Marketing and Selling Your Company During the Recruiting Process

the recruiting process

In business, the companies that hire the best employees are the companies that win.  Though the concept sounds simplistic, executing on it is an entirely different story.  Despite the advent of job boards and increasing usage of social media sites, recruiting “difference makers” is and always has been an arduous, expensive task.

It’s basic recruiting economics; the demand for intelligent, driven and passionate job applicants is consistently high while the supply is always low.  This is especially true in recovering economies where hiring is on the upswing.  Regardless of the supply, hiring these individuals can be done by any size firm in any industry on just about any budget.

Recruitment is Selling, It’s Just…

Recruiting is about selling.  In this case, the product you’re selling is your company.  The job applicant is your sales lead.  The interviews are the sales calls.  Your job is to stir up enough interest among the desired job seekers so they consider your organization their first choice for employment.

Though, remember that interviewing is a give and take.  While you want to be able to sell the job, you also want to ensure that you have enough information from the applicant to make an educated decision as to whether the individual will thrive once employed.  This is especially difficult when hiring candidates who will work remotely, a rising trend among tech startups. Steve Harnden of Contentverse says, “A major challenge facing work done remotely is the potential for erroneous hiring of team members, whose qualifications may be difficult to evaluate in a remote work setting.” Although you may have a larger pool to choose from, vetting candidates will only prove more difficult.

Effective Salesmanship During the Hiring Process

How do top organizations go about maximizing candidate interest while conducting a formal, thorough analysis of the job seeker?  Below, I’ve included some key insights that should help you properly close the deal.

1. Smart People Don’t Buy Stupid Products – If you are not passionate about the job, don’t expect anyone else to be.  In order to effectively sell a position to an intelligent, capable candidate, the opening must have some allure.

Before presenting the job to potential applicants, objectively look at the position.  Ask yourself if you’d accept the job.  If you wouldn’t, then reputable applicants are more than likely going to feel the same way.

2. Time is Money, Know What You Want – Before any sales representative can sell, they must choose their target market (a.k.a. their ideal customer).  The same goes for selling a job.  It’s recommended to list the desired traits, years of experience and skills the individual should have.  This information should written out and included in the job description you write.

Remember, the more specific of a background a candidate has, the more a candidate is going to cost.  In most instances, you’re not going to be able to sell a $44,000 job to someone who is realistically worth $100,000.  Make sure to factor in the likelihood that the individual would accept the position if given an offer.

If there is little to no demand for the position amongst your desired applicants, you are selling the wrong product to the wrong crowd and alterations need to be made.

3. Know What You’re Selling – Since you are selling a job, it’s imperative to know everything possible about the position.  In order to organize these  thoughts, it’s recommended you write out a thorough job description.  The document should include a two or three paragraph description of your organization as well as highlight the duties of the job, your expectations and requirements (discussed above).

Also, it’s important that you layout the compensation package and report it on the description.  Include intangibles such as retirement benefits, health benefits, vacation days and any other perks your firm may offer.

If you are unsure of the job market and don’t want to list a number that is too high or too low, simply put “Compensation: Depends on Experience (DOE).”  Prior to meeting with you, each applicant should be send this document so they are well familiarized with the position.  Essentially, think of a job description as your marketing brochure.

In the End

Always make your best impression on an applicant.  Make sure you take an interest in them as individuals, make them feel welcome at your offices, show appreciation for their time and keep an open mind during the process.  If you can do all of the above, you can effectively sell your job.

This article was written by Ken Sundheim from Forbes and was legally licensed through the NewsCred publisher network. SmartRecruiters is the hiring success platform to find and hire great people.

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