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 withAdapt,Bullhorn,LinkedIn,Job Adverts,Inbound Sales,DigitalandEmail Marketing. Try Recruitment HIIT for free, or arrange a call with me - press one of the magic buttons below.
The Sales-Led Recruitment Marketing Challenge
Now more than ever, recruitment marketers need to deliver real value. But where does marketing fit in to the new muddled landscape? And how are they prepared for the new normal?Recruitment Leaders and Recruitment Marketers! Do I have a high energy recruitment sales and marketing webinar for you! Your sales and recruitment teams don't care if you have event fatigue - they need leads (and you need to generate them).Your candidates and clients assume if they don't hear from that you don't care, and will go elsewhere.Treat your brain to a high energy 45-min workout - Simon and I have some tips and tricks to help you create a 90-day sales and marketing plan to keep your 3Cs (candidates, clients, colleagues) attracted, engaged, converted, and retained.Plus, I share some of my tips from the Recruitment Marketing Academy I run for marketers who want to be the "biggest billers" in their recruitment business.Recruitment Marketing Being Accountable and ValuableWith COVID creating either distraction, furlough, or redundancy, recruitment agencies are focused on lead generation and conversion. A recent survey of recruitment marketing professionals asked 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?Join myself and Simon Lewis from Members Only for an engaging session as we lift the lid on answers to the above recruitment sales and marketing questions, helping to understand the role of the recruitment marketer moving forward and how we can make ourselves truly accountable and VALUED.Watch My Sales and Marketing Webinar HereREAD ABOUT OUR MARKETING TRAININGBOOK A CALL TO DISCUSS MARKETING TRAINING
4 Things to Help Recruiters Bill More Sales During and After Covid
Recruitment Leaders, before Covid, was your tech delivering profit? Or, did you have the feeling that you were over investing in tech? Did you suffer:Too much data, not enough information?Too many applicants, not enough candidates?Too many jobs, not enough placements?Too many systems, not enough process?I recently spoke at Rec2020 and the topic was: Recruitment Technology – The Future and Making it Work for You – and the take away was:you need to seriously accelerate effective tech adoption in your business – now is the time!But with the current climate, frustrations, and "new normal" changing every day, how do you do this? We answered these four questions...1. Recruitment Tech! All The Gear, No Idea?Perhaps, due to:Massively distracting market conditionsStaff returning from furlough, and possible not firing on all cylinders (fair enough!)Recruiters drowning in candidates applying for jobs that they can’t doRecTec supplier invoices needing paying…you now feel that you were “over investing” in recruitment tech. What did it actually do to help you through this period, and what will it do in the coming months?For example, my team reviewed a 25-person recruitment business with a tech stack costing £200k+. (This excluded their Bullhorn CRM, which ironically, they were not using effectively.) The business wanted to be more effective at attracting, sourcing, engaging, converting, retaining. But they had great tech, data, and passionate recruiters…2. The Problem Between the Chair and the Keyboard? (Recruiters?)Did you have PIBKAC before Covid, and do you want it now and in the future?Ask yourself:How was your business performing before Covid? Did you:Have a team of highly trained, super-engaged recruiters, delivering super-happy candidates to clients who couldn’t cope without you?Have a fully monetised set of systems, data, and processesAnd a marketing department generating awesome leads that your sales team could convert?Or were your 3Cs (candidates, clients, colleagues) not being as effective as you’d like, and you seemed to be buying more and more tech just to stay the same?Perhaps you also suffered from a high attrition rate (average before Covid = 43%). Note that 2/3 of people who quit their jobs in 2019 stated “lack of training” as their reason for leaving. Perhaps you’d used up your business growth budget on salaries (who) and tech (what) and neglected the training (how)? Perhaps you thought "automation" would fix everything?3. Is Recruitment Automation the Goal?Recruitment automation has become a real turn on for some in the industry (including myself!) Systems like Herefish are really kicking butt and doing things to the recruitment process that fixes a lot of the issues outlined above. It’s a great time saver and processes speeder-upper!But - in our march to “automate” we’ve forgotten a step...Systems can only automate processes, if the processes (or at least the sentiment) exist.Humans are still pretty viable (understatement) in the recruitment agency world. The key is to understand where and how they deliver their marketing, sales and recruitment, so you can delegate some of it to a system, then leave the recruiter to do the bit only they can do.But in an industry that is drowning in data and systems, it suffers a lack of process. And there is a distinct lack of systems and process training for recruiters which compounds the problem.Look at your processes:Can they be automated? What’s possible (and plausible)?What isn't being done consistently, forgotten, or what would you like to do that will improve candidate/client experience and free up consultant time for more valuable activities?What needs automating so that your staff can work from home, and you can lead / manage them more effectively?How can you create time for recruiters to develop stronger relationships with clients and candidates (hence stronger pipelines)?4. How Do You Generate the Buy-In for Using Recruitment Technology Effectively?You need buy-in for this for effective rectec adoption. So, gain an understanding of two things (thanks Andy):How will recruitment tech drive an increase in performanceHow will it solve a business-critical issue (eg. Covid) which will enable point 1Often recruiters need more time to manage the sales process. (They likely have enough data and systems). Ask yourself:If I could save each of my recruiters 1 hour a day (hence 30 days a year) how much more could they bill?What could they do with that hour?Through the Bullhorn, Adapt, and other recruitment training my team delivers, we aim to give recruiters back 1 hour a day. Case study:A recruiter who has a £100,000k target.They’re full time and take 20 days hols a year.My team trains them to use their tech more effectively and saves them 1 hour a day.This generates 30 days extra time per year.This equates to a potential pipeline of an extra £12,500You have 10 staff? This means £125,000. What’s the commission for you and your team on that figure?And how much does it cost to train recruiters to generate that level of fee? (not as much!)That’s a simple way of measuring performance improvements and generating buy-in from all levels of the business.Recruitment Leaders, You Need… 1, 2, 3You need to seriously accelerate effective tech adoption in your business – now is the time!Look at your tech stack– is it delivering value to you, or just the people you bought it from?Look at your processes - are they clear enough for remote workers to adopt, managers to manage, and where possible, to automate?Admit that your staff are extremely unlikely to ask for help in the current market. It is too risky to admit a lack of skill? Be the leader and get them trained.If the rest of 2020 is about linking your systems, data, processes and people, imagine what 2021 could be like!Watch the Rec2020 Webinar HereHIIT Us, Recruiters!Could you save an hour a day, and make an extra £18,750 a year (or £187,500 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 HIITREAD ABOUT OUR RECRUITMENT TRAININGBOOK A CALL TO DISCUSS RECRUITMENT TRAINING
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