New, free e-book ‘Race for Talent’ by Reuben Sinclair advises employers to invest in company culture, rather than competitive salaries and job titles, to win talent.

Employers need to move away from competitive salaries and job titles, and instead focus on cultivating an ‘empowering and flexible environment’ in order to attract candidates. This is according to a free e-guidebook published by Reuben Sinclair in partnership with the Public Relations and Communications Association (PRCA), introduced to advise agency and in-house teams on perfecting their recruitment strategies.

PRCA deputy director general Renna Markson says: “Hiring managers are missing the mark if throwing money at talent is the foundation to their recruitment strategy.

“With the pressures of a global recession and with a job market swinging in favour of candidates, employers are faced with no shortage of challenges. The best organisations – those that win this war on talent – are those willing to put people and purpose at the heart of their business strategy.”

According to the guide, the PR and communications industry needs to reconsider its employee value proposition and invest in creating a culture that inspires both “professional and personal growth." Further advice is given on enhancing customer experience, retaining existing talent and the importance of clarity around your business vision.

Reuben Sinclair managing director and co-founder, Rohan Shah, says: “With the market being candidate-driven, employers are facing increasing uncertainty and are painfully aware of the challenges faced when recruiting. However, with uncertainty comes opportunity.

“Employers that most effectively cultivate an empowering and radically flexible environment enhancing personal and professional growth will win-the-war on talent.”