How GovCons Can Win the War for IT Talent.

If you are a successful #govcon (Federal Contractor), especially in the small to middle market, and winning business, these are challenging times as you might have open positions that could kill your revenue potential. That's because chances are high that the talent you seek in this tight job market already works for your competition. Former conventional wisdom held that employees cared little about culture or anything but a fat signing bonus and a highly compensated position. This approach has proven to be a fallacy, as we witness a new boom in startups and fast companies that are already tuned in to what employees want.

The Washington, DC, market has changed dramatically over the past two years. Cybersecurity and information technology dominate the #governmentcontracting market, so unless you win a contract from a depleted incumbent, the only way to find prospective employees is by 'stealing' or 'appropriating' them from another organization. There is no denying that #GovCons (Government Contractors) must establish a strong #employerbranding in today's job market. In addition to attracting top talent, a strong brand helps retain existing employees. But you don't have an #employerbrand if your employees feel they are just numbers or badges.

It starts with a strong #EmployerValueProposition (#evp). A successful Employer Value Proposition (EVP) requires a clear and compelling message that communicates the unique benefits of working for a particular company. This message should be tailored to the target audience's needs and preferences, and a strong employer brand should support it. In addition, an effective EVP should be backed by tangible and intangible rewards and benefits. These benefits include competitive compensation, career growth, and development opportunities, a positive work environment, and a solid commitment to employee well-being and work-life balance. By focusing on these critical elements, GovCons can create an authentic, creative, and persuasive EVP. This will foster a culture of engagement and innovation and drive long-term business success.

Here are four pillars of employer branding, that you can start with:

1) A company's mission and values should be communicated to employees and potential candidates. It helps establish a sense of purpose and direction and creates a shared vision for everyone to work towards. One may think that it's a given, but I have witnessed employers with little to no originality in their most critical statements. For example: "Our people are the most important asset." It's nice to know that you care, but that's exactly what hundreds of companies say. So, unless you make an EVP that is unique and relevant to your organization, it will fall short and sound void of any substance.

2) A positive workplace culture is essential for employee satisfaction and retention. This culture includes work-life balance, employee recognition programs, and opportunities for growth and development. For example, a company may claim to have great benefits. But in reality, if their employees get sick and call their healthcare provider and get "on hold service," or worse, "You didn't meet your deductible," YOUR BRAND AND CULTURE are on the line. And while you may not be able to change your health care plan, you can offer assistance in identifying additional resources to show you care. You see, caring doesn't cost absorbent budgets; lack of caring DOES.

3) GovCons should prioritize #diversityandinclusion and inclusion in their hiring practices and workplace culture. It not only creates a more welcoming and accepting environment but also brings a variety of perspectives and ideas to the table. For example, it's great that you post on social media about monthly celebrations of 'moments in history,' but are you digging inside your company to find opportunities to feature your own superstars? Which of the two approaches is likely to generate new prospects for job openings?

4) Employers can leverage technology to showcase their employer brand and engage potential candidates. You can do it by being actively engaged on platforms like LinkedIn and Glassdoor. Including video and multimedia can show off the company's culture and work environment. For example, every GovCon holds annual picnics and onsite celebratory events to commend their best performers, but rarely are they captured and shared on social media outlets so that prospects can associate your brand with positive culture bytes.

In conclusion, establishing a strong employer brand is crucial in today's competitive job market. By focusing on these four pillars - mission and values, workplace culture, diversity and inclusion, and technology and social media - GovCons can attract and retain top talent and build a positive reputation as an employer of choice.

About The Author: Mr. Gal S. Borenstein

Mr. Gal Borenstein is the founder and CEO of Borenstein Group, a top digital marketing communications firm in the Washington DC metropolitan area: He is a recognized international Digital B2B and B2G Branding expert. Borenstein is a known advocate for digital engagement across the corporate brand, from the C-Suite to Corporate Marketing to Customer Satisfaction and Employer Branding.

He is the author of two business leadership books; "ACTIVATE! How to Power Up Your Brand to Dominate Your Market, Crush Your Competition & Win in the Digital Age, " and "What Really Counts for CEOs" available in premiere bookstores and on #Amazon and #Apple’s online.