Welcome to The Fordyce Letter:

The Fordyce Letter

Straight Talk for the Recruiting Profession


Articles tagged 'business development'

Marketing

Build Your Brand Through Content Marketing



Content market 2015

You have a presentation in one hour and you need more material. Your natural inclination is to “Google” it. Bingo — you run across a well-prepared whitepaper with just the detailed information you require. Here it comes – - the contact form. You think, “Is it worth giving my name and email to get this report based on a new study?” If the report is enticing, you give your address and dig into the juicy data so you can get your presentation done.

What happens next? Do you get a follow-up email with an offer from the firm that published and so generously shared the whitepaper? In my case, I get a follow-up email only 25% of the time. I wonder about the amount of energy these companies spend to produce high-quality content marketing materials, only to let those emails languish in the abyss of their database.

Even if the firm does not follow-up with those who provided email addresses, having a library of high-quality, relevant whitepapers will boost the firm’s credibility. If they do this over a period of time, they promote their image as an expert on these topics. There is value in that alone.

Ask Barb

12 Ways to Improve Your Sales



Ask Barb

Dear Barb:

What is the quickest way to increase sales next year? This last quarter has not been our best, which has me concerned over the first quarter of next year! I’ve thrown out contests that no one wins, I’ve been overly nice to my team and they take advantage of me, and when I micro-manage I lose people. Help!

Patricia C., Toronto, CA

Dear Patricia:

It is important that your management style is consistent and that you don’t try to change too many things. Nothing will be implemented long term. I’m going to give you several ideas. My suggestion would be for you to select one idea from the following list and implement it for 21 working days so it becomes a new habit.

Here’s my list:

Staffing

How a Veteran Recruiter Generates Contract Placements



Linda Blakemore
Linda Blakemore

Linda Blakemore

Recruiting is a profession built around relationships, and contract staffing is no exception. The key to generating quality contract staffing leads is enhancing existing relationships with clients and creating new ones.

Linda Blakemore, president and owner of the Atlantic Pacific Group in Laguna Beach, Calif., is an expert at building client relationships, which has allowed her to establish a successful contract staffing business in addition to her direct hire placements. During last year’s Top Echelon Network National Convention, she shared her technique for generating contract staffing job orders.

Ask Barb

Here’s How To Compete In A Crowded Market



Ask Barb

Dear Barb:

It seems more difficult than ever to break in to new accounts. I place engineers and we have eight primary competitors in our city. How do I convince a client to use us when we don’t have an established track record with them and they are already using five or six of our competitors? We’ve actually been told they don’t want to “break in” another recruiter.

Julia C.
Dallas, TX

Dear Julie:

If your clients are using five or six other recruiters, no one is really doing a

Ask Barb

Too Many Unfilled JOs? Focus On 15%



Ask Barb

Dear Barb:

Thanks for suggesting that we develop a client referral program. Since we began to donate to a company’s favorite charity if they refer someone who hires from us, our client referrals have more than tripled.

This has caused another problem: our job order to fill ratio has dramatically increased. In fact, we are only placing one out of nine job orders written. Often the job orders written with new clients are not reasonable, out of our niche, or mission impossible. How do we get our

Ask Barb

Ask Barb: The Next Step After Leaving Voicemail



Ask Barb

Dear Barb:

For the past sixty days I’ve been using the voicemails that you suggested leaving for both marketing and recruiting presentations. It does work to get clients to call me back. In fact, I now have an 80% call back percentage. However, one of my prospects, a VP of HR, was upset when she realized I was a recruiter. She insisted on knowing the reason for my call and who referred her to me. How do I overcome this type of reaction?

Jill F., Springfield, IL

Business Development

The Art of Marketing and Business Development, Part 3 (of 3)



man script

The Scripts That Work — 6-10

Welcome to the last installment of The Art of Marketing and Business Development series. Last week, we discussed the first five business development scripts that are working today:

  1. Reference from an Internal Champion
  2. C-level Approach
  3. Vertical Market Approach — “Insight”
  4. MPC/”A” Player Approach
  5. Combination Approach

This article continues with highlighting the additional five marketing scripts, 6-1 0. Keep in mind: different selling situations will call for different scripts. As a recruiter, it is important to have as many options (clubs) in your recruiting bag as possible. Master them all, so you will be prepared for any selling situation and have the ability to pull them out when that shot is needed. Don’t forget, the goal is to achieve a large quantity of job orders coming in so you have the ability to continually ‘top grade’ the work you have on your desk. Until you get a large number of “A” search assignments (job orders), keep marketing every day. That’s right – every day.

Business Development

The Art of Marketing and Business Development, Part 2 (of 3)



woman phone script

The Scripts That Work — 1-5

Earlier this week, I shared with you three key principles to establishing a strong marketing foundation. Of course, it all starts with obtaining high quality searches.

After that though, you need to know how to have an appropriate conversation with potential new clients, and the best way to do this is by having a pre-written script to help you. Today, I bring you the first 5 of the top 10 marketing approaches that rock the recruiting world today. 

Business Development

The Art of Marketing and Business Development, Part 1 (of 3)



business man on telephone

The Three Critical Business Development Principles

Finding the perfect candidate for an open search assignment is an exciting moment in any recruiter’s day and contributes significantly to the overall success of achieving their goals. More important than fulfillment, however, is the role that business development plays in the process. Effective marketing is the biggest factor in any recruiter’s success.

There are three key principles to establishing a strong marketing foundation. It all starts with obtaining high quality searches. The better the search you have to recruit on, the more placements you will make. Period. Most of us agree with this concept, however practicing it seems to have become a lost art. Time is money and you want to make sure you are spending your time on searches that will result in placements. Ask yourself about the searches you are currently working on – are you guaranteed a placement if you find the person you are looking for? Resources are too valuable today to be risked on uncertainty. A good search means that “if” you find the right candidate, your client will hire them — no maybes and no excuses.

For Managers

Your Business Development Team — Wise Investment or Money Pit?



money

The sales team is the primary revenue source for most businesses. However, this revenue is not without significant cost. If not carefully managed, this revenue source can easily become a money pit. There are five areas business executives should watch to ensure they make a wise investment in their sales team.