The labor market has been unsettled and changing since COVID-19. Now we add the uncertainty of a new president with a focus on immigration. We look at eight tips for beef production business recruiting today in three categories: recruiting focus, recruitment materials and recruitment campaign. Although there is change, much has stayed the same.

Bob Milligan

Senior Consultant / Dairy Strategies LLC

Bob Milligan is also professor emeritus, Dyson School of Applied Economics and Management, Cornel...

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Recruiting focus

1. Priority: I would be surprised if any beef rancher/farmer reading this article would say recruiting is one of their favorite activities. It, however, is one of the most important beef business functions. It needs to be a priority and not just when there is an open position. Think of recruiting like planting seeds in your fields. Similarly, recruiting is the starting point for a qualified, engaged workforce. It must be a priority!

2. Preparing to recruit: When you have an open position, it is tempting to immediately start writing recruitment materials. Several steps are needed to prepare for recruiting:

• Make certain you are planning to recruit for the right position. Are changes needed to fit current and future needs?
• Is there someone currently on staff that is a fit for this position or for some responsibilities in this position? 
• Develop or update the job description for this position. The focus of the job description should be on responsibilities, not a list of tasks. Tasks can be listed under each of the small number of responsibilities. Don’t forget to include three responsibilities that are often overlooked: supervisory responsibilities if included in the position, professional development expectations and team responsibilities.
• Identify the three to five competencies – skills, experiences, knowledge, attitudes – that will be key determinants of success in this position. Use these competencies in developing recruitment materials and later in selection.

3. Recruiting has changed: The internet and growth of social media and the scarcity of potential employees have changed recruiting for beef business employees. We look at three key changes:

• Today using your network – everyone you know – is even more important. Spread the work about the positives of your ranch/farm business in all your contacts. Seek opportunities to interact with potential future candidates for your positions – offer internships, interact with your local FFA, sponsor something at your local school, etc. The reality that most beef businesses are in very rural areas makes networking, especially within your industry, critically important.
• The difficulty in recruiting employees may mean that you only have one qualified applicant in the pool. This makes having a structured recruitment and selection process even more crucial, as you do not have the luxury of comparing applicants.
• Recruitment today is often less expensive, but it requires more of your scarce resource – your time – priority!

Recruitment materials

4. Recruitment is marketing: Much has changed, but one thing that has not changed is that recruitment is still marketing. You are advertising the positives of your beef ranch/farm business and the position that you have available. 

The purpose of recruitment is to attract applicants for your open position – to advertise the position and your ranch, farm or business. You want your recruitment materials to stimulate interest and excitement about the position and your business. You do this by promoting the positive attributes of your ranch/farm and the position – the pizzazz.

5. Brainstorm ideas: I encourage you to do some brainstorming and note-taking before writing the materials. Answer some or all following:

• List words and phrases that describe the positive attributes of your beef ranch/farm business.
• List words and phrases that describe the positive attributes of this position.
• Describe the position.
• What are the qualifications required for success in the position.
• What are great candidates for this position doing now (be creative).

I share the following to emphasize the importance of the first two bullets: In a recent workshop, the participants prepared a recruitment statement that could serve as a want ad, an internet posting or a job posting. What they wrote was detailed, accurate and clear. The statements, however, would not have as positive an impact as they wished. They lacked the most important quality in recruitment materials – excitement, appeal.

6. Recruitment material writing: I recommend the following six-step process for writing recruitment materials using the notes from your brainstorming:

• Lead with a positive statement or job characteristic that attracts attention. This is crucial to attract attention and enhance the likelihood the reader will continue reading.
• Give the job title and the major responsibilities.
• Portray positives of the ranch/farm and the position.
• Explain the competencies required and any essential qualifications for success in the position.
• Highlight positive and legally required elements of the compensation package.
• Be clear about how to apply for the job including what is required – resume, cover letter, standard application.

As you develop positive recruitment material, make certain you focus on the first and third steps above. Keep in mind that recruitment is advertising. Further, it is likely that the reader will not be the person who applies. Rather, a family member, friend or colleague may see it and refer them to your material. It must be compelling, not just accurate and descriptive!

Recruitment campaign

7. Recruitment flyer: I encourage you to develop a one-page flyer using your recruitment written material and a couple of beef/workforce pictures. You can then distribute this flyer, including as an email attachment, to everyone in your network: employees, agribusiness professionals, other ranchers/farmers, friends, etc.

8. Recruitment outlets: Your network should only be one part of a recruitment campaign. I recommend a recruitment blitz that starts with your network and uses a wide variety of appropriate methods including:

• Word of mouth to everyone you talk to
• Email to employees, partners, agribusinesses, others with the recruitment statement and/or a flyer as an attachment
• Social media – own website, Facebook, LinkedIn, Craigslist, etc.
• General recruitment websites – Indeed, Monster.com, Careerbuilder.com
• Position focused recruitment websites – AgCareers.com, Hansen Agri-Placement
• Local recruitment websites – newspapers
• Industry career centers – universities, industry groups
• Recruitment services – consultants, recruitment agencies

A final word

In today’s world, your recruitment should have these three components: continuous marketing of your ranch/farm business, recruitment materials and a recruitment blitz.