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 conditions
Staff returning from furlough, and possible not firing on all cylinders (fair enough!)
Recruiters drowning in candidates applying for jobs that they can’t do
RecTec 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?
Did you have PIBKAC before Covid, and do you want it now and in the future?
How was your business performing before Covid?
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 processes
And 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 performance
How will it solve a business-critical issue (eg. Covid) which will enable point 1
Often 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?
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 £12,500
You 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, 3
You 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!
You can read the notes from the Rec2020 event here and also watch the webinar - there's a lot of great content to help you plan the re-growth of your business.
HIIT Us, Recruiters!
Could you save an hour a day, and make an extra £18,750 a year (or £187,500/month 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!
4 Questions for Recruitment Leaders and Marketers Who Need to Generate More Sales
Recruitment Marketers, now more than ever, need to deliver real value. With Covid creating either distraction, furlough, or redundancy, recruitment agencies are focused on lead generation and conversion. But where does and should marketing fit in to this landscape? And how are they prepared for the new normal?The Sales-Led Marketing ChallengeAs chairs of the APSCo Marketing Forum, Niomi and I are keen to ensure that the regular meetups and webinars contain content which drives the members to deliver commercial and relevant outcomes. We surveyed APSCo marketing members to find out answers to 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?The answers were compelling, and a little worrying.1.What were your plans to improve prior to Covid lockdown?The majority said “Brand Improvement”. This is always a red flag for me and tweaks my “colouring-in department” nerve. What were the businesses these marketers worked for doing before Covid… was lead gen / sales already taken care of? I get how important brand is, but in a saturated market, where recruiters are often 360+ and have too much to do, (too much data, systems, and not enough process) I love hearing stories about marketers deliver MQLs (marketing qualified leads) or perfect candidates / colleagues into the sales teams.2.What are your biggest challenges during lockdown?The majority said “Lead Generation”. So, as soon as lockdown happens all eyes go to marketing to do something that may not have been their priority or skillset pre-lockdown. A reaction that we have all had, but one that may have fallen flat due to the lack of skill / expectation of marketing prior to Covid. Some of them don’t even have access to the database that their recruiters use… so how are they supposed to help with the conversion, or reconversion, process?3.Where do you see the biggest wins for you in the next few months?Worryingly, lead generation scored low, and brand and client experience scored high. Kids are back at school, local lockdowns, rules of 6, are the new normal, but to move so quickly away from lead gen feels too soon, or perhaps, inappropriate.4.Where do you feel you need additional training / knowledge?SEO and monetisation of the CRM and data scored high. This is interesting, and predictable, as these two areas drive leads. Does this answer tell us that marketers haven’t got the training (or perhaps confidence) to stick their hand up and say:“leave the leads to me” When I mentor marketers, I lift the lid on SEO and make it a simple task. It’s about:persona-led keyword decks,threaded into content,which is aimed at the data (you likely already have) and assertively used to convert or reconvert. Leads are generated and actively handed over to sales. Easy!So the marketers have spotted their weaknesses… but what next?What else scored low?Automation – this is needed to create space and time to attract and convertInternal comms – this is needed to keep the workforce engaged and motivatedInbound sales – this is just needed.Social media – use this to drive content ROICandidate attraction – I’m worried that recruiters are being bombarded by the wrong candidates and this is preventing best practice.Marketers Need to Generate LeadsGoing back to lead gen and sales-led marketing…Marketers, ask yourself:what are you doing to skill up in SEO and monetising your data and CRM? Recruitment Leaders, ask yourself:what access does your marketer have to your data, and your sales team? What needs to happen to turn your marketing into a sales-led, data-driven, lead generative function?Attend our webinar on 30/09/20 to find out what Niomi and I think you need to do.Book Your Marketing Webinar PlaceTalking of Marketers Generating Leads for Recruiters...Could marketing save your recruiters an hour a day, and make an extra £18,750 a year (or £187,500/month 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 HIIT 7 DAYS FOR FREEREAD ABOUT OUR MARKETING TRAININGBOOK A CALL TO DISCUSS MARKETING TRAINING
Yorkshire Recruitment! Back to Work, Back to Normal?
Recruitment Leaders. whatever stress you and your business have been under, now that the kids are back at school, and that we are all trying to get back to a new normal, time is more precious than ever. And having a sales-led strategy for the next 3 months is key.Jonathan Sanderson, Chair of the APSCo Yorkshire Business Forum, will be joined at the next meeting by my business partner Lisa Jones.On Monday 28 Sept, 14:00, Lisa will focus on...Yorkshire Recruiters! Back to Work, Back to Normal? Your staff have either been:working as smart as they can throughout the pandemicon furlough, ormade redundant.What do you need to do in the next 3 months to generate more business? Lisa says:Your sales, recruiting, and marketing teams need to get fit, and be desk and time effective – but perhaps they have dirty data, numerous systems that they decide when they engage with, and not the right content and process to generate warm calls?Lisa, with her knowledge of sales, systems, marketing, and recruitment, will talk about how you and your team and business back to “fitness”.Jonathan will then lead a discussion around issues currently affecting the recruitment sector in the region.Register Here It's genuinely the time to take a breath, get ready, and get going.Talking of Recruiters Getting Going...Could you save an hour a day, and make an extra £18,750 a year (or £187,500/month 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 HIIT 7 DAYS FREE READ ABOUT OUR RECRUITMENT TRAININGBOOK A CALL TO DISCUSS RECRUITMENT TRAINING
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