Did you feel the heat this summer? Today, the Washington area is home to one of the nation's hottest economies. And that's making local professional service firms really sweat. For many, the biggest challenge isn't developing new business, it's keeping up with all the work.

Look around. Almost everyone's hiring, and all that competition means firms are having a lot of trouble finding qualified talent to sustain their growth. With local unemployment hovering around 3.4%, many companies in their quest for new blood are offering hefty cash rewards to staff who refer new employees.

What can your business do to beat the heat in a torrid market? Begin by asking yourself the following questions:

1. Are you keeping what you've got?
The last thing you want to happen in a tight job market is to lose valuable employees to a competitor. Do what it takes to motivate and reward your business' most important assets—your employees. Institute profit sharing, invest in team building, recognize employee contributions, or upgrade your benefits. You can't afford to lose top talent.

2. Are you getting the word out?
Tysons Corner-based CPA firm Beers & Cutler says it right on their home page: "We are hiring." They've run that message for seven years—and over that period they've doubled in size. So don't be shy—let the world know you're looking for great people. Growth will come a whole lot easier.

3. Is your brand hiring?
College graduates know all about the Fortune 500 companies. So how can smaller firms attract quality talent? Your brand can make all the difference. Don't be afraid to retool your brand image to appeal to a younger audience. By expressing your firm's personality through your brand, you reveal your human side. In the often impersonal world of professional service firms, personality can differentiate you and make your company more approachable, friendly, and engaging. Prospective employees and customers will see and feel the difference right away. Count on it.

The bottom line? Great employees are the engine of every successful business. Equip your brand to speak to prospective employees and you'll feel a lot cooler in today's torrid climate.

5 Tips to Attract Great Employees

1. Be honest about who you are and your working environment. You never want to hire people under false pretenses. Tell it like it is, and you'll attract individuals who fit your corporate culture.
2. On your website, devote a page—or better yet a whole section—to recruiting. And be sure it tells a compelling story.
3. Ask current employees to describe their hiring and job experiences. Then feature these true-life stories in your marketing materials. You'll be surprised how persuasive it can be.
4. Working for a smaller firm has its advantages. Make a list of the great things about your workplace. Then talk them up.
5. Show your personality. If you have a fun workplace, offer outstanding benefits, or give back to the community. Don't hold it in. There's a good chance it will differentiate you!

Alpha Dogs:
How Your Small Business Can Become a Leader of the Pack
by Donna Fenn

While many small businesses are struggling to survive, a select few rise above the rest and not only survive, but thrive.  Author Donna Fenn, a regular contributor to Inc. magazine, calls these businesses “Alpha Dogs.” In her book of the same title, she profiles eight small businesses that did something different to set their enterprises above their competitors, even beating out Goliaths like Wal-Mart.

Each chapter of the book is a case study focusing on one of the businesses and the secrets of their success – from the innovations of Thor-Lo socks, to the stellar customer service of Zane’s Cycles, to the strong branding of Dancing Deer Baking Company.

The case studies were compelling, and I found myself reading this book with a notepad next to me, ready to jot down ideas. The writing is concise, lively, and entertaining. Pick it up and you too will be thinking about how to be an Alpha Dog.

Next Issue...

The 30-second Brand: Making the Most of Limited Opportunities

More Pivotal Issues

Click here if you'd like to read other issues of Pivot.