Identifying and Overcoming Hiring Challenges in the CPG Industry
The Consumer Packaged Goods (CPG) industry is made up of companies that produce and sell goods intended for daily use by consumers.
Because of the constant demand for these essentials, the CPG industry is highly competitive, requiring companies to stay agile and innovative to keep up with consumer preferences and market trends.
In today’s competitive market, our TZR team of expert recruiters recognizes the challenges our clients in the CPG industry face. More importantly, we can help deploy strategies—honed over years of experience—to address and overcome these challenges.
Common Challenges We See in CPG Recruiting:
Demand for Specialized Skills
In an industry heavily influenced by consumers’ evolving preferences, it is imperative to identify the skills that will position your organization above your competitors and then build a team that embodies them.
- Data Analytics & AI Proficiency
- eCommerce and Digital Marketing Expertise
- Sustainability and Ethical Sourcing Knowledge
- Product Innovation and Development
- Supply Chain Management and Logistics
- Consumer Insights and Market Analytics
The CPG industry…demands a diverse set of skills, from data analytics and digital marketing to sustainability and supply chain management. As consumer expectations continue to evolve, professionals who can adapt and innovate will be crucial to the success of CPG brands.”
High Turnover Rates
“When employees stay with a company for an extended period, they become deeply embedded in the corporate culture. This deep integration fosters a sense of belonging and loyalty, which can enhance overall morale and job satisfaction.
Retaining employees also ensures that institutional knowledge and skills remain within the company”
Time Sensitivity in Hiring
Time sensitivity should be taken seriously because top candidates – those with the skills and expertise needed in an industry like CPG – are often available for only a limited period.
A lengthy and complex recruitment process can result in losing these candidates to faster-moving competitors.
“Most job seekers believe the hiring process should move quickly, with over half expecting an offer in one to two weeks. A drawn-out process can lead to candidates losing interest or accepting other offers, so it’s important for employers to streamline their recruitment process to meet these expectations.”
We have a checklist on how to make a strong offer here.
Strategies to Overcome Challenges in CPG:
Build a Strong Employer Brand
“In the CPG industry, attracting top talent requires more than just competitive salaries and perks—it’s about building a strong employer brand that resonates with candidates.
Your employer brand is a reflection of your company’s culture, values, and workplace environment. A strong employer brand builds trust and attracts talent who are aligned with your company’s mission.”
A common point of confusion in business revolves around the difference between brand perception and the actual quality and value of a product. While an in-demand product is essential for success, an organization will find it difficult to operate at the next level without a solid brand reputation. With the number of options available to consumers today, establishing brand loyalty should be a top priority.
“Candidates are more likely to apply for roles at companies with a reputation for positive employee experiences, clear values, and ethical practices.”
Partner with Specialized Recruiters
Understanding the nuances of the CPG industry and knowing how to effectively recruit within the vast network of qualified candidates is what makes specialized recruiting firms a key piece of the puzzle to address several hiring challenges.
Working with TZR makes a difference when you’re looking to hire right and hire right now in CPG.
Offer Upskilling/Training Initiatives
Upskilling and training initiatives demonstrate a company’s commitment to their employee’s growth and development, making it an attractive option for job seekers. These programs not only enhance employees’ skill sets but also foster loyalty and job satisfaction.
“Employees should be encouraged to take ownership of their growth in the organization. It is possible to sustain learner engagement when a culture is introduced where learning is celebrated and rewarded.”
You can find out more about what you need to know about skills-based recruiting here.
Enhance Your CPG Onboarding Process
Effective onboarding ensures new employees are well-integrated into the company culture from the very beginning – boosting their connection with the organization and increasing productivity.
A few TZR tips for creating a positive experience:
Communication:
- From the first interaction, candidates should feel that communication with your organization is consistent and engaging
- Instill trust in candidates by being candid about the process, providing realistic timelines and honest feedback
Regardless of the interview outcome, employers should strive to have each CPG candidate enter or exit the process with a positive view of their interactions with your organization.
Remember that in today’s connected world, you should expect candidates to share their experiences with others. Whether they ultimately are hired or not, everyone who interacts with your organization should feel that their time spent was worthwhile.
Over the years we’ve found there are three main reasons a candidate may not take the job.
Foster CPG Career Development
“Future-proofing your workforce in the CPG industry requires a strategic approach. By developing key skills, fostering continuous learning, leveraging technology, promoting innovation, and building a diverse team, you can prepare your team for future challenges and opportunities.”
In the competitive CPG market, it becomes that much more important to find ways to differentiate yourself as a top employer. Focusing on developing key skills allows you to show talent that you are offering a lot more than ‘just a title change’.
TZR Tip: Investing in building your employees’ skills will benefit you today AND in the future – there is no downside to putting in the work now to carve out a stable, resilient, innovative workforce.
