Mid-level PR pros often look for a change in company culture, clients, career path, or work-life balance. Firms need to address these concerns in a more explicit and meaningful way.
To start, be specific about clients, projects, and team members. This lets candidates see exactly how they will fit in and what they need to do to be successful.
Employers often boast about growth potential at their firm, but clam up when it comes to discussing promotions and increases. Openly specify opportunities for advancement, moves to other teams, even potential transfers. Paint a picture of an opportunity, not just another job.
Ensure that your culture and values are more than just Web site copy. Candidates investigate potential employers via blogs, social networks, ex-staffers, etc. As such, companies must walk the talk.
Finally, it might be time to reassess the standard two weeks paid vacation for most mid-level talent. Personal time is highly valued. Some agencies offer as much as five paid personal days - essentially giving three weeks off for this level.
Talia Robinson is VP at PR Talent.
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