Learn how to use marketing and sales concepts in a selection process
It is a common dream that the companies we are part of will succeed. For that to happen, people need to develop and succeed. After all, a company is a CNPJ composed of several CPFs.
Founders, leaders, experts, and individual contributors, working collaboratively and in coordination, turn plans into reality. It doesn’t matter if it’s a startup with five people or is ranked among the best in GPTW : success as a company is directly linked to your ability to hire quality people.
It is normal, when in contact with Resultados Digitais’ customers and partners, that they share the pain of hiring good professionals. And it’s true: building a talented team is a big challenge.
The success of a business depends on the people who are part of it. Hiring is therefore a pain for most business leaders. And it can even be something that blocks or leverages this company to success
But hiring isn’t the only challenge. It is necessary to hire people with profiles and motivations aligned with the challenge at hand. It is also necessary to keep people engaged, motivated and getting them to deliver results is crucial. Otherwise, the phenomenon of “flat bucket” can happen, when the outputs are so high that your team ends up having to work to replace people.
The era of the customer-employee
At the 2017 RD Summit, I spoke about the employee-client era . During my experience over almost 4 years in the Talent Acquisition team at RD, we saw that marketing and sales concepts apply to people management. I will share here how we apply Outbound and Inbound Marketing concepts in our recruiting process.
Let’s think about an application vision similar to the process below? We seek to attract talented people, convert applicants to the process, close good hires and, of course, delight these clients. This is through the management practices: development, leadership, climate and company culture. Then the process feeds back.
Inbound and Outbound Recruiting
Inbound Recruiting is a recruiting strategy in which you proactively and continually attract people, with the goal of getting them to choose your company as the next one they will work for. Your goal is to generate interest and guide them until they apply to your vacancies. This can be done through ad postings on career pages and specific websites, Email Marketing , social media etc.
In Outbound Recruiting, you are the one who searches and contacts people when you need to fill a certain position. Your goal is to jump straight to the application step and offer your job opening.
Define who you are looking for
Before we start with any attraction strategy, we need to start at the beginning. First, think about who you want to attract. Identify your hiring needs and open positions.
This is a process that takes time, but it is extremely necessary to be successful in any hiring. After all, going to the market without knowing who you are looking for will be very unproductive.
Job description definition (job description)
After defining the vacancies you need to open, write a job description for those positions. Writing a good job description is the first step in finding qualified candidates.
Tip: Try to use inclusive and gender-neutral language. Researches already show that women apply less in vacancies that have predominant male language, themes like “aggressive”, “competition” tend to be less attractive to candidates.
definition of persona
After the job description is ready, it is important that the person responsible for hiring has a more in-depth meeting to define the persona of who is being sought.
In RD, we call it a briefing meeting . In it, the manager or manager can highlight all the skills, knowledge, behavioral profile and training necessary for the hiring to be a success. We seek to better understand the following points:
- Vacancy context: what moment this team is going through, and what is the challenge of the new person;
- Requirements: experience, technical, behavioral;
- Selection process: what are the steps and those responsible;
- Vacancy sales pitch: how are we going to sell this opportunity to the market;
- Reference profiles: exemplary people in the same role, who can serve as a basis for the search.
When we talk about Inbound Recruiting, the process is how, through engaging content, you move the candidate through the initial 4 stages of their journey.
This process can be simpler, like posting vacancies, or more complex, with email marketing flows, for example. I will bring two tips that we use in RD.
1. Tell your truth
Simon Sinek, with the Golden Circle, presents the Why concept , which is why his company exists. Why you do what you do. Always make this clear in all communication. What mark does your company want to leave in the world? What is your big dream? People will identify (or not) from there.
Create engaging blog posts, video content and social media where you present your team, your company’s culture and value proposition. Give people a reason to start dreaming of being part of your team!
Reinforce what your company believes. At RD, we support diversity in our team and show it to the market. One example is our LGBT pride month campaigns. When we show an environment that cares about it. Therefore, we attract people who think similar or seek places like that.
2. Produce educational content
To produce attractive content, an example is to create content talking about the day-to-day life of the area or job vacancy. So people can start to imagine themselves working there.
Outbound Recruiting (or Sourcing)
People go through the hiring journey at their own pace. Some learn about an organization quickly, build rapport after an interaction, and apply for a job within a few weeks. Others stay in the attraction stage for months or even years before considering a career change.
When you have an urgent need to fill a vacancy and have no applicants, you can use Outbound Recruiting, better known in the market as sourcing. Thus, the recruiter or recruiter finds candidates who may be a good fit for the company, gets in touch to find out about their current career situation and if there is any interest. If so, invites to the selection process.
I’ve gathered 3 points to work with Outbound Recruiting:
1. Search for people (Sourcing)
There are some positions with extremely rare skills, where there may be few people with the competence you need. Posting a job advertisement will not attract this type of candidate to your company.
There are profile search tools, the most used being LinkedIn . However, you can also explore other networks like events, networking and also your employees’ network.
Tip: as we’re saying that the main channel to connect and search for people is LinkedIn, it’s worth checking how your presentation is going on that channel. There are guidelines on how to build a good profile, but the basics are these points: have a nice profile photo, update your job title and description people (experience, interests…), interact and produce content!
You can also explore your own employees’ network. It is cheaper, more efficient and more effective when it comes to hiring. Companies like Facebook, Deloitte and E&Y have, respectively, 60%, 49% and 45% of nominated employees. And, in our case, about 50% of the signings come from nominations from the team.
However, this practice can be dangerous as it does not bring diversity to the team. People tend to indicate similar, so your team may end up being homogeneous. The good news is that you can use sourcing practices as a way to intentionally address diversity.
It’s easier to work diversity in the team from the beginning of your company than to wait to do it after it’s grown. And it is proven that, in addition to being the right thing to do, diverse teams are more profitable for organizations
2. Sell your opportunity
As these talents have not applied directly, they will want to know the pros and cons of your company and what project they will be allocated to. You need to be more prepared when doing Outbound Recruiting. You are expected to sell the opportunity and the challenge. At that moment, who speaks the most is you.
For this, it is important to have authority (knowledge and security about what is going on), relevance (demonstrate that your call is extremely important) and positive tone of voice.
And be very careful with the approach! Identify the value proposition you can offer and don’t keep pushing the job. Here it is worth reflecting: if you were approached, how would you agree to talk? The Recruiter Modern Guide , LinkedIn, brings good practices approach, I recommend!
3. Understand the market
The sourcing step, when done well, allows you to understand the market. It is important to keep a history, even in a spreadsheet, of the people approached with some data such as: position, current company, location, know your company, salary requirements, etc.
This will help you generate insights like: Why aren’t the people I seek interested in my opportunity? Am I paying over or under? Looking for the right profile?
We arrived at the selection process
To design the selection process, it is important to define the steps and tools that will help you to map technical and behavioral skills in a way that is pleasurable for those undergoing the assessment
After all, you didn’t invest so much in attraction for people to be disappointed when experiencing the process, did you? So let’s enter the last two stages of the journey. Remember, you are also undergoing an assessment! This talent is analyzing, based on each interaction with your company, whether in fact it imagines itself working there.
If in the sales process we also continue to provide the Lead with information, why not do the same in the selection process?
Our selection process is extensive and intense. To help us in this process, we have some tools. Automated tests like Mindsight , which allow a mapping of skills such as logical, social and motivational reasoning. Also hackerrank , which assesses technical knowledge of software development.
These automated tests help when the volume of candidates is high and it becomes too onerous for your team to correct challenges. We also use specific tests, created and corrected for our team.
We use the situational or behavioral interview model. This interview refers to situations already experienced in the candidate’s past, and not to hypothetical situations. Knowing how a person acts in certain situations makes it easier to predict behavior in the context of your company.
And finally the simulation, used in the sales and customer success areas , where we send a case for a preliminary study. It is interesting to carry out two simulations, providing feedback after the first one and observing the evolution to the second one, because then you can assess how much this person has coachability, which is the ability to receive feedback and change behavior quickly.
Tip: look positive! Nobody will come 100% ready. It is worth asking the following questions before any hiring: what does this person bring in their luggage? What can it add up? And what do we need to teach/develop?
If we are talking about a customer service professional, for example, skills such as empathy , resilience and communication are crucial. Unlike these, technical knowledge about your product is something you can pass on via training at a speed the business can expect.
After all, between Inbound and Outbound Recruiting, which is best for you?
Most companies use both. Inbound and Outbound Recruiting are different recruiting philosophies and strategies with different approaches and tactics, but with the same ultimate goal: hiring the perfect person for the job.
At RD, we use a mix of both in our selection processes. Inbound is a strategy that will help your recruitment to be more efficient in the medium/long term. It works well for high-volume, recurring vacancies, for which there are a greater number of professionals in the market.
Outbound can be used in more specific positions and at higher seniority/management levels, where you want to seek professionals in the market. It is a short-term strategy, as you go to the market to get what you need. Even so, the process can be even longer than Inbound, as you need to spark an interest in someone you weren’t looking for.
How to ensure the success of a hiring
Every contract has a risk component. And here comes the questions: will this person like your work? Will it perform to its fullest potential?
This is linked to her finding a context, an environment that allows this to happen. Let’s retake the Golden Circle. Analyze whether people in your company today know why they are doing what they do. If they are clear of the what is expected of them. And, through training, leadership, climate and culture, you allow them to be developing and building this middle path ( how ).
As I said at the beginning, the attraction process is fed back by the people who work in your company. We strongly believe that whoever is happy here is our main asset for attracting talent.
After all, the main motivator when recommending someone to work at the company is the desire to help friends and the company . It’s good to look sideways and work with people we admire and trust!