The Forgotten Art of Recruitment?

Expert Advice“So what is this forgotten art Recruitment Dad?” I hear you cry. Marketing candidates out. Many of you will now cry out “I haven’t forgotten that!” though how many of you do it regularly? Who out there has done it today? Or yesterday? Or even last week? So I believe I am right; It has been neglected forgotten by many. There are even those cynical seasoned recruiters who claim they don’t need to do it any more as it’s for rookies. Mig bistake…Stay with me and let me refresh how to do it so that it actually produces results.

To add some fuel to the reasons why you should do this, let me tell you a story. I sat with a consultant recently who had never marketed out a candidate before. Mainly because no one in his team had done it during the 6 months he had been there. We spent an hour finding a really good candidate, spoke to them about it, picked up 7 fresh leads from them in the process and set about a marketing campaign. Within 8 phone calls one client asked for the contractor to start on the following Monday (at a £180 day margin) without an interview! No word of a lie – to start the next week! Happy days are here again! So how did he do it?

Marketing a candidate, when done properly, will have a dramatic impact on the quality of your business development calls and the quality of requirements you pick up. To be effective at these calls there are four key areas to consider:

1.   Selecting the right candidate

2.   The presentation

3.   Who to phone

4.   Objectives of the call

Selecting the Right Candidate

Presently the weakest area I consistently observe in consultants who are marketing candidates is candidate selection! This is critical if you are going to have an impact on the client. The following criteria are therefore essential in selecting a candidate to market-

1.   Highly Co-operative – This means that the candidate is looking and is aware that you are conducting this exercise. Get them an interview and you would want them to attend!

2.   Measurable Accomplishments and a Successful Track Record – This becomes the foundation of your presentation of the candidate. The more they have done for their current/previous employers the greater the impact they could have elsewhere! Start asking your candidates about their greatest achievements at work. Quantify these in time or money for further impact.

3.   Skills must be in High Demand – Market candidates where demand exceeds supply for their skills and experience.

4.   Personally Qualified – Make sure that they have the personal presentation to represent you well at interview. If the goal is to get them out there in the market we want them to be strong ambassadors for us.

5.   Limited and Known Exposure to the Market – Let’s avoid “you’re the third consultant to tell me about them this week” by making sure we know everywhere the candidate has sent their CV. A small ask on our part given the work we will be doing on their behalf. In the above anecdote the candidate suddenly gave 7 leads when earlier that week they “had nothing on the go”!

When a candidate satisfies the above list then they are a going a long way to being a qualified candidate to market – an MPC (Most Placeable Candidate). The best place to find these? Good candidates like this are in short supply so I would expect them to be hard to find. Ask you good candidates for referrals to increase your pool of good talent. Also look at your current requirements. Candidates you have on interview are clearly sought after so could one of them be an MPC?

The Presentation

Picking up the phone and winging it will not work consistently enough to produce good results. Prepare something to say, commit it to memory and then deliver it with some passion! Pick out the key features of the candidate and their achievements and produce a verbal presentation that need only last 60-90 seconds. Any longer and the client will drift away. Write it, rehearse it (aloud), remember it then get on the phone and deliver it! DO NOT read a script as you will sound like you are reading a script! Have the CV printed and at the ready and get on the phone.

Consultant: “Good morning, Bob Smith?”

Client: “Speaking”

Consultant: “Morning, my name is_______, I work for Recruitment Dad and specialise in recruiting Project Managers on a contract basis in the UK. The reason for my call today is very specific Bob – I trust now is a good time to talk?”

Client: “If it’s quick, as I have a meeting starting in 5 minutes.”

Consultant: “I appreciate that, my call today is purely speculative as I have encountered a candidate I am sure you will want to hear more about. The reason I say that is he is a Prince2 Project Manager with extensive experience of Biometrics and IT based Border Control solutions, with full P&L responsibility for IT development and delivery of operational improvements on a £3million project. Having developed the program from a green field site to a team of 18 he demonstrates both the technical skills required within project management and also the leadership and vision required to deliver within the right timescales and budgetary constraints. Tell me Bob, how does he sound to you?”

Client: “He sounds pretty good on the surface, where has he been working?”

So, already we have a buying signal! I know, that you know how to take over from here. Having delivered this presentation it is now simply a matter of qualifying the client and building the relationship. Preparing a presentation and rehearsing it out loud before the first client call is a really worthwhile investment. Saying the same thing to each client in your presentation allows you to get better and better at how you say it which, as we all know, accounts for a large proportion of out communication. Find yourself a candidate this week and put it into practice – I guarantee excellent results!

In Part 2 (later this week) of this I will look at how to put together a list of clients to call, relevant objectives and how to deal with some on the inevitable objections buying signals you will encounter.

9 Responses

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  1. Really really good

    venky 1 March 2010 at 10:44 pm Permalink
  2. Hi Recruitment Dad,

    Glad to tell you that we still practise candidate marketing and it work as how you ilustrate.

    Mohd Sallehuddin 2 March 2010 at 12:40 am Permalink
  3. That gives an interesting insight into what makes you stand out as a candidate.

    Many thanks

    Khaled Al Marei 2 March 2010 at 7:41 am Permalink
  4. Glad you liked it so much. Make sure you come back to read the second part later this week!

    RecruitmentDad 2 March 2010 at 9:01 pm Permalink
  5. Great news that it works well for you. Keep it up as it is a key differentiator (especially in today’s market place).

    RecruitmentDad 2 March 2010 at 9:02 pm Permalink
  6. A massive insight Khaled. A little secret for you you here so don’t tell anyone – Only 18% of candidates surveyed (out of 1000) said they thought it was important to put work based achievements in their CV. 70% of decision makers who recruit (not recruitment consultants) said they thought it was important they appeared on a CV and HAD REJECTED candidates at CV stage for a lack of work based achievements being listed. Makes me think I need to blog about that…

    RecruitmentDad 2 March 2010 at 9:04 pm Permalink
  7. Excellent and thank you for sharing this.

    Anthony Pierce 3 March 2010 at 8:23 pm Permalink
  8. Hi RD,

    I have been looking for almost 2 yrs of my work experience for such a website. Finally my search ends here. I’m definitely going to be a regular follower of your website and I like all your posts.

    Zainab Urooj

    Zainab Urooj 9 March 2010 at 8:01 am Permalink
  9. Love it! A “back to basics” concept. You can’t beat tried and tested methods of business development

    Steve 20 May 2010 at 5:42 pm Permalink

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