Recruit Better

What if, instead of recruiters sending you a generic job description, they sent you a pitch about why your experience, education and/or social media footprint would make you a great fit for the role they have to fill? That would cut down on the number of emails sent and received, and it would make the hiring process so much better for everyone. Quality would rule the day.

But don’t hold your breath waiting for this to happen. I’ve never seen it in my *cough* 20 *cough* years in the job market. (The closest I get is a generic “I like your experience.”)

Instead, the burden is placed on the job seeker to wade through a long and often tedious job description that’s intended to discourage all possible applicants except for a) internal candidates groomed for years to take over the role from a retiring colleague, b) those who revel in minutiae (“7+ years of experience using v. 2 of App X and v. 5 of App Y”), or c) those who love filling out online application form after online application form, even though all their information is already on their resume or LinkedIn profile.

How are you at recruiting prospects?

Clearly the recruiting system is broken and needs to be fixed. (UX or CX for recruiting, anyone?)

But my objective isn’t to have a moan about it. No, my point is that your company needs to be a better customer recruiter. That is, don’t recruit your customers like most recruiters recruit employees.

First, you need to understand who you’re trying to recruit. Who are your ideal customers? What are their objectives? What pain are they suffering? What’s their world look like right now? Make your prospects feel like you get them.

Second, you need to map your offerings to their needs. Make it easy for them to do business with you. Prospecting in a sense is nothing more than applying for a job, or at least a job interview. You want to persuade the prospect that your company has the right experience, product line, etc. to get hired. Stand out by thinking more and asking better questions.

Third, you need to close the deal. That meeting with the prospect is your company’s job interview. First impressions count. Is your tie straight? Shoes shined? Makeup set? And…have you done your research? Make it obvious that you’re not like your spray-and-pray competitors who think business is just a numbers game involving nameless, faceless actors. Be human. Be relevant (to them). Make a (tasteful) joke. Follow their lead. As the old saying goes, people buy from people.

Recruit your customers better and they’ll fuel your company’s growth for years to come.

Leave a Comment: