Attracting Talent Starts with Understanding What Candidates Really Want
Part 1 of a Three-Part Series: Attracting Talent in the Textile, Apparel & Nonwoven Industries: Start by Listening
“How can we do a better job attracting talent to our company?”
It’s a question we frequently hear from employers throughout the textile, apparel, and nonwoven industries.
At recent industry events, including Techtextil North America, the ATA Women in Textiles Summit, and an event hosted by the Synthetic Yarn and Fabric Association (SYFA), we heard a consistent concern: Companies are struggling to find professionals with the specialized technical knowledge and industry experience they need.
Unlike the broader job market, our industries often have more opportunities requiring specialized expertise than qualified professionals available to fill them.
So, how can companies better attract this limited pool of talent?
At Coley Company, we believe the answer starts with something simple: Listen before you recruit.
The Mistake Companies Make When Recruiting Talent
Imagine you’ve identified an experienced textile executive who could be a strong fit for your organization.
You introduce your company, describe the position, explain the responsibilities, and highlight everything that makes the opportunity attractive.
Sounds reasonable, right?
Here’s the problem.
Once candidates know what you’re looking for, they may begin shaping their answers around what they think you want to hear.
You learn why they’re qualified, but not necessarily what would motivate them to make a career change.
That’s why the most important part of a recruiting conversation should happen before you describe the opportunity.
Ask Questions First. Present the Opportunity Second.
At Coley Company, we approach these conversations differently.
We explain that the opportunity we’re discussing may or may not be the right fit, and that’s okay. Another opportunity today or in the future may better align with their goals.
Removing that pressure encourages an honest conversation.
Before explaining the position, we want to understand:
- What are they hoping to accomplish in their career?
- What responsibilities or challenges excite them?
- What professional growth are they seeking?
- What’s missing from their current position?
- What company culture and work environment appeals to them?
- What would motivate them to seriously consider a change?
- What level of travel fits their goals?
These questions uncover something a resume cannot: What truly motivates the individual.
Understand the Need Before Presenting the Opportunity
There’s a fundamental principle in consultative selling: Understand someone’s needs before recommending a solution.
Think about buying a car.
A great salesperson doesn’t immediately describe every vehicle on the lot. They first ask what you’re looking for, how you’ll use it, and what’s missing from your current vehicle.
Recruiting works the same way.
If someone wants leadership responsibility, demonstrate how your position provides it. If they’re seeking technical challenges, explain the problems they’ll solve. If advancement matters most, show them the potential career path.
The goal isn’t to convince someone to want your opportunity. It’s to discover if your opportunity offers what they already want.
Sometimes the Best Outcome Isn’t a Hire
What happens when someone’s goals don’t align with your position?
Be honest.
At Coley Company, we believe every recruiting conversation can create value, even without a placement. We may suggest future opportunities, offer resume or LinkedIn advice, or share career guidance. That approach builds trust, strengthens relationships, and can lead to future referrals.
The Bottom Line: Listen Before You Recruit
Instead of asking, “How can I convince this person to join our company?”
Ask: “What does this person want from their next career move, and can our company help them achieve it?”
That shift can make all the difference.
Coming Next in Part 2: How to Market Your Company to Attract Talent
Understanding candidates is only the beginning. Next, we’ll explore how your company’s story, career opportunities, and candidate experience can help attract the specialized talent your organization needs.
