Recruiting means different things to different recruiters. It also covers a wide array of disciplines in the industry. For this article, we consider recruiting to be the phase between taking a job order and when a client wants to begin interviewing.
Let’s also be clear that recruiting is sales. You’re selling opportunity! You need to package and present a job in such a way that appeals to your ideal person for placement. What attracts them?
That is the question of focus here, and it’s important you remember that candidates do not care what you’re looking for; they care about what’s in it for them. Be prepared to speak to that and present to those concepts. How will they see the job as an opportunity they want to pursue?
3 Steps in the Right Direction
While we’re giving context to our notion of recruiting, let’s clarify the three steps involved in the process:
- Attraction – Making a person aware of an opportunity that may be better than their current position (job postings, phone, social media, etc.).
- Establish Interest – Following awareness of an opportunity, it typically takes 12-72 hours for a person to consciously decide an opportunity is something to pursue and become an applicant. Recruiters have no control in this aspect – if not attracted, the person stops at this step.
- Qualify – Here is where recruiters determine if the applicant is worth presenting to the client. Establish that the applicant accurately matches the three critical control points necessary to become a candidate:
- 85% match against skills required
- Motivated by reasons other than money to pursue the opportunity
- Would accept an offer within the company’s specified salary range
Many recruiters make the mistake of taking step three (qualifying) and cramming it into step one (attracting), and gloss over the middle step altogether. That can only lead to a miserable pitch and lack of interest in return.
A Pitiful Pitch?
Does your pitch emphasize what your client is looking for, what the role requires, the specific responsibilities involved? Does it mention the degrees and experience you’re looking for? Does it wrap up by asking, “Does that sounds like an opportunity you’re interested in?”
Most pitches go exactly like that – and it’s horrible. Why? You’re telling somebody what you’re looking for and simply hoping that they hate their current job so much that they are grateful you called.
The success of this pitch is a myth because you could still make placements by pitching this way to unemployed people and to those who hate their current job so much that your opportunity sounds attractive.
The problem is you’re missing so many more placements because you’re not talking to candidates about the right things. You need to speak in a way that inspires response – and not from desperation.
Ready to amp up your attractor factors? Check back for Part 2…