Before you hit the recruiting trail you should gauge how the community perceives your organization. Do you need to enhance your image? Robert W. Wendover, author of “Smart Hiring,” writes that it’s hard to attract the best candidates when your target audience is not aware that you exist. It’s even harder if there’s a negative perception associated with your company or what it’s like to work there.

And since perception is reality, consider conducting a survey that includes questions such as:

What have you heard about our organization?

Do you use our products or services? What do you think of them?

Do you know people who work for us? Do they like it?

The answers will reveal “the word on the street” about your organization. It could also uncover attitudes about working conditions and climate, as well as compensation and flexibility.
Capitalize on your successes by providing your PR and marketing departments with pertinent information about new programs, successes, training programs, recruiting outreaches, etc. They will be able to promote and maximize these successes on social media pages, LinkedIn, to media outlets, and on the company’s web page.

Team members should also be well-versed in why your company is a great place to work, and be able to speak to different audiences about benefits and opportunities. How does your company stack up against its competition, or with its industry? What makes it stand out? College students may be interested to learn that you offer tuition reimbursement, whereas flexible schedules may attract young retirees.

##**The Front Lines**##

Walk through each step of the application process as if you were a job candidate yourself, writes Wendover. When applicants contact your company, how are they treated? Is the phone answered courteously? Are emails responded to quickly? A positive overall first impression is vital for securing the best people.

##**The Interview Process**##

Is the process user-friendly? Are communication deadlines met? Are interviewers prompt and prepared, and are candidates being handled professionally?

##**Know Your Veteran Audience**##

Smart employers know that veteran hires present an excellent source of skills and experience. To attract veteran job seekers, you must connect with them in meaningful ways. For example, is there a veteran section on the company website? At the very least, it should offer testimonials from former military members. Are there avenues for vets to connect with each other for support once they begin the job? Do you offer a mentoring program for newly transitioned military veterans to help them climb the ladder of success?

Creating a forward-looking strategy will help you attract and retain the best talent. Gauging what you’re doing right, fixing what’s clunky, and sharing your organization’s value will bring the top candidates to your pipeline.