(Warning: This article contains subliminal messages)
A few years ago, I completely re-tooled my recruiting script. Instead of
paraphrasing the job description (dull and boring), I began to tell
stories about the company's unique problems, and how the right person
might solve them (interesting and engaging).
Sure, I could have blathered on about the job's technical requirements
(unrealistic), the salary (average) or my client's mission statement
(who cares). But then, I would sound just like all the other recruiters
in the world (telemarketer at dinnertime).
I wanted to get people excited whenever I pitched a
job. With a more powerful presentation, I figured I could do a better
job of stimulating interest and generating referrals. And in the
process, I'd build my professional reputation (and make more money).
So, I came up with a novel concept: Why not stop torturing
innocent candidates with dry facts and figures, and make
recruiting calls a lot more fun?
We All Love Stories
It's human nature, and it starts in our infancy, when mommy or daddy
tucked us in with Mother Goose. A good story not only entertains us and
grabs our attention; a good story can also help teach a lesson, prove a
point or communicate an idea.
Unfortunately, a typical job description (blah, blah, blah) does very
little to reveal the "back story" that led to the job's creation in the
first place. But by probing for details and by using a little
imagination, you can paint a more vivid picture in the mind of
your candidates and put some top-spin on your presentation.
To convert facts into word pictures, try using a template like this to
storyboard your recruiting script:
"Hi, my name is_________ , and I'm a recruiter specializing in_______ .
I'm working on an interesting a
assignment that I want to discuss with you. Is this a good time to talk?
"The job is with a company that______ , and they need to_____ hire
someone to so that they can_______ .
"It's especially important that the new hire can______ ; otherwise the
company will find themselves in a situation in which_______ .
"However, if we can find the right person, it will not only mean_____
for the company, it could very well represent________ for you. Is this
something you might be interested in?"
Putting It Into Practice
And here's how I filled in the blanks, based on what my client told me
about his company's problem:
"Hi, my name is Bill Radin, and I'm a recruiter
in the instrumentation market. I'm w
working on an interesting assignment that I want to discuss with you. Is
this a good time to talk? Great.
"The job is with a company that makes control
panels for luxury yachts and off-road vehicles, and they need to
hire someone to run their engineering
department so they can bring new,
innovative products to the market.
"It's especially important that the new hire can
act as a bridge between the people in sales
and the people in engineering, otherwise the company will find
themselves in a situation in which the two
different groups will continually fight to protect their own turf, to
the point of paralyzing the company."
"However, if we can find a technical person who has strong diplomatic
skills, it will not only bring peace and
prosperity to the company, it could very well represent
an important and visible leadership role for
you. Is this something you might be interested in?
"Scripting your presentation is not only fun, it forces you to pay
attention to what you're saying -- and to what the other person will be
hearing. Of course, you'll want to tailor your style to
match your market.
I've learned that if I can get a candidate's attention by telling an
interesting story (Gotcha!), the rest will fall into place. And as a
result, I'll fill a ton of jobs and keep my clients happy. (They love
me! They really love me!).