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    Crystal Williams, founder of Lemon Seed Marketing, explains to 2022 AHR Expo attendees how they can promote their companies to recruit new talent.

    AHR 2022: Marketing Tips to Recruit New Talent

    Feb. 1, 2022
    Do potential employees know anything about your company culture?

    As we continue to grapple with COVID-19 variants, the HVACR industry continues its many-years-long struggle to find qualified technicians. For many contractors, it’s a matter of culture fit. But do potential employees know anything about your company culture?

    They could if you told them via social media, noted Crystal Williams, founder of Lemon Seed Marketing told her AHR 2022 audience Jan. 31. In addition to helping others with their marketing challenges, she works with her brother in the family HVACR contracting business.

    Williams explains that boring trucks and boring ads will not bring top recruits into your business.

    “What you put out in the community is how you are perceived,” she said. “It builds your brand. And your employees are a continuation of that brand.”

    If you already have a marketing budget to find new customers, you are halfway to recruiting new employees, she added. New ad and truck designs can make your company more visible — to prospective customers and employees.

    Much can be accomplished through social media posts. If team members give back to the community, have fun in the office or have a special talent, tell people about it.

    “You want to be the cool place to work,” Williams noted. “Promote your personality. Then people will want to know how to be a part of your company.”

    Once you have people interested in applying for a job, make that process as easy as possible. Don’t have them fill out a lengthy application and then ask for a resume.

    “Not many technicians have resumes,” she said.

    Use QR codes that go direct to you application page on print advertising, direct mail pieces and business cards. If your company regularly posts videos, include a link to apply.