I work with many smart managers and owners who know how to run their departments and generate massive profits, but I often see these same people make the mistake I’m going to talk about here, and that’s recruiting. It’s an age old challenge for every manager and owner. Finding qualified people to fill the role of canvassers. Yet even smart people make the mistake, or probably more accurately, lose sight of the concept that recruiting is marketing. When advertising to sell your products and services you’re targeting qualified prospects who likely will buy from you. In recruiting, your prospects are people to fill the role of canvasser. The job opportunity is your product and the prospective canvasser is your buyer. They’re not buying with their money, but they are buying with their intellect and emotions. It’s valuable to remember this and approach recruiting just as you would advertise for customers.
There are 3 key components to effective recruiting, and they parallel advertising to customers for your products or services.
- Identify your ideal recruit – the best fit for the position you’re recruiting.
- The message you’re going to communicate to attract the right people.
- The medium you will advertise through.
Any great ad copy writer will tell you that the message (key component #2) is king. However, the message is dependent on the 2 key components I mentioned. Today I’m going to talk about ways you can communicate your ideal message; getting job candidates to raise their hands and respond to your recruiting efforts. Most recruiting advertising mediums don’t offer a lot of space or time for a complete message. Your ‘elevator pitch’ regarding the job must be clear and on point in order to get them to respond. You have to be particularly clear in your message and that’s what I’ll discuss today. To be effective your recruiting must hit candidates at the heart and motivate them to stop and listen, call or click online to your job opportunity.
Who Do You Want?
Before you can create a recruiting message or ad you have to be clear on who you’re going to be talking to; who must the message reach. When I say ‘reach’ it must resonate with the right person and personality type. To do this you have to define who this person is. My initial approach is the same as with my canvassing message. When I go to the front door I know exactly who the prospect is and what they’re thinking. I proactively address the candidate’s negative thought patterns, stereotypes and hit their objections before they’re voiced. You have to take and offensive approach. Here are key ones you have to address in your message.
(For the sake of space and redundancy the principles can be applied to both door-to-door & show and event marketers)
1. Counter negative stereotypes regarding the job of door-to-door canvassing
Here are a few examples I solicit when I’m doing a recruiting training. I ask recruits what friends and family members said to them when they were told they’d be canvassing door-to-door. – “That’s a hard job!”, “Will you be bothering people?”, “Are you going to be a pushy sales person?”, “Are you sure that’s what you want to do?”, “That’s not something I’d do!”
None of these comments were, “You shouldn’t go do that”, rather apprehension on doing the job based on their personal perceptions… which are all negative; and they’re always negative. Anything people perceive as being difficult will always be met by barriers of apprehension. Now think about the types of people who will respond to your kind of job. The ones who have canvassed before and know these stereotypes, yet have the experience to be able to overcome those stereotypes. Or you have inquiries from candidates who don’t have experience canvassing and it’s all based on perception and outside influences.
These are 2 pools of people you’ll attract from. Those who’ve had experience canvassing and are looking for a better opportunity and those who’ve never canvassed before and have no experience doing the job. Yours will be their first ‘schooling’.
Most recruiting messages ‘white-wash” or gloss over the elephant in the room that the job is difficult. They think if they tell a little lie in the ad they can get a lot of people to respond and then convince (or sell) them on the job once they call or come in for an interview. This is a definite path and strategy to futile results. Don’t sugarcoat the message … BRAG ABOUT IT!
2. Next, why do people leave their jobs? According to national studies done by organizations like Forbes & Fortune Magazines, the top 5 reasons people leave their employers are …
- Because of the relationship with their manager
- They find themselves at conflict with the person or people they report to
- No clear career path
- They continue to do the work, but don’t know what it will lead to and when
- Bureaucracies and politics were involved in the job
- Employees feel they’re not evaluated or valued based on themselves and their work, but rather by irrational means of measurement
- Not meaningful work for them
- The work is not fulfilling to their skills – this can mean it’s too easy or too hard, but they’re not satisfied mentally or emotionally by the work
- No recognition and reward for the work they do
- They’re a drone in the system and expect that regardless of how hard they work it will have no impact on their progress or success in the position
You’ll notice that money is not in the top 5 reasons why people leave the company. Money is important, but often only as the attractor to the job. Once a person’s financial aspects are covered the job becomes about more than just the money. When they’re comfortably able to take care of their bills and living expenses, the money is rarely a big motivator.
Now, let’s look at some real, existing recruiting ads that I searched. If you do an open search in the recruiting media, you’ll find very much the same thing. In fact, some of these example ads may be yours.
Looking for a Rock Star Promotions Team – $10/hour
The canvasser for Window Works is responsible for generating high quality leads by engaging in door to door canvassing. This person will be responsible for keeping accurate data on prospective customer in target market areas as part of our promotions team. We’re seeking high-energy individuals to work in the marketing department. Responsibilities include passing out fliers and door hangers around job site locations. Applicants should be clean cut, well-groomed and have excellent communication skills. Reliable transportation is a must. Must be flexible to work hours in evenings and weekends. For consideration call or email.
What do you hear most in this ad? You hear all about what the company and job wants. There’s nothing in there about what the candidate wants. It’s not all about you, it’s about what the applicant wants and is seeking. This ad sounds and feels like every other recruiting ad. The person who you’re looking to respond for your job will read this ad and say to themselves, “Who cares!”
Other ads I see promote all their accolades and achievements. Your ideal candidate has a need and they’re looking for a place to hang their hat. I challenge you to apply the 5 reasons listed above as to why people leave their jobs against competitor’s recruiting ads. If you’re really resilient and can take the abuse, apply the 5 against your own ads and see how it measures up. I’m betting it doesn’t. The problem with most recruiting ads is they’re selling the company and not the job.
This is all about positioning. The ad I showed above, and most ads, are pounding their chests trying to impress people how prestigious they are. They’re pitching as to why you should want to come work for us, rather than connecting with what prospects want; and what they want is in the list of 5 above. The recruiting message must be about how this job is going to benefit them and give them what they want in life.
The remaining portion of this article can be heard on the live Silver Telecoaching call. As a Silver member or higher you have access to the bi-monthly live calls I conduct with members. For more information about membership go to www.CanvassKing.com/SilverProgram. At this URL you’ll see and hear a video where I describe all that Silver membership provides. This mastermind-like membership has been the starting point for so many of my successful private coaching clients. There’s a small monthly membership fee, though the value of material I bring every month, and the opportunity to get your questions and concerns answered on the live call is immeasurable.
If you’re not currently a Silver member I encourage you to consider it. If anything I’ve shared in this article hits home with you, is a challenge you’re presently facing in recruiting qualified, high-producing canvassers; Silver membership will answer a lot of questions. For example, in the remainder of this article (received in full by Silver level and higher members) I share the 5 higher concept points that must be included in every recruiting ad.
If you have any questions you can reach me at cthompson@canvassking.com and I’ll be happy to clarify any of these points, or more importantly, help you implement a viable recruiting system into your company.
I remain, committed to your canvassing success,
Chris Thompson, The Canvass King