The Recruit of Happiness: Why real estate employers need to sell themselves

The best candidates are vetting employers as much as being vetted by them

Recruiters need to work hard to attract the best talent, says CPR’s Virginia Deyong. And that means showing some personality and pitching a good game…

The best candidates are vetting employers as much as being vetted by them. Selling the role, the company, the culture, and your USPs against what the competition is offering is crucial.

After all, attracting what we call the “job drifters” or even worse “the mediocre” rather than the best talent, who feel passionate about contributing to the growth and efficiency of an organisation, can turn out to be a huge cost and a waste of time.

What you need to know and be clear on before you start the search:

  • Be clear about what you believe are the best things about working for the Company. If you can’t think of any good reasons, why should they want to work there?  Are you all passionate about your work? Do you celebrate success? Do your employees feel valued and noticed? Is what you sell something special?
  • Understand your product, your brand and its strengths in the marketplace. Top candidates are attracted to “Brand Reputation”. The company with a great brand will make them proud to work there, attract more talent, and look great on their CV. If your brand identity falls behind the competition, you’ll need to be imaginative in the way you sell the company and the opportunity.
  • What makes you a great boss? Are you happy to answer people’s questions? Interested in their careers? Friendly and supportive? Are you passionate about your own work? Are you clear about setting expectations and objectives? Do you recognise people’s achievements?
  • What’s the team like? Will they welcome the new arrival (why do leaving drinks and not do joining drinks)? Who does what? How do they help one another succeed?
  • The job description. Many job descriptions sound more like a death sentence. Just a line or two about the company culture, office environment or potential growth prospects can make the world of difference to attracting the best candidates. It can tip the balance hugely in your favour.
  • Is there room for growth? Many candidates are passionate about the possibility of growth, but often, individuals are just looking for a company they look forward to coming into each day, where they work hard, and at the end of the day, go home to live their own lives.  Be clear about what sort of candidate this role needs.
  • The package. What’s the salary on offer? How’s it made up i.e. basic, commission and/or bonus? Car or allowance and parking? Holiday allowance and working hours? Pension, Private Health and/or Cycle to Work schemes? Non-monetary incentives i.e. trips abroad, extra days off, summer Fridays and breakfast club! Be prepared to give more holidays, flexible hours and better incentives if you can’t afford to pay what your competition is paying.


  • Working with a recruitment consultant.  Clear lines of communication are vital. This is a two-way process. The consultant has to sell your job to the best candidates.  A visit to your place of work from the consultant is also essential. Great recruiters know it’s not just about finding someone with the right skills, it’s about finding someone you can bear to sit with all day, who fits in right away, and starts contributing from the off. Transferable skills, charisma and desire are invariably as important as industry knowledge!

Virginia Deyong is a recruiter at Collins Property Recruitment

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