By Carol Miller
Like most thriving companies in America, pcOrder.com of Austin, Texas, needs good workers. Lots of them.

What make pcOrder.com different is how it has and is going about finding the workers.

Spun off of Trilogy Corp in 1996, this specialized consultant company for computer firms recruited two types of workers: college graduates and those experienced in the industry. Most of its leads came from its parent company. Then last year, the number of industry applications Trilogy forwarded on was far below pcOrder.com's needs.

By the end of the year, pcOrder.com had received about 4,500 resumes and hired 62 new workers. Here are a few of the aggressive tactics the company successfully employed:

Referral fee. Initially, the company was especially anxious to fill three key positions and offered $5,000 to anyone who referred someone who was selected for one of the those positions. As almost an afterthought, the company offered $1,000 for a successful referral for any other position in the company. The policy worked well enough in 1998 that it now pays $5,000 for any successful referral.

Free movie night. After analyzing the tastes of its target audience, pcOrder.com ran announcements in the local newspapers (mainstream and alternative) that anyone with a resume could watch "Blade Runner" and "War Games" free at a popular local watering hole. Oh, and beer and wine were also free.

Swing dancing. With the same strategy in mind, the company took advantage of Austin's rich musical resources and rented a dance hall and hired a popular swing band. Again, with free admission to those bearing resumes.

Party on the patio. Each Thursday, the company has an employee party (with a beer keg and food) on a patio outside the building, which overlooks the picturesque Colorado River where it runs through the Hill Country. Occasionally, pcOrder.com will send invitations to a target audience to join its employees. Proud of its appealing camaraderie among its employees, pcOrder.com hopes the festive atmosphere will sway potential workers to apply.

Porsche Boxsters. For its biggest push, the company decided it needed to do something drastic to capture the city's attention. Something that workers couldn't ignore, that would draw as many applicants as possible without receiving the enormous bill a headhunter would charge for locating 40 workers. pcOrder.com announced a raffle.

By offering a resume (it didn't need to be the entrant's) that lead to a successful hire, a person entered a raffle for a 1999 Porche Boxster.

Not surprisingly, resumes poured in. It worked so well, the company decided to offer a second raffle. Both winners referred another worker. By sifting through the thousands of resumes, pcOrder.com found its needed workers.

Unlike the computer industry, garden centers do not have the financial resources to offer Porsche Boxsters as a referral bonus. But the creativity pcOrder.com put into its recruiting practices can be mimicked easily.

What activities do your ideal workers enjoy? Being outdoors, obviously. What group doesn't mind getting a smaller paycheck?

Retirees. Many retirees find life boring without an enjoyable job to report to each day. Others realize they should have saved more money for these golden years. Either way, don't overlook this trove of workers. Many have a stronger work ethic than younger generations, and a magical touch with customer service.

Gardening clubs. You won't find a more enthusiastic group of plant lovers. Plant discounts -- or better yet, free plants -- are a siren's call to this group. Unfortunately, this is a tiny pool from which to fish.

Former employees. Track down former employees to see if they are truly happy with their new jobs. Many people leave for a new job only to find the internal politics are difficult to bear. To appeal to this group, however, you'll need to offer a bit more money than you did previously.

Work/study programs. Working with the local school system can unearth a rich source of workers. Untrained, yes. But you will have teachers coordinating with you, and you can set the standard for their work ethic.

Schools. If you are in a university town, then by all means take advantage of it! Think back to your college years. Wasn't your ideal job one that didn't interfere with your studies and that let you breath fresh air? Phrase your ads accordingly: "Get out of the library" or "Earn money and get a tan." Just don't mention it's a farmer's tan!

Recruit in low-income areas. While the booming economy has benefited most Americans, there are still pockets of willing workers who earn little money. Are you near a refugee area? Or a reservation? A recent survey of the working poor revealed this group is more willing to put in long hours and has a stronger work ethic than other workers. If you can address the problems this group may face (lack of transportation, poor English skills), you can tap into a powerful source of loyal employees.

For more: PcOrder.com, 5001 Plaza on the Lake, Austin, TX 78746; (512) 684-1100; fax (512) 684-1200.

Carol Miller is editor of Garden Center magazine.

© 2000 Branch-Smith Publishing