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SMEs, tackle labour crunch by marketing to workforce

It's time they treat prospective employees like prospective customers, says consultant Danny Lai.

"We learn about BMW by so many touchpoints - looking at the product on the street, passing the showroom, seeing them featured (in popular culture). I think there's this concerted effort by a lot of brands to portray a certain type of image or desirability - I think job ads would turn into something like this," says Mr Lai.

FOR years, companies have spent their research money on efforts to analyse consumers - the products they like, the reasons behind those preferences, and their ideas for product improvements.

But firms should start to funnel some cash towards engaging prospective employees too, says Danny

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