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As small businesses continue their battle to bring on new employees, tactics to attract top talent have evolved. There hasn't been another choice; they've had to be competitive. According to the U.S. Bureau of Labor Statistics, there were 7.6 million job openings in February 2025. The hunt for new hires continues for those needing to bolster their workforces.
More companies are now offering incentives, special perks, and employee referral programs to alleviate their hiring headaches. In-person recruiting opportunities – career fairs, for example – are also popular. But those approaches typically require a lot of leg work and may burden a small business's bottom line.
To bolster your recruitment efforts, consider implementing some marketing techniques to attract new talent. Just as businesses market their products and services to customers, those same tools can promote the organization and bring attention to open positions. When performed well, recruitment marketing attracts candidates to your organization rather than having to keep seeking them out.
Here are a few ways to use marketing to enhance your pursuit of new employees.
Tell employees what you're all about.
There are still plenty of workers searching for greener pastures. So, your business needs to position itself as a desirable landing spot. That means spotlighting what makes you unique: the qualities that separate you from every other employer.
So, how do you do that? Start by sharing your story.
Use your marketing and public relations channels to tell prospective employees how your business began and what drives its operation today. Make your story personal and relatable. Then, filter that message through the values or standards that define your organization. For example, if your business prioritizes trust, it's essential to promote it in a way that resonates with customers and job candidates.
Employees want to know their work has meaning. Tell them how your organization adds significance to their efforts.
Stay on top of your reviews.
Opinions are essential to job seekers. Candidates lean on experiences shared by current or previous employees to help determine if your job opening is one they should pursue. So, it's critical for your business to read and respond to reviews of your organization.
Employee-facing review sites like Glassdoor and Indeed are critical places to monitor feedback passed on by members of your workforce. But that's not all, though. Consumer-facing review sites often also host those types of comments, so it's important to keep tabs on conversations happening in those areas as well.
How easily your business can manage its employee reviews may vary across platforms. BBB, for example, offers its Accredited Businesses exclusive opportunities to respond to and vet reviews of their business and promote positive customer experiences.
A proper offboarding process can help your business maintain positive relationships with departing employees and strengthen your business's reputation - two things that are important for word-of-mouth and recruiting future staff.
Use social media to show off your culture.
Customers aren't the only ones viewing your social media pages. Yes, those are excellent areas for showcasing what your business offers in the marketplace. They're also an opportunity to feature the overall culture of your company.
Rather than keeping the focus on products and services your business provides, offer a behind-the-scenes look at how those offerings happen. Post captivating images of your workforce and celebrate big organizational wins. Offer candidates a glimpse of what working for your business looks like to see if it feels like a fit.
Weaving those messages and visuals into a paid digital marketing plan may not be a bad idea either. Organic posts only go so far, so allocating some of your advertising budget to boosting recruitment-focused content may mean it gets seen by more job seekers.
If you have open positions, you can also ask your current employees to share your job openings on their professional social media pages. This can help your job openings get more reach and hopefully reach more job seekers.
Stand out on job boards.
Don't be afraid to use paid advertising to boost your open positions. Nearly every job board allows businesses to post jobs, but that doesn't necessarily guarantee those openings get seen by the best candidates.
Advertising your open positions on job boards elevates your listings above others posted on their sites. It places you ahead of competitors when candidates scroll through the list of available positions.
Considering how pressed businesses are to attract new employees, those rankings can make a big difference.
For more information
For more information to help your small business, check out the BBB business news feed and the BizHQ.
BBB Great West + Pacific contributed this article.