Hiring the right staff has always been a challenge for businesses, but for small businesses operating outside major UK cities, the struggle is even more pronounced.
With talent gravitating towards urban areas, rural and small town businesses often face difficulties attracting and retaining skilled employees. The challenge isn’t just about finding people but is about finding the right people, those with the right skills and experience who are also willing to work outside of the city.
Unlike in cities, where job seekers are abundant, rural businesses often have fewer applicants for open roles or applicants that are perhaps not quite as experienced as the role may require.
Many skilled professionals move to urban areas for better career prospects, leaving businesses in smaller towns and suburban areas with a restricted talent pool. This issue is further exacerbated by the fact that many job seekers are unaware of opportunities available outside of major hubs. With large job boards and recruitment firms often focused on metropolitan areas, smaller businesses in rural locations struggle to gain visibility among potential employees. Even when vacancies are advertised, they often receive fewer applications, limiting the choice for business owners who require skilled staff.
Transportation challenges add another layer of difficulty for rural small businesses. Many job seekers hesitate to accept roles in rural locations due to limited transport links. Unlike cities, where you have plenty of options for public transport making your commuting relatively easy, rural areas often lack consistent and reliable transport options. This makes car ownership almost essential, which is of course not always an option. Even those who do drive may be put off by the idea of a long and potentially costly commute. Additionally, rising fuel prices and the general cost of living in the UK mean that many employees are reluctant to take jobs that require significant travel.
Even in cases where businesses find suitable candidates, wage expectations can create further obstacles. Larger companies in cities can afford to offer higher salaries, along with attractive benefits such as private healthcare, gym memberships, and generous pension contributions.
Small businesses operating on tighter budgets may struggle to match these incentives, making it difficult to attract top talent. Additionally, many job seekers expect remote or hybrid working options, which are not always feasible for roles that require a physical presence. This puts rural businesses at a disadvantage when competing for skilled workers. Beyond salary concerns, generational preferences also play a role in recruitment challenges.
Younger workers, particularly Millennials and Gen Z, often prioritise jobs that offer flexibility, career progression, and include a vibrant work environment. Many view rural jobs as limiting in terms of networking opportunities and career advancement, leading them to favour roles in urban areas where professional communities are more established. To address these challenges, small businesses must adopt innovative and strategic recruitment approaches. One of the most effective ways to expand the talent pool is by offering hybrid or fully remote roles. While not all jobs can be performed remotely, businesses that provide flexible working arrangements will have a greater chance of attracting skilled professionals who prefer to live in cities but are open to working for a rural employer. Even allowing employees to work from home a few days a week can make a position more appealing which does mean that as a business you have to start to adapt to the idea of hybrid working, although this may be attractive to applicantants it is usually not attractive to the business itself.
For roles that require a physical presence, businesses need to find creative ways to make their job offers more attractive. While it may not be possible to compete with city based salaries, employers can provide alternative perks, such as flexible working hours, additional holiday allowances, or professional development opportunities.
Another crucial strategy is investing in local talent through training and apprenticeship programmes. Businesses can partner with local colleges, universities, and government funded initiatives to provide skills development opportunities. Apprenticeships, in particular, offer a way for businesses to train employees from within the community, ensuring a steady pipeline of skilled workers. By nurturing talent locally, businesses can reduce reliance on city based hires while also strengthening ties with the community.
Employer branding is another key factor in attracting staff. Many small businesses underestimate the importance of marketing themselves as great places to work. In today’s digital age, having a strong online presence is essential. Businesses should leverage social media, company websites, and networking events to showcase their work culture, employee success stories, and career growth opportunities. A well crafted employer brand can help change perceptions and position a business as an attractive employer, even if it is located outside of a major city.
Government support and policy changes could also make a difference. Businesses should stay informed about government grants and funding opportunities that support workforce development in rural areas. Engaging with policymakers and industry associations can help ensure that the challenges faced by rural employers are recognised and addressed.
While hiring in rural areas will always have its challenges, small businesses that invest in local talent, enhance their employer branding will stand a much better chance of attracting and retaining the right staff. Cities may continue to dominate the job market, but with the right approach, businesses outside urban centres can still compete and thrive. By focusing on creative recruitment strategies, offering attractive incentives, and working together as a community, rural businesses can turn their hiring struggles into opportunities for long-term success.
