March 2024 - 8

PERSPECTIVES | BY ANDREW BARRY
Leveraging marketing
for powerful recruiting
Living in a post-pandemic world, we know the power
and importance of attracting quality personnel to build
loyalty and legacy and grow business. We are in an age
of economy where employees' interests and needs have
changed and employers are challenged to adapt. It's
understood that employers must remain profitable; that
is the essence of business. While accomplishing this goal,
a company can find compelling ways to attract and retain
employees in a mutually beneficial scenario.
ALIGNMENT
The process of recruiting has rapidly accelerated as
quality candidates will appear and disappear in the blink
of an eye. Whether recruiting falls under human resources
or marketing or it is outsourced, a candidate must be
screened, vetted and processed more quickly than in years
past. If you have a position that you're trying to fill, the
team must be acutely aware of this reality. Operating
under the same level of urgency and alignment - from
the recruiter to the interviewer, all the way back to an
offer letter - is the first key to success.
LONGEVITY
In a chicken or the egg scenario, how did this candidate
find you in the first place - or did you find them and they
have expressed interest? Regardless of this answer, there
is something about your company that is appealing. What
is it? What is your company's reputation? What about your
company attracts candidates? How are you ensuring that
your company's positive narrative is being understood in
the marketplace?
Most of this is proven through years of examples - that
is how reputations are built. However, there should be
an effort put into 'pumping up' this narrative in the most
honest way possible. It's okay to brag about the good
things you do, about the feel-good stories of long term
employees and other things that would make a candidate
want to work with you. There is no better advertisement
than a current employee who truly enjoys working for your
company. In our case, 76 years of being in business is not
a bad advertisement either.
8 MARCH 2024 GPNMAG.COM
MARKETING
In some organizations, marketing plays a much larger
role with established advertising and branding budgets.
Horticulture, historically, does not have the same marketing
budget as other industries, yet social platforms help us
create dialogue. Have you considered using marketing as
a recruiting tool to engage with candidates who may not
even be a candidate yet? Effective marketing departments
innately create a discourse with industry participants. This
type of interaction is not created by a spark but rather a
dedication to a process of engagement.
With the advent of work from home capabilities,
companies have a unique opportunity to find talent from
anywhere; is your company set up for this?
KNOWLEDGE-SHARING
You, as a leader, need to put thought into how to
supplement this narrative. Find out what folks are looking
for outside of the obvious salary and vacation-time
benefits. Recognition is important to employees; being not
just heard but listened to, taking action on something when
you say you will. Your company does not exist without your
employees so it's important that everyone understands the
direction, knows their role and sees your commitment to
giving them what they need to succeed.
The long-term employees that are your best
'advertisements' only get there from seeing you lead by
example. This knowledge-sharing becomes a vital piece
of success so you create an opportunity to help scale
your people at the same rate you are scaling sales. At
Griffin, you will still see the owners hop on a fork truck in
the warehouse if they need to. Be visible, be present and
get your hands dirty. The chicken and the egg help build
sustainable and mutual outcomes.
Andrew Barry is managing director for Griffin Greenhouse
Supplies and a member of GPN's 40 Under 40 Class of 2023.
He can be reached at abarry@griffinmail.com.
http://www.GPNMAG.COM
March 2024

Table of Contents for the Digital Edition of March 2024
