Attracting and retaining the right talent in today’s job market can be challenging. According to a recent Gallup poll, employee engagement in the U.S. was down for the second consecutive year — only 32% of full- and part-time employees say they’re engaged at work.
Widespread layoffs across industries haven’t helped. Many employees feel disillusioned with the promise of job security. A Harvard Business Review study shared that more than 45% of employees who have experienced layoffs in the last year are concerned with job security. These factors, among others, have employers seeking better ways to engage the workforce.
When speaking with clients, we hear current and prospective employees cited as target audiences for SaaS PR efforts. Many companies want to use PR to share compelling brand messages or demonstrate what makes their culture unique. But most don’t know where to start.
Here are a few tips for effectively leveraging SaaS PR in talent recruitment and retention.
Leveraging award wins
Winning awards helps SaaS companies differentiate themselves from others in the market — by building credibility and engaging new talent and current employees. For example, earning an award for DEIB initiatives or corporate social responsibility practices, such as TechRadius’ Tech Cares Award, tells job candidates you’re committed to building a supportive culture.
You can showcase these culture-focused awards by issuing a press release highlighting the award category and criteria, activating a robust social media campaign or leveraging the award in future display or email advertising. But don’t forget to share the story behind the win. Depending on the award, the application process may allow employees to share takeaways about their time with your company — use those insights to continue enhancing the employee experience.
Maintaining a strong and consistent brand voice
Employees demand more than just a paycheck; they want to work somewhere that aligns with their values. As a result, companies have to demonstrate a clear set of values to stand out from the competition. In fact, according to a recent LinkedIn survey, 87% of Gen Z professionals — who comprise a significant portion of our workforce – would quit their jobs to work at a new company that more closely reflected their values.
Whether highlighting a DEIB statement or the brand’s culture or benefits, companies should ensure their brand voice is consistent across all channels. It doesn’t matter if it’s a bylined article, job description or social media post: The message should be authentic, meaningful and reflective of a company’s core values.
Elevate your thought leadership in the media
You may already use your executive team for industry-specific thought leadership — whether it’s unique commentary on trending topics, like generative AI, or actionable insights through contributed content. These strategies help establish brand authority and showcase a thought leader’s expertise.
But when elevating your thought leadership to appeal to current and prospective employees, companies should consider stepping out of their comfort zone. For example, if your CEO or founder deeply understands the burnout associated with scaling a SaaS business, leverage their insights to secure an interview on the importance of mental health benefits in the workplace.
Do you have an employee with a remarkable career journey or personal accomplishment? Use employees’ personal stories to secure podcast interviews or Q&A opportunities. These stories help establish trust and enable companies to showcase their unique cultural differentiators and draw stronger connections with their target audience: employees.