Many recruitment leaders I work with want their recruitment CRM to generate fees, but often recruiters are all too happy to jump back into spreadsheets, LinkedIn, notebooks and “going by memory” rather than use their CRM system properly. This blog is a quick 3minute read to create some perspective and give you some ideas for a “CRMFirst” strategy.
The above results in a nightmare for recruitment leaders who are looking to grow their business, become “GDPR-proof” and become more profitable.
It also results in a problem I call “Hairdresser Syndrome” – a term I’ve used for many years to describe a recruitment business that needs to get a grip on its processes and data to see real growth and ROI.
Do You Have a Recruitment Firm, or an Office Full of Desks For Rent?
I have been with my hairdresser for 8 years. He knows my taste in magazines, some of my secrets and all of my roots. A few years ago he was based in a large salon in the city, where he rented a chair.
The rest of the salon staff barely knew I was there, and I didn’t really notice them either – zero interaction. Perhaps if I was lucky my hair would be washed by one of the juniors. I’d pay the girl at the till on the way out, but my hairdresser was my only real contact at the salon.
One day he very quietly commented that he was opening his own salon, and would I like to move with him? I bit his hand off – why wouldn’t I? I had no relationship with the salon. They kept no details on me, perhaps they didn’t even know I existed. Would they miss my business?
For me, he was the salon.
Are Your Recruiters Hairdressers?
Can you see any similarities between your recruitment business and my hair salon?
They have exclusive relationships with the clients. Are you simply the “girl” taking my money at the till?
Do they use stuff in your business, such as hair washers, tea makers, reception (IT, HR, Finance, Admin) that their fees contribute to, but that I am totally oblivious to?
Are your consultants simply logging data at the point of sale to get the cash in but the juicy stuff which is about me, what I like, how I buy is in his/her head?
If they left and took “clients” with them, would you know? And don’t forget you’ll only know what data they’ve taken and who’s migrated with them if they told you about these relationships in the first place.
Even if you had the data on the client, would it be enough for you to continue the relationship going forward?
Are your clients engaging with your business or the consultant? Are their loyalties to the brand or their perceived face of the brand, the consultant (the hairdresser)?
I’m still seeing “30-second recruiters” who enter a candidate in the CRM just to place them and board the invoice. Recruitment consultants are tempted to brush off GDPR as a flash in the pan, carry on as usual and keep billing how they’ve always billed. That may work for them in the short term, but they’re missing out on opportunities to be more effective and profitable whilst putting the business at risk.
CRMFirst and GDPR: Hairdresser Prevention for Recruitment Leaders
2018 was the year of GDPR, and 2019 needs to be about CRMFirst (getting your candidates, clients and consultants addicted to your systems. It needs to be about data hygiene, recruiters building effective, retained relationships and recruitment firms focusing on growth, not just legislation.
A CRMFirst (BullhornFirst / AdaptFirst) culture can create a valuable pool of great data that will put you ahead of your competition and create a hidden asset that your clients (and prospective clients!) want access to.
Your recruitment CRM should be a USP – a unique selling point. Your recruitment software can be an addiction for your recruiters, your clients, candidates, and investors. All of which does the one job you bought it for – to make you more money.
Swap the Salon Culture for CRMFirst Culture…
Instilling a culture of data quality is challenging, but highly rewarding. Define the strategy, instil this into your culture and reduce the risk of bad data impacting the recruitment business.
Get your recruitment consultants engaged with your system and train them on best practice so they understand why great recruitment process is profitable for them, as well as your business. Stop them from simply renting a desk.
Once they can see and feel the benefits of following your processes (improving performance, profit, and ROI for themselves as well as the business) then your CRM can become a business growth tool, rather than an expensive data dump and potential GDPR risk.
So, are you guilty of simply renting a chair to your consultants to allow them to grow a lovely portable client base, or do you do more to grow/protect your brand, relationships, and market share?
HIIT Us, Recruiters!
Our high intensity interval training (Recruitment HIIT) helps recruiters source, convert quicker and develop healthy pipelines. Recruitment HIIT is an exciting recruitment training platform for recruiters to speedily learn skills to be more successful with Adapt, Bullhorn, LinkedIn, Job Adverts, Inbound Sales, Digital and Email Marketing. Try Recruitment HIIT for free, or arrange a call with me - press one of the magic buttons below.
Kevin Green: Recruitment Leaders Against Recession and Coronavirus Podcast
As a recruitment leader you're likely having to make some drastic decisions for drastic times. For those of us who have been through a recession, we know that this is different. There's more to think about, more government help, more variables, more questions than answers - and there is no rule book for this. This is why I'm delighted that this Recruitment Leaders' Podcast has a guy called Kevin!Kevin Green ran the REC for 10 years, and has perspective on recession, how to run a profitable recruitment agency, and how to be a sane recruitment leader.He has evolved as HR Director at Royal Mail – to the Chief Exec of the REC – to now a Non-Executive / Strategy Director / Public Speaker for recruitment firms and “mere mortal” non-recruitment businesses with his What's Next Consultancy. He has also written a book called Competitive People Strategy.Coronavirus and Recruitment Leaders Staying SaneAs part of my Recruitment Leaders’ podcast, I grabbed some airtime with Kevin and discussed 4 things about the recession, how the Coronavirus is affecting recruitment, and recruitment leaders staying sane.I asked him:What are the differences for recruitment leaders, in the 2008 recession and this 2020 recession? And how will this affect us in 2021 and beyond?How will the agency recruitment market change as a result of this recession and the Coronavirus?Are there ANY positives about what is happening right now?What specifically do you need to do to manage your business through this time? And what should you do for yourself?This is indeed a massively painful time for recruiters and their leaders. Listen you this 30- minute recruitment leaders podcast – give yourself that time to think about where you are, what you want, and how you’ll get it. It's a fascinating listen, with some very useful takeaways and a pep talk for recruitment leaders who need an ear.Listen to Kevin Green on our Recruitment Leaders' PodcastListen and subscribe to the rest of Barclay Jones’ Recruitment Leader Podcast Series or find us on iTunes!HIIT Us, Recruiters!Our high intensity interval training (Recruitment HIIT) helps recruiters source, convert quicker and develop healthy pipelines. Recruitment HIIT is an exciting recruitment training platform for recruiters to speedily learn skills to be more successful with Adapt, Bullhorn, LinkedIn, Job Adverts, Inbound Sales, Digital and Email Marketing. Try Recruitment HIIT for free, or arrange a call with me - press one of the magic buttons below.TRY RECRUITMENT HIITREAD ABOUT OUR RECRUITMENT TRAININGBOOK A CALL TO DISCUSS RECRUITMENT TRAINING
Improving the Value of Your Recruitment Business with Greg Savage Podcast
Recruitment leaders who want to get ROI from their recruitment tech, have marketing deliver viable candidates and leads, and make sure that their recruiters are super-productive, need to listen to this recruitment podcast…Oh! And if as a recruitment leader you are looking to hire more recruiters, this podcast has a couple of great ideas to help you with your own recruitment strategy. Straight Talking - No Messing - Advice for Recruitment LeadersDo you know the value of your business?A buyer will typically be looking at 60-70% of profits coming from temporary or contract recruiting. Do you know how many of your recruiters quit last year simply because they did not have the training to do their job?Do you know what your marketing function should be doing to generate the 4Cs? (Candidates, clients, colleagues, and cash?)In this episode of the Recruitment Leaders’ Podcast, I'm delighted (understatement!) to be talking to Greg Savage. He offers some "straight talking - no messing - advice for recruitment leaders who want to be more successful".I talked to Greg about:What are the main changes he feels have happened in the recruitment industry?What are most recruitment leaders doing differently at the moment?Where is the “danger”?What are investors who are looking to buy your business looking for?What does he think of permanent dominant-recruitment businesses?What could add the most value to your recruitment business? And devalue it?How can we attract the best recruiters?What 3 things are crucial for recruiters to be trained in?What are the three skills every recruitment leader is going to need in the next 3-5 years?This is seriously one of my favourite recruitment leader interviews and I think every recruitment leader (current or budding) will benefit from spending 30 minutes listening to this and planning their strategy.We talked about how there isn’t enough process around recruitment CRM systems. Listen to this episode of the Recruitment Leaders' podcast to hear more.And for recruitment marketers who want to demonstrate and deliver ROI from their marketing efforts, check out our blog post on connecting recruitment sales and marketing.Listen to this Recruitment Leaders' Podcast!Thanks, Greg, for being such great guest on my Recruitment Leaders’ Podcast.Listen and subscribe to the rest of Barclay Jones’ Recruitment Leader Podcast Series on SoundCloud or find us on iTunes!HIIT Us, Recruiters!Our high intensity interval training (Recruitment HIIT) helps recruiters source, convert quicker and develop healthy pipelines. Recruitment HIIT is an exciting recruitment training platform for recruiters to speedily learn skills to be more successful with Adapt, Bullhorn, LinkedIn, Job Adverts, Inbound Sales, Digital and Email Marketing. Try Recruitment HIIT for free, or arrange a call with me - press one of the magic buttons below.TRY RECRUITMENT HIITBOOK A CALL TO DISCUSS MARKETING TRAININGREAD ABOUT OUR MARKETING TRAINING
The Adapt Playbook