I had a conversation with an ON-3 profit partner the other day and, while discussing recruiting philosophies, she suggested that I look up a guy named Scott Love. Scott has an attorney search firm and is also recognized as an expert in recruiting. His Great Recruiter Training website offers both freebies and products that come with a price tag. Overall, the site is a decent resource for recruiters. There is a good interview of Scott on YouTube and he makes several observations that are worth sharing.
He first points out that our clients have become our #1 competitor because technology has given them access to the same candidates they would have paid us big bucks to find in the past. So, in their attempt to find alternative methods of finding the unfindable, recruiters have turned to social media as the silver bullet. But Scott believes that social media is nothing more than a “powerful distraction” and “time waster”, because it is replacing cold calling as a way to avoid rejection. But busy exceptional passive candidates, the MVP’s or Most Valuable Professionals as we call them at ON-3, are not using social media to find jobs because, first and foremost, they’re not looking for a job – or at least they don’t know they are. And technology makes it easy for them to just “hit the delete button” and avoid personal interaction themselves.
The best way to recruit exceptional people is, and always has been, through relationships, especially those that provide value. Relationship building is accomplished through “frequency of contact” and social media should be used to build your brand and to add value; not as a substitute for personal interaction.
These are all great observations, but I found Scott’s philosophies on cold calling to be most interesting. He has developed a cold calling model that is based on “interruption marketing” – that frequency of contact – and his methodology focuses on querying candidates on their situation and motivations before making a presentation. By simply pitching a job immediately, without first understanding the candidate, you eliminate the opportunity to adjust the delivery of the job-at-hand, and you run the risk of losing candidates that may fit other jobs or who possess the qualities, attitude and mindset that define great candidates.
Start building relationships that put the emphasis on how you can help the candidate achieve their long-term career goals instead of filling your immediate needs. This will set you apart from your competition and will transform you from recruiter to life coach, friend and colleague.