Last Updated on August 21, 2023 by The ZenMaid Team
As a business owner, what comes to mind when you hear the word funnel? Fresh leads and potential customers, right?
While a marketing funnel designed to attract leads keeps your business running, thereโs another important element to success: employees.
An employee attraction funnel helps ensure youโre never struggling to hire and that you can deliver on the promises you make to your customers.
Mike Campion, owner of Grow My Cleaning Company, teaches his clients how to have a steady pipeline of potential employees. Read on to learn some of Mikeโs tips for setting up an employee attraction funnel.
The most popular, and most boring, job description ever
Does this job ad look familiar?
โFast growing cleaning company looking for high energy motivated people, paid training, good benefits vacation, flexible hours. Apply now.โ
This is how most cleaning companies write their jobs listings. But hereโs the problem with running an ad like this:
- It doesnโt show how youโre different from your competition
- It doesnโt inspire excitement in applicants
- It attracts people who apply to everything
Write job descriptions that focus on core values
If your goal is to attract great-fit applicants, thereโs a better way to write job ads.
Instead of listing general tasks and information, write about your companyโs core values. Core values are the beliefs that guide your business and its culture. For example, the core values for Mikeโs business are โhave fun, make money, be real, and help out.โ
When you focus on core values, youโll attract applicants who want to work for you, instead of wanting to work for anybody.
Make good on the promises of your job description
Once youโve hired someone based on core values, chances are good theyโll be excited about the job.
Donโt pull a bait and switch. Make sure the job theyโve signed up for is the one they actually get. Donโt promise a certain culture or environment in your ad and fail to deliver in real life.
In fact, your entire hiring process should reflect your core values.
Post your job ad on free and paid platforms
Post your ad in multiple places. Aim for a mix of free posts on your social media accounts and paid ads on websites like Indeed or Zip Recruiter.
Donโt overlook the power of word of mouth. Ask your employees to share the ad in their networks. A top employee can often bring in another high-performing employee.
How much you should spend on paid ads depends on how many applicants you need. But in general aim for $1 to $3 per applicant. Anything over $6 per applicant is considered high.
Invite applicants to a group interview
Your employee-attraction funnel should include an automated system that invites applicants to a group interview. This system could invite applicants by text, email, or automated voice mail.
Aim to get 10% of applicants to show up for the interview. If youโre getting less than that, review the invitation message youโre sending.
Does the invitation have a different tone or information than the job ad? Does it reflect your core values? Make sure the messages match. If your ad is fun and casual, but the invitation sounds stiff and formal, applicants may decide to pass on the interview.
If youโre consistently attracting job applicants who arenโt a good fit, itโs time to check your ad. Consider whether youโre posting or sharing it in the wrong place. Or maybe the ad needs to be rewritten.
Start your employee attraction funnel before you really need it
It can take some time to develop a hiring system that works, so itโs a good idea to start it before you have an urgent need for employees. This will allow you to experiment or make adjustments.
Even if you donโt hire anyone right away, save the contact information for your most qualified applicants. Youโll need them eventually.
Once you have your funnel running, it should take two to four hours a week to manage.
And once itโs running successfully and you have a selection of great candidates, donโt stop the funnel. You can dial down your budget, but keep the funnel going. Always be hiring.
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About the presenter
Mike Campion is the owner of Grow My Cleaning Company. He has bought, built, and sold several multi-million dollar companies and coached owners of cleaning companies to clean less, earn more, and grow faster.
This talk first aired at the 2021 Maid Service Success Summit.
The Maid Summit is an annual online event that brings together the most successful leaders in the cleaning industry, like Debbie Sardone, Angela Brown, Courtney Wisely, Amy Caris, Chris Schwab and more. Get free access to masterclasses and workshops that will help you to grow, scale and automate your cleaning business so you can get more leads and create more profit. Make sure youโre on our email list to find out how to get free tickets to the next event.
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