Recruiting Through the Back Door: Are We Targeting the Wrong Audience?

Here's a thought worth discussing, what if we stopped directing our hiring efforts solely at technicians and service providers, and started marketing to their spouses and partners instead?

Think about it. The best employees rarely leave their jobs; that's part of what makes them great. They're not scrolling job boards. They're not responding to your ads. But their spouse? They're hearing about every frustrating shift, every toxic manager, every missed opportunity for growth. They might just be the ones to say, "you hate your job, you should apply here."

Great talent doesn't always find you. Sometimes it takes someone who loves them to give them the nudge.

So, the real question is: how do we reach the employees who don't know they want what we're offering yet? How do we craft messaging that travels through households instead of just feeds?

Would love to hear how others are thinking about this, especially in industries where top performers are essentially invisible to traditional recruiting.