🏆 In today’s competitive job market, offering competitive salaries is often seen as a crucial factor in attracting and retaining top talent. However, not all companies are in a position to offer the highest salaries in their industry especially startups. So, what can you do if your salaries are not competitive? How can you still attract the best talent and create a strong employer brand? Here are some strategies to consider:
- 🎁 Offer Non-Monetary Benefits: While competitive salaries are important, many candidates also value non-monetary benefits such as flexible working hours, remote work options, professional development opportunities, and a positive work culture. For example, Patagonia is known for its flexible work arrangements and commitment to work-life balance, which attracts candidates looking for more than just a paycheck.
- 🏢 Focus on Company Culture: A strong company culture can be a major selling point for candidates. Emphasize your company’s values, mission, and commitment to employee well-being. For instance, Zappos is renowned for its strong culture, which includes unique perks like free lunches and a pet-friendly office.
- 📈 Emphasize Career Development: Candidates are often looking for opportunities to grow and advance in their careers. Highlight your company’s commitment to employee development and career progression, such as mentoring programs, training opportunities, and the chance to work on challenging projects. Google is known for its numerous internal training programs and opportunities for employees to switch roles within the company.
- 🌟 Showcase Your Employee Value Proposition (EVP): Your EVP is what sets your company apart as an employer of choice. Identify what makes your company unique and why someone would want to work for you, even if the salary is not the highest. This could include things like a strong sense of purpose, innovative work, or a supportive work environment. For example, Norwegian Refugee Council is known for its Humantarian programs helping people forced to flee, which resonates with candidates who value the Humantarian work and helping others.
- 🚀 Enhance Your Employer Brand: Even if your salaries are not the most competitive, you can still create a strong employer brand by showcasing your company’s strengths and unique qualities. Use social media, employee testimonials, and other marketing channels to highlight what makes your company a great place to work. below are some examples of the organization that are strongly working on their employer branding.
- E&Y
- Médecins Sans Frontières (MSF)
- Oxfam
- International Committee of the Red Cross (ICRC).
- Nike
- World Food Program (WFP)
- World Vision
- 💼 Offer Performance-Based Incentives: While your base salaries may not be as high as those offered by competitors, you can consider offering performance-based incentives such as bonuses, profit-sharing, or stock options. This can help attract ambitious candidates who are motivated by the opportunity to earn more based on their performance. Many startups, such as Airbnb and Uber, offer stock options to employees, providing them with the opportunity to benefit financially from the company’s growth.
- 🎯 Provide a Clear Path for Advancement: Candidates are more likely to accept a lower salary if they see a clear path for advancement within the company. Outline potential career paths and advancement opportunities to show candidates that their long-term growth is a priority. For example, Amazon is known for its “Career Choice” program, which provides employees with funding for education and training in fields that are in high demand, both within and outside the company.
In conclusion, while offering competitive salaries is important, it’s not the only factor that can attract top talent. By focusing on non-monetary benefits, company culture, career development, and your EVP, you can create a strong employer brand that appeals to candidates even when your salaries are not the highest in the market.
📊 Based on surveys I conducted on Linkedin, most of the answers were focusing on career growth, learning, and development.
