Based on Holland’s mainstage session on building a recruiter enablement strategy at Transform Live 2019. Get a sneak peek at Transform 2020 here.
Since Jersey Shore is an admitted guilty pleasure of mine, you can be sure that I’m only half-joking when I say that the show’s — let’s just call them “unique” — philosophies and life lessons helped shaped the worldview of an entire generation of trashy TV watchers:
Cabs are here.
Gym, tan, laundry.
Surprisingly, these eloquent witticisms rarely relate to recruitment marketing (I’m as shocked as you are). So now that the cast has officially reunited for Jersey Shore: Family Vacation and the hair gel and spray tans are flying furiously once again, I’m going to use this opportunity to revive one of my favorite phrases from the show — three simple letters that can actually help you improve your recruitment efforts.
Define. The. Relationship.
In the context of the show, this usually involved one of the cast members ruminating about a recent dating experience. For those in recruitment marketing, it means developing a better, stronger bond with the people who have the most direct impact on your success: your recruiters. Recruiters are what make you a successful marketer, because even if you’re effectively generating leads into your infinity loops it’s all for naught if they don’t convert down the funnel.
Think about it this way — everyone on your marketing and comms teams help you get stuff done. But your recruiters are the ones you’re doing things for. Becoming more in-tune with how they operate and enabling them to do their jobs better will help fuel the economic engine of your company, and ultimately, make your lives so much easier.
So put on your T-shirt, call your cab, and get ready to DTR. Your recruiters will be glad you did.
LAYING THE FOUNDATION OF A RECRUITER ENABLEMENT PROGRAM
Recruiter enablement is the processes, content and technology that empower recruitment teams to recruit more efficiently and at a higher velocity.
Why does this matter?
Only 46% of companies say that their sales and marketing teams are well-aligned, and 61% of well-aligned teams expect their budgets to grow. Those numbers paint a clear picture: In order to be successful and deliver value to your business, you first need to be in alignment with the teams you support. From there, you can build the resources you need for tech and head count and other great solutions.
As it pertains to recruitment marketing, we know that placing the right person in the right job at the right time creates the ultimate competitive advantage for a company. In order to achieve that, your goal should be to increase the amount of time recruiters are spending with qualified leads and decrease the amount of time recruiters are spending with less qualified leads. When vacancies exist, your business is not operating at 100% — and that means team member fatigue, dilution of work product, and ultimately, revenue loss. And nobody wants that.
So, how did you begin a process to enrich your recruiter enablement? First, I recommend creating aligned goals.
Make sure you’ve defined what a qualified lead is. This doesn’t need to be a full-blown persona, but you should develop a list of attributes that would make someone a good fit for a role. What are the qualifications needed to be successful in a role? Does this person share our values? Can I even afford this person? These are questions your recruiters need answers to.
Next, identify the signals that say “this person is ready to engage.” Transparency creates trust, and candor creates connections. Stop going after the same candidates as everyone else; if someone isn’t excited about working for your brand, you need to have a conversation with your hiring managers and arm them with information to help them move on from bad leads so they can go after the people who really matter.
SUPPORT CONTENT, ENHANCE WITH TECH
The leads we bring into the funnel are only as good as the quality of content we’re putting out into the market. Most companies spend a lot of time on “brand promise”, but really, you should be dedicating your efforts on “role promise” — drive home what a candidate will be doing in a role and why it’s so impactful to the business.
Shift the way you think about content, and you’ll see a positive shift in the way your recruiters are able to execute their tasks.
Content helps your recruiters:
- Educate leads about their role
- Overcome any objections a lead might have
- Prime leads to become candidates down the road
- Provide valuable information that your leads can share with other decision makers
Content does a lot of heavy lifting in the recruitment process and will seriously aid in bulking up your recruiter enablement efforts, so spend the time to ensure it’s hitting the right notes. If your content isn’t easily accessible, your recruiters won’t use it.
After you’ve established and optimized your processes and content, it’s time to take a look at technology. As you do, remember: Technology is a means to an outcome, not the outcome itself. Here’s some ways tech can help your recruiters:
- Engineer efficiency through automation.
- Eliminate manual tasks and allow recruiters to spend more time with qualified leads.
- Create transparency and fuel accountability meets.
- Measure the value of your efforts and identify where you can improve.
Much like working at the Shore Store in Seaside Heights (this article wouldn’t be complete without one more Jersey Shore reference, come on), being a recruiter is challenging.
Your job, however, is simple. It’s taking care of your recruiters.
Guess what? Transform 2020 early bird reg is OPEN. Get your ticket for the June conference in Boston now.