HR 101 – Sales Effectiveness: 10 Steps to Successful Corporate Recruiting

by Ryan Estis, Senior Vice President and Chief Talent Strategist, NAS Recruitment Communications

Professional selling is not unlike the practice of law or accounting. It includes a set of core competencies that, if understood, developed, and mastered will lead to tremendous success. Sales success is the culmination of extreme effort, developed subject matter expertise, and a passionate belief that you can help someone do something better. The same principles apply to effective corporate recruiting. The best and brightest are highly coveted and, in turn, have an abundance of options. The best recruiters understand that in the people business, you have to earn the opportunity to hire the very best candidates.

1. Be likable

People prefer to do business with, work around and for people they like and trust. Often, before they come to work for you, they need to like you.

2. Respect and serve

Where selling once was likened to persuasion and even manipulation tactics, today it's simply about helping people or companies improve. Recruiting is no different. Helping people determine fit, providing feedback, guidance, insights, and support through the process demonstrates sincere interest and respect for candidates who are making a critical life decision.

3. Follow-up and -through

Treating candidates like customers creates a sense of urgency. A-level talent is on the marketplace for a short period of time, so immediate follow-up is critical to successful conversions. Coveted candidates have lessening patience for long delays and limited feedback and communication.

4. You are the company

Every touch point is an opportunity to enhance the candidate experience and extend the relationship. Recruiters become the ultimate extension of the employment brand. Having a clearly defined, authentic employment value proposition extended through an employment branding strategy is essential to attracting A-level talent. In the eyes of the candidate, you are the company.

5. Do your homework

Make sure hiring managers are thoroughly prepared with all the background, notes, detail, and relevant nuances to ensure a successful meeting. Preparation helps demonstrate keen interest in the candidate as a potential contributor and builds a positive relationship. Quality candidates are beginning to expect you've done your research upfront, and with tools like Google and Zoom Info at the ready, it's easy to accomplish.

6. Earn the talent

Customer relationships are often cultivated through years of development and interface before finally being solidified. A recruiting culture that approaches engaging talent competitively has an advantage every time. You have to earn the opportunity to employ A-players.

7. Be number 1

When recruiting passive candidates, strive to become the organization candidates think of first when they begin contemplating a career change. Maintain the relationship with the notion that eventually this candidate will join your organization. Work to stay relevant and top of mind to the talent you desire and aspire to be the first person they call when the timing is right.

8. Keep it simple

Make it easy for candidates to connect with your organization, understand career opportunities, and apply for a job. Review your career site. How compelling is the first impression you make? Are you being competitive in your space? Is it simple and painless to search and apply for a job? Can a candidate leave their e-mail address to get communication on the status of their application and updates on careers?

9. After the yes

Critical to engagement and retention is the experience a candidate has in the first 12 months on the job. Acceptance of the offer is just the beginning of the relationship. Put a program in place that extends beyond orientation and make sure it includes relevant training, support in acclimation, consistent communication, and the opportunity for new hires to offer opinions about what could be better. The company should do everything it can to fulfill expectations extended during the recruitment process.

10. Live and learn

Enhance recruiting effectiveness by understanding lost opportunities and implement process improvements. Sales organizations thoroughly analyze and inspect every detail around a customer loss or defeat in a competitive selling situation in order to ensure it doesn't happen again. Develop a mechanism for obtaining feedback from candidates who turn down offers. Make a plan to shore up any gaps and remove barriers that impede the acquisition of more stars.

Ryan Estis is Senior Vice President and Chief Talent Strategist with NAS Recruitment Communications, LLC, in Minneapolis. E-mail: restis@nasrecruitment.com.

Consult with NAS today to obtain in-depth assistance with your own employment branding program.