Lou Adler & LinkedIn Master Class: InMail Tactics To Recruit Passive Candidates
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Clever Boolean search strategies and LinkedIn Recruiter are great for finding remarkable people. But that’s the easy part. The hard part is writing a persuasive InMail once you’ve identified them, and getting people to respond. Covered here is how to: 1. Use the employer value proposition to reframe the job as a career opportunity 2. Customize your pitch by capturing the prospect’s intrinsic motivator in your message 3. Craft compelling headlines and stories to increase response rates Check out this deck to shore up your outreach and InMail skills.
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Lou Adler & LinkedIn Master Class: InMail Tactics To Recruit Passive Candidates
- 1. Recruiting Master Class Part 1: Converting Jobs into Careers - Controlling the Intake Session Part 2: Sourcing Strategy & Out-of-the-box Boolean Part 3: Effective Candidate Outreach Through InMails & Calls Lou Adler &
- 2. #hiretowin Recruit at the Top of the Funneltm ©2015 All Rights Reserved The Adler Group, Inc. Max QoH Metrics Candidates/Hire Sourcing Mix 1st Contact Yield S C A R C I T Y
- 3. #hiretowin Hire Not Hire The Total Talent Market 100-200X Not Apply Passive Performance Qualified 50-100X Not Apply – Active Performance Qualified 20-40X Not Apply Active & Passive SE Qual Weed Out Skills, Experience, Assess Boolean & Emails Referrals Skilled Recruiters & Managers Cost–Many–Lateral Jobs-Transactional Consultative–ROI–Few–Quality-Careers Recruiting at the Top of the Funnelsm X 20-50X Apply Not Hire SE Qual Maximum Quality of Hire Apply SE Q To Maximize Quality of Hire Fit Job to Person – Not Force-fit Person to Job
- 4. #hiretowin Positive Motivators: Going-Toward Strategy Negative Motivators: Going-Away Strategy Intrinsic Long-term Strategic Core Extrinsic Short-term Tactical Surface Getting – Day 1 Compensation Max Short-term Rewards Convenience Big Title - Big Brand Benefits Doing – Year 1 Career Maximization Learn – Do – Become Stability – Balance Team – Hiring Manager Company or Mission Going Nowhere Slow Career Growth Work Mix Unsatisfying Team/Boss Challenges Mission not Important Cultural Misfit The Daily Grind Low Salary, Benefits Issues with Boss Inconvenient Economic Need Overworked © 2014. All Rights Reserved. The Adler Group, Inc. Job seeker’s decision grid GETTING & HAVING DOING & BECOMING
- 5. #hiretowin InMail strategy - do’s and don’ts Don’t Do This - • Be Boring! • List Any “Must Haves” • Push to “Apply” • Use Hyperbole • Be Generic, Vague • Oversell the Brand • Regurgitate Posting Do These Things, Instead • Integrate with Talent Strategy • Write to Your Audience • Tell Stories • Relevant, Compelling Subject • Intrinsic Motivator – First Line • Highlight EVP • Focus: Do, Learn, Become • Customize & Brand Job • Connect Job to Bigger Goal • Dance the 2-Step • Drive to Engage, Not Apply • Go Viral
- 6. #hiretowin The importance of messaging Take over the Rebuilding of Philly’s Inner City What’s the EVP? Capture intrinsic motivator Do, Learn, Become Describe impact Make it viral Attention getting
- 7. #hiretowin Tell Stories Capture the Intrinsic Motivator Emphasize the Doing, Learning & Becoming The classic InMail / email
- 8. #hiretowin Are you transactional or consultative? Handling Concerns Uncover the pain! No NOs! Sell 30% discussion Convert Day 1 to Year 1 & Beyond decision You need to know: oThe job oThe manager oIndustry and your company
- 9. #hiretowin Recruiting rule #1 Sell the next step, not the job! No – Maybe – Yes
- 10. #hiretowin Summary – The basics of reaching candidates through InMail 1. Integrate InMail/Email marketing with talent strategy 2. Use “performance-qualified” to target full talent market 3. Get personal: customize job-branded message 4. Capture: Intrinsic motivator – EVP – Do – Learn - Become 5. Learn to drive the bus create 30% opportunity gap 6. Design bigger apply button – easier to find, harder to push 7. Become Performance-based Hiring Certified info@louadlergroup.com
- 11. #hiretowin 11 Thanks for watching! Follow us on social media: talent.linkedin.com/blog #hiretowin
Notas do Editor
- Hello everyone! We are thrilled to introduce today’s webcast titled, “Effective Recruiting Strategies That Attract Extraordinary Talent”. Before we introduce today’s speakers, we would like to first go through some house keeping items.
- Use the Job-Seeker’s Grid to Develop a Recruiting Strategy Find out what the person needs to change jobs. Categorize the reasons into one of the four possible reasons in the grid. Emphasize the upper right grid: what the person will DO and BECOME. Persist if person emphasizes going-away criteria or what he/she gets on Day 1. This is how good people wind up in the wrong job.
- The Keys to Great Messaging It needs to be found. It’s useless if no one sees it. It needs to cause a useful action. You want people to respond somehow, but the best people in certain jobs are unlikely to formally apply. Make sure your application process is appropriate given the demographic and passive/active balance of the candidates you’re targeting. To cause an action, it must meet the intrinsic motivating needs of your target audience. Segmentation is critical here. You must understand what the best people in your target group want to do, and make this perfectly clear in your ads.
- Notes, Exercises, and Key Learning Points You need to offer passive candidates at least a 30% increase to gain their interest. But it’s not all compensation! The >30% solution (selling) is comprised of: Job stretch – the difference between the current job and the new opportunity Job growth – the difference in the rate of growth between the current and the new job Total rewards – the increase in compensation, bonus, long-term incentives, etc. Eliminating the negatives in the person’s current position Tell candidates that this is the purpose of exploring the opportunity – to determine if it really represents a career move. The more hurdles to overcome, like relocation, the bigger the “solution” needs to be.
- Overcoming Objections Don’t push too hard. Recruiting a top person requires a series of steps to close the deal. Following are the typical steps from first call to close for a truly passive candidate. Before and after each step uncover needs and concerns. Talk 5-10 minutes about the job Conduct a 30-minute phone screen Conduct an onsite exploratory interview with the hiring manager Conduct a comprehensive interview onsite with the hiring team Come back for a second round of interviews with a more senior executive, conduct a panel interview, and/or present the results of the case-study take-home project Discuss the idea of being a finalist Negotiate the broad parameters of an offer and discuss level of seriousness Test all aspects of the offer before finalizing it Get the candidate to accept all aspects of the offer before formally extending it Most people take a few days to a few weeks to fully understand all aspects of the job. Guiding the candidate to the next step rather than the end-game will increase your end-to-end close rate.
- Text/Links to put in chat box: Thanks for joining! We will start shortly. In the meantime, follow us on social media: Twitter: @HireOnLinkedIn LinkedIn: https://www.linkedin.com/company/linkedin-talent-solutions SlideShare: http://www.slideshare.net/linkedin-talent-solutions YouTube: https://www.youtube.com/user/LITalentSolutions Blog: http://talent.linkedin.com/blog/