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Tim Walker: Hello everyone, this is Tim Walker, an editor with Hoover’s, and I’d like to welcome you once again to Small Business Focus. We’re joined as always by our small-business expert, Katy Ford. And today we’re talking about how to attract talent. Small businesses often operate on small budgets, which leave little room for a payroll that can really attract talent. Fortunately, a competitive salary isn’t the only thing that brings quality talent into a company. Katy Ford says that in today’s job market, it’s more about offering a unique employment proposition. So Katy, tell me what you mean when you say, a unique employment proposition?

Katy Ford: Well, people these days are wanting four basic things from their employers. And if your company can offer these things, you’re offering a unique employment proposition.

Walker: So I’m dying to know, what are these four basic things?

Ford: Well, first, they want great relationships with their bosses and co-workers. Second, they want opportunity for growth. And I’m not just talking about the job promotion here. This also can mean professional development. Third, they want interesting and challenging work. And fourth, they want work-life balance. The good news is that small companies, which often have less bureaucracy, are perfect for answering all of these needs.

Walker: OK, so assuming that a small-business owner understands her unique position, where does she start her talent search?

Ford: Well, the bottom line is small companies are best positioned to attract like-minded individuals when they can clearly articulate their mission, vision, and values. And if you’re a relatively new company, it’s really good to get the employees involved in the development of these things. A collaborative environment is a great foundation for attracting and retaining employees.

Walker: Why is collaboration so important?

Ford: Well, in small business again, there’s less hierarchy. So there’s more opportunity for the free flowing of ideas. And that’s something you really should leverage as you advertise your job openings. The idea of working directly with executives to make a greater impact on the company as a whole is a really appealing idea to the entrepreneurial mindset. One note of warning, however. If you plan to talk in depth with job candidates about the future of your company and how their role will play into it, consider putting candidates on a nondisclosure agreement, just to protect your business.

Walker: You mentioned earlier that employees want work-life balance. How is it that small businesses can meet that need?

Ford: Very easily, Tim. You can offer employees flex options such as job share arrangements and telecommuting. These alternatives to the traditional 9-to-5 work week not only mean convenience for your employees but it’s a cost savings for you. And while we’re speaking about quality of life, let me mention something else along those lines.

Walker: Go ahead.

Ford: Simply because you’re a small business doesn’t mean you can’t afford employee health insurance. Many companies have been able to stay competitive with larger companies by offering health savings accounts. It’s less expensive for you and you’re giving your employees more ownership and portability in their healthcare.

Walker: Sounds like a good idea to me. Do you have overarching advice for small business owners on how to put their best foot forward when they’re searching for new talent?

Ford: Three words, Tim. Keep it professional. You need to recognize that every interaction the jobseekers have with your company, no matter how brief, can affect your business’ reputation. Never talk negatively about your competitors. Instead focus on what distinguishes the opportunities of your company from those elsewhere. These individuals will talk about your company with friends and colleagues and you must invest in making their interview process a pleasant experience.

Walker: Anything else you want to add?

Ford: Well just remember that by understanding what people want in an employer, small businesses can leverage their unique environments to lure the right talent through the door.

Walker: Sounds great to me. Thanks very much, Katy.

Ford: You’re welcome.

Bjorklund: Thanks for listening to Small Business Focus with Hoover’s editor Tim Walker and small-business specialist Katy Ford.