Location, location, location. It’s not just a real estate catchphrase. When it comes to closing your next Vice President or Account Director, selling a lifestyle can be just as important as the offer package and your company’s culture. And selling a lifestyle all comes down to one thing: the location of your workplace.
Workplace location shapes your new hire’s daily life in ways both big and small. Commute length and proximity to desirable housing and top schools can certainly sway the decision making process. Smaller details matter, too. Where will the new hire go for her morning workout or to run a quick midday errand? Can she still grab her favorite coffee on the way to work each morning? In a competitive talent market, no detail is too small.
Courting candidates requires more than walking them through job responsibilities and compensation perks. Here’s how to turn your workplace’s location into a selling point:
Feature your workplace during the interview process. Rather than setting your candidates up in a conference room all day, integrate the workplace community into the interview process. For high-priority candidates, consider holding conversations in strategically selected outdoor locations where they have a view of on-site conveniences and recreation or taking them for lunch or coffee at on-site dining locations.
Redefine “commute.” 92% of California decision-makers say that a shorter commute would improve their daily quality of life in the workplace and 86.5% say it would increase satisfaction with their employer. But commute time is more than just the time it takes to get from home to the office (although that matters too). It is total time spent in transit rather than at work or play, including the time used to access desirable food options and run errands. Speak to candidates about commute holistically.
Speak to the big picture. For all candidates, but especially those who have a family or plan to have a family in the near future, the broader community is essential to overall quality of life. While interviewers cannot legally ask certain personal questions, they can share their personal experiences. For example, an interviewer might speak to nearby housing options, schools, recreation and other benefits of the immediate area. When appropriate, make it personal. For example, if a candidate will be relocating from another city, pair them with a top performer who made a similar transition and can address personal concerns.