3 Ways to Be a More Appealing Employer in a Competitive Market

In today’s job market, employers don’t just compete for customers—they also compete for talent. And in many industries, especially in service-driven sectors like the Green Industry (landscaping, lawn care, irrigation, horticulture, and arboriculture), the competition for skilled, motivated employees can be just as fierce as the competition for clients—maybe even more competitive.

The reality is simple: talented people have options. If your company isn’t offering a compelling reason for them to choose you over another employer, you’ll lose out on the very people who could help you grow, serve customers better, and strengthen your business for the long run.

The question is, what makes one employer stand out over another?

  • 12 min

3 Ways to Be a More Appealing Employer in a Competitive Market

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At BR1, we see a consistent pattern across countless recruiting searches and conversations with candidates. Three things matter more than anything else when it comes to being an appealing employer in a competitive market:

1. Competitive compensation and meaningful benefits.
2. Real growth and advancement opportunities.
3. A strong and attractive employer brand.

Let’s break each of these down.

1. Compensation and Benefits: More Than Just a Paycheck

It should go without saying that pay matters. In fact, for most candidates, it’s the very first filter they use when deciding whether to apply for a job. If compensation isn’t competitive—or worse, if it’s below market rate—your job posting won’t even be considered by many of the candidates you want most.

But being competitive doesn’t mean you have to be the highest-paying company in your market. What it does mean is that your pay and benefits must reflect the value of the role, the skills required, and the effort needed. Here are a few best practices:

• Know the going rates. Compensation levels vary by geography, skill level, and type of work. Employers who assume their “gut feel” is good enough are usually underpaying. Salary benchmarking should be part of your recruiting strategy. In the Green Industry, for example, pay for a crew member in Michigan may look very different than pay for the same role in Arizona or Virginia.
• Think total compensation. While hourly rates or base salary are important, benefits can make or break an offer. Health insurance, 401(k) plans, PTO, sign-on bonuses, and even creative perks like referral bonuses or wellness stipends add up. A slightly lower hourly rate paired with strong benefits can be more appealing than a higher rate with nothing extra.
• Flexibility is a benefit. Today’s workforce values time as much as money. Employers who offer flexible schedules, opportunities for more time off, or even hybrid/remote arrangements for office roles immediately stand out. Quick disclaimer: I’m not saying hybrid or remote work is always a good idea. I think remote work is something that’s been overplayed with serious consequences in recent years; however, it can be a fantastic benefit, in the right situation, for the right person. It’s something to consider—and it can help you attract talent.
• Show the path to higher pay. One of the most common frustrations among employees is feeling “stuck” at their current rate. If you can outline how performance, advancement, or certifications lead to raises, you’ll not only attract candidates—you’ll retain them longer.

Key takeaway: Pay matters. Benefits matter. Transparency about both matters even more. Employers who invest in competitive compensation don’t just fill roles faster—they also keep their best people longer.

2. Real Growth and Advancement Opportunities

Compensation gets candidates in the door. Growth opportunities are what keep them around.

The modern workforce—especially younger generations—values development. People want to know they’re not just signing up for “a job,” but that they’re joining a place where they can build a career. This is especially true in industries like landscaping and lawn care, where entry-level employees often start with shovels or mowers but aspire to become crew leaders, account managers, or even branch managers.

Here are a few ways to create and communicate real advancement opportunities:

• Create clear career paths. Don’t assume employees know what’s possible. Spell it out: “Here’s how a Crew Member becomes a Crew Leader, then an Operations Manager.” When people can visualize their future with your company, they’re more likely to stay.
• Invest in training. Whether it’s safety certifications, equipment training, or leadership development, employees notice when you invest in their skills. Training is not an expense—it’s an investment—and it’s a retention tool.
• Promote from within. External hires are sometimes necessary, but nothing sends a stronger message than promoting your own team members. Highlight these success stories in team meetings, newsletters, and even on your social media.
• Offer mentorship. Pairing new employees with experienced ones creates a sense of belonging and accelerates development. Mentorship also helps transfer institutional knowledge that can’t be learned from a manual.
• Support lateral moves. Not every employee wants to climb the ladder vertically. Some may want to move into different roles—sales, design, irrigation, or customer service. Companies that allow lateral growth build loyalty and versatility.

Key takeaway: Jobs become careers when employees see a future. Employers who provide a roadmap for advancement not only appeal to ambitious candidates—they also reduce turnover dramatically.

3. A Strong Employer Brand

You can pay well and offer growth opportunities, but if your reputation as an employer is weak, you’ll still struggle to hire. That’s where employer brand comes in.

Your employer brand is the sum of how current, past, and prospective employees perceive your company as a place to work. It’s influenced by your culture, your leadership, your communication, and even your social media presence. In competitive job markets, your employer brand can be the deciding factor for a candidate choosing between you and a competitor.

Here’s how to build a stronger employer brand:

• Start with culture. Culture isn’t what you write in a handbook or on your website—it’s how people feel when they come to work every day. Do employees feel respected? Are they heard? Do managers lead by example? A positive culture creates brand ambassadors out of your employees.
• Be visible online. Job seekers are researching you before they apply. What do they find? An outdated website? A handful of mixed Google reviews? Or a strong social presence highlighting your team, your projects, and your values? Sharing real stories and photos of your employees makes your company relatable and attractive.
• Encourage employee testimonials. Candidates trust employees more than leaders. Ask your team members to share why they like working with you—whether in short videos, quotes on your website, or social posts.
• Highlight community involvement. If your company gives back—whether through charity events, volunteer days, or environmental initiatives—make it known. Employees, especially younger generations, want to be part of something meaningful.
• Be consistent. Your employer brand should match your actual employee experience. If you promote “family culture” but turnover is high and management is unapproachable, word will spread. In today’s world of online reviews (think Glassdoor or Indeed), you can’t fake it.

Key takeaway: Your employer brand is your reputation—and reputation is everything. Companies with strong brands not only attract more applicants, they also attract better applicants.

Putting It All Together

Being an appealing employer isn’t about gimmicks or quick fixes. It’s about aligning three critical areas:

1. Pay people well and offer benefits that matter.
2. Give them real opportunities to grow.
3. Build and maintain a reputation as a great place to work.

When these three elements work together, your company becomes more than just “a job” to candidates. It becomes a destination—a place where people want to work, stay, and succeed.

And in today’s competitive labor market, that’s the difference between constantly struggling to fill positions and building a team that drives your business forward.

At BR1, we see the same pattern every week. The employers who pay competitively, invest in people, and build strong brands have the easiest time recruiting and retaining great employees. The ones who don’t… well, they’re the ones still asking why they can’t find good people.

The choice is yours.