In today’s business communication, it seems like “less is better”. And with the advent of Twitter, micro-blogging and messages of 140 characters (or less!) are quickly becoming the standard. It seems like today’s “crazy-busy” people are in a constant state of hyper-active attention deficit disorder. Skimming for bullet points is about all people can tolerate.
In sales — and in recruiting — it’s becoming more and more important to be able to communicate our value in a brief, succinct manner. So here’s the challenge. Can you state your own recruiting value in two sentences or less? Can you craft a brief, clear statement that describes what you provide to your prospects and candidates? And here’s the clincher — your prospects (especially your passive candidates) actually expect it from you!
Here are some tips for how to ensure you are able to quickly and effectively engage with key prospects, using the “new normal” communication.
Tip #1: Know the basics of a short business description: What you do
As a recruiter, you may not think of yourself as a “small business”, but it’s a good way to start. Start by writing down what you do — that’s your “product”. For example, in its simplest form, your product (what you do) might be helping people find great career opportunities. Or you might specialize in helping people effectively leverage their skills and experience into great career moves.
The point is to think through what you do (your product) and identify how you add value. In the world of sales, this is the essence of an “elevator pitch”, or brief statement of what you do. It is also used in cold calling to quickly identify your value-added product. Be careful not to just state what you do in terms of mere activity. For example, a good “product” or business description would not be “I screen top talent for my company“. Although this might indeed be how you spend much of your time, it’s not a good product description because it does not show how you add value for your prospect or candidate.
Tip #2: Modify your business description, based on your unique customers
Once you’ve identified your product (what you do), it’s critical to understand your audiences. Most recruiters have at least two audiences (or customers). One is your prospects and candidates, and the other is your client or hiring manager (for corporate recruiters). Each customer has unique needs and will value different things.
So in this example, you need to develop two distinct business descriptions (products) — each tailored to meet the unique needs of your audience. You might even need to further segment your audience, based on your individual recruiting niche. For example, you may recruit for licensed, clinical professionals — or you may recruit for C-Suite executives. In each case, you will want to craft your business description in language that shows the value you add for each audience.
Finally, it can be helpful to run your final business description by others and seek feedback. We can have a hard time being objective. Find someone you trust — perhaps a colleague or manager — and ask them if your product is clear, and if you have delivered a message that clearly states value (or benefit) to your customer.
For additional tips and examples, check out my newsletter. I have provided some more examples that might help you get started.
Happy selling! To your success!
Image courtesy of Stuart Miles/www.freedigitalphotos.net