The Four Foundations of Hiring in Today’s Market

Hiring doesn’t have to be complicated. You don’t need a revolutionary strategy or a viral marketing campaign. The reality is that many businesses struggle with recruitment, and simply doing a few things well can put you miles ahead of the competition.

Here are the four foundations of effective hiring: -

  1. Pick your battles.

  2. Be consistent.

  3. Move quickly.

  4. Be human.

Pick Your Battles

One of the biggest mistakes small and medium-sized businesses (SMEs) make is trying to compete with large corporations on every front—salary, benefits, remote work policies, and office perks. If you try to win this battle, you’ll likely lose.

Instead, take inspiration from the music industry. In the 1970s, young musicians couldn’t compete with established Prog Rock bands on technical skill and expensive equipment. Instead, they leaned into what they did best—raw energy and enthusiasm—and created punk rock.

As an SME, you need to find your “punk rock.” Choose one or two things that make your company unique and compete on those.

For example:

  • ITDev, a software and electronics consultancy, competes on variety of work and professional development. Engineers at ITDev work on diverse projects and receive significant investment in training.

  • Promethean Particles, a scale-up tackling climate change, attracts employees passionate about sustainability and innovation, and who want a fast-moving environment where they can make a real impact.

Neither company offers the highest salaries, but they stand out to the right candidates by emphasizing what makes them different.

To identify what you should compete on, ask your current employees why they joined and what they love about working for you. Their answers will reveal your unique strengths.

Be Consistent

Once you know what makes your company stand out, you need to communicate it consistently. As advertising legend David Ogilvy said in 1963:

“You aren’t advertising to a standing army; you are advertising to a moving parade.”

Most job seekers won’t see your job post the first time you publish it. Job boards and social media platforms prioritise new content, so your postings quickly get buried. The solution? Keep republishing and promoting your job ads regularly.

Beyond frequency, consistency in messaging is key. Jeff Weiner, former CEO of LinkedIn, put it best:

“When you’re tired of saying it, people are just starting to hear it.”

ITDev has spent years reinforcing its message about variety and professional development. As a result, it’s now recognised as the go-to employer for engineers looking for diverse work experiences and personal development.

Move Quickly

Speed is one of the greatest advantages SMEs have over large corporations. Unlike big businesses that require multiple approvals, small companies can make hiring decisions swiftly.

Job seekers frequently complain about slow hiring processes. A long delay can turn an excited candidate into a disengaged one. The key is efficiency—review applications quickly and move promising candidates forward without unnecessary delays.

The right applicant tracking system (ATS) can help. Many SMEs assume these systems are expensive and only for large corporations, but affordable options exist. A good ATS can:

  • Post jobs to multiple sites simultaneously.

  • Automate communication with candidates.

  • Reduce admin workload by 75%.

Whichever system you use, the goal is to streamline hiring so you can act quickly and secure top talent before they accept another offer.

Be Human

In an era where AI-driven recruitment is becoming the norm, human connection is a powerful differentiator. Candidates are tired of receiving robotic emails and automated messages.

Here’s where SMEs can shine. Instead of relying on impersonal processes, focus on personal connections:

  • Reach out to candidates directly.

  • Treat applicants with respect, even if you don’t hire them.

  • Build a reputation for fairness and engagement.

In a world of AI-driven hiring, small businesses have an opportunity to stand out by offering genuine, human interactions.

Conclusion

Hiring doesn’t have to be complicated. By focusing on these four foundations—picking your battles, being consistent, moving quickly, and being human—you can outperform competitors and attract the right talent.

Small businesses have a unique advantage: they can offer meaningful, personal career opportunities that big corporations simply can’t match. The key is to embrace what makes you different and make sure job seekers know about it.