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Productivity in recruitment is totally linked to activity.

Don’t fool yourself into thinking anything else.

Yes, the quality of that activity is key, and whom you actually do that activity with is important too. But if you don’t do enough ‘stuff’, you will fail.

Take that as gospel.

So, it is to maintain a pipeline of the key activities that drive success. Any fall-off in that pipeline, and a rapid decline in your placements and therefore revenue is as predictable as night following day.

The activities that need to fill up your ‘pipeline’ could include a wide variety of things, but typically you need to meet quality talent and meet face to face with clients. Those are the metrics that drive the ultimate match. Think about it in the simplest way for a moment. If you are running a perm desk you only earn money;

• If people get hired
• And people only get hired if people get interviewed – by the client
• And Client/Candidate Interviews only happen if qualified job orders are secured
• And qualified job orders typically result from face to face meetings
• In addition, people get hired only if they accept job offers
• And job offers come to quality, qualified talent
• And of course, qualified talent are typically the result of a thorough interview with the recruiter

So if you believe the bullet points above, you must maintain a pipeline of consistent activity or the desired end result (placements, fees, and therefore fun and money) will not eventuate.

But.

What happens when you go on leave for 2 weeks? Does the pipeline abruptly dry up?  Typically, what happens is this. The recruiter pushes hard to get as much closed before she goes on leave (or she winds down, having started her leave mentally before it has begun physically).

When she comes back the pipeline is as dry as a camels crotch.

Demoralised, she shuffles paper for a while and clicks through her database, until eventually the penny drops and she starts to make sales calls and recruit talent.

It takes 2 weeks to start to crank up momentum.

It takes 4 weeks before the pipeline is flowing.

It takes 8 weeks before the first placement, post-holiday, is made.

A two week holiday has ruined an entire quarter

But it does not have to be so.

Here is a simple strategy to keep that pipeline healthy – even if you do go away.

10 days out from your holiday starting, you set yourself a few simple goals.

“Before I leave on holiday I will have arranged…”

• 10 sales visits for the first 10 days after I get back
• 10 talent interviews for the first 10 days after I get back

That’s it. And you make it happen.

Actually it’s a lot easier calling clients and prospects and arranging a meeting for 3 weeks time. It can be done quite quickly.

Same with talent.

Be honest. “I will be away for a couple of weeks. But as soon as I get back lets get your situation moving. I will see you in two weeks time. How about 10 am on Tuesday the 12th?”

Sure, some meetings will be cancelled. But here is the point…

Instead of getting back to a dead desk and weeks of grinding the activity wheel and maybe months before the $ flow, you hit the ground running.

You get back from holiday and you have no orders to work on but you have 2 client meetings on day one. And another the next day. And two more the day after that. Plus you are seeing fresh candidates immediately.

By the end of the week after your break, you are in full swing. Feeling busy, being busy.

Yes you can take a holiday and be a successful recruiter. But make sure a 2-week holiday costs you two weeks of down time.

Not six weeks.

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Last week I blogged on the importance of “job order triage”. Great recruiters ruthlessly prioritise the briefs they work on, and put most effort into the highly fillable few.

Well, what about the candidates to invest time in?

Some recruiters take the view that as there is a talent shortage, every candidate needs equal help and focus.

Afraid not. Big mistake.

You need to discriminate when it comes to talent selection. Obviously not on the basis on creed, colour, ethnicity, or any other irrelevant, illegal or immoral prejudice.

No, you need to discriminate on the basis of the answer to one golden question.

Is this candidate placeable?

And a placeable candidate is one about whom you can answer YES to these two questions.

• If put in front of the right clients, will this candidate likely be offered a job?
• If offered a job on reasonable market terms, is this candidate likely to accept it?

There it is – the definition of a placeable candidate. Obvious huh?

Well not so obvious if you see the bumbling efforts of most recruiters when it comes to deciding who they spend their precious time on.

Common errors include working on the candidate with the most marketable skills (cool but what good is that if his salary expectations are 25% above market?). Or working on a candidate who deep down has no real intention of leaving where they are, but in fact have had a bad week and are just flirting with leaving. After you have done all the work to find them a job, their current employer will easily woo them back with money, or emotional blackmail, or both.

But a great recruiter knows all this before they ever start trying to find someone a job.

Placeable candidates. The ones you should discriminate towards when it comes to effort, typically have all or most of these characteristics:

• They have skills and experience currently in demand.
• Their salary expectations are reasonable and they present as an affordable option to a potential employer.
• They have legitimate and tested reasons for leaving where they are now. You have dug down and unearthed their true motivators to leave and you believe you can find them these things in a new role.
• You have pre-empted the possibility of a counter offer from their current employer.
• They interview well. Likeable, personable, communicative.
• The candidate buys into your “rules of engagement” where you explain how you and he will work together, and during the process they deliver on that commitment. (For example returning your calls, attending all interviews etc.
• The candidate agrees to allow you to exclusively handle their job search.

Remember this: Finding someone a job is only half the battle. Getting them to accept it is the other half.

So “discriminate” to your heart’s content. Work hard on candidates who will get a job offer if put in front of a client and will accept it once it comes.

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If you have plans to be a great recruiter, please, remember this and never forget it.

Filling a job does not start with finding good candidates for a particular job order. It starts with the quality with which you take the job order in the first place. It does not matter if you take the brief face to face (and you should, if at all possible), or over the phone. Filling the order starts with how well you qualify that order.

You have to make sure, at the very get-go, that the order you are so excited about, is in fact, fillable! Sound crazy? I don’t think so. My assessment is that most contingent recruitment firms fill somewhere around 25% of the permanent jobs they take. And they only achieve a 25% success rate if they are both very good and very lucky! Everyone denies that of course, but usually that’s because we don’t measure it, or because we are in big-time denial about the reality of our fill ratios.

What this means is that we end up spinning our wheels on 75 % of the permanent orders we take on. It is madness, and I have written extensively on selling exclusivity in the past and more recently too.

Now it is true that you will be hard-pressed to fill 100% of your job orders in a contingent market. However, you will increase your hit rate exponentially if you learn to qualify your job orders. The key to this is to take charge of the order-taking phase and to act and believe as though you are the expert.

Another day, another blog, maybe, I will lay out how to quality a job order from beginning to end. But here let me share two golden question you must ask every single time you take a job order. It’s non-negotiable. Without asking these questions you are taking on the order ‘blind’. It is in fact inconceivable to me how any recruiter would expend one second of time on filling an order for a client, if they had not asked these two questions, and drilled down on the answers too.

These questions are designed to assist you ‘triage’ your job taking. Is this brief urgent?  How sincere is your client about actually making a hire? In other words, if you put a suitably qualified candidate in front of your client, would they offer them a job? Indeed, will they actually ever even interview them?

Basic you say? Hilarious, I say! Or maybe tragic is more accurate.

Every day I see even experienced recruiters taking on orders they will never fill. Unqualified orders.

If you want to put the title ‘Recruitment Consultant’, or anything vaguely similar on your business card, ask this;

Question #1: “Ms Client, how long have you been trying to fill this particular role and what steps have you taken so far to fill the position?”

Question #2: “Ms Client, if I found the perfect candidate this afternoon, could we get an offer by tomorrow morning?”

The answers to these questions will unlock a treasure trove of information for you. Yes they will provoke more questions and more answers, but once it’s been worked through you will know whether this job is real, whether this client is able to hire and committed to hire, and you will know the urgency of the need.

There are a myriad of variations in the answers you will get, but largely it plays out as follows:

In answer to Question #1, how long has the role been open and what has been done to fill it, you will hear that it’s been open 6 months, that it’s been offered 3 times, that it’s never been offered, that it’s with six other recruiters, that it has been advertised on 12 job boards, that no one has ever been interviewed for the role, that the search criteria have changed 4 times because the hiring manager can’t make up his mind on what he is looking for.  You will dig, you will ask more questions, but you will slowly uncover if the job is real and if it is, what has to change to make sure it will be filled.

Or, in answer to Question #1 you might just get the dream response, which is “the current incumbent resigned last night and I am desperate to get a replacement, and so I called you”. That is a beautiful sound. It is the sound of a client in pain, and a client in pain is a very good thing. Because we can ease that pain

When it comes to Question # 2 you are not really looking to have the job filled by tomorrow. You are assessing the clients’ seriousness. A typical response to this could be “Oh no we can’t give an answer by tomorrow because we are still assessing internal candidates”, or “Oh, we can’t move that fast because the CEO has not signed off on this hire as yet” or any number of other responses that tell you quite clearly: Do not work on this brief – because it is not real.

Remember, you are not a lackey to you clients’ whim. You are not in servitude, required to supply candidates on demand for your client to peruse eventually, if he feels like it, one day, maybe…

You are a professional recruiter and your time has value. If you are not working on a retainer (and your clients will not jerk you around if you are), you need to drill down on these 2 questions in depth, every time. Even then, that is only stage one of qualifying the order.

But please, at the very least, do that.

I have written before on the farcical chaos that results when recruiting clients engage multiple recruiters to work on the same job order. And I have offered advice on how a recruiter should sell exclusivity to clients to ensure this does not happen.

But as the market improves, maybe we need to focus on a key component of selling exclusivity. And that is a clear understanding of why working with one, quality recruiter on a specific brief is actually in the clients’ best interests. Well here are 15 very good reasons for starters.

• The Client is getting the Recruiter’s full commitment to filling their vacant role. Let’s not beat around the bush here. A client may think they get more effort from a recruiter when the role is in competition, but what really happens is a short burst of activity from the recruiter, and then our interest wanes as we realise the client is not committed, and we go and put our energy into clients who will work with us as partners.
• The responsibility for success is now shifted to the Recruiter. If the job is given to one recruiter, retained or exclusive, we own the problem. The client can focus on whatever it is they do for a living.
• The client is taking the focus off speed and back on quality. Why would you want your crucial hiring decision based on who can get candidates to you first? Would you hire a brain surgeon because they could do the job fastest? A house painter? A hairdresser?  ‘Exclusivity’ means the recruiter has time to do thorough work.
• Exclusivity allows the Recruiter to bring all their resources to bear in the talent search. Not just a quick data-base search. But a thorough, detailed talent search including networks, communities and social media.
• Working exclusively usually means there is time for the Recruiter to take a detailed job order. The better the order, the better the match.
• There is time for the Recruiter to do a full and comprehensive database search. The Client gets the best, not the best we saw that week.
• The Recruiter has time to comb networks, online resources, social media networks and tap in to the passive talent market.
• If the Recruiter is a global business like Firebrand, exclusivity allows time to access Talent through our global reach.
• Exclusivity means more time to do thorough screening, saving the clients time and frustration.
• Time allows thorough Talent interviews, including full assessment of skills, experience and attitude.
• The Recruiter will be able to fully qualify the Talent in terms of start date and salary, once again saving the client much time and frustration.
• The Client will save time by dealing with one competent recruiter. No multiple agency briefings and multiple contacts to deal with.
• The Clients’ confidentiality is preserved as the role is not being touted around town by  five or six recruiters, each speaking to 9 or 10 candidates about the role.
• Clients brand and image is improved by using one recruiter, because their job is not devalued in the eyes of talent, who will be suspicious if the job is represented by multiple recruiters.
• Exclusivity means you will not have the issue of recruiters referring the same Talent to the same client – which can be very sordid indeed.

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This can sound like a cliché but it’s never going to be more important than in the next few years.

Recruiters must build relationships. Real ones.

So many of the people who lost their jobs in our industry over the past 2 years did so because their relationship with clients and talent were superficial or non-existent. They had become technology driven, resume shuffling drones who competed on speed and price alone.

Now, the core competence of every recruiter is the ability to find great people and build relationships with them. This is what all great recruiters must do.

Recruiters need to get out of their organisation and get to know people at all levels who might be useful to them and their firm. You might use technology to help create the initial relationship, or it might be via networking or sales effort.  Then you need to leverage that by using social media including Twitter, blogs, websites, and anything else that will create authentic interaction with a potential candidate pool.

But remember, the technology part is an enabler to the solution, it is not the solution. More than half of every recruiter’s time should be used to network, build relationships, communicate, and get involved with candidates. Start now to get a head start on your competition. You need to build a community of talent who you know and engage with. Just running an ad on a job board is the lowest level of candidate interaction I can think of. It’s not differentiated in any way, and of course it does not work and that will get even worse.

We have to fundamentally shift our mentality in relation to candidates. “Just in time” recruitment is history and job boards will increasingly become ineffective.

Recruiters who can provide real career advice, listen to candidates’ concerns, and truly consult on which positions might be the best fit will be recruiters who grow and prosper in this, and any economy.

So if you are going to thrive in the recovery you will need to find new and innovative ways to engage with the talent market because I guarantee you, talent shortages will be back with us soon.

In fact, top recruiters will build talent communities that they communicate with on an ongoing basis. “Post and pray” will not be enough.

Those recruiters who stick with outdated sourcing methods, who fail to innovate, who fail to really work at sourcing, will fall way behind. And won’t reap the full benefit from the recovery when it comes.

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In financial markets they talk about canny investors being “stock-pickers”, which refers to an ability to select ‘diamonds in the rough’; investments that will outperform over time.

Great recruiters are “talent-pickers”.

We would love to place every person who approaches us, or who we interview. But that is not going to happen.

In fact, spreading your talent activity too thin will dilute your ability to find people work. Candidate selection is key. Selecting the best ones will be an art, developing a relationship with them will be a skill that many of today’s transactional recruiters will find hard to adapt to.

We have to be nimble enough to understand the trends in clients’ needs and adjust our candidate activities to meet those needs. In fact, we need to predict impending client needs and source talent accordingly; ahead of time.

Then we need to assess which candidates are truly motivated to move. Finding someone a job is only half the battle. Getting them to accept it is the other half.

Winning clients is important, obviously. But as the market tightens, increasingly those recruiters who select committed, in-demand candidates to work with will emerge the winners.

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This is one of my favourite topics. I believe this is what will differentiate the winners from the losers in recruitment. In the end, a recruiter is as good as the number of candidates that she or he can close.

That is it.

So what recruiters are going to need in the next 3 years, is the ability to architect the deal. Something I feel we as an industry lost in the boom era.

I use the word ‘architect’ because it suggests designing, building, creating, managing. And these are the complex and subtle skills you will need to thrive going forward.

In recent years recruiters did no placement process architecture. What 90% of recruiters did, and still do, is pure introduction. That’s all we did. We were like organisers of a speed dating night. Throwing loosely compatible people together in an artificial environment for a short time and hoping they would fall in love!

That won’t do any more.

Those recruiters who understand that the human touch is still our primary tool in making a hire work, are those who will be most successful.

So how do we get better at ‘Placement Architecture’? There are three components to building strong hiring process, and these are skills you are going to need:

1. Take the time required. Recruitment is a series of discrete human interactions, and great recruiters will manage, control, and influence the outcome of each of those interactions to maximise success.
2. Listen better than ever before. Uncovering, questioning, and understanding are sadly undervalued recruiter skills that we need to hire and coach back into our business. Most recruiters do none of this. They act on the client’s word as if it is the true gospel, or they tell clients what to do without asking questions first. It sounds counter-intuitive, but great recruiters will purposely be “slow to understand”.
3. Question everything. The biggest cause of placements falling through is people making assumptions. Recruiters taking what they are told at face value. Ask for the “why and how” of everything that does not ring true, and don’t stop asking until you get an answer.

The good news is that the role of the recruiter, per se, is not under threat from technology or anything else. But the bad news is that the days of the dinosaur recruiter, unwilling to adapt, are well and truly numbered.

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In just about every country that Firebrand operates, we are finding it difficult to hire great recruiters. We have pretty tightly defined criteria, so I guess that’s not a surprise. However, what is a little unusual so soon after a severe recession, is the evident rush to hire recruiters across the board.

In Australia there is such a shortage of experienced recruiters that one ‘Rec to Rec’ recruiter told me she has over 1200 vacant orders in Sydney alone! In the UK we find that there is strong competition to hire recruiters, and Asia is much the same.

So inevitability, recruitment firms (and corporates too, I imagine) will relax their criteria, maybe train more newbies into the industry, and that is no bad thing.

But…

The biggest cost to every recruitment firm is salaries, and the primary destroyer of profits is under-performing or failed recruiters. That is a fact.

So as the recruitment industry gains momentum, we all have to make sure we hire people who can bill consistently, who can learn, and who fit our culture.

The irony is that our industry is notorious for making bad hires. We don’t train that well either as a rule, and our own staff turnover is often a disgrace. Yet there is another problem, which might at first seem counter-intuitive.

When we make a bad hire, often we are slow to put it right. We hold on to under-performing people for too long.

Now please don’t misunderstand me. I don’t believe in ‘Hire and Fire’. Indeed our mantra at Firebrand is to apply the utmost rigour to making the right hire, and then put huge effort into making sure that hire works out. We invest heavily, and for a long time, to bring people to full productivity.

But even so there are sometimes early signs you have made a wrong hire and it’s not going to work.

I am not suggesting you let someone go if one or even all of these signs emerge, but it should set off alarms and trigger action. Because doing nothing is the one thing you should not do.

• Slow learners. Intelligence is a much underestimated trait when it comes to recruiting. I always look for it when hiring. A newbie who is slow to learn, repeats mistakes and just does not ‘get things’ is a potential disaster. Proceed with caution.

• Unwilling learners. “Coachability “ is a key recruiter requirement in my opinion. Poor listeners, know-it-alls, and those who just can’t focus on learning different ways in their new environment, are likely to fail long-term.

• Social misfits. Seriously, sometimes in the first day I know I have made a bad hire. Not because they can’t recruit. But because they can’t fit in. Inappropriate jokes, over-familiarity, too loud or too quiet. Of course you have to take into account new-starter nerves, and often people settle in over time. But sometimes, you just KNOW…this is wrong!

• Late and lazy. I always see a red light flashing when the new recruiter starts coming in late in the first week, misses meetings, or does not follow up on simple, basic tasks you have given them. If that’s their “honeymoon” effort, just wait till a few months down the track!

• Lack of courage. Sounds strange talking about courage in a desk job. But, in fact, you do need to be brave in recruitment. Make that cold call. Tell that candidate they are not right for a job they really covet. Negotiate a fee. Lead a client meeting with your new boss in the room. I have noticed that new recruiters show their “courage colours” early. Don’t throw a raw newbie in the deep-end. That’s not right and unlikely to help. But they do need to be given little tasks, which involve doing tricky things. How they tackle those is a strong signal of their long term success.

Please use my tips with care. Every new recruiter will show some of these faults. But on the other hand if you see them in a rookie, hone in on it. Examine it. Test it. Counsel them on it.

And look for rapid improvement.

If improvement is not forthcoming, you may have a serious issue.

Last week I blogged about how you need to move the focus away from dollars and percentages when clients negotiate fees, and on to your value and your differentiators.

One of the comments on my blog from Matthew Lancey raised the point that sometimes clients keep pushing, and they say something like “but your competitors charge less”.

And it’s this use of the “C” word that often scares recruiters.

The “C’ word? Competitors. I love it when clients use that word. If they do start to talk about competitor’s low fees, your response is to ask…

“Can you tell me about a situation, Ms Client, where you were charged less than the fee I am suggesting today, where you got the level of service and the calibre of talent you want – on a regular basis?”

True, this is a gamble, but the fact that you are there, in the client’s office, taking the order, or even on the phone taking the order, means that it is most unlikely the client is happy with their current supplier. In fact it amazes me when a client spends 20 minutes bagging another recruiter, and then when I quote my fee – he says, but the other recruiter only charges 15%!

That’s is the time to remind the client that a low fee, quoted by a supplier who does not deliver, is not a benchmark you will measure your fees against. And nor should the client.

Sometimes the client pushes hard for a reduced fee. When that happens, don’t feel pressurised. It’s a purely commercial decision – and it’s your decision to make. Is this client and this order so attractive it is worth taking a lower fee for?

Remember this before you discount next time. Don’t think of the fee only as dollars gained or lost – think of the fee as what your service is worth. A discounted fee means a discounted you – never forget that.

But sometimes you feel it is worth a compromise to secure a particular opportunity. In these cases I emphasise one golden rule.

Never reduce your originally quoted fee without extracting a concession from the client.

In other words if you say, “My fee is 20%”.  And the client asks for a discount. And you quickly respond with “OK how does 15% sound?”. You have just signaled to the client that you never believed in your value proposition and your service in the first place. You will struggle with getting his respect ever again – and you will never get your fees back up.

So if you reduce your fee, always ask for something in return – exclusivity maybe, client paid advertising maybe, client gives you multiple orders maybe, or maybe you waive the guarantee.

Make sure the negotiation involves both sides giving. This way the equal partnership is in tact.

So is your self-esteem by the way. And in our business, that’s crucial.

It’s a fact of recruiting life that clients will push you to negotiate your fees. And with so many recruiters quick to drop fee percentages to secure briefs, that can be a hard discussion to deal with.

The starting point for successful fee negotiations is, strangely enough, to get the conversation off the fee percentage, and on to the question of what it is your fee is actually for.

And of course, bundled up in that conversation, is your ability to sell your differentiator. What have you got and what do you do that gives your client special value? That’s where you want to focus. At Firebrand Talent Search we emphasize our niche focus, our unmatched access to creative, marketing and digital talent, our multiple branches in Asia Pacific and Europe, our specialist knowledge and understanding of clients needs, our proprietary testing software which means we know candidates have the design skills we say they do, and then we wrap all this up in 110% money back guarantee.

But all recruiters will have differentiators, and it’s important you know how to articulate them.

So when a client does ask you to drop your fee, go through your entire recruitment process explaining all the things you do to secure the right person. Take your time. Start at the beginning and don’t miss anything out. Talk about your screening, your interviewing, your talent generation strategies such as social media and networking. Talk about your database and the fact you have several offices tapping into talent. Explain how you act as an advocate for the client, and how you will qualify each candidate in terms of fit, salary and skills. When you drill down on this, you find we do a lot!

That’s the point. Tell your client.

Then, and only then, ask the client why she feels a reduced fee is appropriate. This is important. Get the ball firmly into the client’s court. The client is asking for a discount. She should be squirming – not you. When it comes to fee discounts you don’t have to justify why not – she has to justify why!  It’s a shift in the dynamic and it’s very powerful indeed.

Its not as simple as this of course, many clients will continue to push for a fee discount regardless, and then you have to make a commercial decision. But the starting point is not to haggle over a number. Get the attention of the service you provide.

Talk about what you do, explain your process and your insights and your connections and your value adds.

That’s a far better place to start a discussion on discounts!