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You've got the candidates name - Don't screw it up

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With over 15 years in the recruiting industry and a unique position of talking to 1000's of successful recruiters, Donato Diorio has a secret. A secret that he is willing to share: The initial …

With over 15 years in the recruiting industry and a unique position of talking to 1000's of successful recruiters, Donato Diorio has a secret. A secret that he is willing to share: The initial outreach to a candidate has the largest drop-off in the whole recruiting process.

Critical first impressions can further or ruin the recruitment process. So, how does your initial outreach stack up? Who is assigned to do it? And how do you measure your success?
Significant time and money is spent every day on name sourcing yet little to no attention is spent planning, measuring and coaching the crafting of the first impression.

In this session you will learn How To:

• Get 5-9X the results from phone & email outreaches
• Leverage the 5 stages of email and what they mean to you: Received, Viewed, Read, Entice, Impact
• Learn about Visual email ‘Screen Outs’, and how you can avoid them
• Avoid getting your mails deleted before ever being read
• Put measurable metrics to voicemail and email scripts
• Be more effective in candidate outreach

Published in Technology , Business
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  • What is your role at your company? 1. Recruiter/Sourcer - Agency 2. Recruiter/Sourcer - Corporate 3. Human Resources 4. Recruiting Manager/Owner 5. Other
  • Which transition in the sourcing continuum experiences the largest candidate drop off? Sourced -> QualifiedQualified -> Discussion (or reverse)Discussion -> InterestedInterested -> Interview 1Interview 1 -> Interview 2
  • 1. Yes 2. No
  • -Most high achievers want to make decisions based on a combination of spreadsheet formatted information. -Visual representation of information allows for “big picture” thinking -check out the 2 inflection points -2 hot areas for 2010 regulation and compliance
  • Look at a niche market in recruiting.
  • Something is wrong once, when it gets propagated, over and over wherein the origin is lost, it becomes myth
  • I was watching sales reps at Broadlook go through email. They were deleting emails so fast, I realized that there was no way they could be reading the emails. They were screening based on visual layout. You may not be there, but as email traffic continues to increase (and it will), you will have to
  • Poll 7 Have you used 1:1 (personalized) video in candidate outreach? 1. Never thought of it 2. We use many:1 video outreach 3. Interested, but not sure how to do it 4. It’s on my target list 5. Doing it already

Transcript

  • 1. Presented by:Donato Diorio | Founder & CEOBroadlook TechnologiesWebinar Starting 2:00pm ESTYouve got the candidates name (dont screw it up)Beyond Candidate Sourcing
  • 2. •Name and Title is not enough•SocialCRM is here•Social Intuition is next bigthingRecruiting in 2013
  • 3. The Players & Attributes•Sourcers•Recruiters•Human Resources•Peer Team•Hiring Manager•CompanyExecutive
  • 4. POLLWhat is your role at yourcompany?
  • 5. Sourcing Continuum & Roles•Sourced Sourcers•Qualified Sourcers, Recruiters•Discussion Sourcers, Recruiters•Interested Sourcers, Recruiters, HumanResources•Interview 1 Recruiters, Human Resources,Peer Team, Hiring Managers•Interview 2 Recruiters, Human Resources,Peer Team, Hiring Managers
  • 6. POLLWhich transition in the sourcingcontinuum experiences the largestcandidate drop off?
  • 7. ThoughtAverage percentage of candidatesthat express interest (to learnmore) at first contact?This includes any communication(email, phone, inmail, social).Average is 1 in 8
  • 8. Sourcing Continuum Metrics•Sourced•Qualified•Discussion•Interested•Interview 1•Interview 223%21%87%50%50%
  • 9. TopicWhat constitutes a successfulfirst contact?
  • 10. Today’s Premise•The easiest to train for•Quantifiable, measurable and coachable•The area with the worst score card•The largest area to improve•The most cost effective to implementImproving the quality of initialoutreach is:
  • 11. Successful candidate outreachMessaging thatinfluencesEfficientpre-callresearchpassion
  • 12. Your messageCandidates are faced with...Facebook invitesClient emailsLinkedIN invitationsMySpace invitespurchase confirmationspostal mailFriendsterinter-office memosinstant messagingvoicemailsubscription NewslettersInternal emailSpoke InvitationsFacebook messagesXing invitesgoogle alertsunsolicited newsletterswebinarinvitationsPlaxo confirmationsPersonal emailsSPAMsurveysiPhone ringingMeetingsprospect emailstrade showsclassmates.com
  • 13. RESEARCH(Something to talk about)Stand out from the crowd
  • 14. Recruitment Outreach AxiomsCorrectdataGoodoutreachprocessUniquecandidatesscalablebrilliancesmall scalesuccessWithout a “stand out”outreach process you arelimited to small scale success.competitiveenvironmentLinkedIn & Jobboard zone.Without acompetitiveadvantage, youcontinually facerecruiters callingthe same people.Without goodquality candidatedata, success israndom.Sometimes youconnect at the righttime and succeed.Poor data qualityinvariably forcesquantitativeoutreach vs.qualitative.randomsuccess
  • 15. Always bring valueto your candidateoutreachoutreachoutreach
  • 16. POLLAre you a Broadlook client?
  • 17. Having something to talk about
  • 18. •Pick sources & stay consistent•Create a simple Excel spreadsheet•Pick your search phrases•Save results from job opening source•Start with once per week for 6 months•Once trend established, move to oneper month, then eventually once perquarter•Graph results for “big picture” analysisSaving Data
  • 19. Metrics Sept 2007 - Apr 2009
  • 20. Metrics 2009-2011
  • 21. Mobile phone jobs 2010-2013
  • 22. A place to land
  • 23. Jawbone wirelessIn-ear wireless ear piecePierced headsetsEar implantsDental implantsReporting Convergence
  • 24. Convergence Worksheet2.1.3.4.5.2.1.3.4.5.CurrentJobIndustrytrendsFinancial Compliance, regulation5.4.3.2.1.FutureJobCompliance officerNetworking Data center re-engineeringgreen data centers
  • 25. • A name is no-longer enough when otherinformation about your candidate exists• You must have, at a minimum, a generalknowledge of the space you arerecruiting in(industry, not tech knowledge)Take-aways on research
  • 26. Discussion Aides
  • 27. PASSION
  • 28. •Make a list of your top 10 passions•Review the list in groups of 2•For each group of 2, if you could onlydo one thing, put that one on top•Keep going through the list until theyare arranged in order of your passionsThe Passion Test
  • 29. TechnologySolving problemsTravelTeachingReadingDebate/discussionStory tellingSci FiTime with familyDebate andTime with familySolving problemsTeachingDebate/discussionStory tellingTravelReadingSci FiTechnologyBefore AfterMy passion test
  • 30. Compu. modelersDelphi DevelopersPhysical TherapistsCFO’sSales engineersGeneralistiPhone developersAndroid developersRecruiting Passion TestiPhone developersAndroid developersSales engineersCompu. modelersDelphi DevelopersCFO’sGeneralistPhysical TherapistsBefore After
  • 31. MessagingAdding Influence to Outreach
  • 32. 4 Spheres of InfluenceContactContactVenuesVenuesContactContactVenuesVenuesPeerPeerInfluencerInfluencerssPeerPeerInfluencerInfluencerssProspectProspectknowledgknowledgeeProspectProspectknowledgknowledgeeIndustryIndustryKnowledgKnowledgeeIndustryIndustryKnowledgKnowledgeeChief SalesOfficerAdvisoryBoardOffice Manager Sales Director Co-Founder
  • 33. Think to yourselfIs LinkedIN a social network?
  • 34. POLL• 1. Get the person’s name and title bygetting as many connections as you canand then contact them directly• 2. Use a connection to get to aconnection, etc to leverage a trustedchain• 3. I don’t use LinkedInWhen you use LinkedIn, themajority of the time do you...
  • 35. Conventional wisdom is myth. It assumes that ifyou reach out to someone with phone + email itdoubles your chances of getting an advance.Reality: Reaching out to a prospect using a singleadditional venue increases your chances by 0.3.(i.e. Phone + email = 1.0 + 0.3, for total = 1.3)Therefore, having phone, email, SMS, and twitterwould give you 1.9 greater chance of engagingsomeone vs. any single contact point alone.(1.0 + .3 + .3 + .3 = 1.9)The Power of MythRecruiting
  • 36. Conventional wisdom for peer influencersis also myth. Leveraging a second point ofcontact into an organization does notdouble your success, it triples it.Each additional point of contact multiplesyour chances by 3. Having and leveraging 3points of contact in an organization yields a9X success factorPeer influence myths & metrics
  • 37. Joe Lombardi - Director of EngineeringSarah Smith - Software engineerDan Beano - Software engineer3 Software engineers - our contacts
  • 38. Hi Joe, this is Donato Diorio with Broadlook Technologies. Iunderstand that you are the Director of Engineering atWidetco.I am a recruiter focused on finding software engineers withexperience in linguistics. I am interested in networking withyou to see if you have any connections that may have aninterest in this position.You can reach me at 877-977-8080, x211 and I will also besending you an email with my contact and companyinformation.The Standard Script - IMetric effect = 1.3X1.3 (phone) + .3 (email)61623base +
  • 39. Hi Joe, this is Donato Diorio calling with Broadlook.I am a recruiter focused on finding software engineers withexperience in linguistics. I am interested in networking withyou to see if you have any connections that may have aninterest in this position.Joe, you can reach me at 877-977-8080, x211 and I will alsobe sending you, Sarah and Dan an email with my contact andcompany information. Again that number is 877-977-8080x211. Joe, have a great day.The sphere of influence script - IMetric effect = 9X3 x 3 (peer influencer)Joe, in the next few minutes, I be will talking with Sarah Smithand Dan Beano. When you talk next with Sarah and Dan, theymay ask you about this phone call.Joe, in the next few minutes, I be will talking with Sarah Smithand Dan Beano. When you talk next with Sarah and Dan, theymay ask you about this phone call.1724120175base +
  • 40. Hi Joe, this is Donato Diorio with from Broadlook.Joe, in the next few minutes, I be will talking with SarahSmith and Dan Beano. When you talk next with Sarah andDan, they may ask you about this phone call.I am a recruiter focused on finding software engineers withexperience in linguistics. I am interested in networking withthe three of you to see if you have any connections that mayhave an interest in this position.Joe, you can reach me at 877-977-8080, x211 and I will alsobe sending you, Sarah and Dan an email with my contact andcompany information. Again that number is 877-977-8080x211. Joe, have a great day.Metric effect = 12X3 x 3 (peer influence) + 3 (sticky)The sphere of influence script - IIJoe, think of Broadlook as the sales leads guys.Joe, think of Broadlook as the sales leads guys.0188base +2111929
  • 41. Hi Joe,This is Donato Diorio with from Broadlook Technologies.Joe, in the next few minutes, I be will talking with SarahSmith and Dan Beano. When you talk next with Sarah andDan, they may ask you about this phone call.I am a recruiter focused on finding software engineers withexperience in linguistics. I am interested in networking withthe three of you to see if you have any connections that mayhave an interest in this position. Joe, think of Broadlook asthe sales leads guys.Joe, you can reach me at 877-977-8080, x211 and I will alsobe sending you, Sarah and Dan an email with my contact andproduct information. Again, Donato Diorio @ 877-977-8080x211. Joe, have a great day.The sphere of influence script - IIICongratulations on your launching your new product.,Congratulations on your launching your new product.,Metric effect = 15X3 x 3 (peer influence) + 3 (sticky) + 3 (industry knowledge)31031180207base +00
  • 42. • 3 points of contact• 3 mutual “lines of force” that influence• 3 emails recipients that enforce the message• 6 touch points with my contact information• 6 touch points with my product messaging• Call to action• Peer pressure• Knowledge of company events• Sticky messaging• Two ways of saying the same phone number• A polite and forthright engagementWhat was in that outreach?
  • 43. Sphere of Influence Metrics# 1 2 3 4affect 1.0 1.3 1.6 1.9Contact venuesPeer influencers# 1 2 3 4affect 1.0 3 9 ?Industry knowledge# 0 1 2 3 4affect -2 3 4 5 6Prospect knowledge# 0 1 2 3 4affect -2 3 4 4 4
  • 44. Capturing your team’s voicemailNo advanced notice for preparationThis will give you a real view of what your the market is hearing from your teamRecord itDon’t get caught into “I did say” or “did not say” something. Audio doesn’t lie.Be consistent with instructionsGive the same instructions to all your team membersInstructions: Call my voicemail right now and leave me your voicemailscript if I was (give them a real prospects contact information and background)Collect all voicemails in a short time spanDon’t do it in a group. This favors the people who go last.
  • 45. Phone call +1Additional contact venues, each +1Prospect knowledge or Industry knowledge 0-10Sticky 0-5Leave contact information 2x 0-2Peer influencers, leveraged (minimum 2) x8Clear 0-8Concise (within time limit) 0-8Conversational 0-4Credible 0-4Cadence 0-4Consistent 0-4Customized 0-4Compelling 0-4Passion 0-15Fillers, er, um, ahh, your know -5 perWeakeners: “I’m just”, “I wanted” -5 per40151610101010Grading an outreach24174
  • 46. PollWhere do you think your teamwould score on the voicemailscale?A. 1-10B. 11-20C. 21-30D. 31-40E. 41-50
  • 47. Average individual grade 50 point maxConsistency across team 10 point maxCompany provides pre-callresearch30 point maxAll outreaches are recorded inCRM for tracking & metrics10 point max100 point maxDoes your team havevoicemail mojo?
  • 48. 5 Stages of an emailReceivedViewedReadEnticedImpact
  • 49. Email stage: ReceivedReceived is about having good dataWhen missing emails, use Profiler to autofill
  • 50. Email stage: ViewedYour TOTAL SPAM SCORE for your e-mail was 0.2.How To Interpret Your Score: The higher the score, the more likely the e-mail will bconsidered spam by ISPs, which means the more likely it is to get filtered. Levels.0.0 - 4.5 - nice and clean, no problems except tiny ones below; no action required4.6 - 7.0 - the strictest may object; clean up the easy-to-find issues (below)7.1 - 10.0 - getting into dangerous territory; clean up any big issues and the easy-tsmaller ones
  • 51. Email stage: ViewedTO: spamcheck@sitesell.netSubject: TEST + (your subject) (i.e.) TEST Contact info for Donato @ BroadlookYour TOTAL SPAM SCORE for your e-mail was 0.2.How To Interpret Your Score: The higher the score, the more likely the e-mail will beconsidered spam by ISPs, which means the more likely it is to get filtered. Levels...0.0 - 4.5 - nice and clean, no problems except tiny ones below; no action required4.6 - 7.0 - the strictest may object; clean up the easy-to-find issues (below)7.1 - 10.0 - getting into dangerous territory; clean up any big issues and the easy-to-findsmaller ones10.1 - 13.0 likely over ISP limits; requires good review and cleaning up13.1+ major problems; overhaul needed -- systematically clean, point by point and then re-test(this may require two or three checks).In order of importance, here are the mistakes that we found in your e-mail...(0.1 points) BODY: HTML link text says "click here"(0.1 points) An exceedingly large amount of HTML coding is often used to disguise commonspam phrases. Consider reworking slightly.(0.0 points) BODY: HTML included in message(0.0 points) Asks you to click below
  • 52. TheemailsquisquiEmail stage: Read
  • 53. 2 of 4Dear Donato Diorio,I hope you are fine. As an introduction, I am XXXXX, AVP(Software Sales – Europe , Asia Pacific) with XXXXXTechnologies. Indusa Technologies is a global organization headquartered in Illinois USA with branches and sales offices in major citiesin USA and offshore software development centre located in Ahmedabad, India.I would like to know if there could be opportunitieswhere we could work together and be your IT Solutions partner. Please advise if this is something that you would like to consider. Pleasefind below a detailed profile of Indusa Technologies for your reference. 18+ Years of Industry experience as a premier software vendorand solutions provider SEI CMM Level 4, ISO 9000:2001, 27001 Certified Software Development & IT Consulting Company MicrosoftGold Certified Partner, Sun Associate Partner, Oracle Partner & IBM Partner World Member 350+ skilled IT talent pool consisting ofdomain experts , techno commercial profiles , popular technology evangelists , niche technology consultants Some of the distinguishednames in our client list are CISCO , Capegemini , Deloitte , HP , IBM , ORACLE , Merrill Lynch , Kellogs In-depth and Skilled Expertiseavailable at competitive rates of 16-18 USD per hour•Hence it would be great if you can indicate a date and time when we can discuss your requirements elaborately and take quick nextsteps in fulfilling them and adding value to your organizationWarm RegardsXXXXX.K.SenAVP - Software Salesbbbbbbbg@uuuuuusa.comMobile : +91 9555555555Skype : XXXXXXMobile : +91 9555555555Skype : XXXXXX
  • 54. Donato,I am doing some research on your company to determine if there is (or is not) a need for a morecost effective conference call service. Could you please help me by pointing me to the best person therefor this short discussion?I will call you to follow up shortly. Thank you for your help.TonyLimaManaging Partner925-784-1835Tony@choiceconferencing.comwww.choiceconferencing.comGuaranteed Lowest Pricing!3 of 4
  • 55. 4 of 4Dear Donato,My name is NNNNN and I am responsible for our organization’s business development initiatives in the US.Nous has beensuccessfully assisting several solution providers like yours in the areas of Application Development, Maintenance, Migration, andIndependent Validation & Verification. At Nous, we have a dedicated team of developers, with quality expertise in developing industrystandard Recruitment software for our customers in the US, in the following areas:1. Multi location and Multi lingual2. Interfacethat can be customized based on users needs3. End to End Contact management4. Application wide Free text search5. Organizercapability6. Automated CV reader7. Extensive and Customizable reports8. Web based and Desktop based softwareThrough ourcustomer oriented business models, we ensure that our clients can save the costs related to IT. This enables you to have a lower Total Costof Ownership (TCO) of your products, and hence you can focus on your core activities and client acquisitions. Nous would work as anextended engineering arm for your organization in the product/application development, maintenance, testing and remote supportspace.I would appreciate if we could have a short call or a meeting which would help us to put things in perspective and share couple ofour client successes with you. This would also help us to give you a brief about our company and discuss the industry pain points withyou.Look forward to hearing from you.Warm Regards,NNNNN XXXXXBusiness DevelopmentWeb: www.XXXXXXXsystems.com
  • 56. Which email was NOT spam?A. #1B. #2C. #3D. #4Poll
  • 57. Email stages: Entice & ImpactEntice:•Is your email interesting?•Does it entice & assert influence?Impact:•Must be measured, not assumed•Built off metrics
  • 58. Who is reproducible?Executive TeamLeaderSenior Sourcer JuniorRecruiterSeniorRecruiterJunior SourcerWithout Sphere of Influence MessagingSourcing X X XQualification X X X X XDiscussion X X XInterested X X XInterview X XWith Sphere of Influence MessagingSourcing X X X XQualification X X X X XDiscussion X X XInterested X X XInterview X X?? ??
  • 59. AverageoutreachInfluence metrics & trends1111Standardscripts2222Real metricsReal metricsReal metricsReal metricsTheory onlyTheory onlyTheory onlyTheory only111122223333SOIscriptsMinimumcompetency
  • 60. Why recruitment missed this...• No measurement of outreach datapoints• No scoring on outreach• No metrics on outreach process• No standardization on outreachmessaging• No coaching system on outreach
  • 61. PollHave you used 1:1(personalized) video in candidateoutreach?
  • 62. Email: ddiorio@broadlook.comTwitter: iDonatoLinkedIN: www.linkedIN.com/in/donatodiorioBlog:www.iDonato.comEmail: ddiorio@broadlook.comTwitter: iDonatoLinkedIN: www.linkedIN.com/in/donatodiorioBlog:www.iDonato.comThank you!Sign up for a Profiler + VideoMail(or Market Mapper)demonstration877-977-8080Make your outreach stand outwww.broadlook.com/beyond