Recruiter Training By Barb Bruno, CPC

In this post we’re going to discuss the reality we’re living in today’s job market as well as give you some “therapy” if you’re not feeling so hot about the recruiting profession as a whole today!

Question:

Hi, I just read with interest your newsletter and commentary on recruiters and their time management…especially the multi-tasking issue. Several months ago I would have agreed it was a pertinent topic but today the vast majority of small business staffing firms (we are 20 years old and I have been in the industry 33 years) as well as several of the National firms are “dead in the water” on full time placement. I have a network of small, independent companies such as ours on all coasts and everyone says the market has dried up. Sure it will come back but your comments just don’t seem relevant to the times. You’ve been around the industry, how about some topics to help boost morale of the recruiters as they are working harder than ever to make anything happen.

You said you have been at conferences and hearing recruiters complain about being so busy! I would sure like to know where those firms are because we have literally stopped the 3rd quarter of 2008. This is by far the worst slow down I have witnessed in my 33 years in the industry. Prior to opening my own, I worked for Adecco as well as Manpower so I have experienced slow downs in the 70’s, 80’s,90’s, as well as early 2000. This is a nasty one!

Thanks for letting me vent!

Kathy

Answer:

Hi Kathy:

We all need to vent at one time or another!

I’ve addressed over thirty conferences this year and I hear the same statistics everywhere….As a Profession we are filling 1 out of every 9 job orders being written in direct placement and 1 our of 5 temp orders.

Accounting is the #1 specialty area worldwide and has been for three years.

Medical is #2 closely followed by IT. At the NACCB Conference an economist predicted that IT Contract Business would increase by over 20% in 2009. Many individuals attending the Fortune Franchise Conference were placing within the automotive industry which I felt would be down significantly and they had all increased their numbers from last year.

Many companies did change their areas of specialization because their niche was going dry, but now they are flourishing within their new area of focus. If I were you, I would focus on NEW CLIENTS that would pay higher fees. 15% for a direct placement is far below average which is now 25%.

Try climbing the ladder and place the SUPERVISORS of who you currently place. You already have a database filled with these candidates – they are listed as the supervisor on your application forms. When you place a higher level, salaries go up and so do your fees.

REALITIES:

Other areas that are very hot such as:

Dr. of Sourcing (Donato Diorio from Broadlook has done a Google Search on this one position for the past year on GOOGLE, just monitoring the major job boards and this one position has increased over 15% each and every month.

Most of my FREE articles do address what recruiters can do to be more productive.

I did this article at the request of several of my Top Producer Tutor clients who are having record years and see deals slipping through the cracks.

If my Top Producer Tutor clients request a topic, my guarantee to them is that I will cover it, within 30 days. Many of my topics come from direct requests from my clients!

My suggestion is you talk to all of your current clients and find out their hiring needs for 2009.
Then you will know how many new clients you need to target.

Also ask your clients for referrals to other clients and donate to their favorite charity if you make a placement with the new company.

Pay for client referrals to candidates as well. Often they can open doors to new business for you. Turn every reference check into a marketing call and market candidates each and every day and you will turn this around.

REMEMBER, if your recruiters think they CAN or if they think they CAN’T….they’re right either way.

Barb

I recently presented a Webinar on this topic for my Top Producer Tutor clients and it of course drew “outstanding attendance.” Many recruiters were relieved that someone finally understood that they hate to make cold calls!

Reality…Recruiting IS a Sales Profession and prospecting for new clients and candidates is a critical element for anyone wanting to attain a high level of success.

We are still working in a client driven marketplace. You may have an established client base, but if you are NOT representing the clients your candidates want to work for, then you will not have a prosperous year in 2010.

You may have a database filled with candidates, but are they the top talent your clients want to hire? You need to continually upgrade the talent that you represent and always be looking for qualified candidates to represent.

Top clients and top candidates don’t necessarily TRACK YOU DOWN! Often if you have worked your referral process, you do get incoming calls that result in clients and candidates. But it is critical that you cold call or warm call if you’ve done your homework, throughout your entire career.

When it comes to cold calling what is the WORST THING that can happen?
• You get rejected
• The person is rude or irritated
• The person hangs up

SO WHAT – NOW WHAT!

They don’t even know you or what you could do for them. IF they DID,
they would talk to you! You could change their LIVES for the BETTER!
Candidates – we are their F.R.E.E “Jerry McGuire”
Clients – we bring top talent to them that they may NOT attract on their own

When you COLD CALL, you must focus on the WIIFM (What’s In It For Me?) of the person on the other end of the telephone.
“WWD” (What We Do) cold calls don’t work unless the person understands how “what YOU do” can benefit THEM, they will NOT be receptive.

When a candidate or client rejects me, I feel sorry for them because they don’t realize what I could do for them. They also don’t realize the level of service and results I would have provided for them!

The beauty of what we do is it is primarily done OVER THE PHONE! It’s not like someone is slamming a door in our face. They may hang up the phone…but who cares?

Your top client in 2010 could be someone you have never talked to! You don’t want to only service your current client base. Ask every single candidate where they want to work and make sure you are representing the HOT companies.

Here are some tips to make cold calling more enjoyable…

TIP #1
Practice your initial pitch before you start to make calls. Would YOU listen to the call if you were on the other end of the phone? Preparation makes cold calling much more effective.

TIP #2
Show your personality and try to have FUN. It’s a proven fact that individuals like to work with people they enjoy. Don’t be overly professional and try to enjoy your calls.

TIP #3
Know something about the “PERSON” and “COMPANY” prior to your call. The person on the other end of the line will be more receptive if they realize you have “done your homework!” This Tip turns Cold Calling into Warm Calling.

TIP #4
Expect to be successful. Expect to either make a sale, or get personal and business information that will make your next call easier.

TIP #5
Write down detailed notes with each cold call because they will enable you to make a “WARM” call next time around.

TIP #6
When you ask your contact WHEN you should follow up with them,
Divide the time frame they have given you by “2”. They won’t remember what they said.

TIP #7
As part of your cold calling approach, combine that with email messages, direct mail and more of a “consultative approach” versus a “vendor” approach.
You are attempting to identify a PROBLEM you can SOLVE for them!

TIP #8
Track your personal statistics. Numbers don’t lie and it is great to know exactly how many calls you have to make before you experience success. Rejection is just the path to success!

TIP #9
Make sure you study the ten top Candidate and ten top Client Objections and have answers prepared to overcome them. Preparation IS the best way to overcome the fear of cold calling.

To your continued success,

Barbara J. Bruno, CPC, CTS

Dear Barb:

The economic news is devastating. How do you see this impacting our clients and candidates? This has also had a very negative impact on the morale in my office.

Gas prices are ridiculous, the price of food is up, the value of our homes has deceased and now this awful bailout is on our back. This just gives my employees something else to complain about. Quite frankly, I find myself angry and frustrated and don’t know how to spin this. Any advice you can provide would be greatly appreciated.

Walter P., Sarasota, FL

Dear Walter:

I don’t think any of us are thrilled about the bailout, especially when you research the details of the plan. However, I refuse to get upset over something “I can not control.” None of us have any control over what happens, but we do have 100% over how we choose to react, and often the best choice is NOT to react. Realize, your team may be a reflection of your attitude. If they sense for a minute that you are angry, frustrated or scared, they will follow your lead.

The good news is NONE of us are on a fixed income and the majority of staffing and search firms have more job orders and temp and contract assignments than they could possibly fill. This bail out has not produced thousands of qualified candidates, unless your placing in the financial arena. I do however think we need to “adjust” the way we are handling our clients and candidates.

Candidates will need and want more information on the “stability” of your clients and the benefit coverage and costs. You need to be able to answer specific questions and you must research your clients more to offer this information. Don’t ignore the fears of your candidates. Ask questions to uncover their concerns of your candidates. This is your chance to truly become the “best listener” in their life and establish a higher level of candidate rapport and trust.

Clients have seen unemployment rise for the last nine months. They may misinterpret this as an opportunity to low ball offers or pay lower bill rates. Unemployment IS increasing, but these numbers don’t represent the top talent our clients want to hire. This is your chance to elevate your relationship with your clients as a Trusted Advisor. During this economic turmoil, did you call every client and just “listen” to their concerns? This is when you need to become their sounding board and keep them informed on workforce/workplace issues.

One of my recent NO BS Newsletters suggested to stop watching, listening to or reading the news. Good news never sells advertising! If you listened to the news, you would think we should all shut our doors! I’m learn in my life NEVER to doubt the ability of the United States.

As the owner of the firm, you need to meet with your team, let them ask you questions, share the fact that there is more business than they could possibly fill and lead the way with YOUR positive attitude and demeanor. They will take their direction from YOU!

Barb Bruno, CPC, CTS

Dear Barb:
I was listening to one of your free teleconferences, and thought your example of the goldfish and shark was brilliant. I don’t know if the Fordyce Letter readers get your No BS Newsletter, and wanted to request that you share this story. I fired two people as a result of this story and my office is much more profitable. Thank you for your humorous straight talk approach to our business. I subscribe to the Fordyce Letter just to read your column. Last year, I bought your Top Producer Tutor training program and sales in our office are up over 40%. Now that I don’t have to train my team, I focus on growing my business and I’m grateful to the Fordyce Letter for introducing your training.

Jennifer H. – Chicago, IL

Dear Jennifer:

It’s amazing how many owners used the story you mentioned to easily determine how their sales team viewed themselves.

Recently, I was driving to speak at the SendOuts User Conference in St. Louis with my daughter Nancy. Nancy was one of my Big Billers for over a decade and when I asked her to head up the Sales Team for my Training Company, she agreed. We didn’t anticipate how much she would miss recruiting, so Nancy does one on one consulting for recruiters. She was on one of her consulting calls in the car when I heard her say “You need to stop being a goldfish, just sitting there and waiting for someone else to feed you. Recruiters who are like me, “a shark” are out there hunting and searching for what we want and we’re taking business right from under your nose! Eventually we eat you too!”

I found myself amused that she was calling this Owner a goldfish and couldn’t help but laugh as I was driving. When she finished her call, I questioned her decision to call her client a goldfish. She explained it was time to give him an easy visual, to help him realize how reactive vs. proactive his approach was to our business.

When I included this story in my NO BS Newsletter (opt in to the right if you haven’t done so already!) the response was amazing. Owners emailed their team and merely asked if they considered themselves a goldfish or a shark. I received so many pictures from owners…my favorite was a helicopter showing someone on the ladder as a massive shark was lunging at the person. The recruiter wrote “The person on the ladder is my candidate, I’m the shark.” Another recruiter wrote, “I’m a shark with barracuda tendencies.” One recruiter responded “I think I’m a guppie!”

Why don’t you email your team and ask them the same question. Their answers will provide you with great insight. This is also a great way to begin a conversation on how important it is to be PROACTIVE vs. REACTIVE. How your recruiters perceive their abilities, dramatically impacts their level of success. Whether they think they CAN attain their goals, or CAN’T…they’re right!

Barb Bruno, CPC, CTS

Barb:

How do you get clients to hire faster? We have lost four deals this month alone, waiting for our clients to make a decision. I’ve told them time and time again that they need to hire faster, but they don’t listen to me. Then they get angry with me, when I tell them my candidates have accepted another offer. How do I get them to move faster?

Larry B. Charlotte, NC

Larry:

I’ve learned that the process goes faster when we present great candidates. The process slows down, when you have presented candidates that are “okay”, but did not knock the socks off your hiring authority.

There are clients who have a hiring process that can “kill a deal!” That is why it is so important for you to present multiple opportunities to your candidates. Unless you are working Retained Search, you need to market your candidates the minute you schedule them on their first interview. Most people want “choices” and it is rare for a candidate who is working to only look at one opportunity and make a decision. This also enables you to KNOW the details of the other opportunities being considered, that you can share with your clients.

On the other side of our process, you need to backfill your candidates. If you initially book three interviews with your clients, and in the second interview one candidate is screened out….you need to submit an additional candidate. Your goal should be to have two to three people in the Final Interview process with each client.

Three candidates booked on final interviews and three opportunities presented to each candidate will dramatically improve your production and income!

Barb Bruno, CPC, CTS

At many of the Recruiting Training events I’ve addressed in the past 60 days, I keep hearing individuals in our Profession say – “I’m so glad this year is almost over.” This year has been filled with many unusual issues and challenges.

My question to you is what have you learned as a result of this past year? What are you planning to change next year? You need to view the issues and challenges of this past year, as an investment in your ability to improve your production and sales.

Now is the time to ask yourself three important questions:
1. What is making me money?
(the 20% that provides 80% of your production)
2. What is a waste of my time?
3. What changes do I need to make

You probably don’t have extra hours in your day, which is why you need to STOP doing the things that waste your time, so you CAN focus on new ideas.

Imagine how your production would increase if you spent the majority of your time on the 20% of your efforts that provides you with 80% of your income?

When you identify what wastes your time, you need to commit to stopping those activities TODAY! The greatest time waster is the time you spend on candidates you will never place. Focus on the 5% of the candidate flow you CAN PLACE.

(If you want to review a viable solution for this time waster go to Candidate Next Step)

You can not take the BAGGAGE from this year into next year and expect to enjoy better results. Write down what you’ve learned and make changes necessary to GUARANTEE consistent production.

Barbara J. Bruno, CPC, CTS

The greatest challenge this past 12 months has been a sufficient job order flow. It is also interesting however, that many of the job orders written are not being filled.

It is important for you to know what business to work. The fastest way to your next placement is to duplicate a job order you recently filled. Often the “best” candidates surfact after an order is filled.

One of the best tips I share with my audiences when I’m providing recruiting training is the following:

Take time to review where you have made PLACMENTS in the past 12 months and focus 85% of your marketing efforts at that exact business.

You will make more placements which will increase not only your production but your income!