LAS VEGAS—When it comes to successful hiring, it’s not about each individual battle—it’s about the war. Businesses are feeling the labor crunch, and many are resorting to short-term tactics and gimmicks that leave valuable potential employees alone on the battlefield.

In Monday’s education session, “Winning the War for Talent,” Kevin Scott, co-founder of leadership consultancy ADDO, will share how a shift in perspective can help your business attract, retain and develop talent.

For Scott, it’s all about the employer value proposition, or what your business can bring to the table.

“The businesses that are seeing success in the war for talent are focused on elevating their employer value proposition, and it has to be beyond just base pay,” said Scott. “Offering scholarships for students, increased flexibility and more development for employees are all helpful strategies.”

Related to development, Scott points to research from the University of North Carolina’s Kenan-Flagler School of Business, which shows that for 67% of employees, the No. 1 factor in choosing their current job was the opportunity for personal and professional development.

Some businesses make the mistake of thinking it’s all about the paycheck. For Scott, money matters, but it’s about more.

“In theory, it seems like money alone would be enough to attract top talent. However, there’s a glaring problem: When the exchange between employer and employee is all about money, we turn our employees into mercenaries who’d quickly sell their services to the highest bidder,” he said. “Said another way: If it’s only about money, employees would have no loyalty and quickly work for the business down the street if they offer an extra quarter an hour.”

Employers have more success when they focus on the mission. As leaders in the business world, top executives must connect people to the mission, not just the money. 

“Mission isn’t just a feel-good thing. It’s also not a manipulation tactic—it must be authentic.  When done correctly, mission creates employee engagement and loyalty over the long haul,” he said.

Monday’s education session will also guide attendees to attract top talent by creating a culture of care. News flash: It’s not all about the grand gestures and fancy statements.

“It's not that the big moments don't matter, but culture is created in the small moments and memorialized in the big ones,” said Scott. “If day in and day out our people aren’t truly appreciated, challenged and cared for, then we might as well save our time, effort and resources on the big annual retreats and over-the-top social events. Knowing that the small, consistent moments matter, it’s a leader’s job to create an atmosphere where people can be their best.”

Also in this issue from NACS Show Daily