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One important thing to understand if you want to create more demand for your recruiting and search service is why clients and candidates decide to work with you.
Why?
Because these are the questions they need answers to before they decide to buy.
One of the reasons I wanted to record this podcast is that we’re having various conversations with our clients who are part of Superfast Circle about their messaging and how they communicate with their audience.
Some of you may have noticed that you will see different promotional messages on our various feeds, where we answer client comments and questions. Each message will include an image and content that answers one of the four drivers of people’s decision to work with us.
The good news is these reasons are universal and they are exactly the same for your candidates and clients.
When your clients and candidates are considering working with a recruitment or search company, they may have several unconscious questions; answering these in multiple ways can make a huge difference to your results.
4 Reasons Why People Say Yes
Here are the four reasons clients and candidates choose to work with you.
- You solve a pain that they have that is particularly uncomfortable.
- You save them time.
- You make life easier for them.
- Working with you makes them feel good.
Let’s go through each of these in turn.
1. Solving a Pain
First, you are solving a pain for a client or a candidate. If it’s a client they have a vacancy, is building a team, and wants the right person in the role.
For many of your clients, recruiting is a lottery because they never quite know who they’ll get if they recruit themselves, whether they’ll be skilled, or whether they’ll fit into the company culture.
You add huge value to this because you can identify the right people for them. You’ve been doing it for years. You’re a really skilled recruiter or search consultant, and you know what they need. You know where those people are, and you can really give them some guidance.
It is the same for candidates. I am a candidate; I want a new role. I know that if I send my CV or my resume to somebody, it might not even be seen!
Yet if I work closely with a recruitment consultant and there’s a clue in the title, a consultant, they will help me identify the right company to join.
Knowing how to help solve that problem and communicating how you can help make a difference.
How often are you communicating how you can help?
Are you communicating it through your testimonials, through your case studies, through the promotional content that you share on LinkedIn, on Facebook, on Google, on your website?
Does this come across in your messaging? Sometimes, it’s important to highlight to people not only, “I’m an amazing recruiter.” It’s, “These are the problems that you are having, and you will continue to have unless you work with someone who can help.
2. You Save Them Time
The second thing is time. We all complain, moan, and groan about not having enough time. The truth is that there are 24 hours a day, yet some people manage to do more with the time they have than others because they get help and develop new skills.
However, if you lack skills in reviewing a person’s resume, CV, video interviewing, or knowing the right questions to ask, then it will save you a lot of time if you use a professional to do that for you.
Have you noticed when you get somebody who’s a real pro to do something for you, it happens so fast, and it takes them like a third of the time it would take you?
That’s where the beauty of skills comes in.
Recruiting is a time-consuming process. Are you communicating how much time you can save somebody?
3. You Make Life Easier For Them
That leads to how much easier it would be for them to work with a recruiter. Let’s say you’re a client. You know that you’ve got two particular key roles to fill. You’re working with an experienced recruiter who has seen and read all their testimonials and case studies. You’ve been all over their website.
You can see that they are very experienced. You know that you can say, “Look, I need these types of people.” As a recruiter, you will have a shortlist for them within a couple of weeks. How much easier is that for them?
Sometimes it’s these really obvious things that you might not communicate in your promotional copy and posts.
Are you communicating the problems your clients and candidates have that you can solve on your social posts and website? Here is an exercise for you.
Grab a pen and paper or open a Word doc and write down each of these four areas: solving a pain, saving time, making life easier, and making them feel good.
Under each section, brainstorm what that means for you and the service you deliver, the problems your clients and candidates have, and the stories you’ve got about that you could share. Because when you are answering all these questions for people, that is going to make a huge difference.
4. Makes Them Feel Good
The final one is that it makes them feel good. That probably sounds counterintuitive, so here is an example to explain the point. One particular person that we work with helps us with our tech; I always feel good that I have him working with us because I know that I give Jason all the tech to do, and it will happen exactly when I need it to.
I’ve written all the copy, and I know he’s very magical in how he manages to get all our campaigns and landing pages working, talks to the email system, and things pop up, and all of those things that he helps us with.
That makes me feel good because I like to give our clients and subscribers a seamless, really positive experience of Superfast. It’s part of my value set.
Again, think about your clients and your candidates. It makes them feel good that they know they are working with somebody who’s a real pro in the market and that if anyone can find the talent they need, it’s that particular recruiter. For candidates, it means they know that the people they’re working with will care about them and find them the right role in the right company.
We have people who work with us at Superfast, and I know they love that they get really good written content. They get reports, social media, and everything that help them stand out, making them feel really good.
There’s nothing wrong with that. Remember that this particular emotion that people feel is important to include in how you approach people and how you sell.
That is episode 425. We have shared four things with you. Please go back and listen to this because it is really important to ensure that you communicate these messages to the market.
Because many of these drivers for purchase, hang around at an unconscious level for people. It’s about how you are bringing this to somebody’s conscious awareness so they can move forward.
Think about the last time you purchased something significant yourself. Go back through your decision-making process. You obviously were in some level of pain. You knew that it was going to save you time and make life easier for you—I’m absolutely certain of that.
Reflect on this, and you will really understand that this is how human beings work. These are some key fundamental decision drivers that we all have that you need to tick when you are working with somebody.
Thanks
Denise
How We Can Help
Imagine having direct access to someone who can help you craft messages that convert the clients and candidates you want to work with. This is just one of the areas where we can help.
If you want to learn more, book a quick call with us here.
