In the fast-paced world of recruiting, the internet has drastically changed the game, especially for candidates. Today, candidates can easily book their own interviews online, reducing their dependency on recruiters to connect them with employers. This shift means that recruiters must work smarter in terms of their candidate marketing, especially when representing top candidates.
Barb Bruno, CPC/CTS
The solution lies in booking multiple interviews for candidates unless you’re working on a retained search. By positioning yourself as the bridge between talent and opportunity, you can retain control of the process and provide immense value to both your candidates and clients.
As Barb Bruno, CPC/CTS of Good as Gold Training, a leading expert in the recruiting industry, emphasizes, “It’s more important than ever to book more than one interview for your candidate. When you become the driving force behind a candidate’s job search, you maintain influence, offer more options, and ensure a higher chance of placement.”
Selecting Your Most Placeable Candidates
Not every candidate you encounter is ready to be marketed as your “most placeable candidate” (MPC). The MPC is the individual that you have chosen to represent actively and aggressively to potential employers. But before marketing them, make sure they meet specific criteria. If the candidate is not yet a good fit for proactive marketing, you risk wasting time and effort.
To qualify as a most placeable candidate, Barb Bruno advises that they should meet the following criteria:
- Salary alignment: The candidate’s salary requirements must be commensurate with their experience. This ensures that they are both marketable to companies and realistic about their expectations.
- Availability for interviews: The candidate must be willing and able to make time for interviews. If they are hesitant or unavailable, they won’t be responsive to the opportunities you create for them.
- Commitment to transition: The candidate should be planning to hand in their two weeks’ notice, or their current contract should be ending soon. This shows they are serious about making a career move.
- Genuine desire for change: It’s essential to understand the candidate’s motivations or “hot buttons.” A candidate who is not committed to change or unsure about their decision may withdraw late in the process, causing issues for you and your client.
- Rapport: You must have established a solid relationship with the candidate, so they trust your guidance and approach.
- Reference checks: Begin checking the candidate’s references early to ensure that the information you present to clients is verified.
By ensuring that your candidate meets these criteria, you increase the likelihood of a successful placement. Barb notes, “When you invest the time to qualify your most placeable candidate, you protect your time, your reputation, and your client relationships.”
Where Do They Want to Work?
One of the best ways to get your candidate engaged in the process is to ask them directly where they want to work. Ask your most placeable candidates to name five companies they dream of working for. The reasons they provide for these choices are invaluable.
“The ‘why’ behind their choices is just as important as the companies themselves,” says Barb. “Understanding their reasoning gives you valuable insights to use when you present the candidate to potential employers.” For instance, if a candidate is drawn to a company because of its innovation or culture, you can highlight these factors during your pitch to the client.
If the candidate cannot think of specific companies, ask them to name organizations they respect or have heard good things about. This gives you a solid starting point to identify potential target companies and expands your network of opportunities. You can also identify companies that resemble their “dream” companies, increasing your pool of potential matches. If you don’t handle client development directly, be sure to share this information with your team members who focus on business development.
Candidate Marketing with an Effective Presentation
Marketing a candidate is more than simply sending a resume and hoping for the best. It requires a strategic, thoughtful approach that showcases the value your candidate brings to a potential employer. One of the most critical elements of a candidate marketing presentation is the grabber.
The grabber is the attention-getting statement you make at the beginning of your pitch. It’s your first impression, and it must intrigue the listener enough to ask for more information. Developing an effective grabber can be challenging, but it’s essential to pique the hiring manager’s curiosity.
Barb Bruno recommends collaborating with your candidate to identify their key accomplishments and unique skills. Together, you can craft a grabber that highlights the value they would bring to a potential employer. “The grabber needs to quickly convey why this candidate is exceptional and how they will benefit the company,” Barb explains. “It’s all about presenting the candidate as a solution to the client’s problems.”
Example of a Grabber Script
Here’s a sample script that includes an effective grabber and an approach that demonstrates the candidate’s value:
Script #1: “Good morning, my name is [Your Name]. Recently, I interviewed a [Job Title] who has been able to reduce benefit costs to her last two employers while increasing the actual benefits to the employees. In addition, this person has not missed a day of work in the past five years and has an extremely positive attitude. When you are hiring in your Human Resource Department, can you tell me what is most important to you?”
This script grabs attention by offering a clear and impressive value proposition right from the start. After piquing the hiring manager’s curiosity, you can ask an open-ended question to discover their hiring priorities. Once you understand what’s important to the client, you can tailor the rest of your pitch accordingly.
Highlighting Benefits Over Features
When presenting a candidate to a potential client, always start by highlighting the benefits of hiring the candidate, followed by the features that support those benefits. For example, if your candidate excels at improving operational efficiency, that’s a benefit to the company. You would then support that claim by explaining how the candidate implemented specific processes that saved time or reduced costs.
A simple formula to follow is: Benefit first, feature second. This approach shows the hiring manager why your candidate is valuable and backs it up with evidence.
For instance:
- Benefit: “This candidate excels at reducing operational costs.”
- Feature: “They implemented a new system that reduced processing time by 25%, saving the company $500,000 annually.”
Handling Objections in Candidate Marketing Presentations
When marketing candidates, you will inevitably face objections. The key to overcoming these objections is to be prepared and to continue positioning your candidate as a valuable asset. Here’s how you can address common objections:
Objection: “We don’t have a position available for this job title right now.” Response: “This is the type of person I’ve seen companies customize a position around. Is that a possibility?”
If they say no, you can continue by broadening the conversation: Response: “This is just a sampling of the talent I represent. We also represent [List Your Areas of Specialization]. What positions represent your greatest hiring challenge?”
If they still indicate there are no opportunities, dig deeper: Response: “What types of positions have you filled within the past six months? What type of candidates would you like to hear about in the future?”
By asking these questions, you keep the conversation going and open the door to future opportunities, even if they are not ready to hire right away.
Referrals and Expanding Your Network
Sometimes, even if a client isn’t hiring, they may know of other companies that are looking for top talent. It’s essential to ask for referrals, especially when you’ve presented a high-caliber candidate.
Question: “Do you know of any other companies who may be interested in this caliber of person?”
Referrals are a powerful tool for expanding your network and increasing your chances of placing candidates. Barb Bruno encourages recruiters to never shy away from asking for referrals, stating, “Asking for referrals can lead to new opportunities and long-term relationships with companies you may not have considered.”
Marketing Candidates to Attract New Clients
Marketing candidates is not just about filling immediate job openings—it’s also an effective way to attract new clients. In today’s competitive job market, finding and retaining top talent is one of the biggest challenges companies face. As a recruiter, you have the ability to solve that problem by presenting candidates who are not just qualified but are also highly motivated to excel in their new roles.
“Marketing candidates can be the gateway to new client relationships,” says Barb. “Hiring authorities often have someone on their team they’d like to upgrade or positions they’re struggling to fill. By presenting exceptional talent, you position yourself as the go-to resource for future hiring needs.”
Why Candidate Marketing Matters
The internet may have made it easier for candidates to book their own interviews, but it hasn’t eliminated the need for skilled recruiters. In fact, it has made the role of the recruiter even more critical. As a recruiter, you provide added value by identifying top talent, understanding their motivations, and presenting them in a way that highlights their benefits to potential employers.
By booking multiple interviews for your most placeable candidates and using targeted, strategic presentations, you can maintain control of the process, build rapport with clients, and increase your placement success. As Barb Bruno reminds us, “When you position yourself as the solution to both the candidate’s and the client’s needs, you create lasting partnerships that lead to long-term success.”
Marketing candidates is not just about making a placement—it’s about building relationships, expanding your network, and positioning yourself as a valuable resource in the competitive world of recruiting. By mastering these techniques, you can elevate your recruiting practice and create more opportunities for success.