As a recruitment leader, recruiter or recruitment marketer, you’ll know how precious your data is. It’s what your clients and candidates “buy”. This blog is a crucial read to help you form a long term, sustainable plan for your data, your recruiting workflows and profitability.
Recruiters Suffer from FOMO
Recruitment data has never been so precious, or so risky! We need data to make money, but we also think we need to delete it to prevent GDPR audits! But could recruitment data be the new oil?
Data being the new oil is not a new concept. The term is used widely across the web by, for example, The Economist and the BBC. In fact, Clive Humby, UK Maths whizz and creator of Tesco’s Clubcard, was the first coin the phrase back in 2006.
Joe McGuire of Cube19 recently suggested in my Recruitment Leaders’ Podcast that data is not like oil… as oil is finite and date is infinite. Interesting thought – but also makes me think that the recruitment industry’s fear of missing out will keep recruiters addicted to sourcing, rather than attracting and nurturing.
Ever Tried Cleaning up an Oil Slick? Recruiters Are Sticky!
Often recruiters are too busy digging for oil (data). They are so sticky with data that they can’t pick up the phone… The perceived lack of candidates causes recruiters and their leaders to stress about placing jobs and hitting target. This leads to an overload of systems and an ill-defined and unmeasurable process. Add to this the fact that 76% of marketing departments are not using their recruitment CRM. The data is just not fit for purpose.
When I dig deeper into a recruiters’ workflow, data and marketing, I find that yes, data is a problem, but not in the way that the recruitment leader thinks.
Recruiters are drowning in data. Their data dumps and silos are prevalent but also, terrifyingly invisible. The average recruitment business has at least:
LinkedIn connections (staff data)
LinkedIn/ Twitter / Facebook company followers – relatively useless unless the business has an incredibly strong marketing function targeted with converting this data into subscribers
Broadbean (or other recruitment / job board software) applicants (see point 2 above)
Their CRM – often not the first port of call for recruiters
Their emails – unmonitored
Excel spreadsheets (that still seem to be the preferred choice for recruiters wanting visibility of “their” data)
And now with GDPR coming we need to look at this area of our recruitment business and get ship-shape. GDPR is a fantastic opportunity to strike oil and get rich!
Why Has It Taken GDPR to Get a Recruiter’s Attention?
What a shame that legislation is the thing to get us moving in the right direction?
It wasn’t the instincts of many of the recruitment leaders I work with who have been saying for years “why do my recruiters need all of this “stuff” (data, systems, job boards etc…)
It wasn’t Marketers having to buy data – the very data you now are deleting – to market your recruitment businesses as their recruitment CRM just wasn’t delivering what they needed.
It hasn’t been Recruiters barely placing the average 2 out of 10 jobs that they get.
The reputation of the recruiter in the UK being equated with an estate agent hasn’t gotten our attention enough to get strategic and practical about data in recruitment.
So it takes legislation to get our attention, not our staff, candidates or clients.
Just Like Oil Needs Refining, Recruitment Data Needs Nurturing
We all know that you can’t just get oil out of the ground and pump it in to your car – it needs refining. Just like if you find a candidate or client you don’t just send an invoice… it takes work and process
But have we sacrificed process for data? I think so.
When the average recruiter looks at their data, they are likely to see simply masses of CVs and emails. This creates stress and an impractical working environment.
Like the 3Cs (candidates, clients and consultants), an ideal oilfield is a “prospect”. And like your recruitment data silos, the oilfield is layered / segmented. By understanding what these layers are, you’ll have an easier time finding your oil, segmenting your data, converting it, and making placements.
Data is Vanity. Subscribers are Sanity
To help with GDPR, best-practice process and sanity, I’ve developed a concept for data that I call the "dig up stupid" model, to help recruiters understand how to segment data and generate ROI from their data.
Recruitment Data Layer 1: Future Data
This is data that you haven’t got yet – it’s either not been created, not applied, not heard of you. It’s data you need to be ready for. You need to convert it when it appears – followers are not your key to success, opted-in subscribers are the key to warm calls and relevant job applicants.
Think about how your marketing department is generating awareness, think about how your recruiters are attracting. What are you doing when people look up and take note of you? Are you converting them or simply storing them?
Recruitment Data Layer 2: Yesterday's Data
This is data that it is critical that you retain – ie. placed candidates, invoiced clients. What is your process for retention? Every recruiter I know wants to be retained. Every sales team knows that that it is cheaper to sell to existing clients, than to generate new.
What are your marketers doing to retain?
What do your sales teams do to retain?
Do you have a measurable and proven process?
Recruitment Data Layer 3: Dirty "Useful" Data
So, candidates have been applying to you for years and you’ve met lots of prospect clients. They are all in your invisible silos – and need to be on your recruitment CRM so you can action. This is what we call “CRMFirst”.
I’m not convinced that recruiters have time to convert this data – this is where your marketing teams can add massive value. You have a legitimate interest to hold (process) this data – so do it, but do more, convert it! This is where your marketing teams need to get great at nurturing, converting and adding real value to sales.
Recruitment Data Layer 4: Risky "Useless" Data (FOMO)
So, be honest. Do you have the bottom layer?
Really dirty data that’ll take a lot of time and money to clean
“Imported” data (likely from another recruiter?)
You’re an accountancy recruiter holding retail data – that’s not what GDPR terms as “legitimate interest”…
None of the above is necessary, and this data stream is likely to be your largest, most distracting, and your riskiest.
Processing it (hosting it) is a waste of space.
Asking recruiters to source from this is a waste of time and money.
Marketing to it is likely to cause massive GDPR compliance issues.
Have an Assertive Plan for your Biggest Recruitment Data – Avoid FOMO
Have a plan for data layer 4. But don’t fixate on it. It’s your bottom layer, and as mentioned above it may be your least useful, as well as the biggest data set. Your recruiters do not need distracting with this layer. Their fear of missing out (FOMO) will slow them down and stop them from engaging with your first 3 layers.
Recruitment Marketers Assemble!
Perhaps take a segment of layer 4 and “poke” it with what I call a “hair flick / eye flutter” campaign. Imagine Lauren Bacall flicking her hair and giving you one last chance before she leaves the room. Send out a campaign of your best content. Tell the recipients to note that their peers love this content and you’d love to keep sending it to them.
Note: Simply sending out a campaign with a massive unsubscribe button, yes will clean up your data, but it won’t increase your placement rates or improve staff morale. With this “poke” see what happens – look at the ROI, the unsubscribes, the dead emails, and use this to plan whether to keep poking, or just start archiving.
Refine that Oil, Recruiters! Get That Data Barrelled and Sold!
GDPR is good!
CRMFirst is key!
Lots of data makes you sticky and messy
Marketers need to be strategic with data
Your data needs to be segmented
Followers are yesterday, subscribers are NOW!
We work with Recruitment and IT leaders to deliver an ROI and sales-led recruitment technology strategy. Our mantra is “CRMFirst”!
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.
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
F**k Corona! Time to Get Fit, Recruiters!
Prior to today, 60% of recruiters found it hard to deliver results day in and day out. Who knows what the figure is now? We are all on one almighty pit stop! BUT the race is still on - you've not been retired!The recruiters that we work with are shell shocked - there is no book on the current situation. Every day is a new day, with data and news to either make you smile or frown. For those of us who have been through a recession, it's flipping tough - BUT there will be an end to it, and you will be defined by how quick you get out of your pit stop, and get back on the track! This blog is perfect for recruiters who need to focus during this distracting time, and to up the ante and get back in gear!Corona will be smashed! Where will you be when it is?Five Ways to Be Your Best Recruiter Self! I’ll give you 5 tips that will boost your mood, your results, and (ideally) your pay packet! Be Recruitment Fit - A survey of 2,500 companies found that those with “comprehensive training programs” have 218% higher revenue per employee and 24% higher profit margins. So, set dedicated time aside every week to improve your skill, whether you’re new to recruitment, or been in the game a little longer. Ongoing learning will really set you apart from your competitors. This is the time to really “gen up”! Don’t waste it. And don’t wait for your manager to tell you to train yourself. Take control! Know Your Market: 61% of sales prospects said they would be more responsive if they were provided with relevant information. So, you need to know what’s going on in the market. What are you doing to keep abreast of current affairs in your clients market? Do you know what’s happening globally, nationally, or even in their local town that may be effecting their ability to grow business? Yes, the obvious news is the big C word, but there is more than this going on – aim for What’s Your Plan? As the old adage goes, failing to plan equates to planning to fail! This is where too many recruiters go wrong. They land a great job to fill and hit the phones straight away, with very little direction. allocate time to think about options - where might your candidate be now? where might this go wrong - what might I struggle to find - plan for this! Be Consultative Not Sales Driven: 51% of sales leaders focus on increasing customer retention through deeper relationships. Sales are important, but your clients and candidates want to know that you understand their needs. This is SO important right now. Learn what they need. What are their current pain points? What are the key skills that they are struggling to recruit for? Now that recruitment may be on hold (or the total opposite) what can you offer in terms of advice. What are your candidates' motivations? What ignites a fire in their belly about their current role? Find out what their plans are beyond Corona! Actively Recruit At All Times. Just because you don’t have a role to fill right now or you’ve already got your short list together, it doesn’t mean you can sit back and relax! Absolutely not! Recruiters spend, on average, nearly 1/3 of their work week (about 13 hours) sourcing candidates for a single role. Great Recruiters are always recruiting. Make sure you regularly use your CRM to source great candidates which can be built into a search / shortlist ready to go when you win new business. Again, Corona has created a pit stop - use this time to train and network like you mean it! Get cracking with your best practice. Be the recruiter you've likely always wanted to be, but ironically candidates and clients have got in the way! :-)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 TRAININGPS. F**k stands for funk ;-)PPS: Lisa is running a webinar for recruiters and recruitment marketers who need to stay focused on - click here for more info about how sales and marketing can work together and be smart in this turbulent time.
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