Just like the commercial tech industry, attracting and retaining top talent for government contracting (GovCon) is a necessity for sustainable growth, not to mention, innovation when it comes to national defense. This was the focus of the recent Northern Virginia Technology Council (NVTC) panel, Charting the Course for GovCon Success: Winning the War on Talent. The discussion provided valuable insights into how GovCon firms can enhance their talent acquisition and retention to stay competitive.
Here are the key takeaways from the event, along with how your organization can leverage branding and marketing to develop and promote your Employer Value Proposition (EVP) for both internal and external stakeholders.
1. The Shift Toward Continuous Feedback: Goodbye Annual Reviews
One of the standout strategies discussed came from Ross O’Rourke, CEO of Crimson Phoenix, who shared how his company has replaced the traditional annual performance review with “Quarterly Dialogues.” This ongoing feedback model keeps employees engaged, ensuring continuous improvement and development. It allows managers to address concerns in real-time, naturally, conversationally, rather than waiting for often overly formal and tedious year-end evaluations.
Why it matters: Continuous feedback creates a transparent culture that fosters trust and accountability. From a branding perspective, promoting these progressive internal practices as part of your EVP can differentiate your company as a forward-thinking, employee-centric employer, helping you stand out in the competitive GovCon talent market.
2. Retention Strategies: Culture and Mission Are Everything
Retention was a major focus of the discussion, rightly so, as we are all aware that it’s a lot less expensive to retain good talent than to attract it. And, like in any other sector frankly, retention in GovCon is about more than competitive salaries and benefits (though, those are still table stakes, don’t skimp on those!). Supplemental compensation approaches were discussed as well, including various forms of equity and providing business development incentives to all staff, plus the training for business development skills for those interested.
Panelists emphasized that a company’s culture and mission must be woven into every aspect of its operations. Rebecca Kenawell, SVP of HR at Maximus, highlighted the importance of professional development and employee engagement, including perks like unlimited PTO and tuition reimbursement.
Other common engagement strategies mentioned were events like hackathons for technical employees, personal touches like thoughtful handwritten notes for special occasions, and not cheaping out on company events like holiday parties—think about it, don’t you want your employees excited for the event and talking about how fun or cool it was for months or years after? You spend proportionately to your revenue of course, but again, resist the urge to skimp, it makes a difference. No one likes lame. And, lastly, from my own anecdotal experience, I know plenty of people who stick around because of their company’s generous fertility treatment subsidies.
Key takeaway: GovCon firms must build a strong culture where employees feel valued and connected to the mission. At Grafik, we help companies define and communicate their unique EVP, ensuring it resonates with potential hires and current employees alike. By developing a clear, compelling brand message around your culture and mission, you can attract top-tier talent while reinforcing employee loyalty and engagement. Also, if you need fun ideas for your next holiday party… 😉
3. Multigenerational Workforce Dynamics
The panel acknowledged the challenges of managing a workforce that spans multiple generations (four these days). Younger employees expect rapid career progression, while older employees may be more focused on stability. Crimson Phoenix’s “Pro in Place” program supports (typically) older employees who don’t seek upward mobility and professional development but continue to provide consistent contributions. And I can see how their Quarterly Dialogues might even contribute toward the retention of younger talent, providing additional opportunities throughout the year to naturally address upward mobility ambitions, versus waiting until the end of the year for the daunting “big conversation.”
What to watch: A strong EVP must address the varying needs and expectations of a multigenerational workforce. Through strategic employer branding, our agency can help you craft messaging that speaks to the ambitions of younger employees while valuing the experience and stability offered by older workers. This approach ensures that your EVP appeals to the diverse perspectives within your workforce, fostering retention across all age groups.
4. Flexible Roles and Cross-Organizational Opportunities
The panel discussed the value of offering employees non-linear career paths and cross-organizational opportunities. Employees today want flexibility and the ability to grow within their organizations, even if it means exploring roles outside their initial scope.
Pro Tip: To remain competitive, companies must embrace and promote flexibility as part of their employer branding. Grafik can partner with you to highlight these opportunities in your recruitment marketing, ensuring that prospective employees know that growth and development are integral to your company culture.
5. Team Size and Organizational Structure: Insights from Military Leadership
When an audience member asked about organizational structure—flat versus hierarchical—Ross O’Rourke brought up the military’s approach to team structures, specifically the concepts of “fireteams,” typically four members, and “squads,” typically 12 members, to discuss how smaller, agile teams are more manageable from a supervisory perspective, and effective. Research* suggests the ideal team size is generally between 3-6 members, which facilitates more productive collaboration and decision-making.
Why this matters: As part of your external branding, showcasing how your company embraces modern, efficient organizational structures can be a strong selling point for potential hires. Through employer branding, we can help you communicate your innovative approaches to management, appealing to talent seeking dynamic, collaborative work environments.
6. AI’s Role in the Future of Talent Acquisition
It wouldn’t be an event in 2024 without the mention of AI. Yes, Artificial Intelligence (AI) is increasingly being used in talent acquisition for tasks such as candidate and skills matching, and communications. The panelists noted how AI is beginning to help streamline recruitment processes and being deployed throughout organizations to help with routine tasks to create an environment where employees can focus on meaningful work that drives satisfaction and retention.
The bottom line: AI is enhancing efficiency in talent management, but it’s crucial to communicate how technology enhances—not replaces—human capital. In addition, the panelists emphasized the importance of a clear distinction between Talent Acquisition (TA) and HR personnel. While TA focuses on recruitment and attracting top talent, HR is responsible for employee management and retention. Both departments should work closely together to inform one another, but maintain separate roles to ensure the best outcomes in both hiring and long-term employee engagement.
How Grafik Can Help You Attract and Retain Top Talent
Your Employer Value Proposition is critical. It’s what sets your company apart and attracts top talent who are aligned with your mission and values. At Grafik, we specialize in helping businesses like government contractors develop and promote a compelling EVP that resonates with both internal and external stakeholders.
We offer strategic support in:
• Employer Branding: Defining your unique value as an employer and crafting messaging that appeals to top talent.
• Internal and External Messaging: Promoting your EVP to current employees to strengthen engagement and loyalty, while also positioning your company as an employer of choice for prospective hires.
• Strategic Partnership: Working with your HR and leadership teams to align your employer brand with your company’s culture, mission, and business goals.
For government contractors, success isn’t just about winning contracts—it’s about building a team that’s capable of delivering on those contracts. By working with us you can ensure your company is positioned to attract and retain the best talent in the industry, helping you stay competitive for the long term.
*Sources on Ideal Team Size:
• Forbes: The Ideal Team Size at Work
• Art of Teamwork: What Is the Ideal Team Size?
• Kris Dalpiaz: What Science Tells Us About Optimal Team Size
• LeadingBeat: What Is the Ideal Team Size and Why It Is Important
