Recruiting top talent is a critical task for any organization, but it can be a challenge for small to medium-sized businesses (SMBs). While larger CPG (Consumer Packaged Goods) companies often have dedicated HR departments, SMBs must adopt a more hands-on approach to stand out and engage with top-tier professionals. Here are three tactics to help you recruit executives:
1. See and Be Seen
Networking is a powerful tool for small and medium-sized businesses to spread the word about new opportunities. Unlike large corporations with a broad pool of connections, SMBs have to rely on their close-knit professional networks and communities. But how can you leverage this network to attract top talent?
Tap Into Trusted Referrals
Ask for recommendations from people within your trusted network. Employees, industry colleagues, suppliers, and even customers can introduce you to high-caliber candidates who might not be actively seeking new roles but would consider an exciting opportunity. Word-of-mouth is powerful: referrals often lead to highly qualified candidates who already come with an endorsement.
Maximize Social Media
Use platforms like LinkedIn, Facebook, Instagram, and X (formerly Twitter) to showcase your company culture, values, and opportunities. People tend to trust and engage with companies that are transparent and accessible. Post about open roles, share behind-the-scenes glimpses of your work environment, and highlight employee success stories to create a brand narrative that appeals to potential hires.
Attend and Host Industry Events
Don’t underestimate the power of face-to-face networking at industry events or virtual webinars. Actively engage in industry associations, attend conferences, and focus on building connections with new contacts. Volunteering as a speaker or panelist at local or national events is a powerful way to showcase your company’s passion, values, and vision while positioning yourself as a leader in your field.
2. Define and Communicate Your Core Values
A clear understanding and communication of your company’s core values and employer brand are vital to recruiting executives with the right skills and who align with your culture. Values are the foundation of your company—they define how decisions are made and how your team collaborates. If you’re unsure how to articulate these values, start by creating an outline of what drives your business.
Gino Wickman’s book, Traction: Get A Grip On Your Business, offers a practical framework for identifying and implementing core values. Wickman notes, “Core values define who you are as an organization. They are timeless, unchanging, and must be integrated into every aspect of your business.”
Here’s how to get started:
Outline the Key Principles
These are the unwavering standards that guide behavior, hiring, and overall decision-making. At Curtis Food Recruiters, our leadership team thoughtfully defined our core values—Honesty, Integrity, Commitment, Care, Grit, and Tenacity—during our introduction to Traction and EOS. Identifying your non-negotiable values is critical, as they lay the foundation for decision-making and help shape your organization’s culture.
Infuse Values Into Your Employer Brand
Once established, ensure your values are communicated throughout the hiring process, from job descriptions to interviews. Let potential candidates know that aligning with your values is as important as technical skills.
3. Create a Robust Candidate Journey
Once you have the attention of potential candidates, engage them with a seamless, well-thought-out hiring experience. This not only maintains their interest but ensures that you can properly assess their fit for the role and the company. Candidate journeys should be designed to uncover the right skills, capabilities, and values alignment through structured touchpoints.
Collaborate with Stakeholders
Gain alignment across your leadership and hiring team to ensure everyone is looking for the same skills and traits. Misalignment during interviews can result in mixed messaging or incomplete assessments of candidates.
Plan the Interview Process
Create a list of key topics or interview questions to ensure all critical areas are discussed. Use behavioral-based questions to uncover real-world examples of how candidates handled past challenges. Ask prompts like, ‘What was the situation? What actions did you take? What was the result?’ to move beyond hypothetical answers and gain insight into their experience. Control the conversation to ensure you’re gathering helpful information about their skills, experiences, and whether they align with your company’s culture.
Keep Candidates Engaged
Ensure candidates don’t fall through the cracks due to a lengthy or unorganized process. Communicate with them regularly and set clear expectations on the next steps and timelines. Whether through a personal phone call or an automated email, staying in touch keeps your executive candidates engaged.
When to Consider an Executive Recruitment Firm
Sometimes, attracting the right candidate for a leadership or specialized role requires help from external sources. In such cases, partnering with a search firm to recruit executives can help you access deeper industry connections and specific talent pools, while providing a more targeted approach. Executive recruitment firms also bring the discretion and expertise needed to conduct confidential searches, helping you recruit leaders with the skills and experience to elevate your organization.
The Bottom Line
Recruiting executives who can drive your business forward requires intention, consistency, and sometimes additional support. By leveraging the right resources and focusing on visibility, clear values, and a structured candidate journey, you can position your organization for recruitment success.