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How to create a marketing plan for your small business - build a brand, target customers and set prices that will maximise sales.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

Why are so many new employees "no shows" on day one?

1 October 2024

More than a quarter of UK employers who have tried to fill vacancies in the past 12 months have had new starters fail to turn up on their first day at work, according to the results of a new survey.

Recruitment difficulties are more widespread than ever for UK employers, according to a poll of over 1,000 HR professionals by the Chartered Institute of Personnel and Development (CIPD) and Omni RMS.

The findings reveal that more than a quarter of UK employers (27%) who have attempted to fill vacancies in the past 12 months have had new starters fail to turn up on their first day at work, commonly referred to as being "ghosted".

The results also show that 41% of employers who recruited candidates in the past year have experienced new employees resigning within the first 12 weeks of work.

"Ghosting is a huge concern for business continuity and growth. We've steadily seen an increase in this behaviour as poor experience or lack of communication post offer creates increased dropout. With such high demand for the best candidates, a growing number are being countered and have multiple job offers, before they've started in a new role." Louise Shaw, managing director at Omni RMS.

In response, the CIPD and Omni RMS are calling on employers to keep candidates engaged throughout the recruitment process, to ensure they're committed to the role and have realistic expectations. The report also highlights the importance of investing in effective onboarding for employees, to give clarity and support to new recruits as they adapt to the organisation and their new roles.

Recruitment challenges persist

This latest research comes in the wider context of a competitive labour market, where many employers report that it has been more difficult to recruit and retain talent over the past year. According to the research:

  • 64% of those who attempted to recruit over the past year experienced difficulties attracting candidates.
  • 56% said that it has been more difficult to retain talent over the last year.
  • 69% of all employers say competition for well-qualified talent has increased over the past year.

Employers have been looking at ways to attract candidates. Increasing flexible working opportunities (35%) and ensuring a competitive pay and benefits package (34%) are the most common actions taken in the past year to aid recruitment.

Commenting on the findings, Claire McCartney, CIPD policy and practice manager, said: "Engaging and retaining employees begins before new starters even walk through the door. During the recruitment process, employers should keep communication open with candidates, being clear on the purpose and values of their organisation, as well as benefits such as flexible working. It's important to make sure prospective employees are committed to the role and know what to expect when joining a new organisation.

"Supportive and informative inductions can also help new starters to connect with an organisation and perform at their best. By investing in effective onboarding, employers can improve overall retention and are more likely to reap long-term benefits."

Written by Rachel Miller.

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