With the digital revolution, work culture has seen a transformation not seen since the Industrial Revolution two centuries ago. As a result employers are finding that with the new skills required for many jobs, they are not able to hire and keep the talent they seek. The talent shortage survey estimates that globally 40% of employers can’t find the people of right skill set and profile for the job that needs to be done.

In such a climate it is tempting as a business owner to hold your head in your hands and say that not much can be done. But this is not true - much can be done to ensure that you hire and retain the right talent. The key is to differentiate yourself in the market as an employer in certain ways. Here are four tips to help you achieve this.

1. Develop a vision for your new hires and emphasize on company culture - In recent times, the trend is to work with a company for a short period of time before moving on to other pastures. One proven way of attracting talented people and keeping them with your company is by providing them with a vision and a path for the next 3-4 years. Describe what you want from them, what success means to the company and how they can grow as the company grows. They will have a much clearer idea of what is expected and will be willing to make a commitment that goes beyond the norms of today. Place an emphasis on company culture. Punit Vanvaria of Corner Office Advisors, a recruitment firm for senior executives, opines “Entrepreneurs and business owners must recognise the role of the company’s culture as an important pillar for retention. People want to work in an environment where they feel empowered, respected and nurtured. Look around in your industry, try to set better culture benchmarks. And, you embody these within your organisation. It cannot just be lip service.”

2. Work on developing your new hires - Institute training and programmes that go beyond just informing the new hire about what the new company is about and what their role is. Give them opportunities to develop additional skills and grow as a person & a professional. Of course, the hire may leave you soon after, but research shows that employees are more likely to remain if there are provisions for their personal development as part of the experience of working for a company. Geet Jalota of AskGeet HRD Solutions who runs a Human Resources practice, is a firm believer in what she calls “providing the employees an opportunity to grow” saying that this is one way “how smaller companies can retain their employees”. Opportunities to grow do not have to be lavishly expensive training programmes. They could simply be giving employees tasks and responsibilities that challenge them and providing them with the right kind of recognition for a job well done.

3. Challenge people to be productive and don’t worry about the hours clocked - It is a practice as old as time to monitor the number of hours an employee works. But this practice is actually fruitless when productivity is what should actually be measured. Hours can be spent surfing online and chit-chatting with colleagues. Encourage your employees to get their work done and make the most of their time in a way that is constructive for both themselves and the organisation. If instituted correctly, such a policy would improve the work culture at your office and provide a big draw to talented workers. As mentioned earlier, flexibility and autonomy are prized commodities today and looking after a worker’s wellbeing will inspire loyalty and productivity.

4. Focus on deliverables and don’t worry about location - People who are talented will work regardless of where they are. Focus on and value the deliverables and don’t insist on them being present at a place of work every day. Studies have shown that most professionals today value autonomy and flexibility and work just as well if not better from home. Also, many professionals are willing to take a pay cut for the additional flexibility and autonomy. It makes imminent sense to institute a policy that allows people to work remotely. Also, this can reduce office costs when it comes to providing a workplace with amenities. However, it is important to keep a track of whether deliverables are being received in a timely manner. Everyone doesn’t have the self-discipline to work well in an environment that is not professional.

Make changes to the way you attract and retain employees. If these changes are meaningful and well instituted, you will have no trouble hiring and keeping the top talent with you.