Hiring Is a Marketing Game — And You’ve Got to Play to Win

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If you’ve been hiring the same way you did five or ten years ago — slappin’ up a job post that says “Help Wanted, Pay Based on Experience” and then praying someone walks through your door — well, bless your heart. It’s time to stop thinking like an overworked employer and start acting like a marketer with a plan.

You see, most hiring “experts” want to talk about HR compliance, discrimination laws, or how competitive the labor market is. Now I ain’t sayin’ the law don’t matter — we’re all playing by the rules. But what they never teach you in those fancy seminars is this:

Hiring is a marketing and purchasing function.
You’re selling an opportunity and buying someone’s time, energy, and loyalty. That means you better start treating your job openings like you would a high-dollar sales contract.

Think Like a Marketer. Hire Like a Pro.

Every landscaping contractor I know is already a sales rep. You know how to walk a jobsite, share ideas, build value, and close the deal. But when it comes to hiring, most contractors are still using hope as their strategy.

Instead, I want you to think of hiring like a marketing funnel:

• You define your ideal customer (aka your perfect employee avatar)
• You craft a message that speaks to their hopes and fears
• You advertise where they hang out
• You follow up with automation
• And you close the deal by onboarding a great team member

That’s why I teach business owners to create a Perfect Invitation Script — a short video or audio message where YOU explain what makes your company special, what you expect from a well-qualified prospect, and how to take the next step. When done right, this runs 24/7/365, and it weeds out the slackers before they ever call.

But one of the biggest hang-ups I hear is this:

“Tony, I like the idea. But where do I run the ad?”

Glad you asked. You don’t need a big checkbook to start building your team. In fact, I’ve put together a list of 10 FREE (or nearly free) job ad placement strategies that you can launch today. Let me show you how to use ‘em like a pro.

10 FREE (or Nearly FREE) Hiring Tactics — That Actually Work

1. Build Your AVATARS

This is step one. You wouldn’t write a sales pitch for “anyone who needs landscaping.” So don’t write a job ad for “anyone who wants a job.” Get specific. Are you looking for:

• A 19-year-old just out of trade school?
• A career-switcher tired of fast food?
• A seasoned crew leader with a CDL?
• Someone who loves landscaping but dislikes their current employer?
• A high school teenager looking for summer work?
• An immigrant male in good health from (pick your country)?
• A 22-year-old college graduate?
• Someone looking for a big career change?

This list could go on and on. But I hope you get the point. You must identify the target employee BEFORE you write your ad.

Then understand this strategy. You will run multiple ads so you can target a variety of candidates. The job description stays the same…but the headline and first couple of sentences attract different candidates.

Here’s one example. To attract the candidate looking for a big career change, we have found the headline “Fresh Start Working Outdoors” generates 10x to 20x the number of clicks than “Landscape Crew Leader Opportunity”.

We still want a shot at the “Landscape Crew Leader” (the guy who don’t like his current employer), but we also want to meet prospects who are willing to join us in landscaping and find out just how damn fun the work can be (while you get paid)!

When you have one prospect for a job, you are backed into a corner and forced to pay high wages. When you have twenty candidates you have created a massive opportunity!

Here’s the truth. This level of thinking…it requires energy. It requires creativity. It takes really serious effort. But it works!

2. Post Job Openings Internally

Your current team is your secret weapon. Offer $200 or a paid day off if they bring in someone who stays 90 days. Print up a little flyer that holds the job description and a description of your avatars so they can help find them. Send your employees a text script/link they can share with friends. Give your employees a link to your Perfect Invitation Script video. Let automation work for you! That’s marketing gold.

3. Post on Your Front Door

Treat your shop like a storefront. Add a big “We’re Hiring” sign with a QR code to your Perfect Invitation Script and application page. Every vendor, customer, and delivery driver who walks by is a potential recruiter. If you want to find people you can afford, publish the pay range for everyone to see!

4. Street Signs = Free Billboards

Simple signs in front of your business will attract prospects. If you don’t have a commercial business location, put up a few bold signs at busy intersections near your shop or job sites. Big letters, bright colors, simple message:

“HIGH PAYING JOBS FOUND HERE – CALL NOW (QR Code or phone number for your recorded message)”

It ain’t fancy, but it works.

5. State Department of Labor

Yep, it’s old school. But it’s free. And if you spice up your ad with avatar targeted headlines, clear pay, benefits, and your Perfect Invitation Script video, it’ll stand out like a sunrise in a thunderstorm.

6. Social Media Posts

Just like every avatar needs a special eye-grabbing headline, every platform needs its own flavor:

• Facebook: Post in local community groups and ask your “friends” for help
• Instagram: Short Reels showing what it’s like on the job
• TikTok: Fun, fast videos about a “day in the life”
• YouTube: Your full Invitation Script, with links to apply

Don’t worry about being perfect. Be real. That’s what gets attention.

7. Your Company Website

Your “Careers” page should never be blank. Post your job openings, list your benefits, and embed your Perfect Invitation Script video message. This is your always-on hiring tool. Never shut it off. Frankly, I’m about tired of hearing contractors bitch, gripe and moan about how hard it is to find, hire, and keep employees…while their very best digital broadcast tool has one form to collect an application…or perhaps a couple of job descriptions for open positions. Your website is the key. Take a look at what I mean by looking at how we TARGET special groups of employees over at Super Lawn Trucks.

Example 1: We recruit students looking for their first job here: https://superlawntrucks.com/internships/

Example 2: We recruit job changers and new movers here: https://superlawntrucks.com/employment/

Watch these videos and you’ll see how these ideas are REALLY being used! This stuff works!

8. Company Trucks

Rolling billboard, baby. Stick on a magnetic sign or go GONZO with a rolling billboard that grabs attention:

“NOW HIRING – SCAN TO APPLY” or “HIGH PAYING JOBS AVAILABLE – CALL 478-555-1212”

Have a clipboard with paper apps in the glovebox. You’ll be surprised who asks. And encourage your workers to collect apps in the field with a pizza party or 12-pack of cold beer! Bribery really works 🙂!