The trending topic among business owners is the shortage of qualified candidates. Among the CEO’s I meet with on a regular basis, only one says their company is fully staffed.

What is behind this “labor shortage?”

Granted, it’s not a simple answer.  One option to solve your labor shortage is to market to prospective employees and your current team as you would to prospective customers.

But keep in mind, today’s employees have a different perspective on their work / life harmony than previous generations, and business owners need to acknowledge this new reality.

Prospective employees now ask, and you must be able to answer, “Why should I join your team?” This reflects their concern about how your company aligns with their personal mindset.

Areas of concern for today’s employees include:

  • What is your company’s Mission?
  • What value does your company offer your customers?
  • What is your company culture?
  • Where will employees work, i.e., In-office, remotely, hybrid?
  • What would be my career path within the organization?

The bottom line is, to build your dream team, you must market to prospective employees, similar in many respects, as you would to attract new customers. To do so, you must devote resources to attract and keep those who’ll become part of your team and your company’s future success.

To get the dream team your company deserves, I suggest you market your company to prospective – and current employees – similar to how you prospect for new customers. This marketing must always revolve around the answers to the key question; Why should I join your team?

To discuss how to build your dream team and to obtain my list of 8 Ways to Attract & Keep Your Dream Team, please contact me at

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About the author,

Certified, Award Winning Executive, Leadership and Business Coach - My mission is to assist as many business executives and owners as possible to leverage their talents and experience for the purpose of maximizing the value they bring to their markets, teams, families, and communities.