Innovative Ideas: Pro tips for attracting the most meaningful hires this spring
For many garden centers, spring hiring is a frantic dash to fill open positions. But what if you could attract a steady stream of highly qualified candidates before the rush even begins? At Watters Garden Center, we’ve found that a proactive marketing plan, initiated two months before our desired hire date, is key to building a dream team. Our customers love our approach, and they become our most influential advocates, helping us attract the best employees in the industry.
Step 1: Build the Buzz
It starts with a simple idea: if you want the best, you have to show them you are the best. Two months before you plan to hire, we release a press release announcing that Watters has been voted the “Watters Garden Center Puts People over Profit. Best Companies Group named Watters the 2021 Best Garden Center to Work winner” This sets the stage and positions the company as a desirable employer. Next, we transform our company website with a dedicated “Join the Team” landing page. This isn’t just a job board — it’s a digital showcase of your company culture. It features testimonials from current employees, videos, and a clear statement of your company’s core values.
We also use our existing media platforms to amplify this message. Our head of HR or company chaplain is interviewed on our radio show and podcast, sharing insights on what it’s like to work with great teams. This content is then broadcast across all our social media channels, giving potential applicants a genuine glimpse into our workplace.
Step 2: Create a Hiring-Focused Marketing Campaign
One month before we open applications, we launch a daily social media campaign. We use lighthearted and engaging memes to convey our message effectively. Think “Backyard Gardeners Wanted,” “Fast Food? Work Somewhere Awesome Instead” and “Have Fun at Work, Now Hiring.” These memes catch the attention of both our customers and potential applicants, making the idea of working at our garden center fun and appealing.
Next, we release another press release titled, “The Most Meaningful Jobs in Your Town.” This story positions garden center work as more than just a job — it’s a chance to build community and help people grow. By the time we officially open applications, we’ve already generated significant interest.
Step 3: Streamline Your Onboarding Process
After we’ve sifted through a pile of highly qualified applicants, we make offers in February for March start dates. This timing is crucial; it gives new hires time to prepare and feel confident in their decision. To ensure a smooth transition, we host a comprehensive onboarding meeting for all new hires simultaneously. This group setting lets them know they are not alone. We cover all the basics, from employee parking and lunchrooms to radio usage and time clocks.
Most importantly, our owner casts a vision for the upcoming spring season, explaining why their role is so vital to our success. To build excitement, we send a personal welcome video to each new hire before their first day. Hiring a great staff doesn’t have to be hard, but it does require planning and a slice of your marketing budget at the start of the season.
Photo courtesy of Watters Garden Center.
Videos
