The following article is based on a presentation by Mike Campion at the 2021 Maid Summit, hosted and organized by ZenMaid. Mike is the owner of Grow My Cleaning Company. He has bought, built, and sold several multi-million dollar companies and coached owners of cleaning companies to clean less, earn more, and grow faster.
As a business owner, what comes to mind when you hear the word funnel? Fresh leads and potential customers, right?
While a marketing funnel designed to attract leads keeps your business running, there’s another important element to success: employees.
An employee attraction funnel helps ensure you’re never struggling to hire and that you can deliver on the promises you make to your customers.
Mike Campion, owner of Grow My Cleaning Company, teaches his clients how to have a steady pipeline of potential employees. Read on to learn some of Mike’s tips for setting up an employee attraction funnel.
The most popular, and most boring, job description ever
Does this job ad look familiar?
“Fast growing cleaning company looking for high energy motivated people, paid training, good benefits vacation, flexible hours. Apply now.”
This is how most cleaning companies write their jobs listings. But here’s the problem with running an ad like this:
- It doesn’t show how you’re different from your competition
- It doesn’t inspire excitement in applicants
- It attracts people who apply to everything
Write job descriptions that focus on core values
If your goal is to attract great-fit applicants, there’s a better way to write job ads.
Instead of listing general tasks and information, write about your company’s core values. Core values are the beliefs that guide your business and its culture. For example, the core values for Mike’s business are “have fun, make money, be real, and help out.”
When you focus on core values, you’ll attract applicants who want to work for you, instead of wanting to work for anybody.
Make good on the promises of your job description
Once you’ve hired someone based on core values, chances are good they’ll be excited about the job.
Don’t pull a bait and switch. Make sure the job they’ve signed up for is the one they actually get. Don’t promise a certain culture or environment in your ad and fail to deliver in real life.
In fact, your entire hiring process should reflect your core values.
Post your job ad on free and paid platforms
Post your ad in multiple places. Aim for a mix of free posts on your social media accounts and paid ads on websites like Indeed or Zip Recruiter.
Don’t overlook the power of word of mouth. Ask your employees to share the ad in their networks. A top employee can often bring in another high-performing employee.
How much you should spend on paid ads depends on how many applicants you need. But in general aim for $1 to $3 per applicant. Anything over $6 per applicant is considered high.
Invite applicants to a group interview
Your employee-attraction funnel should include an automated system that invites applicants to a group interview. This system could invite applicants by text, email, or automated voice mail.
Aim to get 10% of applicants to show up for the interview. If you’re getting less than that, review the invitation message you’re sending.
Does the invitation have a different tone or information than the job ad? Does it reflect your core values? Make sure the messages match. If your ad is fun and casual, but the invitation sounds stiff and formal, applicants may decide to pass on the interview.
If you’re consistently attracting job applicants who aren’t a good fit, it’s time to check your ad. Consider whether you’re posting or sharing it in the wrong place. Or maybe the ad needs to be rewritten.
Start your employee attraction funnel before you really need it
It can take some time to develop a hiring system that works, so it’s a good idea to start it before you have an urgent need for employees. This will allow you to experiment or make adjustments.
Even if you don’t hire anyone right away, save the contact information for your most qualified applicants. You’ll need them eventually.
Once you have your funnel running, it should take two to four hours a week to manage.
And once it’s running successfully and you have a selection of great candidates, don’t stop the funnel. You can dial down your budget, but keep the funnel going. Always be hiring.
For more tips on how to attract a steady stream of job applicants, watch Mike’s full talk below:
For more resources on how to grow and perfect your cleaning business, check out the replays from the 2021 Maid Summit, hosted by ZenMaid. The summit featured more than 60 presentations from other maid service owners who shared tools and strategies to help you achieve the highest levels of success in your business.
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