In my last article, I described the importance of Grabbing Talent’s Attention through rich media, transparency and relationships. This month we review a simple step in keeping talent’s attention.

Before defining the step, I’d like to relate a story that helps me understand what it takes to accomplish sourcing and hiring talent. My daughter and son ride horses. Recently I took my son to his riding lesson and had the opportunity to sit with another parent and her 4-year old son who was watching his older brothers ride with my son. The 4-year old had that dynamic, naïve, open and exuberant love of life we adults all remember fondly and wish we still had. As he was letting his imagination go and was verbally building a fort on the top of the barn, describing the ladders and platforms and personal helicopter he would use to get up and down, he made a statement I will never forget. He looked up at his imaginary fort, thought about his plans, and said, “It’s easy, but kind of hard.”

Out of the mouth of babes
I immediately smiled when I heard this because I felt he clearly described so much. He certainly pegged life, and his words are also true when it comes to what companies must do to keep talent’s attention.

And please understand, keeping talent’s attention starts at sourcing and continues through the life of an employee.

The simple step companies must follow to keep talent is to honestly be whom and what you say you are. Rusty Rueff and I wrote about this in our book Talent Force: a New Manifesto for the Human Side of Business and the discussion shared on the topic during the writing was intense. We reviewed companies and found that in annual reports, in job postings, and in advertisements, companies presented a caring, sharing culture and environment. Yet when one surveyed talent who had gone through the interviewing process or been hired many times, the reality did not align with the promise.

We have entered a time in the US of having less skilled talent than there are jobs available. More companies are vying for a smaller pool. And there are many indicators that the problem will get worse before it gets better.

So here are a few reminders about keeping the talent you’ve successfully grabbed.

Companies must create a culture they believe in, one that helps propel their corporate goals.

The culture must be discussed by and communicated to all in the company and without frequency.

A company can benchmark its success (in creating a culture) against its employees’ ability to describe the culture – and do so instantaneously and with pride.

This is not an earth shattering revelation. Yet few companies take the time to practice. Some do, here in Texas, Southwest Airlines is a great example and certainly there are many others. If your company is not one, find examples in the market – maybe from competitors, and do what is necessary to make the changes. If talent is important, this simple step is vital to your success. And if asked, remember – it’s easy, but kind of hard.