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Not Finding A-Grade Talent? Storytelling Can Help You Stand Out.

Talent has become a crucial battleground for the cleantech sector.

With the growing demand for sustainable technologies and the urgency to combat climate change, the competition for skilled professionals has intensified.

The upheavals caused by the COVID pandemic have only amplified the challenges in recruiting and attracting top-notch talent to the cleantech industry.

In total, the clean energy transition is expected to generate 10.3 million net new jobs around the world by 2030. This surge in job opportunities presents both an exciting prospect and a significant challenge for the cleantech sector.

As the industry continues to expand, attracting and retaining skilled talent becomes even more critical to meet the demands of this growing workforce.

The sustainable revolution offers a unique chance for cleantech companies to position themselves as attractive employers, providing meaningful work that contributes to a sustainable future.

In 2014, a survey conducted by the Society for Human Resource Management revealed that 94% of Millennials expressed a desire to utilize their skills for the betterment of a cause.

This generation has been referred to as "The Purpose Generation," owing to their strong emphasis on creating a positive impact in the world.

That was in 2014. But looking at the why behind the Great Resignation, this desire hasn't changed.

To capitalize on this potential, companies must leverage effective marketing strategies and compelling employer branding to attract the right candidates and secure their place in the thriving cleantech job market.

In this competitive scenario, offering higher wages, improved benefits, and flexible work schedules alone may not be enough to attract and retain top talent. Especially if you're a startup, offering higher wages isn't an option for you.

So how do you get their attention?

Learning from larger players in the industry, some effective practices include:

  1. Employer branding and communications: Cleantech companies should invest in collaborations that build and enhance their reputation as employers of choice, focusing on both talent acquisition and retention. Storyteling is the most effctive tool to use in this process. If prospects don't know your why, or see how other employees find working for you, then you'll have lost their attention.

  2. Enhanced digital experiences: Investing in technology to streamline the hiring process and create a mobile-friendly application experience can make a substantial difference in attracting the right candidates. Your website careers page probably needs an overhaul. if it is a list with absolutely no content or videos on the culture, consider investing in a team that can help you implement that.

  3. Heightened awareness: Large cleantech companies already enjoy substantial brand recognition, making it easier for them to attract applicants. Smaller players can overcome this challenge by implementing effective storytelling strategies to increase visibility and credibility. Your branding matters. It's oftentimes an afterthought for smaller cleantech companies, but it is crucial to learn from the failures of Cleantech 1.0 and actually tell people what you are doing. If you don't, how can they support you?

The role of marketing is crucial in shaping the perception of a cleantech company among potential candidates.

Marketing teams should strive to differentiate the company from competitors by articulating a clear and compelling message about what makes working in the cleantech sector unique.

I'll say that again, clear and compelling. That means the removal of technical jargon that only your sector understands.

Moreover, marketing should focus on addressing key questions that potential candidates may have, such as the company's core mission, the specific roles they are hiring for, the benefits of working for the company, and the application process.

The ultimate strategy is to portray these points through your employees' stories.

Sharing their authentic story will show that you care for your employees, you care about their perspective, and it's not some corporate spiel talking about company benefits and values.

To reach the right candidates, collaboration between HR and marketing is essential. They must work together to develop and execute a comprehensive plan to attract and increase the volume of applications from qualified individuals.

At the end of the day, marketing is brand awareness, for both clients, investors and employees alike.

If you need help in implementing talent-acquisition marketing within your business, with a sprinkle of authentic storytelling, then schedule a call to speak to one of our specialists.

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