Recruiters, Social Selling & The Change From 'Sales' to 'In Demand'

Commonly a discussion around Recruitment is the need for the key attribute of a recruiter to be a sales person. Despite my assertion against this, I understand the point and appreciate the necessity of outbound sales in any business, but want to argue that the context of 'sales' in the opportunity presented by a digital age has changed. 

Recruiters have a bad reputation. Don't take my word for it, just google search of Linkedin search the subject matter - and it brings vitriol. The commonality of the complaints stem around different actions we attribute to a sales person. Focus on money over care, targets over people, short-term KPIs over quality delivery, inconsistency of communication & needs. The reason for this is apt. Recruitment agencies too regularly recruit sales people, not potential recruiters, and demand for short-term sales figures as the only ultimate performance metric. Therefore what it bred, is a culture focused on £pounds over people - despite every intention to appear otherwise. And, as more agency recruiters infiltrate the in-house recruiting market; equally the purposeful but aggressive 'candidate attraction' tactics come from within brands too; as highlighted by the comments and opinions in Jonathan Reed's excellent piece here. 

Sales is necessary, it seems - we have to 'sell' our company, our roles, and hence the need to continue to use recruitment agencies to do this, stems from large-scale in-house inability to automatically attract live candidates still. 

In my inbox this morning was an email from Shaa Wasmund - the now acclaimed start-up and business mentor. In it was this phrase "Grow A Brand Everyone Wants". This resonates with me, but it's not that easy. It's not impossible either. 

I've delivered a talk at a couple of events; mainly to recruitment agencies; around market impact in a given sector - and I talk about MAGNETISM & being IRRESISTIBLE. 

What was very apparent was that recruiters in the room, could not fathom the prospect of their agency, or agencies on the whole being magnetic or irresistible. They were clearly acutely aware of their own reputation, and are defeated into thinking that the repetition of 'sales' is the only way to impact a market. How sad.

How sad, that too many recruitment agencies are just not good enough to at developing a brand and credible presence, that plays an integral and essential part of the dynamic of the market in which they operate. So they *have* to sell - it's their only voice to the market. 

The above visualisation demonstrates how I believe this problem exists. Most recruitment companies act too needy, driven by the repetition sales mentality which creates an immediate hierarchy in a conversation with a potential client. Recruiters are on the outside of their industry looking in, hoping people will let them come in to play. 

But recruitment consultancy is a serious profession; a multi-billion pound industry? A good recruitment service is much sought after. A good recruiter is not a sales-person peering in from the outside; it is a person with the ear and respect of their industry peers, players and protagonists... isn't it? 

This is where we hit onto what I believe is at the heart of what we call 'Social Recruiting'. As the publication & media realm becomes more widely accessible and prominent in the digital age; and social media brings conversation, recommendation networks and channels of influence - the opportunity for a business professional to stand out in their market as a genuine voice, is more readily accessible. 

The opportunity to become the recruiter of choice - or at least 'a' recruiter of choice, is there. Not because of a spiel, a line, a USP or a buying signal - but out of credibility, relevance and prominence - backed by genuine knowledge and integral involvement in the industry you serve. 

Content creation, Content curation, Industry cajoling, Educating your industry, Influencer Marketing, Advocacy engagement. They are all in it. 

My advice is always, LEAD, don't FOLLOW. 

That's how magnetism and irresistibility happen. It's not tough work, it's just different. The relationships are stronger, the brand greater, and the dynamic so much more rewarding. It takes a little time doing 'other stuff', than what recruiters normally do. 

You might just have reduce your sales call KPIs, and make better ones off the back of increased market authority!

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Steve Ward is a Social Recruiting & Talent Attraction Strategist, Trainer & Consultant; helping businesses be a magnet for the talent they want.

In 2017, I'm running masterclasses on effective social recruiting strategies, following the experiences I have gained. The first ones are for agencies - in London, Newcastle, Leeds & Glasgow coming. Click on the below image to find out more: