Local businesses can have a significant and very positive impact on their local community. Get your reputation right as an employer, a provider of services/goods, and a key member of the local community, and you will find you are never stuck for potential new staff.
Developing your reputation locally to the point where regular applications are coming in from the local community at a rate higher than your natural staffing attrition rate is a great place to be.
Firstly, let’s address why you’d want people from the local community working for you:
- A workforce that doesn’t have to travel long distances to get to you will generally be happier, more productive, and always (mostly) on time for work. It also means that if you need someone to come in to cover a shift at the last minute, they will have less distance to travel, so it shouldn’t be such a hard sell.
- Less obviously, people living closer will generally have more job loyalty, as they will feel an attachment to, and sense of ownership of the business, simply because you are so local. They are more invested in your company’s success.
- There is the potential to attract more customers locally through free promotion by local staff. Word of mouth is a powerful tool when it comes to recruiting.
- There will be fewer sick absences generally, simply because a workforce made up partly of a local community will tend not to want to let their neighbours down or be talked about for doing so, and finally:
- Your staff turnover levels will be lower, because many people like to work close to home. Once they are used to a very short commute, they are unlikely to want to give it up! Being local means that the commute is nice and easy.
To boost your reputation within your community and increase your chances of recruiting locally, there are several opportunities you can take advantage of, such as:
- Getting involved with local sports teams (sponsorships, etc.) Shirt sponsorships, in particular, can be an excellent investment as your branding will be visible on each of the team strips, typically for a season at a time.
- Hosting charity/fundraising events - These are particularly effective when the beneficiaries are popular local causes or large national charities such as some of the cancer charities.
- Careers events in local schools and colleges - events like job fairs at schools and colleges can be a great source of local people who want to work for your company. Put in an effort and make sure that you engage well with all of the local people attending. Make the most of the fact that you are well-known locally and give out some small branded gifts such as pens, calendars and tote bags so that you are uppermost in the minds of the attendees.
Whilst some of these ideas could incur a cost, the benefits will far outweigh the investment, and you could find yourself with a much more profitable business overall!
