Recruiting the Best People (Part III)

Previously, I wrote about the value networking and advertising play in the recruiting process. Today, I continue with how to effectively use cold calling to increase the number of qualified candidates to choose from.

Cold calling is the lifeblood of many businesses which sell products or services, or set appointments by phone.  It is a numbers game.  The more people or companies you call the better your chances to make a sale.  You target a demographic audience which should be pre-disposed to listen to your message and want to buy from you.  These principles of cold calling can be used to effectively recruit top talent as well.

And, let’s get this straight; I am not talking about the salespeople that call you up and just start talking non-stop until you either hang up the phone or buy.  What I am talking about is a conversational give and take of information that leads you and a prospective employee (suspect) through to an interview process.

How do we find the people that we want to pursue? Let’s start with our networks and the networks’ of our staff.  We may know the best people in the industry and want them to become a part of our company.  Often, they are employed by our competitors.

But, don’t stop there.  Hire a research firm to develop a list of potential candidates.  I am not talking about a company that sells lists, but a real research company.  Every industry has research companies that call and talk to people about what they do, who they report to and who their colleagues are.  Most research firms focus on one or a very few select industries and so are familiar with them.  Engage them.

We now have our list and are ready to start calling suspects.  What are we going to say?  I always assume I am going to get voicemail so I want a message that needs to be short, but is intriguing enough that people call me back.  And, they are only going to call back if you answer the age old question, “What’s in it for me?”

Carefully craft your message to pique their interest.  Here’s a sample which can also be used if the suspect picks up the phone with some minor changes.

“Hi (name).  This is Wayne Mates with TFGC.  I am searching for an expert in (state what you are looking for concisely).  I am hoping you can help me out or point me in the right direction.  I have a highly visible opportunity in my company for someone with this expertise to join us.  If you are interested in exploring this opportunity or know someone who is, please call me at…….. “

What I have done here is appeal to this person’s ego.  The suspect is subconsciously thinking. “He called me because I am an expert and he needs my help. “  I have flattered him or her and appealed for help.

One thing I do not tell them is that I have a position or job available.  They already have that. What I have told them is that I have an opportunity for them to be visible in my company.  An opportunity is much better than a job, isn’t it?

If you have targeted the right demographic, 9 out of 10 people will call you back for more information even if they aren’t looking and ultimately decide to stay at their current employer.

How you handle the callbacks is crucial as well.  Never bring up the word interview in these calls.  Remember, you have an opportunity, not a job.

Your future employee calls back looking to help you or to find out more information.  After thanking them for calling back, you ask a simple question, “To satisfy my curiosity, why did you call me back?”  Once they answer you know their motivation… find a new job, their company is re-orging or they need a change, etc.  Once they have answered that question, repeat your message that you left them and ask if they are interested in learning more?  Now it is your turn to speak to their motivation and why you can empathize with them.  Lay out for them in broad terms where your company is going and how you are getting there.  No trade secrets here.  Never mention job, position or interview.  Tell them you‘d like to have them come in and meet with you and some of your staff to share thoughts and ideas.

Again notice the interview word has not been mentioned nor has resume or any word like that.  Most likely, in the course of the conversation, they have mentioned some of their skills and shared a few experiences with me.  These can all be a little vague until the Interview actually happens.  Your job right now is to just get them interested in talking to you.  Once you have your meeting set up, you can worry about interviews which we will cover in depth in a future post.

I know, in my last post I wrote I would discuss agencies as well.  Since this post is longer than I expected, I will hold that for a separate post.

Happy Hiring!!

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