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?
Recruitment Marketing Event for Sales and ROI-Led Marketers
Recruitment Marketers need ROI from Marketing - whether it is more candidates, clients, colleagues, or cash... With that in mind, we presented the Marketing in Recruitment event with Members Only. It was for recruitment marketers who need to understand and prove ROI.Recruitment Marketers Need to Measure the Success of Their MarketingGenerating tangible ROI remains the holy grail for all recruitment marketers, but it can be a difficult goal to achieve. Simon at Members Only asked me to compere the event, so I used it as an opportunity to "pep talk" the marketers and their leaders.I talked about:The compelling reasons for sales and marketing to work together… 38% higher sales and 36% higher retention.How 98% of Marketers have experienced conflict with Sales at some point in their career and 73% of recruitment marketers are frustrated that their leaders just don't "get" them.What I think needs to happen for sales and marketing to be more connected and thus effective.If 60-70% of the content a marketer generates is never used, and 80% of leads are never followed up... what needs to happen?If 2/3 of the marketers who left their jobs last year said "not enough training", how on earth does the recruitment industry expect their marketers to generate any ROI?Read the slide deck from the event - food for thought? Marketing in Recruitment | Members Only Event with Simon Lewis from Barclay Jones: Making Recruiters More Successful I train and mentor recruitment marketers to deliver the 4Cs - candidates, clients, colleagues, and cash!READ ABOUT MY RECRUITMENT MARKETING MENTORING AND TRAINING
Recruiters! Find Your Candidates in Bullhorn Faster than the Bullhorn Fastfind!
This excellent Bullhorn Training hack is perfect for Recruiters, Resourcers and Administrators who want to find their best candidates and clients incredibly quickly in Bullhorn.You will no doubt be juggling multiple roles and candidates. Without Bullhorn it would be easy to lose track of your next key task. This 1-minute Bullhorn Hack video will show you how to access your important records faster than the even Bullhorn’s speedy “fastfind”. Recruiters! Source Your Candidates Quickly!We run the best Bullhorn Training, and publish regular recruiter hacks to improve speed and ROI.This simple, yet incredibly powerful hack, is very popular during my Bullhorn training sessions. It will automate a key activity – sourcing – and save you valuable time. You’ll keep your data clean and your candidates and clients happy!Do you work in a fast-paced environment where ‘phone tennis’ with your candidates and clients is common?Do you work closely with your colleagues passing on important messages?Do you suffer from poor data quality or even duplicate records in your Bullhorn system and need to fix this issue?This Bullhorn hack will show you how to:Find the right records quickly!Improve internal communication within your recruitment team.Improve your service offering to clients and candidates with slick and effective processes.ARRANGE A CALLBACK TO CHAT ABOUT OUR BULLHORN TRAININGOur recruitment community loves our Adapt, Bullhorn, Inbound Sales, LinkedIn, Job Adverts and recruitment training hacks. Click the links to get more, and sign up to our Recruiter Hacks Newsletter to receive them as they are published.
What Recruitment Leaders Need to STOP Doing!