Are You Recruiting the Best Sales Talent?
A Formula for Recruiting the Best Sales Talent
Hiring and retaining the best sales talent that will position your company to grow, innovate and inspire colleagues and clients alike is difficult. In fact, it’s one of the most challenging initiatives within most companies. Although job boards and traditional recruiting still predominates, proactively searching, finding and engaging with potential sales candidates can be far more effective than posting and waiting for applicants.
Proactive recruiting using Google, LinkedIn, and social networks enable employers to seek out the best sales talent through a straightforward search or referrals through their networks. As referenced in these two articles, between 60% (and even up to 85%) of people now find their next career opportunity through their network. If that’s true then crafting a strategy to showcase your company as an employer of choice and actively training your current salespeople to be modern selling practitioners is important when they share your goodness with their network.Between 60% (and even up to 85%) of people now find their next career opportunity through their network.Click To Tweet
But first, consider how you look online. Have you thought about how potential applicants see you and what kind of experience you create for them, are they responding to a job post or are you reaching out to them? My colleague, Erin Dore Miller talks about this all the time. One of her favorite questions is “Are you wooing your candidates?” Are you? Do they see other employees in your company talking about their work, your company? Do they see your community projects, your values, do they get to know you as an employer? You had better.
Why?Do #sales candidates see your community project, do they get to know U as an employer?Click To Tweet
Proactive Sales Recruiting Requires Thought
All candidates, and especially passive sales candidates (those that currently have a job), are vetting you as much, if not more than, as you are checking them out. Why would they have a conversation with you about a sales position? What can you offer them that they don’t already have? How do you compare or differentiate from their current employer?
What is an Employment and Talent Brand?
Have you defined, rolled out and amplified your employment brand? “Employment brand,” as defined by LinkedIn, is the value and attributes associated with your company as a place to work. If you haven’t given much thought to your employment brand, it’s a great place to start. If you have, have you created your “talent brand,” defined by LinkedIn as the highly social, totally public version of your employment brand that incorporates what talent thinks, feels, and shares about your company as a place to work.
Your talent brand is what people see online. Remember, that is where most people start. In Maria Ignatova’s article, New Report Reveals the Trends That Will Define Recruiting in 2017 she highlights some revealing stats including:
Writing your employment and talent attributes and values on a conference room whiteboard during a strategic planning session isn’t enough. Nor is this a few hours of work. Rather, it’s an ongoing process that enables a company to speak boldly and proudly about their people, their ethos and inspire others to join them. It becomes an organic message that is visible in-person, in the office and online. It’s authentic and creates a competitive advantage for the organization and turns employees into raving brand ambassadors.'Building out your employment and talent brand is a worthwhile process, and yes, it should intersect with your marketing brand'Click To Tweet
Building out your employment and talent brand is a worthwhile process, and yes, it should intersect with your marketing brand (the attributes and values associated with your company’s products and services.)
Take a deep dive into your employment and talent brand, survey your current employees, ask your customers and clients and then see how it aligns with your marketing brand. When it’s completed, roll it out publicly, talk to your current employees, share what you’ve learned and how the talent and employment brands came to be, and then share it with a wider audience.
Weave it into your website, career tab, LinkedIn profiles, LinkedIn Company Page and the social channels where you have a presence. Encourage your employees to share your messaging and posts with their network. Employees should want to share their company’s goodness with their networks. They should be proud of where they work and the work they, and the company, do.
If not, you will need to head back to the drawing board.