Published
Sep 17, 2024
How a coffee shop bulletin board unveiled the disconnect between customer engagement and small business hiring strategies.
Insights
Chris Miller
Founder & CEO
Have you ever had one of those moments where something seemingly ordinary suddenly offers a profound insight? I had one of those experiences recently, and it all started with a cup of coffee and a bulletin board.
The Scene
Picture this: It's a busy weekday morning, and I'm waiting for my coffee at a local shop in Austin. As the barista crafts my excellent latte, my attention wanders to the community bulletin board nearby. You know the type - a hodgepodge of flyers advertising everything from local bands to lost pets, yoga classes to yard sales. It's a colorful palette of local life and entrepreneurship. You can find some cool stuff on these things.
As I looked closer, something caught my eye. Something that would lead me down a rabbit hole of thoughts about how we communicate, how we do business, and ironically, how we often miss the forest for the trees.
The Revelation
What grabbed my attention wasn't the events themselves, but how these local entrepreneurs and community members were choosing to communicate. Scattered across nearly half of the flyers were those now-ubiquitous squares: QR codes.
From comedy shows at Highball's to pet treats at Barkin Creek, these small business owners and event organizers had embraced a simple yet powerful tool to bridge the physical and digital worlds. With a quick scan, anyone interested could dive deeper into the offerings, buy tickets, or even start a conversation with the business.
The Irony
As I sipped my coffee and pondered this local tech adoption, the irony of the situation slowly dawned on me. Here, pinned to a board in a small coffee shop, was evidence of how well local community organizations and entrepreneurs understood modern communication. They recognized that their audience - people like you and me - live on our phones and crave instant, rich information.
Yet, as I turned away from the board and looked around the coffee shop itself, I spotted something that drove the irony home: a simple "Help Wanted" sign behind the counter. No QR code. No easy way for an interested job seeker to learn more or apply on the spot.
And it's not just this coffee shop. Think about the last time you saw a "We're Hiring" sign in a store window or pinned to a bulletin board. How often do these signs offer a way to instantly engage with potential applicants?
The Disconnect
This disconnect fascinated me. On one side, we have small businesses and local event organizers who clearly understand the power of mobile engagement. They're leveraging technology to create richer experiences for their potential customers, recognizing that in today's world, convenience and instant access to information are key.
On the other side, we have many of these same businesses seemingly stuck in the past when it comes to one of their most crucial activities: hiring.
It's a stark reminder of how easily we can innovate in one area of our business while overlooking opportunities in others. We're quick to adopt new technologies and strategies when it comes to reaching customers, but often slower to apply these same principles to other aspects of our operations. What a shame.
The Broader Implications
This observation goes beyond just recruiting. It's a microcosm of a larger truth in business: innovation doesn't always spread evenly across an organization. We might be cutting-edge in our product development or marketing, but lag in our internal processes or human resources practices.
It's easy to see why this happens. We're naturally focused on our customers, on growing our business, on staying ahead of the competition. But in doing so, we sometimes forget to apply the same innovative thinking to how we operate internally.
The Missed Opportunity
Let's consider the potential impact of this oversight, particularly in recruiting. In a tight labor market, every touchpoint with a potential employee matters. By not offering an easy, mobile-friendly way to learn about job openings or apply, businesses might be missing out on quality candidates.
Think about it: A talented barista sees a "Help Wanted" sign while getting coffee. They're interested, but in the rush of their day, they don't have time to inquire in person. Without a QR code or similar tool, that potential connection is lost. The business misses out on a great candidate, and the job seeker misses out on an opportunity.
Now, imagine if that sign had a QR code. The interested barista could quickly scan it, learn more about the position, and maybe even start the application process - all while waiting for their own coffee order. It's the same principle these businesses are already applying to engage customers, just extended to potential employees.
The Bigger Picture
This coffee shop scenario is just one small example of a larger trend. As consumers, we've grown accustomed to having information at our fingertips. We expect convenience, speed, and mobile-friendly experiences in our day-to-day lives. Yet, when it comes to job seeking, the process often feels stuck in the past.
It's not just about QR codes on "Help Wanted" signs. It's about recognizing that the way people look for jobs, learn about companies, and decide where to apply has fundamentally changed. Just as businesses have adapted their customer engagement strategies to meet changing consumer behaviors, they need to evolve their recruiting strategies to align with modern job-seeking behaviors.
The Path Forward
So, what can businesses learn from this bulletin board epiphany?
Consistency in Innovation: Look for ways to apply the innovative thinking you use for customer engagement to other areas of your business, especially recruiting.
Meet People Where They Are: Recognize that potential employees, like customers, value convenience and mobile-friendly experiences. Make it easy for them to learn about and engage with your company.
Leverage Technology: Whether it's QR codes, SMS short codes, or mobile-optimized career pages, use technology to create smoother, more engaging experiences for job seekers.
Think Holistically: View every touchpoint - whether it's with a customer or a potential employee - as an opportunity to showcase your brand and values.
Stay Agile: The methods that work best for engaging customers and potential employees will continue to evolve. Stay open to new tools and approaches.
Conclusion
As I finished my coffee that morning, I couldn't help but smile at how a simple bulletin board had led to such a meandering train of thought. It's a reminder that insights can come from the most unexpected places - even while waiting for your morning latte.
For businesses, especially small and local ones, the lesson is clear: The innovative spirit you apply to reaching and engaging customers can (and should) be extended to all aspects of your operations, including how you attract talent.
The next time you pin up a "Help Wanted" sign, consider adding a QR code. You might just find that by making it easier for potential employees to engage with you, you're not just filling a position - you're opening a door to a whole new way of thinking about how your business operates in the digital age.
After all, in a world where even a lost cat flyer might have a QR code, shouldn't your job openings be just as accessible?
Now, what if the job seeker scanned the QR code and engaged with conversational AI about the the business's open jobs? We'll get to that next time.
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