If you’re a recruiter, that means you’re also a salesperson.
Understandably, many people have an allergic reaction upon hearing the word “sales.” But we’re in 2022, and it turns out that sales aren’t about selling at all. Instead, selling is about having empathy for your prospect.
But what exactly are you “selling” here? You’re selling two things:
First, you’re selling the candidate on the perfect job for them
If the candidate applies for the job, you’ll sell them to your client (the company that hired you). Out of all applicants, why should this person get this job at that company? And why now?
If you’re still relying on hasty recruiting techniques, you might receive hundreds of applications. As a professional, however, you should know that isn’t exactly a measure of success.
Instead, your metrics are the most reliable measure you can count on – and reaching them requires that you have a foot in sales. Thankfully, the following recruitment sales techniques will give you a much-needed introduction.
4 Recruitment Sales Techniques You Need in 2022
Adopt a Different Approach to Sales in Recruiting
You shouldn’t focus on converting prospects but on delivering exceptional value when you sell jobs. This single mindset shift can steer you in the right direction.
The conversion you’re aiming for is equivalent to the value your offer conveys. In a recruiter’s case, the “offer” is either an open position or a qualified candidate. (Or both, depending on the task at hand.)
In order to present your offer in a way that appeals to your prospect, you first need to drop your misconceptions and listen. By listening to your prospect and striving to understand their pains and motivators, you won’t need to hard-sell similar prospects later.
It’s not uncommon for recruiters to try their luck when “selling” to candidates, only to end up sounding like annoying kiosk vendors. While some might succeed, they do so at the cost of hiring quality and candidate fit.
Your goal is to learn and note as much as possible about both the candidate and the client.
Know What You’re Selling and Who You’re Targeting in Sales Recruitment
How will this job make the candidate’s life better? To answer that, you should know where they stand right now.
For instance, the perfect applicant may be looking for a job that pays off their effort throughout years of studying and specializing. But, as you know, they may have applied to dozens of similar positions.
Your Applicant Tracking Software (ATS) will help attract candidates, but it won’t discover who they are. That’s your job.
You need to identify those people and meet them where they are so that you can successfully sell them on why they’re the perfect candidate.
This work requires that you interview your client’s hiring managers, stakeholders, and put yourself in their employees’ shoes.
Here are a few questions you may want to get answers to:
- What are the main qualities of a company or candidate? Is it years of experience? Excellent references? A well-targeted niche?
- What is currently going on in this specific industry? Given the circumstances, how well does this candidate fit in the position for sale?
- How do these candidates’ qualities contribute to a company, given the company’s current state?
- How does this company contribute to a candidate’s growth? Could it be a great culture? Competitive benefits? A competitive salary?
- What motivates people like your target candidates to seek this position? What puts them off?
By knowing the answers in detail, you won’t risk being vague and unreliable during your pitch. Not only will you have an inventory of powerful motivators to address, but you’ll be better able to forecast objections as they arise.
Have a Framework in Place to Sell a Recruitment Candidate
The recruiter who dismisses frameworks is more likely to fail. Yes, even if they’ve done the work of researching their prospects.
What separates recruiters from other professionals is their strategies to get the job done.
Whether you’re recruiting by calling or sending emails, you should use a pitch framework. This is the part of the job that should never be left to automation, as it’s meant to connect the job to a candidate and the candidate to a company.
Here are a couple of frameworks you can use in your emails, calls, and messages:
- AIDA (Attention, Interest, Desire, Action): Grab the candidate’s attention by meeting them where they are. Increase their interest by tapping into their motivators. Create desire by painting a good, honest picture of the company. End the interaction by letting them know what to do next.
- PAS (Problem, Agitation, Solution): Start by tapping into the very problem your prospect is dealing with. Next, agitate that problem by sympathizing with their pain. Follow by presenting your job opportunity as the ultimate solution to their current issue.
Just a quick reminder that people can sense dishonesty. The clock may be ticking for you, but it’s 100% possible to combine effectiveness, speed, and sincerity. All you need are the right tools.
Remove Any Barriers to the “Yes” from the Client
Let’s say your ATS has helped you find the best possible applicant for a position. Great – that’s half of the work done!
Now, it’s time to get them the job. Enter: your client.
The first step is to earn your client’s trust. Can they trust that your recruitment agency has selected the right candidate? Is your chosen candidate going to cost them in the long term? Is the agency professional enough?
What can you do to remove any of those potential obstacles?
Pro tip: start with well-formatted resumes. You could be the most reliable agency in the country – but if you don’t look the part, your client will have trouble believing that.
Each and every candidate’s resume should be professionally reformatted so that their skills and your branding work in sync for the “yes.” Solutions like Allsorter can automate that task for you, eliminating hours of manual reformatting work while strengthening your brand’s authority.
Great Recruiters Don’t Need to Wrestle With Sales…
…because they know what a meaningful sale stands for. That’s empathy, which will stem from dedicated research. Skip this step, and you’ll be decreasing your potential for success.
Finally, don’t be pushy if a candidate doesn’t accept the position on your first try. Be smart, and add them to your pipeline.
You just might hear from them in the future!
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