Comment by Barbara Goldman on March 2, 2010 at 9:46am

I have an idea.

When recruiting, it's a good idea to tell a story. And, when recruiting executives, the story is everything.

Let's say I'm trying to fill a position in senior management. I need to know why the person I am calling would be interested, or he won't call me back.

Put on the candidate hat, and forget you are a recruiter for just a moment. Think like the candidate. What is the story? What is happening with the company? Why is the postion available? What value can this candidate bring to the table, and how will the candidate benefit by joining this company? Why is it a dynamic career move opportunity? Why should your target call you back?

I like to start my calls with, 'something interesting is happening' or 'the situation is this', or 'My clients needs someone who can" or how about "did you notice that xyz stock a hit in the market? I have my theories"

Passive candidates are looking for a challenge, an opportunity. If it sounds like you might have something interesting, they'll call you back.

Early in my recruiting career, I decided to do something that I thought would be better use of my talents, I became a stockbroker. (I was wrong, I hated it and came crawling back to recruiting) As a broker, I learned to 'tell a story' about a company. What is going on? Why should this exec call you back?

Sometimes, when the pitch sounds like every other pitch, then there is no return call. Sound like a stockbroker. Think like someone who is analyzing the company, and know why your client is the best move for the target candidate.

Your pitch is good, but give me some sizzle, baby :)

Happy recruiting today!

Comment by Paul Alfred on March 2, 2010 at 10:01am

Great article Ken that number is about right 100- to 1 in this market place ... I would add one more thing don't leave messages - Get the candidate live on the phone - If you take the candidate's perspective he gets you plus 10 other recruiters leaving messages ...

Comment by Andy Lucas on March 2, 2010 at 1:06pm

I agree with Barbara - the story is everything.

When I was between gigs a few months back, I had recruiters calling me and leaving generic voicemails ("I have an exciting opportunity I'd like to discuss with you"). Yeah, I get it: everybody's opportunity is exciting/life-changing/career-making. But why are you calling ME?

I kept praying for someone to leave me this message: "Hey Andy, I noticed on your resume that you have experience recruiting IT Professionals in both search firm and corporate settings, and our client is looking for someone with that kind of diverse corporate environment and technology background. It's close to your home in West LA, and I think you might be interested: give me a call... etc."

I just wanted to know that someone had read my resume, understood my background and interests, and also taken a whiff of interest in where I might be interested in commuting from (this may not be a big deal for others in the country, but here in Los Angeles a short commute is as good as a performance bonus).

Tell the candidate why you're calling THEM in PARTICULAR, and you will immediately set yourself apart from the crowd of recruiting "telemarketers" out there.

Comment by Maureen Sharib on March 3, 2010 at 6:59am

Here's your problem "I used LinkedIn as my only source for this search..." LinkedIn is fast becoming just like the other job "boreds" - full of people who are called time and time again for "open" opportunities. They might have swooned at the first or second or maybe even the third call from a recruiter but now? You gotta' find a better way. The good news: You're on your way - it's that thing in your hand but you need to back it up a step or two. Use those LI names in a different way...how do you suppose you could do that?

By the way, I saw a warning signal in your post: "...2 offers (low-ball) made but were ultimately
declined." What's with this low-ball stuff? Are you (ultimatley) wasting your time?

Comment by Wendy Kerkhoff on March 4, 2010 at 1:24pm

I agree in part with Maureen that Linkedin has become the new job board and is being over used by many recruiters as the primary source of candidate leads. It should be part of the arsenal but should not be relied on as the only source to drum up candidates.

The other thing that came to mind in this approach was the metrics in the success rate. Of the 3 candidates interviewed, it would be interesting to know if they came from the batch of returned calls or from the 4 people directly approached which might also shed some light on the most effective approach. Regardless, with less then 10% of calls returned from voicemail, it is quite obvious that in order to improve your success ratio, something there needs to change. Either the voicemail script needs to be improved or you need to work harder at making direct contact with target candidates. But make sure you know as much as you can about your target before you make the call and tailor the approach to their background as Andy Lucas described. They need to feel like this is an opportunity made for them.

Comment by Ken Forrester on March 4, 2010 at 2:25pm

Wendy, thanks for asking!
The candidates that interviewed were from the group of returned calls. As I thought about your question, it occurred to me that after a relationship was developed with these candidates I discovered that they all had the same thing in common. A very short time prior to my call, they each thought about the possibilities of exploring opportunities outside their present employer, but took no action. The timing of my call prompted their action to learn more. Getting them to become active and moving them successfully through the interview process is another story.
Thanks to everyone for responding and for reminding us that a recruitment call, regardless of the source (referral, database, yellow pages) is most effective when a relationship is already developed or when your message is perceived as personal to the receiver of the call.

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