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How Human Resources (HR) Can Recruit in a Difficult Market with Social

How Human Resources (HR) Can Recruit in a Difficult Market with Social

by Tim Hughes | @Timothy_Hughes | LinkedIn

Recruiting is difficult in a strong or weak market, but recruitment is changing. Gone are the days where you could put job ads out on Twitter and pray or use recruitment consultants. Apart from the expense, it’s unlikely you are getting the coverage you need to source the best candidates. Also advertising has reducing benefit as people ignore advertising and it will only find the people currently looking. And with ad-blocker growth 30% year-on-year people who use ad-blockers will block out brand ads as well as your recruitment ads.

So what can you do?

One of our clients wrote a blog and saved themselves £60K ($78K) in recruitment fees. They got 40 applicants for 3 positions today as well as having a back stop for positions in the future. They were able to invest the savings in a rookie salesperson.

By making you and your people look good on Social you will attract staff. Flipping your recruitment from push to pull. How do you do this? If people see that you are your team are “rock stars” online this will want people to come and work for. This will attract both those looking for work and those not until that moment had thought about changing jobs or roles.

The best approach is to externalise your culture. What do I mean?

Empower your employees to talk on social about your company, it’s products and services.

The classic was at IBM were a consultant tweeted she was out for dinner in Zurich and she was living the dream. This got other graduates to apply for roles there. This is why it’s important to activate all people.

It’s worth noting at this point that people are using employee advocacy to show they are a company that supports diversity and inclusion. By activating all people this will reach parts of Social that your “normal” corporate marketing activities cannot reach.

The mistake companies often make is that activating people on social is all about them being a company mouth piece. People are not interested in this, neither your employees or their friends.

Corporate marketing is after all corporate marketing. You are number one, the best, market leader, it’s just nose that people will filter out. What people want is people to be authentic. Now while this is a challenge there are companies with solutions.

Recent research from Linkedin “Global Recruiting Trends 2018 – The 4 Ideas Changing How you Hire” show that candidates are looking for different things in companies. It’s not just about how many days holiday you have and the salary, it’s also about diversity, inclusion and belonging. What does your company stand for, what is it’s purpose and while people will get a feel for this from your website, Glassdoor and CareerBliss you also have the ability to “control” what people think about your company:-

  • Your diversity program and support for inclusion
  • Your purpose (we did some work for a company where their purpose was “to cure cancer”), who wouldn’t want to work there!
  • Your culture and what it’s like

I read today that my previous company, Oracle had got CareerBliss to announce it’s one of the top 50 happiest companies in the world. This must mean a lot to them, it would to me. Where as I also read today a company (I won’t name them) that announced they were no longer allowing employees to expenses “adult entertainment”. I’m sure, like me, you are amazed that such an announcement is seen as a contemporary company, didn’t that all go away in the 1990s.

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Hiring a new Sales VP or Director? Here’s what you need to know.

Hiring a new Sales VP or Director? Here’s what you need to know.

by Phil Stubbs | @PhilStubbs14 LinkedIn

Finding the right person for your VP Sales, Sales Director vacancy, is never an easy task. There’s a balance between having an outstanding track record, experience within your industry or with a competitor, and a network full of potential client contacts.

If you use LinkedIn Sales Navigator to prospect, then you will know that if you typed in (“Sales Director” OR “VP Sales”) you would get a huge number of search results – mine is 870k. Once you use the filters, to sort out those that are relevant by location, industry etc – that can get the number tumbling down and sometimes, depending on how much you filter, it can end in a big fat ZERO.

Looking for someone to head up your sales division, if you have a long list of ‘filters’ can leave you with either very little to choose from, or having to relax your search criteria, ending up with too many.

You can use executive search or head hunter services, but they tend to do what I just did – run a search on LinkedIn and charge a tidy fee for the pleasure. I’m not knocking the recruitment industry – they play a valuable role, doing all the leg work for you and producing a potential short list. But you can see where I’m coming from.

I could now bang on about why, to people in the market for a new role, it’s important to have a killer LinkedIn profile. And I’m not talking about making it a ‘look at me’ page – but that’s for another time.

What I want to talk about is how businesses need to take a step back and reassess what their goal is with a new Sales VP or Director. Sometimes a fire fighter is needed to come in and sorts thing out, shake the tree a bit, other times maybe it’s to take the baton and run with a ‘business as usual’ approach. There can be numerous reasons.

I feel very strongly about what I’m going to share with you – so much so, I could reduce this blog to one sentence. Let me elaborate (this isn’t a sales pitch):

  • Do you want a stronger pipeline?
  • Do you want more new business?
  • Do you want to increase the revenue from your clients?
  • Do you have a competitor?
  • Do you want to make more money?

Answer yes to any of the above and you need to change your selection criteria and filters – here’s why:

  • 3.397 billion people are on social media  
  • 575 million people are on LinkedIn
  • CEB tell us: 57% of the buying process has been completed before a customer engages with a supplier
  • The average the number of stakeholders involved in a purchase decision is 6.8

Forrester says: As sellers struggle to gain and sustain their buyers’ attention, it is essential to meet customers and prospects where they digitally reside

The majority of ‘behind the scenes’ work in a purchasing decision is carried out online, via social media

Which is why you need to remember this sentence:

‘Next time you look for a new VP Sales / Sales Director, make sure they fully understand social selling.’

And yet, in spite of all the facts, the majority of sales VPs and directors have no idea what social selling is, or how it can boost sales. Many will come to you with out of date strategies that worked for them once and they have counted on ever since. Unfortunately, many times they will only interested in your opportunity because a) you are paying more b) they are bored in their current role, or, c) they can sense failure on the horizon.

Don’t let that failure occur on your watch – any new (or for that matter, incumbent) Sales VP or Director should be pitching social selling to the CEO. They should be telling the CFO that social selling can divert funds wasted on other sales and marketing activities, and insisting – should they decide to come and work for you – they want social selling to be the default behaviour for your business.

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Have We Disrupted Recruiting with Social Selling?

Have We Disrupted Recruiting with Social Selling?

by Tim Hughes | @Timothy_Hughes | LinkedIn

Here at Digital Leadership Associates (DLA) you are probably aware that we run strategy sessions for companies so that the Board (as we say in the UK) or the C-Suite (in the US) understand social. This isn’t a Twitter lesson for CEOs, this is a day (or two days) interactive session on how social can impact your business, the incremental revenue impact, the business benefit, the competitive advantage.

It isn’t a sales pitch, it’s an interactive sessions, where the team work together to come up with answers, you in affect, write a social media strategy, that we present back. Not a social media strategy, in terms of what time you will post on Twitter, but a strategy that covers the whole Enterprise. Marketing, Sales, Customer Experience, Human Resources, Procurement, Finance, Supply Chain, etc.

I only mention this as we were running on of these strategy sessions for one of the companies we are taking on a social transformation as part of their overall digital transformation. We hadn’t even started working with the Sales and Marketing teams where we often fine a big ROI (return on investment).

The VP of Sales took us to one side during the session and said, that he needed to recruit salespeople and the growth projection they were on meant he needed many sales people. He, like so many people meant he was going to need to pay substantial recruitment fees and he thought there might be a better way.  Can we use Social he asked? 

Of course, we can I said, write a blog and we’ll check it out for you.

So he did.

He posted a blog and posted it on LinkedIn and got 40 candidates contacting him direct. He thinks he has found the right candidates as well as having some more for recruitment later on in the year. This provides a saving of £60,000 ($78,000) something he will reinvest back in the business by recruiting a junior sales person.

Now, I’m not for a second saying that Social Media and Social Selling is or will replace the massive industry which is Recruitment, but if you are a small or large company, this is certainly an option. We are currently recruiting and are using Social and are getting some very interesting candidates. By the way, if you are in sales or are interested in working at the forefront of digital transformation through social, then get in touch.

I’ve also asked a few people “in the recruitment business” and I understand candidates like the way recruitment works. Which is where you give your CV to one person and then they try and then they represent you to multiple companies.  As a candidate, it’s pretty low risk and means you need to go about your day job with your current employer. There is a saying that 80% of jobs are never advertised and maybe with the number of people using social now to recruit, that maybe you are missing out on these jobs that are being offered through content marketing.

Interested in what you think, do you think recruitment has been disrupted or should it be disrupted?

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