Recruitment Leaders want to win. Recruiters want to win. Clive Woodward has some valuable ideas on how recruitment leaders can use technology to win - and he has a proven process for making this work - so read this blog, recruitment leaders!
What Did Clive Woodward Tell Me About How to Win?
Like anyone with a pulse, the idea of what he achieved with the England Rugby team makes me stand up straighter and pay attention.
The story he told about how he got his team to win is pretty well known, but the slant on technology was what caught my ears (and heart).
Whoever Wins in IT Tends to Win
Recruiters all over the globe, paralysed by options and given instructions to “get on the phone” are underperforming – and in a market which is saturated with technology designed to find “purple squirrels”.
So when Clive Woodward tells 100 recruitment leaders at the REC that he gives men with thumbs the size of my 4 year old’s fist a laptop and sports analytics software Prozone I’m very excited! He tells us that this was a major factor in their winning the world cup.
Grown men needing software to become great? Isn’t it just about grabbing a ball, eating some steak and smashing people’s faces in? No – clearly not… or we’d not have lost so many matches before Clive came along.
Why are Recruitment Companies Often so Bad at Tech?
Recruitment leaders never needed tech in their day (wit, rolodex and phone were key pieces of equipment). Apparently younger recruiters know what to do with tech… and training has become a dirty word in many recruitment firms. Training takes time and costs money – oh dear!
Recruitment Software companies often define their software as so intuitive that you don’t need training. Some software companies even offer training for free – which again devalues the most important part of any recruitment technology installation – the human bit (the bit which nearly always fails!) Humans need process, routine and support to be great! Not investing in continuous training for your teams to use your most expensive asset is insane. There’s zero ROI!
Alternatively, some recruitment software companies offer days and days of training – highlighting that their software is complex.
All of the above wastes time (billing time), and stops recruiters picking up the ball and running like the wind!
Clive Woodward Said…
He said plenty of amazing things and the leaders in the room were transfixed. This is what made me put pen to paper whilst he was talking about the DNA of a Champion:
If they didn’t have the IT skills, they didn’t stay in the team”
Data, data, data
Great teams contain great individuals
Once players analysed their performance they really started to understand the game and the team they played for and against
We used software to leverage our talent
I don’t care how old you are, you need to get involved
Which stands out for you? How can you apply what he said to your business? Most leaders I work with are highly competitive, keen to grow and be profitable. All of the above is relevant.
So, Recruitment Leaders, ask yourselves. What are you doing with technology to make your business great? How are you getting your teams engaged in processes and systems? Are you buying them kit and it’s sink or swim?
Invest Tonnes of Cash Just to Stay the Same?
One of my clients recently said:
I refuse to invest in all of this technology just to stay the same
How are you going to end this year with effective recruiters, systems which deliver ROI and a finance director not frowning at the balance sheet after you’ve invested some of your profit?
Clive says “whoever wins in IT tends to win”. Inspiring.
We work with Recruitment and IT leaders to deliver an ROI and sales-led recruitment technology strategy. Our mantra is “CRMFirst”!
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4 Questions for Recruitment Leaders and Marketers Who Need to Generate More Sales
Recruitment Marketers, now more than ever, need to deliver real value. With Covid creating either distraction, furlough, or redundancy, recruitment agencies are focused on lead generation and conversion. But where does and should marketing fit in to this landscape? And how are they prepared for the new normal?The Sales-Led Marketing ChallengeAs chairs of the APSCo Marketing Forum, Niomi and I are keen to ensure that the regular meetups and webinars contain content which drives the members to deliver commercial and relevant outcomes. We surveyed APSCo marketing members to find out answers to the following questions:What were your plans to improve prior to Covid lockdown?What are your biggest challenges during lockdown?Where do you see the biggest wins for you in the next few months?Where do you feel you need additional training / knowledge?The answers were compelling, and a little worrying.1.What were your plans to improve prior to Covid lockdown?The majority said “Brand Improvement”. This is always a red flag for me and tweaks my “colouring-in department” nerve. What were the businesses these marketers worked for doing before Covid… was lead gen / sales already taken care of? I get how important brand is, but in a saturated market, where recruiters are often 360+ and have too much to do, (too much data, systems, and not enough process) I love hearing stories about marketers deliver MQLs (marketing qualified leads) or perfect candidates / colleagues into the sales teams.2.What are your biggest challenges during lockdown?The majority said “Lead Generation”. So, as soon as lockdown happens all eyes go to marketing to do something that may not have been their priority or skillset pre-lockdown. A reaction that we have all had, but one that may have fallen flat due to the lack of skill / expectation of marketing prior to Covid. Some of them don’t even have access to the database that their recruiters use… so how are they supposed to help with the conversion, or reconversion, process?3.Where do you see the biggest wins for you in the next few months?Worryingly, lead generation scored low, and brand and client experience scored high. Kids are back at school, local lockdowns, rules of 6, are the new normal, but to move so quickly away from lead gen feels too soon, or perhaps, inappropriate.4.Where do you feel you need additional training / knowledge?SEO and monetisation of the CRM and data scored high. This is interesting, and predictable, as these two areas drive leads. Does this answer tell us that marketers haven’t got the training (or perhaps confidence) to stick their hand up and say:“leave the leads to me” When I mentor marketers, I lift the lid on SEO and make it a simple task. It’s about:persona-led keyword decks,threaded into content,which is aimed at the data (you likely already have) and assertively used to convert or reconvert. Leads are generated and actively handed over to sales. Easy!So the marketers have spotted their weaknesses… but what next?What else scored low?Automation – this is needed to create space and time to attract and convertInternal comms – this is needed to keep the workforce engaged and motivatedInbound sales – this is just needed.Social media – use this to drive content ROICandidate attraction – I’m worried that recruiters are being bombarded by the wrong candidates and this is preventing best practice.Marketers Need to Generate LeadsGoing back to lead gen and sales-led marketing…Marketers, ask yourself:what are you doing to skill up in SEO and monetising your data and CRM? Recruitment Leaders, ask yourself:what access does your marketer have to your data, and your sales team? What needs to happen to turn your marketing into a sales-led, data-driven, lead generative function?Attend our webinar on 30/09/20 to find out what Niomi and I think you need to do.Book Your Marketing Webinar PlaceTalking of Marketers Generating Leads for Recruiters...Could marketing save your recruiters an hour a day, and make an extra £18,750 a year (or £187,500/month if there are 10 of you?)Our high intensity interval training - Recruitment HIIT- helps recruiters source, convert quicker and develop healthy pipelines with Adapt, Bullhorn, LinkedIn, Job Adverts, Inbound Sales, Digital and Email Marketing. We aim to save every recruiter at least 1 hour per day - more billing time, more fees!TRY RECRUITMENT HIIT 7 DAYS FOR FREEREAD ABOUT OUR MARKETING TRAININGBOOK A CALL TO DISCUSS MARKETING TRAINING
Yorkshire Recruitment! Back to Work, Back to Normal?
Recruitment Leaders. whatever stress you and your business have been under, now that the kids are back at school, and that we are all trying to get back to a new normal, time is more precious than ever. And having a sales-led strategy for the next 3 months is key.Jonathan Sanderson, Chair of the APSCo Yorkshire Business Forum, will be joined at the next meeting by my business partner Lisa Jones.On Monday 28 Sept, 14:00, Lisa will focus on...Yorkshire Recruiters! Back to Work, Back to Normal? Your staff have either been:working as smart as they can throughout the pandemicon furlough, ormade redundant.What do you need to do in the next 3 months to generate more business? Lisa says:Your sales, recruiting, and marketing teams need to get fit, and be desk and time effective – but perhaps they have dirty data, numerous systems that they decide when they engage with, and not the right content and process to generate warm calls?Lisa, with her knowledge of sales, systems, marketing, and recruitment, will talk about how you and your team and business back to “fitness”.Jonathan will then lead a discussion around issues currently affecting the recruitment sector in the region.Register Here It's genuinely the time to take a breath, get ready, and get going.Talking of Recruiters Getting Going...Could you save an hour a day, and make an extra £18,750 a year (or £187,500/month if there are 10 of you?)Our high intensity interval training - Recruitment HIIT - helps recruiters source, convert quicker and develop healthy pipelines with Adapt, Bullhorn, LinkedIn, Job Adverts, Inbound Sales, Digital and Email Marketing. We aim to save every recruiter at least 1 hour per day - more billing time, more fees!TRY RECRUITMENT HIIT 7 DAYS FREE READ ABOUT OUR RECRUITMENT TRAININGBOOK A CALL TO DISCUSS RECRUITMENT TRAINING
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