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Selling Relocation to Attract Top Talent

Here's how to better sell job candidates on relocation
Andriy Popov/123RF.com

In a recent blog post we discussed how employee engagement begins with your job posting — that every communication you put out in the world is an opportunity to sell your company to potential applicants, as well as the community at large. When you post an opening, are you including the community as a selling point for working at your facility?

Americans on the Move

Why are we moving? One study cites over 20% of relocators have done so for employment reasons. SHRM breaks down what drives relocation when it comes to work:

  • 60% move to be in a stronger job market
  • 48% seek better opportunities to build their skill set
  • 43% move for higher wages and benefits

For millennial workers, the prospect of moving for work is a no-brainer. In a survey by Graebel, 85% said they would be willing to move for a job, and 82% said moving is needed to advance their career. With the millennial generation poised to dominate the workforce in the coming years, their willingness to relocate is a major plus for employers.

Selling Your Community

As the job market continues to grow and applicants who are willing to relocate have a larger array of choices, how can you attract them to your location? What types of information should you be posting in your ads that will drive interest? If you’re in a larger market, point to more opportunity; in a smaller market, discuss more of a neighborhood feel. Whether it’s community values or a big city, there will be candidates attracted to what you offer.

Location, Location, Location

Whether you are located in a major hub or a lazy burb, position your locale in its best light. Discuss being in a dynamic city or getting out of the rat race. List cultural amenities or talk about rural beauty. Do you boast the best of both worlds: fast paced city with easy access from the suburbs? Whatever your community offers, it’s a part of the overall relocation decision, so include its selling points along with your company’s. The newest trend in realty is posting pictures of the community as well as the home itself – take a tip from them and show your area’s finest points.

Dollars and Sense

If the cost of living in your area is lower than average, make sure to include that information. If it’s not, discuss nearby towns that may have lower cost of living but are still within reasonable commuting distance. You can point to your city/state’s tax structure, as well. And don’t forget to include any relocation allowances or interim housing you offer.

Family Matters

School systems matter a great deal to those with families, or those who plan for them. Do your research and point to academic access and achievement in your community and nearby areas. Link the information that’s pertinent in your advertisement to help candidates compile as much information as possible.

Remember Curb Appeal

In addition to talking about your community, include images that highlight the charm, beauty, and culture of your facility and area. You can also link to community pages that list amenities, social and cultural groups, services, and more.

With so many Americans wiling to relocate to find the perfect job (as well as the perfect community), your job posting is an opportunity to give them the whole picture. And with so many willing to move, casting a wider net when you hire gives you more options to find the applicant who will become a long-term hire.

Where we work is important, but where we live and raise our family is a large part of the decision to accept or decline an offer. Provide as much information and resources for potential hires about where they could live if they join your team. It underscores your commitment to their success: we care about you on and off the clock. In a relocation job market, having candidates as excited about the community as well as the job gives you a leg up on the competition.

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About Riia O'Donnell

Riia O’Donnell has over 20 year’s hands-on experience in all aspects of the Human Resource function. Beginning as a recruiter, she grew to lead in all areas of HR, including employee training and development, legal compliance, benefits administration, compensation evaluation, and staff management. She has been a contributing writer for a wealth of HR, training, and small business websites for the past 7 years. Connect with Riia on Twitter at @RiiaOD.