THE BRUTAL TRUTH #22

THE BRUTAL TRUTH #22.

by Howard Greenwood, 1st March 2024

Welcome to edition #22 of Jump Advisory Group The Brutal Truth. In this edition, we look at candidate and client acquisition and look at the core basics of what makes candidates and clients come to us. This should be an easy read, but then again, looking at the number of posts about candidate shortages and clients not engaging, it may be worth 5 minutes of your time.

Maximising Talent Acquisition: The Crucial Role of Candidate Attraction and CRM Management.

In the ever-evolving recruitment landscape, one fundamental truth remains constant: talent is the lifeblood of any successful recruitment agency. As businesses strive for growth and innovation, attracting, engaging, and retaining top-tier candidates for your clients becomes paramount. Candidate attraction and engagement strategies and your Customer Relationship Management (CRM) systems are essential in managing candidate data and maintaining regular communication with potential hires.

Just think how much potential is sat, untapped, on your CRM. Take the number of candidates on your CRM, calculate 20% of that number (the number of candidates looking for a new job at any time), and multiply that by your average placement fee. Now, I bet that’s a significant figure. You would be happy even if you land between 1% and 10% of that figure per head.

So, the questions you should be asking yourself are:

  1. How good is your attractions strategy?
  2. How good is your engagement strategy?
  3. How good is your CRM?
  4. Are you maximising all your candidate’s potential?

The Power of Candidate Attraction

In today’s competitive job market, the battle for talent is fierce. Companies must actively position themselves as employers of choice to attract the best and brightest candidates. This begins with crafting compelling employer branding strategies that showcase the organisation’s values, culture, and opportunities for professional growth.

Do you know how to place your client’s brand into the candidate marketplace before your client starts looking to engage with the talent pool?

Compelling candidate attraction goes beyond posting job listings on traditional platforms. It involves leveraging a multi-channel approach encompassing social media, professional networks, industry events, and employee referrals.

By casting a wide net and engaging with candidates where they are most active, recruiters can tap into diverse talent pools and uncover candidates who may not be actively seeking new opportunities. Do you know where your candidates hang out? What social platforms, chat rooms, and job boards will you find them on, and are you engaging them early enough to make a difference?

Furthermore, personalised and transparent communication throughout the recruitment process is essential. Candidates appreciate timely updates, constructive feedback, and insights into the organisation’s hiring process. However, we must communicate outside the recruitment process to create proper relationships.

A positive candidate experience enhances the employer brand, fosters goodwill, and encourages referrals, creating a continuous cycle of candidate attraction.

We must communicate with our candidate outside this time to maximise their billing potential.

Harnessing the Power of CRM

Central to effective candidate management is the utilisation of robust CRM systems. These platforms serve as the backbone of recruitment operations, allowing recruiters to efficiently capture, organise, and analyse vast amounts of candidate data.

From initial contact to onboarding and beyond, CRM systems streamline the entire recruitment lifecycle, ensuring no talent slips through the cracks. So, the candidate journey starts with you when you first engage and lasts until their working life is over. We need to STOP using candidates like a throwaway product and consider them as reoccurring revenue streams over a long period (years, not weeks).

Maintaining accurate and up-to-date candidate data within the CRM is paramount. This includes basic contact information and detailed profiles outlining skills, experience, preferences, salary/rate and engagement history. By harnessing the power of data analytics and automation, recruiters can identify trends, track candidate interactions, and tailor their outreach strategies for maximum impact.

Moreover, CRM systems enable recruiters to nurture long-term relationships with candidates, even if they are not an immediate fit for current openings. By categorising candidates based on skills, interests, and career aspirations, recruiters can proactively reach out with relevant opportunities, keeping top talent engaged and primed for future client roles.

We need to keep candidates engaged high, irrespective of whether we place them or not; all candidates have value to them. Things we should be tracking but, in the main, do not:

  1. Placement attrition. What is the average tenure of the candidates you place? Is this above or below the average tenure of those positions? A great selling point about your quality.
  2. If we know the average tenure, do we know when a candidate starts thinking about their next move? This is usually 12 to 14 months before they move! Are you marketing to them at this stage? I am not talking about marketing your current jobs or how to write a CV or pass an interview, but proper market data and information, industry updates, etc., in the form of a newsletter. Are you capturing your candidate’s hearts and minds early enough in their decision-making process?
  3. Are you talking to your candidate early enough to place your client’s brand into the proper “passive” market, or are you waiting until the candidate signals they are on the market because all agencies see that signal?

The Importance of Regular Communication

Effective candidate management extends beyond the initial recruitment phase. It involves building lasting relationships built on trust, transparency, and mutual respect.

Regular communication is pivotal in nurturing these relationships and keeping candidates engaged throughout their journey. From personalised email updates to informative newsletters and networking events, recruiters must maintain consistent touchpoints with candidates, and the best way is by phone. It does have to be weekly but should be no less than quarterly, and when you add your online marketing, newsletters, etc. now, you can influence your candidate market.

These interactions serve not only to keep candidates informed about new opportunities but also to demonstrate the organisation’s commitment to their professional development and success by informing the candidate of market changes and industry data basically all the things you should be marketing to your clients, should be marketed to the passive market, consistently from when your candidate initially engages with your agency. However, you need to spe

Communication should not cease once a candidate accepts an offer. Onboarding is a critical phase where candidates form their first impressions of the organisation. By providing clear expectations, offering support, and soliciting feedback, recruiters can ensure a smooth transition and set the stage for long-term retention.

Suppose you have already set the candidate engagement strategy when the candidate registers with your agency. In that case, they will be receiving newsletters and information before accepting a role. Too many recruiters worry that clients will see this as you are poaching the candidates you have placed. Please note that I have not said your newsletters should contain your live vacancies because they should not. Make sure to distinguish the two stages, passive and active candidates. One is about relationship building for the long term, and the other is about placing live candidates.

In the dynamic world of recruitment, candidate attraction and CRM management are indispensable tools for success. By prioritising candidate experience, harnessing the power of CRM systems, and maintaining regular communication, recruitment businesses can attract top talent and build lasting relationships that drive organisational growth and success. In a competitive market where talent is the ultimate differentiator, investing in these core principles is not just advantageous—it’s essential for staying ahead of the curve.

Unlocking Sales Success: Email and Social vs. Face-to-Face and Phone

As the sales cycle in recruitment evolves, we must continuously explore various avenues to reach and engage potential customers. Two predominant methods in recruitment are selling via email and social media platforms, as opposed to traditional face-to-face interactions and phone calls. Each approach has advantages and challenges, and understanding the nuances between them is crucial for determining the most successful method for your agency. Let’s look into these sales strategies’ key differences and comparative effectiveness.

1. Personal Interaction:

Face-to-Face and Phone: One of the primary advantages of traditional face-to-face interactions and phone calls is their personal touch. Reading body language, gauging reactions in real-time, and building rapport through direct conversation are invaluable aspects of these methods. Furthermore, the ability to address objections immediately and tailor the sales pitch based on immediate feedback enhances the chances of closing a deal.

Email and Social Posting: Email and social media selling lack the immediacy and personal interaction of face-to-face and phone sales. While these methods allow for broader reach and scalability, they often lack the personal touch necessary to establish strong connections with potential customers. Crafting compelling email copy or social media posts that resonate with the target audience becomes paramount in compensating for the absence of face-to-face interaction.

2. Reach and Accessibility:

Email and Social Posting: Selling through email and social media platforms offers unparalleled reach and accessibility. With billions of active users on social media platforms and email being a ubiquitous communication tool, businesses can connect with a vast audience at minimal cost. Additionally, these methods provide the flexibility to engage with prospects across different time zones and demographics, making penetrating new markets and segments easier.

Face-to-Face and Phone: While face-to-face interactions and phone calls offer a more direct and personal approach, they may be limited by geographical constraints and time availability. Sales representatives must physically travel to meet clients, which can be time-consuming and costly, especially for businesses targeting global markets. Moreover, scheduling conflicts and differing time zones may hinder connecting with prospects effectively.

3. Building Trust and Credibility:

Face-to-Face and Phone: Building trust and credibility often comes more naturally through face-to-face interactions and phone calls. Establishing a genuine connection, demonstrating product features firsthand, and addressing concerns in real time fosters a sense of reliability and authenticity. Face-to-face meetings, in particular, allow sales professionals to showcase their expertise and professionalism through their demeanour and presentation.

Email and Social Posting: Establishing trust and credibility through email and social media can be more challenging due to the inherent limitations of these platforms. However, businesses can leverage customer testimonials, case studies, and engaging content to build credibility over time. Consistent interaction and providing valuable insights through social media posts and email newsletters can gradually cultivate trust among the audience.

4. Effectiveness and Conversion Rates:

Determining the most successful sales method ultimately boils down to effectiveness and conversion rates.

Face-to-Face and Phone: Historically, face-to-face interactions and phone calls have been associated with higher conversion rates due to the personal nature of these interactions. Addressing objections immediately and building a stronger emotional connection leads to faster decision-making and increased sales.

Email and Social Posting: While email and social media may yield little results compared to face-to-face interactions, they offer long-term benefits in scalability and cost-effectiveness. Through targeted email campaigns and strategic social media marketing, businesses can nurture leads over time and gradually guide them through the sales channel. Additionally, analytics tools provide valuable insights into customer behaviour and preferences, allowing for continuous optimisation of sales strategies.

However, if we look at a new blended approach and look at the four stages of Client Acquisition:

  1. Acquisition Engagement > What you do initially to engage a client > Social Media and Email
  2. Human Acquisition > Speaking to the clients who have responded or interacted in stage one. Your hot leads. Phone and video meetings are the best for this.
  3. Hearts & Minds Acquisition > Visiting your client regularly to nurture and grow your relations takes your customer to a promoter, gaining their genuine trust and loyalty. Face-to-face
  4. Retention Strategy > Take your Client’s Value Proposition and constantly improve it to tailor its capability and capacity to your client’s needs. Retain your client, and refrain from becoming complacent. Social media, email, phone and face-to-face

The most successful sales method varies depending on the nature of the business, target audience, and specific objectives. While face-to-face interactions and phone calls excel in building immediate rapport and trust, email and social media platforms offer unmatched reach and scalability. Ultimately, a balanced approach that integrates various sales channels and leverages the strengths of each method is often the most effective strategy for maximising sales success in today’s dynamic market landscape.

If you have read this far, thank you. If you want to know more about how Jump can help you build these strategies to ensure you maximise your efforts, why not visit our Case Study page to see what others have said about Jump’s services: https://jumpadvisory.com/case-studies/

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