Why you should be using Employer Branding in the battle for NDIS talent.
As a disability service provider, you probably don’t need reminding that 460,000 Australians are set to become eligible for funding thanks to the federal government’s NDIS rollout. The changes place participants firmly in the driver’s seat, leaving providers – that’s you – with the challenge of positioning themselves as the ones to choose.
Naturally, to continue doing what you do best, you want to be able to equip yourself to be an NDIS provider of choice. And to do that, you need staff.
With the scheme taking such a holistic approach to participants’ total wellbeing, it will be difficult to settle on a full-time model that will guarantee success. Instead, it’s very possible that your best bet for survival is to beef up your offering with part-time staff. But when you can’t offer full-time hours, how do you attract the best talent?
With a strong Employer Branding strategy.
What does this mean for you?
Imagine you’re at the helm of a modest, non-profit organisation in Canberra. Your service record is great, your small, close-knit team of Support Workers and Allied Health professionals is happy – and with those regular government contributions helping you provide those essential services, so are you. Or, you were.
Now that the NDIS rollout is here, you’re concerned. You don’t want to be spending all day and all of your recruitment budget on ads for part-time staff, just so that you can cover enough ground to attract the participants’ dollars.
You’ve probably heard the phrase “Employer Branding” before. But if you’re not used to the idea yet of your company having a separate brand just for employment, now’s the time to adjust and catch up. What you want is for candidates to come to you – not the other way around, and the best way to get this happening is to ‘sell’ the experience of working for you.
Simply put, if candidates are looking for work, they might have the purest of vocational intentions but at the end of the day, each individual decision will boil down to the question,“What’s in it for me?”.
Find the positives.
Consider what you can offer. Subsidised education. Generous leave provisions. Salary packaging. Perhaps you have a really good coffee machine in your office. Or maybe one of your team’s sons works at a local bakery, meaning your Monday morning meetings are always plentifully (and deliciously) catered.
These things might sound small, but they’re not inconsequential. It’s time to flaunt them. Put them front and centre in every ad you write.
Consistency is key.
Even better, take one step back. As far as Employer branding best practice goes, look no further than an ‘always on’ approach with a dedicated long-term campaign, which constantly puts out positive messages about what it’s like to work for you. You can then set up a talent pool of interested applicants and then dip into that if, and when, the need arises.
If you’re keen to get going on this right now, great! The good news is, it’s nice and simple. And it doesn’t have to cost much either – the key takeaway is that you do it often, over a sustained period of time. Think of your efforts like feeding a baby: ‘little and often’ should be your mantra.
Want to do it on the cheap?
Social media platforms like Facebook and Instagram are a great place to start. If you don’t have a dedicated account for each set up, you’re missing out! Then next time you have a meeting, special event or just want to showcase an incredible member of your team, go for it!
Knowing what it’s like to work for you, a cutting-edge, service-driven NDIS provider - especially if it’s a positive message – will give you the edge over your competitors. Nobody likes uncertainty, especially candidates.
You may feel like the NDIS’ arrival pits you against an insurmountable obstacle - but this doesn’t have to be the case. With some forward-planning, you too can staff for the NDIS rollout and stay afloat. We’re here to help!