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When it comes to recruitment, rural businesses across Northern Ireland often find themselves up against a tough crowd. With Belfast and Derry hoovering up top talent and offering shiny city perks, it’s no surprise that many rural employers feel like they’re fighting an uphill battle.
But more rural companies can compete. In fact, they’ve got some hidden advantages that city firms simply can’t replicate. It’s all about knowing how to position them.
1. Sell the lifestyle, not just the job
One of the biggest pull factors for candidates considering a rural role is quality of life. Less traffic, more space, lower living costs, and access to stunning landscapes—all of this matters, especially as people reassess their priorities post-pandemic.
If your job is based in Fermanagh, Armagh or somewhere that gets signal only when the wind blows in the right direction (kidding!! kind of...), that might seem like a drawback at first glance. But to the right person, it’s peace, quiet, and the chance to swap the 90-minute commute for a walk by the lake.
💡 Top tip: Make sure your job ads talk about more than just salary. Mention nearby nature trails, strong community spirit, family-friendly living, or whatever makes your area special.
2. Flexibility is your secret weapon
Let’s be honest—most city-based firms are still catching up on flexible working. If you can offer even part-remote roles, or accommodate compressed hours or flexible start times, you're immediately more attractive.
For some candidates, the promise of one or two days at home each week could be the deciding factor between choosing your role and holding out for something in Belfast.
💡 Top tip: Even in industries where on-site work is the norm, consider what small flexibilities you can offer. It all adds up.
3. Invest in your employer brand
You might not have the budget for glossy ad campaigns, but you can create a strong local employer brand. Show off your people. Celebrate promotions, team wins and workplace culture on LinkedIn and Instagram. Make sure potential candidates get a sense of what it’s like to work for you.
💡 Top tip: Ask your team what they love most about working there—and then shout about it.
P.S. If you're an exclusive client of ours, we can work with you to help promote your brand! (Blogs, videos, podcasts, personalised social media promos etc.!)
4. Think long-term talent strategy
A lot of rural firms fall into the trap of hiring reactively—only advertising when someone leaves. But if you're not constantly building your pipeline, you’ll be caught on the back foot when that resignation email lands.
Work with a recruiter (ahem 👋) who knows your patch and can actively market your business to passive candidates. Keep an eye on local apprenticeships, placement schemes and colleges too—growing your own talent takes time but pays off.
💡 Top tip: Partner with schools or FE colleges nearby to get on young people’s radars early.
5. Be open to the unexpected
Not every candidate will have the “ideal” background. But if you’re in a rural area where the talent pool is smaller, you’ve got to be open-minded. Think more about a candidate's transferable skills, cultural fit, and long-term potential over ticking every box.
💡 Top tip: Don’t overlook career changers or returners—they could be exactly what your team needs.
Yes, the big cities have their perks. But rural businesses in Northern Ireland have more to offer than they sometimes realise. With the right approach, a bit of creativity, and a strong story to tell, you can attract brilliant talent—and keep them.
Need help finding those hidden gems? We work with employers all across NI (including those in smaller towns), and we’d love to help.
📧Email: hello@vanrath.com
☎Phone: (028) 9033 0250