Welcome to the June edition of The Hire Score Newsletter. This month I am going to focus exclusively on high touch recruiting. As people get more and more desperate to attract talent, they are using greater variety of recruiting techniques. Although you have heard me encourage using a variety of techniques, I am afraid people are starting to lose sight of some of the basics tenets of recruiting. Recruiting activity without direction is wasted effort.
The basics are always fundamental to success. John Wooden, the legendary UCLA basketball coach, used to allow the opposition to scout his practice because he said that if we execute the basics, the opposition wouldn't be able to stop us even if they know what we are going to do.
Recruiting is about selling. And just like when you sell, you have to understand your target prospect. Those of you that attended one of my presentations probably heard me say, “Hire to your business model.” A clear understanding of your operation and a solid knowledge of the types of people that are successful and the specific skills you need in your environment, combine to allow you to craft the right strategy. The right strategy allows you to craft the right message.
“Why should I work for you?” The answer to this question needs to be fundamental to your recruitment activities. This is the question at the forefront of every candidate's thinking. The right answer gets you the right candidates.
You need to appeal to the person in crafting your message. Your message must be focused on the benefits to the prospect. Don't say,”We are the biggest ____.” Instead say, “You will sell from a position of strength working for the industry leader.” Your message should be unique to your company. Craft a message that is going to appeal to the emotions of the prospect? A great test for your message is to run it by your existing employees. They are a good test for effectiveness.
The next fundamental is to always recruit backwards. Figure out where your prospects are now. You have to learn where they congregate, what they read, where they socialize. Once you know where they are, use this information to decide the best way to deliver your message. If your prospects read trade journals, use this information to get your message noticed. If they play in summer softball leagues, take advantage of that information. By working backwards your recruiting choices get much easier. Also, candidates are more impressed when they run into you in an environment where they are comfortable. They will start to view your company in a positive light.
Use this same approach to your online recruiting. Determine where your prospects are most likely to be surfing. With this information in hand, strategize how to uniquely get your message noticed. I am a much bigger supporter of the specialized job sites as opposed to the giant all-in-one sites. Do some homework to identify those job sites that specialize in the types of people you are searching for.
And finally, whatever your message, wherever you deliver it, remember the most important thing to know is that recruiting is all about establishing a personal relationship. People go to work for people. You have to stress the personal side of working for your company. No ad in the world is going to get someone hired but a good headline should generate interest. Here are some examples of the type of headlines that work:
Are you ready to take your career and our company to the next level? Help us architect the future. If you have a burning desire to innovate, keep reading. Our growth provides opportunities for our people.
The purpose of all your recruiting efforts is to move people to the point where you can begin the relationship. Figure out how to engage the person so they want to learn more about your company or to begin a dialogue with you. You just want them to be interested enough to take the next step to know more. Just like you don't hire someone from a resume, people don't decide to take a job based on an ad. No matter how automated or how creative you get with your recruiting, don't forget that the best selection process is the one that contains a “high-touch” recruiting.
In review, don't ignore the basics as you innovate in your recruiting. The key principles are:
A final thought on the changing marketplace. We are starting to see some cutbacks at some of the bleeding edge companies that are having troubles. I read an article over the weekend that listed all the cutbacks at companies in my local area.
Part of having a recruitment mentality is to stay informed. You need to be all over these companies trying to get their people. Don't wait for these displaced employees to find your ad on a job board. Be aggressive. Practice your recruiting fundamentals every day and no one will be able to crack your recruitment strategy.
Have a great month!
Barry Shamis