Getting to YES with Interested Candidates

There has been much discussion within the Funeral Service profession about the future of the business. In my 30 years in the profession, I don’t recall a more challenging time. The pace of technology changes in our businesses can be dizzying. Acquisition activity seems to be accelerating as the number and size of willing buyers grow, and so the number of independent locations continues to shrink. There are BIG issues facing our profession, not the least of which is, “Where are we going to find licensed staff members to serve families?” 

In my role as a recruiter dedicated to Deathcare for the past 13 years, I speak with hundreds of candidates and owners/ hiring managers each month. And I read. A lot. Trade press, recruiting news, general business journals. And it seems that every business is facing challenges, and there are opportunities for those who know how to address them. We are seeing more and more candidates ‘ghosting’ owners during the interview and offer/ acceptance process. That was uncommon when I started this role, but it is happening more and more today. And not just in Deathcare but in retail, hospitality, service industries, and professions of all kinds.

We have seen candidates who appeared to be very interested in a particular opportunity just… disappear. It has become a common issue for hiring managers, and whether it happens at the very beginning of the process or after an offer has been made, it is difficult to understand why it happens, especially when a seemingly really solid connection has been made. There are a million reasons why, but we have a couple of ideas on how you might be able to engage interested candidates right through to the end and until they give you a “YES”!

First, a quick post-COVID reality check. There are not enough experienced, qualified licensees to fill all of the open jobs out there. But you are not trying to fill ALL of the jobs, just 1-2 position(s) you have open. There is a macro issue our profession needs to address; namely, why are we losing 50% of the mortuary program graduates within 5 years of graduation? Talk about a churn! That does not feel good for me and probably not for you at the macro level, as it is not a positive for our beloved profession. And we do not like to think of ourselves as a high-turnover business, but the numbers are real and have been consistent over time.  

And with the coming “Boomer Bounce”, the expected increase over the next 2 decades as the Boomer generation passes on, we are facing a staffing issue that will not be solved quickly. But again, this is a macro issue, so please do not concern yourself on a daily basis with solving that profession-wide challenge. The opportunity we will address here is the micro-level process of finding one or two great people to join your team. We have several ideas that will help, based on both our experience talking to candidates on their way out the door and from owners/ managers who tell us why they have been successful in their recruiting efforts.

Most job seekers are looking for a team where all members are respected, where not only their work but also their ideas and opinions are truly valued and supported. Those are personal, fundamental feelings, and being the kind of firm that supports these employees will serve you well in both recruiting new team members and retaining experienced ones. Focus on the micro: what you can do in your business, in your city, and with your available resources. Being that great employer in your region allows you to recruit with confidence and win more often!

The vast majority of people we speak with come to us with certain states or at least preferred regions in mind for their next home. These are places they already know, perhaps have visited, and want to consider as locations to live, work, raise a family, or be closer to loved ones living in the area. Job seekers want a great workplace environment, of course, but they want their new city to offer access to community options they value, and that are likely missing where they currently live. Otherwise, they would stay put and not put themselves through a time-consuming, costly, disruptive move to a new area. So focus on showing them all your area has to offer!

The most common things we hear are: access to mountains or beaches, sports and entertainment, great food and craft beers, local live music, and hiking or biking trails. Probably not what we would have heard 30 years ago, but these folks are the workforce of today and tomorrow. Meet their needs, and win in recruiting. Be prepared to talk about ALL of the things that make your hometown special. You are asking someone to relocate their family to a new area, so don’t just focus on boring statistics like call volumes, cremation rates, and market share in your interviews. They are important as part of your business report card, but they rarely cause someone to tell their spouse that they HAVE to consider this new job. Paint the picture, and get them to a YES!

Talk about why your area is a great place to live and why the family will love all the area has to offer. Move the needle and get them excited to consider your firm. Tell stories, not statistics. And firms in the South can benefit by using the natural flow of people from North to South to their advantage. Funeral homes in the North face weather-related challenges in recruiting. Smaller funeral homes and rural firms face additional challenges. That regional exodus up North may be a golden opportunity for you. Think micro in your recruiting; win more often!

Once you have spoken with a great candidate, a good person who seems like a terrific cultural fit, someone who has a great work ethic and offers what you need, what is next? Well, as you think about the specific bullet points of an offer, keep the following in mind to maintain engagement and get the YES response you are looking for. 

1. Relocation Assistance: Virtually every candidate we speak with who is considering a move asks about this. Many job seekers simply do not have the resources to get from Point A to Point B on their own. Offering relocation assistance can go a long way to getting to YES. We see it all the time. And if you are wondering, no need to offer platinum-level assistance, but covering the basic costs of relocation is the right thing and the smart thing to do. Your new team member will show up on Day One feeling respected, not wondering if this was the right decision.

2.Housing Assistance: There is a shortage of affordable housing options available in most parts of the country. Offering a solution in this critical area can dramatically increase your odds of recruiting success. Housing assistance can take many forms, from a free or reduced-rate apartment to a transitional option like an extended stay hotel that you subsidize for 30-60-90 days. Your new employee can find permanent housing once they are working in the community, much harder to do for afar, even with all of the online services available today. Giving a candidate peace of mind about a move is your best ticket to YES!

3.Keeping It Simple: Human nature is what it is, and when facing a complicated, difficult decision, many of us simply set the decision-making aside. This is where a lot of ghosting happens. You have probably seen it with families interested in planning but failing to make the appointment. Candidates are faced with a lot of decisions when thinking about relocation. Make it easier for them. Help with the license reciprocation. Call your friend, the realtor, about affordable housing options. Talk to the lady you know from church who works in the school. Speak to your Rotary friends about your new employee’s spouse, who will be looking for a job as soon as they settle in. Make it easier for them to consider a move, let them know you have their back, and they will stay engaged longer, and more will say YES!

TV and social media personality Kent Rollins, known as ‘The Cowboy Cook’, says, “You can’t get full on fancy!” He feeds cowboys and ranchers all over the West from his chuckwagon, using old-school cast-iron cookware and food cooked over an open fire. He knows ‘fancy’ might sound great, but beef and potatoes always hit the spot.

If you are thinking about filling open positions on your team, be sure to deliver both a meat and potatoes message, and feel free to add some spice to your presentation so candidates feel excited, wanted, and motivated to say YES. Keep them engaged along the way, and respond to any of their questions or concerns quickly. You would be surprised how often candidates lose interest because they waited for 1-2 weeks for a response to a simple question. 

Remind candidates why your firm is a great place to work. Demonstrate clearly how you will help with their transition to your team and to your local community. If you use these strategies consistently, candidates will be impressed, stay engaged throughout, and you will be able to get them across the finish line more often!