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I recently got an email from an independently owned grocery store in Milwaukee. I usually delete such emails as quickly as possible, but this one caught my attention.
The subject was, “Store Financial Update - We Need Your Help”.
Basically, the store is in serious financial trouble. The email starts with “LOSSES ARE SIGNIFICANT”. It goes on to say that sales are 65% below projections and that the average sales per customer visit are only $12 when they should be $35 or higher.
Then the email reviews what they are doing to turn the business around and finishes with how their customers can help to ensure their survival.
I love this direct and honest approach. They are not sugar coating the results. Rather than fancy sales tricks and limited time offers…they have an honest conversation with their customers. The call to action is clear: If you want us to stay in business, please take action.
In many ways, you are a salesperson for your organization. You need to sell candidates that your organization is a great place to work. You need to sell candidates that working weekends won’t be so bad. You sell candidates that they can grow and advance their skills. Etc.
My challenge for you today is to think about how you can take more of an honest and direct approach within your recruitment strategy.
Here is one idea: Promote your employee referral program by being honest and direct with current employees. Perhaps you could describe the extreme costs of recruitment and how those costs negatively impact the organization. Or maybe you could show how not having an extra Physical Therapist has negatively impacted the quality of patient care.
In a world full of fancy sales gimmicks, I firmly believe that often the honest and direct approach will get more results.
Read full email from Good Harvest Market in Milwaukee’s Third Ward