being named a "best-place-to-work", or any other type of HR-related achievement are all potential marketing fodder. In a brochure, for instance, you could add "recipient of 2004 Chamber of Commerce community service award" in the boilerplate statement about your firm. This statement can, in fact, be used on all of your marketing communications material. Press releases When your firm sends out a press release to announce a new contract or the completion of a prominent project, try to inject a statement about your firm's culture. For example, see if the owner is willing to add a quote for the release that cites your firm's superior teamwork ability and expertise in managing complex projects as keys to the project's success. Any statement from a client or business partner carries more weight than self-promotional ones. Those client testimonials impress recruits, as well as potential new clients. Trade shows/conferences When your firm sends staff to a booth or table at trade shows and conferences that draw potential new hires, have a recruiter attend. Display a brochure that pitches your firm as a great place to work. When your people circulate through the conference, encourage them to send people from other firms to your booth. Don't use a hard-sell approach, but do try to get others to visit your booth. If someone from another firm is looking for a change, he or she will have a great opportunity to find out what your firm has to offer. While you're at it, why not provide some basic marketing training for your recruiters? As they network at the show, they can act as adjunct salespeople and help identify potential new clients for your main salespeople. Coordinate marketing with HR In order to get the most "recruiting return" on the above marketing opportunities, HR and marketing need to collaborate closely. HR, having the experience of screening and interviewing candidates, can provide suggestions on how to appeal to potential recruits. Marketing can provide its expertise in honing recruiting pitches and developing any necessary written collateral, and organizing your presence at events. While nobody has it easy finding top talent, firms that are good at marketing tend to have an advantage. Good marketing requires some investment, but it doesn't have to cost a fortune. Publishing an e-newsletter such as this one, for example, can be very cost effective. And piggybacking a recruiting message onto your usual marketing efforts makes them even more worthwhile. John Kreiss is President of SullivanKreiss. He can be reached at jkreiss@sullivankreiss.com. |
Hot Candidates
| Construction Project Manager Candidate in northern New England has 15+ years of experience in residential and commercial projects. Responsibilities include scheduling, estimating, budgeting, and sales. Also included are site supervision and subcontracting duties. Candidate has business development and operations experience. Base salary is $65k. Construction Department Manager Candidate in Lehigh Valley, PA has 17+ years experience with commercial and residential building. Responsibilities include supervisory project management, inspecting, scheduling and daily handling of operational issues. Candidate has estimating and general contracting experience. Base salary is $70k. For more information on these candidates, contact: Paul Sanz 508-393-4970 psanz@sullivankreiss.com For more information on these candidates, contact: Paul Sanz 508-393-4970 psanz@sullivankreiss.com |
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Project Manager Based in Philadelphia, PA, candidate has 6+ years of experience as a project architect and manager, currently in the registration process. Works in all aspects of projects including design and client contact. Projects include multi-unit residential, dormitory, condominiums, scientific facilities, retrofitting/restoration, and additions. Current salary is $59K. Director of Planning, Marketing Director, RLA, ASLA, AICP Seasoned department head with extensive experience in business development, client/government relationships, project management, and staff management. Projects include sector planning, urban design, civil, institutional transportation, and higher education. A natural diplomat/salesman with a Master's degree in Landscape Architecture and Urban Planning. Current salary is $105K. For more information on these candidates, contact: Brian DeMartino 508-393-4971 bdemartino@sullivankreiss.com |
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Principal, PE Candidate is a mechanical engineer by education with 12 years of construction engineering experience. Extensive experience with business development, project management, estimating, scheduling, marketing, and client contact. Past experience with growing branch office from $300K to over $24 million, and has produced over $300 million in new business in a three-year span. Base salary is $110K plus bonus. Candidate is open to relocation. Project Executive Candidate is a construction project executive with 20 years of experience. Extensive experience with bridge, highway, and commercial building projects. Responsibilities include managing superintendents and project managers, business development, on-site project administration, estimating, bid preparation, and subcontract agreement negotiations. Project experience ranges from $1 million to $20 million. Base salary is $94K. Candidate is open to relocation. For more information on these candidates, contact: Justin Roy 508-393-0358 jroy@sullivankreiss.com |
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Construction Consultant Licensed Architect/Lawyer in Metro DC area. General business capabilities include preparing proposals, contracts for services, and corporate correspondence. Claims analysis activities included contract and specification review, analysis of change orders and analysis of claims documents, report drafting, and participation in claims negotiation. Salary in $140K range. Environmental Planner/Project Manager With over 20 years of experience, this candidate is well versed in feasibility studies, due diligence, land use regulations, expert testimony. Recent focus has been on environmental rehabilitation, restoration of waterfront areas, redevelopment of deteriorating residential subdivisions, and preservation of environmentally significant areas through easement negotiation or available alternative methodologies. This candidate also has experience working in transportation as a highway designer and has knowledge of Transportation Enhancement Program grants and processing. For more information on these candidates, contact: Kim McLean 508-393-4934 kmclean@sullivankreiss.com |
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