Employers: your story matters – really, it does. In a time when brewery employees, and specifically experienced brewers, can pick and choose where they want to work, your story and what makes you unique is crucial to attracting talent.

Yes, the well-known breweries with a good employment reputation may not need this extra touch, but the smaller breweries can get lost in a sea of new start-ups. Your future employees want to know who’s running the show, the vibe of the brewery and why they should buy into your vision. The “corporate” mission and vision statements have a purpose but they don’t usually convey who you really are and subsequently, the candidate isn’t likely to take notice.

The most engaging job postings start with a short paragraph about who you are – not where the company is located and what you’re looking for in an employee, but about your brewery. Talk about the founders, what it’s like to work there, mention something quirky or unique about your brewery – do something to get the candidate’s attention and to keep him or her reading your job posting. Stats show that 50% of candidates leave websites without applying and the number is even higher with passive candidates, those who are currently employed.

Now that you’ve sold who you are, talk up the community as often, the brewers are relocating to a new area. A sentence or two about what makes your city unique – culture, outdoor activities, food – all are important if one is planting new roots in your fair city.

Lastly, talk about the role. Maybe describe what a typical day is like as opposed to a long list of tasks. The list belongs in a job description but doesn’t have to be the foundation of a job posting. Think about what excites brewers – creativity, freedom to experiment, interacting with customers – if this is part of your role, highlight this. Talk it up.

Attracting great talent is hard, especially if the candidate isn’t actively seeking a role. You can give your brewery a competitive edge if you can keep those 50% of candidates engaged and wanting to apply to your role. After all, your brewery sounds like a pretty cool place to work.

Post by: Lynn McIlwee