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At the recent TruLondon event Bill Boorman ran his usual Source Lab, (supported by Jonny Campbell and Gordon Lockenberg). It was as thought-provoking and insightful as usual – including an interesting discussion on the subject of candidate communication and engagement.
Now, if you focus ‘purely’ on Candidate ID, it’s probably best to stop reading now. But if you’re asked to engage with a candidate so that you supply a list of matched, relevant and interested candidates, then it’s well worth reading on.
Everyone at Tru agreed that with all the tools out there (and having asked all the right questions upfront), finding a “great candidate” is potentially easier than ever before, However … once that great candidate is found, do they want to “communicate and engage” with you??
Research (sources include LinkedIn, Recruiting Communities on Facebook and sites such as ERE) indicates that this ‘willingness to engage’ is becoming an ever-bigger challenge, unless of course you are one of those guilded “Employers of Choice”. It’s a stark fact that for the majority of sourcing and recruiting professional, the ‘NO REPLY’ to a LinkedIn In-Mail or email or phone call is the default reply.
Today, that first communication is actually the equivalent to a “Job Advertisement or Job Posting”. So you have a matter of seconds to gain the AIDA moment:
A – Grab the Candidates Attention
I – Stimulate Interest
D – Build their Desire
A – Provoke a Call to Action
As an ‘integrated resource’ we now train every single member of the Resource Central sourcing team to be “copywriters”. And we’re sharing a few tips and insights that work for us;
- Understand your audience and their motivation – what turns them “on and off”.
- Understand them as individuals, so that you can “personalise” your message.
- Understand what you “really” have to offer – if not, you run the risk or at worst lying or best exaggerating the truth.
- Understand the market culture – i.e. how you communicate to a US candidate is different to a German candidate, so localise the message.
- Less is more – remember you have 20/30 seconds to tell a compelling story. This is an elevator pitch, not a job description; so work out the selling points – and sell them.
- Once you have worked out your USP, create a compelling headline that captures the whole reason why they should have this job. “Tell me what’s in it for me”.
- Talk one-to-one in your advertisement: imagine the candidate in front of you, read out loud your copy ‘to them’. If it doesn’t sound convincing to you, it won’t be convincing to them.
Once engaged, you can now communicate with your new-found candidate, by email, phone, skype etc. Remember, you’re still in ‘selling and telling’ mode, so here are just some of the simple tips that we use:
- Be honest and clear about the project, the job and the recruitment process.
- Outline a “mini” candidate charter…. “if you’re interested in progressing this we’ll be back in touch in xxx hours/days”.
- Share any links you have with more information about the opportunity: Career Site, Corporate Site, Glassdoor, LinkedIn etc. We don’t rely on candidates to always do the research – at Resource Central we produce a bespoke Candidate Pack for every project and include quotes from Line Managers, HR etc.
- One final tip: you increase responses to your emails to candidates by 32% (research from AMS/Social Talent) if you include a picture in your email signature!
To hear more about this and other subjects, please join us at our FREE TO ATTEND Half Day Workshop on Recruiting Success in Europe, on Monday April 25th in Hatton Garden, London..
Resource Central is a unique people engagement and resourcing solutions service firm. Created from the focus and desire of its founders. We are all experts from the Job Board, HR Communications and Recruiting industry, bringing a wealth of expertise and knowledge of specialist and large corporate campaign hiring projects across the recruiting markets of Europe.
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