Being in charge of recruiting for a company is tough and time-consuming already. Now, imagine being in charge of hiring for a controversial corporation — yikes. By “controversial,” I'm referring to businesses in industries that fall under the categories of tobacco, defense, pharmaceutical and, most notably, cannabis. They’re considered taboo or touchy, because each one attaches itself (intentionally or not) to certain ideologies that not everyone holds. But there are ways to work around these hurdles and the candidate apprehension they may inspire when sourcing talent.
Get past the brand (un)appeal.
Work in the tobacco industry and thinking about sending out a job ad? You probably already know the Marlboro Man doesn’t have the same appeal that he used to. Today, you're better off going unbranded. Let your candidates see and be intrigued by your offer instead of your name. The ad will have a greater chance of being acknowledged and responded to if you don’t scare them off right away. Any specific corporate brand may not be what the right candidate is after anyway. And, even if a corporate brand wins popularity contests, that doesn’t always mean its employer brand is so hot. For most candidates, it’s all about a good offer and the whole package. Your applicant may be looking chiefly for a meaningful career opportunity, with great pay and benefits — so, why not lead with that?
It’s equally important to send out a message that will not get brushed away, be ignored or anger people just because of the industry association. Those outside of your industry likely have little to no idea about how your business runs. All they have are their opinions, and it’s the best you can do to (attempt to) change their mind. It’s easy to be defined by others. What you need to do is define yourself (your industry, your organization) first, rather than battle assumed presuppositions. To compete in this market, employers need to highlight what they do best. To do that, you need to not let your industry association overshadow the great opportunity you are bringing to the market.
Empathy isn’t optional.
Employers in these industries can’t afford not to prioritize personalizing the candidate experience. Historically speaking, organizations haven’t always done a great job on this — but the market has changed. For instance, look at all the regions that are now moving forward in legalizing (or have already legalized) recreational cannabis. As markets change, so do perceptions. It’s up to the employer to guide that perception in the right direction.
You work in the industry, which means you are well-versed in the type of people who work alongside you. It would help if the candidate knew how you and other employees feel about working in that space. If the conversation starts out personal and relevant, we end up with a meaningful outcome for both parties. Start a conversation about your company’s employee value proposition (EVP), and speak about what rings true in your company culture and the opportunity that will engage the candidates who will become long-term successes on your team.
Matter Vs. Matter
We all have to make a living somehow. Try to look past the physical brand when looking for talent. Look inside your company and its current employees to understand who you really are. Tell your own story to the right audiences to create those conversations, and in turn you’ll develop relationships that will matter and last long-term.
If you’re reading this as an employer in a contentious industry, please remember that, despite your efforts, you can’t appeal to everybody. At the end of the day, people are entitled to their opinions and beliefs and it’s not up to you to force change upon them. Keep in mind when you’re searching for new candidates that you’re essentially looking for similarly minded individuals who will get along with your company values and culture. These are qualified individuals who are ready and eager to work — things such as your brand and its associations may not matter to them, so don’t get stuck on the prickly parts. Keep your focus on the candidate who you really want on your radar.
