The key to cultivating the right targets in the recruitment process is to define your targets carefully. Once you have, then the networking/marketing/selling process must begin. Obviously, there must be many steps to this process as recruiting top-level candidates takes time and energy.
This month, we will talk about the marketing step. The key to marketing is to make your company look different in a positive manner. When most people are introduced to a company or situation, they rarely receive anything but directions to the office. Loan officers are offered a rate sheet or perhaps a marketing flyer. Is this the professional presentation we are trying to make to attract our top professional targets?
The key to the selling step is listening. You should not spend your time in the interview/networking process talking. The art of sales is the art of listening. Yet, the prospect will have questions about your company. You can go over the contents of your recruitment package in a few minutes and give it to them to read at their leisure. In many cases, the information may be distributed ahead of time as part of the marketing process.
In some respects, the name “recruitment package” is a misnomer. The term “information package” may be a better description, especially if you are distributing as part of or before a networking meeting.
The components of the package should be items already produced by your company. The purpose of putting together a recruitment package is not to reinvent the wheel. Your time is at a premium and should not be utilized in developing flyers or other materials solely for this purpose. If your company has not developed the items necessary for this package, then support for your present originators may be lacking as well. As a matter of fact, it is this level of support which should be an important focus of the package and presentation.
Start with the reasons why someone should work for YOU and your company—this can become part of a great flyer that can double as a flyer to prospective consumer targets with a few modifications. It is important that you not only differentiate your company at this juncture, but also differentiate yourself as well. Why? Because you will become a mentor to these targets.
►How many well-qualified managers are available?
►How many less-than-qualified managers have they worked for?
►How much income will it mean to them to have a manager that can deliver real support?
►What is your knowledge and experience worth to them? Have you elucidated this clearly and precisely?
In other words, you should not only have a flyer for the company that is part of the package. You should include your most important recruiting tool—your resume/flyer! And if your resume is not impressive, you need to rectify this situation. For example, what actions have you taken to become an expert in the industry? Why would someone want to work for a manager who is not an expert—especially in areas that will help them increase their income? Why would someone want to work for a manager who cannot show them how to become an expert? In this regard, career advance becomes a very important part of the discussion.
Here are some additional parts of a solid recruitment or informational package:
►Sample marketing materials: How much support will you give them in their marketing efforts? If your company is solid in this regard, show off the results.
►History of the company: This may include excerpts from the annual report for larger companies to a paragraph from the company Web site for smaller concerns.
►Company mission statement: If you have one defined.
►Company newsletter: How do you inform the employees of the company with regard to company and industry news?
►Articles featuring the company: This is an important feature, especially if the targets may not have heard of your company.
►The company’s ownership structure: How do they contribute to the success and stability of the company.
►Training materials or a training syllabus: Another important area of support in which you can differentiate yourself from the competition.
►Benefits: Actually, you have been showing them benefits throughout the package. Here, we are focusing on traditional benefits such as medical, 401K, etc.
►Testimonials from present employees: These testimonials can be from loan officers, operational employees and even real estate agents and consumers. This is called social proof. Testimonials are a key. They are what help develop your uniqueness. You saying that this is a great company is not going to have much credibility. Your employees and customers saying that this is a great company (and you are a great mentor) will have tons of credibility.
Today, the Web is important
I am not telling you anything you did not know with this statement. As we are describing a recruitment package, we are also describing the components of a solid recruiting site. Again, smaller companies may not have the time or budget for such a site. However, they should have the ability to put together at least a rudimentary package. Larger companies are more likely to need and have use for both.
How about you?
The last question I will ask is: What would you include in your package? Do not consider my list to be inclusive of every item that you would include. Nor is every item essential. The goal is to get you to think of a way to differentiate yourself from the competition. Notice I left out any conversation regarding compensation plans. It is usually the first question asked by a candidate. Just as a consumer asks what their rate is, you should not give a rate without first developing a relationship and trust and discovering their real needs. Similarly, a discussion about commissions also comes down the road after the use of the recruitment package.
Dave Hershman is a top author in the mortgage industry with seven books published, including The Complete Mortgage Management Kit. Dave is also director of branch support for McLean Mortgage. He may be reached by e-mail at Dave@HershmanGroup.com or visit OriginationPro.com.