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Eddie Aizman

Market Your Recruiters Not Just Your Services

POSTED BY : Eddie Aizman on

December 30, 2016

When a job seeker is asked “Which recruiters are you working with right now?,” there’s typically a look of confusion that follows. To job seekers, recruiters are often seen as faceless gatekeepers that will either be responsible for getting them paid, or for putting them back into the unemployment line. And to employers, recruiters are often seen only as robots responsible for bringing them candidates, to sometimes mixed success. There’s very little in the way of communication between most recruiters and most job seekers, and often even less between the recruiter and the hiring company.

But there’s a better way to satisfy both sides. By leveraging what recruiters do best, connecting with people, all parties involved can reap the benefits. Here are three great reasons why staffing and recruiting agencies should be marketing their recruiters, not just their services.

Putting a Face on Your Product
When you watch a commercial for McDonald’s, what do you see? A delicious looking hamburger and a side of fries, sure, but you also see a smiling employee handing over that #1 combo. McDonald’s wants you to remember that they offer service with a smile. It isn’t just their food that matters, it’s knowing their employees love doing what they do.

Enterprise Rent-A-Car is famous for their commercials starring real employees. They even air ads specifically about how they promote from within and receive great employee reviews. The fact that they “pick you up” isn’t the most important part of their business. Their employees are there to stay, so you should trust them

For decades, businesses have been hiring “real” customers and employees to sell their products and services. Customers trust a product more when the sales pitch is coming from a real person. Whether that customer is a job seeker or a company with an open position, the need is the same.

Building Trust
There are millions of job seekers out there, and millions of positions to be filled. While they aren’t the final decision maker, the recruiter needs to make both parties feel confident in that end result.

In this Inc.com article by contributing editor Geoffrey James, salespeople are encouraged to build trust by being themselves and being honest. This is even more important when what you’re selling is the knowledge and skills of your recruiters.

Building trust works in multiple ways. A job seeker is always going to feel more comfortable with someone they know. If a recruiter is seen as the person interviewing them for a job, a job seeker will do whatever they can to impress, even if that means stretching the truth. But, if a recruiter is seen as the person helping them get a job, a job seeker will be more open and honest about their expectations and limitations.

It isn’t possible for a recruiter to speak face to face with every prospect, every time. But something as small as a photo in the recruiter’s email signature makes any potential job seeker more comfortable in that conversation, and more open to honesty. The job market is brutal right now, and job seekers are doing whatever they can to get whatever job they can. This unfortunately leads to bending and twisting the truth of their capabilities to match a job description. But, through building trust with their talent list, a recruiter can avoid this. The job seeker just needs to know that the recruiter is going to help them find the right fit, not just the fastest fit.

From the other perspective, a hiring manager or company also wants to be confident in the long term fit with a new employee. They want to know that a recruiter is doing their due diligence to find the best possible prospect and not taking the “shotgun approach,” sending as many people as possible for a job and seeing what sticks. But, if the company is able to see the recruiters, to learn a little more about them as individuals, they’ll be more likely to trust that said recruiters are doing their job diligently and efficiently.

Aren’t you more confident in buying a house when you know more about the previous owners? How many owners the house has had? What improvements or changes they’ve made? We want to know that those people treated their home the same great way that we’ll treat it. The same is true with recruiters. Companies want to know they’ll get the same positive results that previous clients have received. You can assure them of this by promoting your employees and highlighting their specific successes and achievements. Make them confident that the recruiter you have chosen to manage their account is the exact right fit.

Rewarding Your Employees
Everyone wants validation, to know that they’re needed and appreciated. Mother’s Day, Father’s Day, Boss’s Day, Employee Appreciation Day, Valentine’s Day. These are all designed around the same basic principle: Letting people in your life know that they’re special, that they’re on your mind, that they mean something to you. This is also true in the workplace.

In her Forbes article “5 Ways Leaders Rock Employee Recognition,” contributor Meghan Biro states “People are motivated by more than money. People crave positive feedback, recognition they put in extra effort, acknowledgment of leaders and peers, the glow that comes with knowing an achievement has been seen, appreciated, and celebrated.”

Recruiters spend their work hours finding jobs for others, and there’s an element of satisfaction that comes from finding the perfect match. Not just because they’re being paid to do it, but because they helped someone that needed a job to find one, and they helped a company that needed an employee to find one.

Recognition can be shown in more ways than a gift card or free lunch. Why not let your recruiters know that they’re appreciated by putting their faces front and center on your website? Letting them write about their experiences on your blog? Quoting them in an employee testimonial? The more satisfied and happy they are in their job, the more attachment and ownership they feel, the more invested in their work they’ll remain.

So How Do You Do It?
As previously stated, successful companies market more than just their products and services. They market their people.

Every external recruiting agency has a different method of marketing themselves to job seekers and employers, but most include some form of statistics and testimonials from their positive matches in the past. Pairing this information with details about your recruiters will make it easier to trust. Instead of just saying “We have a 75% success rate with job/prospect matches,” say “Becky Smith, who’s been with us for 6 years, has a 75% success rate with job/prospect matches. And that percentage is rising every year.” Let companies and clients know which of your employees are succeeding, and how that success benefits them.

Have every recruiter include a picture of themselves in their email signature. Set up Skype or Google Hangout interviews instead of just doing them over the phone. Let employees see with whom they’re communicating. It makes them more willing to be honest about their questions and concerns, and in turn, leads to better and longer lasting job matches.

Post pictures and blogs of your recruiters. Let that be the first thing companies see when visiting your website and social media. After all, they aren’t just hiring your staffing agency, they’re also hiring the recruiters that will be managing their account. They want to know those recruiters have found success in the past, and can be trusted to do so again.

Putting employee names and faces into your marketing not only builds trust with employers and job seekers, but also rewards your employees for all of their hard work.

So, what do you think? Is it important to highlight and market your recruiting employees in addition to your recruiting services? Or are you more comfortable with the way things have been? Let us know! This method has been proven to be successful with other products, so why not yours?

POSTED BY: Eddie Aizman

December 30, 2016

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