It’s time to get back to work! With vaccination rates rising and restrictions lifting across the US, we’ve all heard that businesses are starting to bounce back. However, a March 2021 survey from National Federation of Independent Businesses found 42 percent of business owners had positions open that they could not fill – a record high number. If unemployment is still high in most states, why are there so many unfilled positions?

Businesses may be starting to recover, but some potential candidates are wary to get back in the workforce for a variety of reasons. Some are unable to find childcare, aren’t yet vaccinated, feel anxious going back to an unsteady industry, or have found new ways to make money while staying home. Employers looking to hire workers as soon as possible must focus more on marketing their open positions in a way that is most appealing to their audience’s new priorities.

Highlight Your Growth

If you’re one of the lucky companies that has experienced growth in the past year, use that differentiator to your advantage. Many businesses in a wide range of industries are still struggling to recover from lower sales during the pandemic. If your brand has managed to thrive during this time, frame your search for employees as “we’re growing” rather than now-overused “we’re hiring.”  Showing that your company has fared better than others even in the worst of times will add assurance to candidates who may be feeling apprehensive about joining a new company.

Show You’re Safe

Many of the businesses struggling the most with hiring for open positions are in public-facing fields. If your new hires will be working closely with members of the community in person, it’s still important to outline the procedures you have in place to protect employees’ health and safety. The risk of COVID-19 is still a roadblock for many candidates, so any added reassurance you can give them will help ease their fears about subjecting themselves or their families to the virus. The fact that you’ve been able to grow during such a challenging year already proves your business is thriving, so if you can also demonstrate that you keep employees safe, you may be able to win back some candidates from more remote industries.

Promote Flexibility

After a year of juggling fluctuating restrictions and sheltering at home, many people have gotten used to an increased level of flexibility in their daily lives. As people look to reenter the workforce, the ability to work from home or maintain their less-constrained schedule may now be a priority for them. If your company can offer some of these flexible benefits, be sure to highlight and detail each perk in your job posting and related marketing materials. However, it’s not always possible to work remotely in some industries. Instead, consider featuring PTO benefits, education assistance or bonus programs that you may offer. If you can provide other appealing advantages to your applicants, you can improve your chances of attracting them to your business over other opportunities.

Emphasize Career Opportunities

At the end of the day, sometimes candidates’ decision to take a new job comes down to dollars and cents. Frankly, with increased unemployment benefits and a remaining risk of COVID-19, many workers may not feel that an entry-level job is worth it right now. You may be able to change their mind, though, if you emphasize the potential for career advancement at your company. According to a report from Collegefeed, career potential is the second-most important factor for Millennials when taking a new job. If your new hires know that they’ll have the chance to progress their career and eventually earn a higher wage, they may feel more motivated to apply and begin working again.