Archive for cutting edge consulting recruiting

Recruiter Branding

Posted in Recruiting Employees, Talent with tags , , , , , , , , , , , , , , , , , , , , , , , , , , , , on July 3, 2008 by ronmasoncoaching

 

In Positioning: ‘The Battle for Your Mind,’ by Al Reis and Jack Trout, the author’s assert the human mind is an “imperfect container.”  The basic premise is the human mind, under constant advertising bombardment, becomes saturated and can hold only a finite number of brands at one time.  In fact, Ries and Trout cite the work of George A. Miller, a Harvard Psychologist, who asserts the “saturation point’ for the mind is seven brands.  Probabilities suggest that if a person can name no more than seven brands of shoes, they can’t possibly name more than two or three recruiter’s in their niche.  Clearly, Ries and Trout are talking about “mind share.”  You’re either the top two or three in your prospect minds or you are lost in the shuffle.  So the big question is where are you?  An even bigger question is how to become the number one, two or three in your target’s mind. 

 

The solution is a marketing system for both candidates’ and clients’ that is consistent.  In our Recruit Power Curriculum, which offers verfied recruiting strategies, we recommend three different systems.  Our 1X1 system is focused on moving prospects you have never connected with into a warm marketing system, the 3X3X2.  The 3X3X2 system guides you to create a repeatable system to connect eight times in two months with prospects you have connected with and finally our 12X12X9 marketing system is a twelve month system specifically designed to create your own brand awareness, which inevitably leads to you being among their top two choices.

 

In recruiting, there are two general groups to direct our marketing activities toward.  The first is our known group.  Candidates you have placed, interviewed or sent out on interviews and clients who you have placed with, submitted resumes to, scheduled interviews for and taken job orders all will fall into our known group.

 

Your, don’t know group, are prospects we would like to transact business with.  Perhaps companies with multiple sites, Fortune accounts and high growth companies fall into your target don’t know group.  Candidates whose expertise level is widely known or candidate’s with highly demanded certifications or clearances would fall into your, don’t know group as well. 

 

 

1.      Known

a.       Relationship ( current and past candidates)

b.      Partners

2.      Don’t Know

a.       General Public

b.      Target Niche

 

 

We will use three marketing systems, two of which will be focused on our known group.

The third will be directed to our don’t know group with the explicit goal of converting

our don’t know targets into known.  Remember, we are continually and systematically

using our marketing effort to cultivate new and potentially, high volume business.  A best

practice when executing your 1X1 marketing system, is to simply send your first post card or email, and follow up with your Candidate Presentation that we covered earlier in the book.

 

1 X 1:  People you would like to know, but have been unable to reach and Hiring Authorities in Target Companies.  These Prospects receive one correspondence from you each month.  Our goal is to pull them to us from our Don’t Know group into our Known group of contacts.

 

Marketing to your known group of contacts is a bit more complicated.  Once we have made contact with our, don’t know group of prospects, we will funnel them into our 3X3X3 system.  Keeping in mind our challenge, which is to become the first or second choice in our prospect’s mind, we need to communicate often in the first nine weeks of our introduction.  Accomplishing this level of contact will require multiple phone calls, email and post cards.  Don’t bog yourself down with design or fancy tag lines.  Keep your communication professional and simple.  For email and post cards, I advise my student’s to always include a photo, contact details and a logo. 

 

Systematically executing your marketing plan is the priority.

           

3 X 3 X 2:  Each contact you have spoken to or met goes into your system.  The 3 X 3 X 2 is a systematic method of establishing relationships and creating credibility in their mind, which leads to their recognition of your business, and the value it represents to them.  Top candidate’s, client’s and referral sources all belong in this group.

 

When your intensive nine week 3X3X2 marketing system is complete you will want to place your contacts into a fifty-two week campaign we call the 12X12X9.  The objective is to communicate in multiple mediums with your contact on a continuing basis every ten to fifteen days in an integrated marketing campaign.  Systematically executing your campaign will create brand awareness and credibility. 

 

12 X 12 X 9:  Once a contact has flowed through your 3 X 3 X 2 system they land in your 12 X 12 X 9 system.  Simply this is your year long effort to remain top of mind, build trust through consistency and create business.

 

Creating a calendar for each plan is critical.  Invest your time to organize your marketing effort up front, as execution will be simpler when you know precisely what you will be sharing with your target.  Here is an example calendar which can be adopted for your personal 3X3X2 marketing system.  To fully systematize your personal marketing plan visit www.ronmasoncoaching.com, I offer a twenty week course which will guide you in creating your marketing systems combined with selling strategies to integrate your sales and marketing processes.

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Human Capital Lead Strategies

Posted in Recruiting Employees, Talent with tags , , , , , , , , , , , , , , , on July 2, 2008 by ronmasoncoaching

Human Capital Strategies Lead Generation

 

From time to time I have had the opportunity to teach my clients the power of ‘fishing,’ creating a human capital lead generation systems, vs. the one time benefit of handing them a ‘fish,’ recruiting on their behalf.  The power and extensibility of creating a repeatable process has many benefits, which include having ownership of a passive pool of candidates, creating a branding strategy to build credibility in high potential candidate eyes and the maximum benefit of identifying true ‘A’ players.  Contrast, creating an extensible talent acquisition strategy, with hiring one talented employee per requisition and the benefits become obvious.

 

Typically, the request arrives benignly.  An old candidate or client will call, they have an urgent need to hire six to eight unique engineers to fill key roles with a government client or private sector client and I being a professional, begin to walk through my S.P.I.N. questions to truly understand the situation, problems, implications and need-payoffs.  By stripping away the layers, I begin to understand their true situation, and with that, I now can clearly develop powerful recruiting strategies to provide a cutting edge consulting recruiting solution that will provide massive ROI.

 

The challenge the client has is significant.  How can they have available talent to plug into multiple openings without increasing their staff size?  If they do not have access to talent they cannot scale their business, and if they hire prior to their need being critical, they risk having to needlessly invest in resources without return.  Essentially, their newly hired engineer will be on the bench and not billing.

 

The solution is simple.  Begin to view the recruiting function as a lead generation function.  Simply stated, internal recruiters or outsourced recruiters, when they are working with candidates, they are essentially working with leads.  Each real or potential candidate represents one lead.  Developing a vast quantity of leads is priority number one.

 

First, I must educate my client on the benefit of creating an internal recruiting strategy that includes subscriptions to Monster, DICE, Career Builder and other such resources.  Once subscribed, simply tighten the search requirements, and have a bot handle the day to day sourcing and begin to cull potential candidates. 

 

Second, I find enviable results derived from a competent branding strategy.  Branding strategy in recruiting employees is often overlooked but quite effective.  There are two avenues that are critical in recruiting employees. 

 

The first is traditional.  Simply begin to email market and post card market your company to a very select set of talented employees.  Learn their worthiness first before investing your marketing dollars by minimally having a conversation with my target.  I’ve found the key is to execute a traditional marketing strategy consistently and send an email or post card once every two weeks.

 

The second technique is more complex, a bit more time consuming, but once in motion becomes overwhelmingly effective.  I call it Web 2.0.  Your effort must be focused in four core areas; Article submission, social networking, blogs and your website.  These are the pillars of your Web 2.0 foundation.

 

The key is duplication.  Have multiple article submission sites, multiple social networking sites and several blogs creates credibility, awareness and branding.  Marketing principles teach us to be in the top three mental positions with our target audience.  For example, when humans make a purchasing decision, typically they will recall only seven options available and choose the first, second or third of those options to purchase.  Similarly, in positioning your opportunities you must be in the top three positions and ideally in the first or second. 

 

The mission in Web 2.0 is generate content, so simply have each stakeholder create an article per week and one blog entry per week, and easily you will generate meaty content.  Shifting from hierarchical content and technical content will humanize your company and messaging, which means you need to write your content specifically for your target demographic.  More importantly, focus your content on your target’s needs, wants and desires. 

 

Social network sites are excellent for creating context.  HR, recruiters or staffing can create accounts for you.  Once the accounts are created simply link your blogs, article, web sites and posting and you can repurpose your content on your social site.  Social networking will drive additional traffic to your site.

 

On your web site, keep your job postings active and shift the language of your job postings away from traditional job requirements languaging.  Begin to focus your job descriptions on your potential candidate’s needs, wants and desires.  Consider a free offer such as white papers, income levels of your top people or your client’s top people and even a special report on how a current employee rapidly rose through your corporate hierarchy.   Be creative and consider all potential options. 

 

Once traffic arrives and it will, it is imperative to incorporate a name and email capture space for your email marketing effort.  Once a candidate enters their name and email for their free gift, their contact details have been captured and this creates an ability to cheaply and effectively market your future openings, earnings, new clients and other compelling company information automatically with auto responder technology.  Auto Responder technology consistently establishes and reinforces branding which increasingly enhances your company’s reputation for high quality Human Capital Management.

 

The marketing effort alone is not sufficient.  In parallel, it becomes essential to understand what to say, when to say it and how to enter into dialogues with desirable candidates to quickly build leverageable relationships.  Deep relationships inevitably lead to validated referrals.    Building relationships will drive results, which means it is critical that your recruiter, either external or internal, has professional grade skills.  Enhancing your soft skills will ensure you and your company of hiring the best possible talent.

 

About Ron Mason

http://www.ronmasoncoaching.com

 

Ron continually executes retained and contingency search assignments for some of the biggest names in technology including: Oracle, Juniper, Sun MicroSystems, Open Text, Sybase, BladeLogic, EMC and CommVault Systems in Sales, Sales Leadership and Business Development over the past ten years.   Ron has personally created over $80,000,000 in revenue through his placements.  Ron began his career selling software with DataStream Systems, Inc., a leading provider of Computerized Maintenance Management Software, upon graduating with a B.A. in Political Science from the University of Utah.  Learn more at http://www.episearch.com.

 

Having searched for proven, powerful industry specific training to overcome resistances and skill level ‘caps,’ Ron sought mentors through Matthew Ferry, Mike Ferry; the Real Estate Industry’s leading trainer and coach, Anthony Robbins, Steven Sadleir, The Sandler Sales Institute, Landmark Education, Rice Cohen, Mark Kamin Associate’s and others.  Recognizing the Recruiting Industry lacked flexible and affordable training solutions Ron has committed himself to delivering battle tested, verifiable sales skills and processes specifically designed for recruiting and validated over many years, at an investment level that every recruiter can easily afford with zero downtime. 

 

 I train students in creating their own personal marketing strategies.  www.ronmasoncoaching.com

 

 

 

 

 

 

Would You Like to Handle Objections More Powerfully

Posted in Recruiting Employees, Talent with tags , , , , , on July 2, 2008 by ronmasoncoaching

Recruiting Strategies to Empower You in Recruiting Employees– Cutting Edge Consulting Recruiting

 

We are proud to present a breakthrough Training Curriculum, never before offered in the Recruiting Industry that guarantees a more profitable and fulfilling Recruiting career.  With these unprecedented courses you will begin to powerfully create a rewarding career for yourself and see immediate results while contributing at level you now dream about.

 

 

Ø      Lead Generation System Track

Ø      Recruit Power Track

Ø      Objection Mastery Track

 

Objection Mastery Track Tab

 

What Is The Value?

 

v     Six Months of Breakthrough Calls With Your Coach

v     All New Ron Mason Coaching Clients Receive Our Objection Mastery Dialogues

v     Develop a Process to Handle Every Objection Powerfully and Keep Your Leads Moving Through the Funnel

v     Low Price Only $295 Per Month for Six Months

 

Next Box

 

What is The Advantage?

 

v     Learn a Water-Tight System For Confidently Handling Every Objection

v     Build Deeper Relationships with Your Candidate’s

v     Recruit More Top Talent Into Your Company

v     Qualify-In More Leads

v     Create Peace of Mind

 

What Is The Benefit?

 

v     EARN MORE INCOME!

v     Fill More Positions!

v     Create 10 New Objections Per Day For Every Situation You Face- And Role Play to Mastery!

 

 Recruit Power Curriculum is designed for the truly committed professional who would like to increase their level of billing, career satisfaction and contribution.  To learn more simply log on to www.ronmasoncoaching.com or call us today and begin to create consistent billing results in any economic climate. 

 

Being a Fisherman Revisited

Posted in Recruiting Employees, Talent with tags , , , , , , , , , , , , , , , , , , , , , , , on June 25, 2008 by ronmasoncoaching
In an earlier blog post I suggested a shift from one to one recruiting to a model where one can now reach hundred’s, if not thousands through web a 2.0 model.  For several years executive recruiters have been exposed to the virtues of blogging and social networking.  Teachers of the new paradigm, when queried, have admitted that they have yet to make a placement leveraging web 2.0 strategies.  Why?

 

Interestingly, executive recruiters as a collective are action focused.  Seldom do we take time to step back and think strategically about working ‘on’ our business.  Now, bombarded with messaging regarding the efficacy of a comprehensive internet marketing strategy, we are paralyzed with inaction.  The conundrum originates from being exposed simply to ideas vs. a comprehensive strategy.  The idea is the blog or a social networking site; the strategy is, how we powerfully incorporate all components of social networking into a consistent and executable strategy that generates branding, credibility and expert level imaging.

 

Clearly, there is significant benefit in executing a long term internet marketing campaign.  Compellingly, leveraging social networking sites, a recruiter can begin to brand themselves as an expert in the minds of very young viewers.  Typically, by the time a FaceBook patron accepts their first job, they have already begun to view FaceBook as either ‘high school’ or ‘college,’ which means if we have an opportunity to indoctrinate young talent.

 

Tune in tomorrow as I share one profitable strategy to build your own web 2.0 campaign and begin to install powerful recruiting strategies.

 

www.ronmasoncoaching.com

www.episearch.com

 

 

 

Creating Abundance through Referral Strategies

Posted in Recruiting Employees with tags , , , , , , , , , on June 24, 2008 by ronmasoncoaching

 

Creating Abundance through Referral Strategies

 

“Call Jim, he is looking, he has the relationships in place where your client needs them, and he has had high income years selling which means I strongly recommend him, but please don’t tell him where you got his name.” 

 

When you encounter this dialogue what is your next move?  Many people I talk to and work with will simply be grateful and feel as if they have had a significant victory only to call their referred lead and find a cold reception.  Are there more effective methods to referral based placement strategies?  Corporate HR is highly skilled and becoming more sophisticated in talent sourcing and job boards such as Monster are creating vast databases which Recruiters must compete against, right?

 

Recruiting strategies to create warm leads are critical to your success.  Requesting your referral source to sponsor your lead is a simple technique that when executed properly can be an easy aide to boosting your billings.

 

Sponsoring a referral is short process.  Exchanging pleasantries and introducing humor to your dialogue breaks the ice, reassuring your contact that you are committed to providing great; pressure free service is the first step.

 

Asking your contact for help is our next move and it simply sharing your mission, your business expansion or your search, and at the same time inquiring if your contact would feel comfortable referring anyone to you.

 

Next we want to inquire three times for names.  When a name is mentioned we simply express our gratitude and mention in conversational context that it is beneficial for all involved for your contact to call their referral and simply explain the relationship which led to a referral.  Having your contact call their referral is where the power lies.  You, as the recruiter, now have influence to suggest a dialog.  So use this leverage to stack your deck and watch your fulfillment grow.

 

Ron Mason

www.ronmasoncoaching.com

http://www.episearch.com

 

Being a Fisherman

Posted in Recruiting Employees, Talent with tags , , , , , , , , , , , , , , , , , , on June 24, 2008 by ronmasoncoaching

Being a Fisherman; Executing Contract Models While Working a Permanent Placement Desk

 

From time to time I have had the opportunity to teach my client the power of ‘fishing’ vs. the one time benefit of handing them ‘fish.’  The power and extensibility of creating a repeatable process has many benefits which include having ownership of a passive pool of candidates, creating a branding strategy to build credibility in high potential candidate eyes and the maximum benefit of identifying true ‘A’ players.  Contrasted with hiring one talented employee per requisition, and the benefits become glaring.

 

Typically the request arrives benignly.  An old candidate or client will call, they have an urgent need to hire six to eight unique engineers to fill key roles with a government client or private sector client, and I being a professional, begins to walk through my S.P.I.N. questions to truly understand the situation, problems, implications and need-payoffs.  By stripping away the layers, I begin to understand their true situation and with that, I now can clearly develop powerful recruiting strategies to provide a cutting edge consulting recruiting solution that will provide massive ROI.

 

The challenge the client has is significant.  How can they have available talent to plug into multiple openings without increasing their staff size?  If they do not have access to talent they cannot scale their business, and if they hire prior to their need being critical, they risk having to needlessly invest resources without return.  Essentially their newly hired engineer will be on the bench and not billing.

 

The solution is simple.  Begin to view the recruiting function as a lead generation function.  Initially I must educate my client on the benefit of creating an internal recruiting strategy that includes subscriptions to Monster, DICE, Career Builder and other such resources.  Once subscribed, simply tighten the search requirements and have a boot handle the day to day sourcing. 

 

Second, I find enviable results derived from a competent branding strategy.  Branding strategy in recruiting employees is often overlooked but quite effective.  There are two avenues that are critical in recruiting employees. 

 

The first is traditional.  Simply begin to email market and post card market your company to a very select set of talented employees.  Learn their worthiness first before investing by minimally having a conversation with your target.  The key is to execute consistently. 

 

The second technique is web 2.0 which is more complex, a bit more time consuming, but once in motion becomes overwhelmingly effective.  Focus your effort in four core areas; Article submission, social networking, blogs and your website.  The key is duplication.  Have multiple article submission sites, multiple social networking sites and several blogs.  The mission in Web 2.0 is generate content, so simply have each stakeholder create an article per week and one blog entry per week, and easily you will generate meaty content.  On your web site keep your job postings active.  Consider a free offer to drive traffic to your site. Once traffic arrives and it will, it is imperative to incorporate a name and email capture space for your email marketing effort.  Once a candidate enters their name and email for their free gift, their contact details have been captured and this creates an ability to cheaply and effectively market your future openings, earnings, new clients and other compelling company information which establishes branding.

 

In parallel, it becomes essential to understand what to say, when to say it and how to enter into dialogues with desirable candidates to quickly build leverage able relationships, which inevitably lead to validated referrals.  The marketing effort alone is not sufficient.  Building relationships will drive results, which means it is critical your recruiter, either external or internal,  has professional grade skills. 

 

Sponsor or Recruit II

Posted in Direct Sales, Recruiting Employees, Talent with tags , , , , , , , , , , , , , on June 19, 2008 by ronmasoncoaching

Last week we had a discussion about how to build relationship quickly.  A relationship that is strong enough to build trust and create an opening for generating referrals to assist you in rapidly building your business. 

 

The question of course becomes what do we say once we have the opening available and what is the process within to have the conversation.  First we want to keep it very simple and conversational by focusing on your last conversation with your contact.  Keep the conversation light by using humor to your advantage.

 

Second, reassure your past contact that you will treat the referral even better than the referrer.  Assure your contact you will keep them in the loop at all times through clean communication and that they will never be embarrassed or regretful for providing the introduction.

 

Third, ask them if they would feel comfortable referring a person to you.

 

Fourth, ask three times for a referral.  After each request wait in silence for their response prior to asking for another referral.  Direct your contact’s focus to specific areas of their life such as at work, in the neighborhood, past colleagues and even church friendships.

 

Last, express your gratitude for their assistance and let them know you will be there for them in the future should they wish to connect with you.  Always keep in mind your mindset.  People can see your intention and will feel compelled to help you when you ask from a place of contribution vs. a place of monetization.