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”!
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How to Make Your Recruiter the Coolest Tool
Recruitment leaders want a sustainable recruitment business: high-performing trained recruiters, delivering profitable and speedy placements.Recruiters need more time to bill, cleaner data, and engaged clients and candidates.Recruitment leaders often ask me:What are the coolest tools in recruitment?My answer?The coolest recruitment tool is the one that makes the placement - the recruiter.The issue we have is that as an industry we seem to love investing in perceived cool tools - recruitment tech - but poor adoption means the tech fails to deliver. Not cool!Your Recruiters Are Your Coolest ToolAs trainers in the recruitment sector, our experience gives us an invaluable view of the industry with its issues, goals, and ideal strategies. We offer recruiter training and tactics to help improve recruiter performance and recruitment tech ROI.The one thing my clients have in common is they want to do more with less.Less cost, more profit.Less data, more placements.Less systems, more process.The stats below tell a powerful story about the need for your recruiters to be smart (and cool)!How Can You Make Your Recruiters Your Coolest Tool?As a recruitment leader, you want to place the candidates you already have. You want to reduce reliance on external systems, as well as reduce costs. You want your recruiters to be more productive. You want to scale your recruitment business without necessarily hiring more recruiters.How?Make it ok to be cool. Make it an accountability and / or a value to work smart and be "less is more"! You could even aim for a 1% improvement...Don't buy recruitment tech and "hope". Hope is a strategy that rarely works. Only continuous training drives continuous improvement.Continuous training needs to be quick (minutes not hours), accessible, and cost-effective. Not lengthy, difficult to access, difficult to track ROI.Our Recruitment Training Playbook is Cool!Your recruiters need to be super effective and not just crazy busy. You need to lead them to be cool tools!Try our tips in our recruitment training playbook and make your recruiters cool! The playbook is packed full of ideas that we use in our recruitment training, our Bullhorn training, and our automation training. And keep an eye out for the 2nd coolest tool - Recruitment HIIT. Speedy 10min turbo-charged training to help with recruitment best practice, Bullhorn training, Adapt Training, and more.DOWNLOAD YOUR RECRUITMENT TRAINING PLAYBOOKSpeaking of Recruitment Training...Recruitment HIIT trains recruiters and resourcers so you can speedily onboard new starters, and improve performance of experienced recruiters.Job qualification, screening, sourcing, job advertising, and counteroffer immunity, are just some of the 10-minute topics our clients love.We’d love you to try Recruitment HIIT free.TRY RECRUITMENT HIIT FREE
How to Use Recruitment Awards to Drive Your Sales Pipeline
We’re passionate about recruitment awards! Whether you’re entering, winning, attending or spying, there’s ROI to be had for recruiters, beyond simply having a recruitment award trophy.There are 3 things I want to talk about today:A top sales tip on how to run your recruitment sales strategy with awards, without even submitting an awards entry!Industry Awards you can use within your niche sector to increase your pipeline.2023 Recruitment Awards you may want to focus on to improve your recruitment business.We are proud to be triple award winners, including the APSCo award for Affiliate Member of the Year, so know how awards can help you improve your sales pipeline and grow.1. Sales Tip - Use Recruitment Awards for BD and Account ManagementLet's face it, now more than ever, your sales strategies (business development and account management) are absolutely crucial in a post-pandemic world where the war for talent is raging, counter offers are rife, and clients need recruiters that they can trust, who understand their niche.By definition clients that are entering awards tend to be high growth, ambitious, and likely have money and time to spend on recruitment too! Surely?My top tips to add turbo to your business development and account management: 1. Speedily research which awards are prevalent in your niche sectors.2. Plot the dates into your diaries (the submission dates, shortlist dates, date of the event, day after the event).3. Make a noise, connect with the VIPs, shout out about these events - they are important to your niche sectors.4. Use this data by at least sending LinkedIn messages to the VIPs of these businesses when they are shortlisted, and then begin networking using your CRM and automation.5. Have targets and goals to convert these high-growth businesses into retained clients.Clients entering awards are "sure things" - be sure to have them in your BD and account management pipeline.We have plenty of other sales tips, as well as sourcing tips, candidate management, job qualification tips in Recruitment HIIT, too.TRY RECRUITMENT HIIT FOR FREE2. Recruitment Industry AwardsYou can utilise the upcoming awards within your niche sector to ensure you find, engage, nurture, and retain your clients. That's right, you can use the awards within your industry to generate sales without even submitting an awards entry. Your ideal clients are likely to enter awards within their sector to drive growth. Use the UK Industry awards list to spot potential clients you can engage with to improve your BD, account management tactics, and your pipeline.This is a great opportunity for you to show you understand your target client's niche. The UK Industry awards list alongside our sales tips in step 1 is a surefire way to improve your awards sales strategy. 3. 2023 Recruitment AwardsIf you want to use Recruitment Awards to attract attention and drive sales, you can of course enter some awards.Check out our 2023 list recruitment awards list below! (Have we missed any recruitment awards for the remainder of 2023? Contact Us to get them added.)This year recruiters need to do more with less. The goal could be to win an award, but it's actually more likely to be bigger than winning. The goal is to generate more speed and pipeline (whether you enter, win, or simply attend!).Investing in Talent AwardsJanuary 2023 - The annual Investing in Talent Awards asks: Do your recruiters love working in your business? Is your company the consultancy of choice for contractors and temporary workers? If so, it’s time that your business receives well-deserved recognition for Investing in Talent. Onrec AwardsMarch 2023 - The prestigious Onrec Awards Ceremony has cemented itself in the calendar as a must-attend event. Not only is it an opportunity to celebrate the very best in Online Recruitment but it is also a chance to network with the very best suppliers in recruitment.Recruiter AwardsSeptember 2023 - The iconic Recruiter Awards is the UK’s largest event for the entire recruitment community, recognising outstanding achievements by agencies and in-house recruiters. Achievements in recruitment marketing and technology also are spotlighted.APSCo AwardsSeptember 2023 - The APSCo Awards for Excellence are a prestigious accolade in professional recruitment. The awards celebrate outstanding achievements in the professional recruitment sector and are a unique indicator of professional standards. They are widely recognised by clients as well as the recruitment sector. The awards are free to enter and open to all APSCo members.TIARAOctober 2023 - The TIARA Recruitment Awards recognises excellence in the UK’s best-performing recruitment companies with revenues above £5m.The Global Recruiter AwardsNovember 2023 - The Global Recruiter Industry Awards celebrates the best of the best in recruitment. The Awards are totally free to enter, which means that the smallest and newest players in the industry have the chance to be recognised alongside established organisations.NORAsNovember 2023 - Established in 2001, the National Online Recruitment Awards acknowledge and reward excellence in online recruitment practice. They are dedicated to the continual improvement and evolution of the candidate experience. ... and for Other Sales Tips for Recruiters...Our high intensity interval training - Recruitment HIIT - helps recruiters and resourcers source, convert quicker and develop healthy pipelines. We aim to save every recruiter and resourcer at least 1 hour per day (6 working weeks a year). Hence, more billing time and more fees!We’d love you to try Recruitment HIIT for free. Or book a call to discuss your recruitment training.TRY RECRUITMENT HIIT FOR FREE
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