CONTENTS
Introduction
1st What do we mean by the sale? Why you should sell?
a. Questions of form and representation
i. Emotional Drivers
a. Title
b. Rapport with the existing staff
c. Easy installation
d. Salary Negotiations
e. Presentation of the company
ii. Intellectual Drivers
a. A clear understanding of the situation and its challenges
b. Location
c. Salary and benefits
2nd What is "Sell" in this context?
a.Creating an Employee Value Proposition (EVP)
3rd Sales Methods
i. Sales Theories
a. Maslow's hierarchy of needs
b. "Spin Selling"
ii. Sales Process
a. Interviews – Point of White Heat
4th Completion
Introduction
The concept of an organization marketing themselves to attract top flight talent is one that corporate consciousness is entered in the last 15 years. In general, however, are the reasons why this happened and how it should beFinish is often poorly understood.
This article is an insight into why a company should, in today's competitive market area that it clearly and effectively communicates with its potential candidate pool.
1st What we do sell "? Why you should sell?
The last twenty years have seen a shift in the balance of power between companies and potential upper quartile Individuals (UQIs) in the labor market in a wide range of industries.
EssentiallyThis change can be seen as a recognition that companies no longer purchase look at the setting as a function used to. In today's business world must be set with the same creativity, energy and power as a marketing and business development are discussed.
UQIs are no longer passively rely open for consideration by potential employers. It has been a collective epiphany of the world's skilled workforce, a recognition that "the price for talentis rising, "and that" the difference value of talented people continue to mount ".
The result of this is that there is "no longer about choosing the best person from a long line of candidates, but to go out and find great candidates."
are built therefore not a "sales" approach to the recruitment needs of this new reality.
So keep yours "" can, in this context, as the measures to ensure that an organization is to win in a position that is defined to bedevelop and market leading UQIs to win the company a competitive advantage over the competition lead.
McKinsey's seminal book "War for Talent" (2001, WFT) states clearly that in order to sell to firms' Woo people in the market today, talents, they need to sell. "
In addition, this shift in approach from the understanding that "Talent is now an important component of corporate performance, and be driven to a company's ability to attract, develop and retain talentis an important competitive advantage to be well into the future. "
This can then open the question – how should a company sell "themselves to the leading players in the market talent?
The answer to this can be divided into the following areas:
i. issues of form and presentation
ii. Questions of process
a. Questions of form and representation
There are several steps to be taken by an organization to ensure that it sends a message to those it wishes to attractto win. Basically, it needs a focus on the fact that people change on the basis of several "Drivers" or "hot-button function", to excite and inspire someone to a safe and secure position (to potentially relocate to leave their children school leave behind family and friends), how many of these "hot buttons" must be taken as possible.
Most people have a twin response to each situation: emotional and intellectual. Therefore, we must ensure that both thethese reactions a positive result – only then will a candidate is viable.
i. Emotional Drivers
a. Title
While often intellectually, we can say that the title should be one position and has no influence on our perception of it, we are not so emotionally controlled.
The candidate will want some recognition of their growth and development. If this can be reflected in the titles of prescribed functions even better.
b. Rapport with the existingStaff
Positions must be made "real" for candidates. You need to feel comfortable in their environment – they must be able to imagine, working with the people they meet. Therefore, every effort should be made to ensure that all parties concerned to do in any interview process, what they can to be all visitors feel welcome.
You need to feel that they be able, these among them (if necessary) and manages the administration of their superiors.
c. SimpleMove
Relocation can be stressful and distressing process. Not only are you leaving all that is known, then emotional in this mix have added the responsibility for ensuring the smooth and safe train.
This is of particular concern are the ones to take into account families.
Therefore, the customer needs, so much to take on the responsibility of this process – not only that, but they must at the same time that the candidate in the loop and must be kept safeprovided with clear channels of information.
d. Salary Negotiations
Salary negotiations, in our experience often the reason why people leave companies have two or even three years down the line. Here the emphasis from the client side should always successful letting of those who will add value.
It is clear that salary structures are required etc, but as highlighted in WFT – if necessary rules should be broken. The goal is always a WIN-WIN outcome.
HR units haveoften tested and evaluated how much they can lower the cost of recruitment. That must be left behind – the real test, the quality of recruitment.
In addition, you will need the current negotiations on an intermediary.
These lessons no negative impressions, and reduces the chance for a high ball / ball low situation to develop. This also requires a degree of confidence in us – we are here to ensure the best possible rent for our customers while ensuring that our candidatesa position that will enable them to take to develop, it is. often forcing companies in our situation artificially depressed candidates were accused / expectations of customers increase, to complete a deal. We have always said that this is not our method, and we are all concerned to represent fairly.
If necessary, we will try to highlight inconsistencies on both sides to ensure a mutually beneficial result – only this method can be a sustainable relationship should be established.
It mustaccepted by all involved in the recruiting process that talent acquisition is a form of investment is not "cost".
Expand your best offer for the first time – negotiating games create uncertainty and distrust.
b. Company Presentation
It is fundamental that the customer put on the best possible impression of their business. These include:
– Arrangement of interviews in an organized and timely manner
– Ensure that all interviews are in days ratherAccording stated timelines.
– Short-term fluctuations in schedules must be avoided, if possible.
– The number of interviews must be kept to a minimum, and the process held highlighted and made clear from the beginning.
– In addition, quality standards must be maintained through the process.
Furthermore, away from these factors can trigger emotional reactions, there are others that can cause us to rationalize and evaluate logically possible role.
i.Intellectual Drivers
a. A clear understanding of the situation and its challenges
Each new role must be a potential candidate to offer an opportunity to influence the company / team. You need to feel that the situation is worthwhile and that their efforts rewarded, not only, but also valued. This is of crucial importance.
In addition, a candidate must be shown that the position that it will not go forward for a static, but it is a first step on a path that will enable themto develop and grow.
The development potential of each position must be clarified from the beginning – in the "war for talent" is a position not defined as a job, but one step on a career ladder.
b. Location
When an individual does not move to a new location the company is present must take advantage of the employment involved with them. You also need to research and present no advantages for the candidate of the move in this particular area – not a sale may be restrictedinclude the position or company, but must holistically the sale of sentence.
Aid should be provided with the search for suitable accommodation and evaluation sites.
The goal of this process, the whole process "real" for all potential candidates – imagine that potential incumbents, not only is there working on a new site, but also live ".
c. Salary and benefits
While it is important to understand the candidates and to answer must be careful to focus on the factthat the role in question is correct, it is equally true that the wealth creation opportunities must exist.
Therefore, compensation packages must be considered:
o current package
o Cost of living differential factors
o Market prices for a certain role in
o building will move in a boost for the roles that candidates forward
If the customer is positioning itself as a global player and attracts global talent, they must be able to compete in the global labor marketMarket.
2nd What is "Sell" in this context?
a. Create an Employee Value Proposition (EVP)
WFT stresses that a company to develop its talent pool, the process must sell "" should all begin at the beginning.
One way to do this is to determine the role Employee Value Proposition (EVP) for each.
This is defined as:
"Holistic sum of the experience and everything to get what people while part of a company-all of whichintrinsic satisfaction of working for the environment, leadership, personnel, compensation and more.
The issue of a recording developers must ask is, "Why would a talented person choose to work here?"
McKinsey research shows that talented people are looking for the following items in each answer to this question:
o inspire challenging positions, the passion
o work for large companies that develop them
o Creation of ProsperityProspects
o Creating a Work-Life Balance
In addition, the answers is not enough – the answers must be communicated easily. The sooner that this holistic vision can be built better from a roll it will be.
This will help to build enthusiasm in all aspects of the role and this will mean that shifts the balance of power once more – recruited candidates for the seats and wait for a company to present themselves notorious. However, when the first communicationThe candidate may be up to the point where they realize that is an exceptional EPP offered to them be excited – they will start for the right to take it on the fight.
3rd Sales Methods
There are a number of methods that are used by the client to is to ensure a positive impression is on the left candidate.
The main one is to communicate effectively – there is no use with an industry-leading EVP, if the candidate does not understand.
The company musta "use-sell" technique in this situation: the question of an interviewer or HR professional needs to ask, "What will be the benefit to the potential entry is up to us?"
The answer to this question is the central part of "pitch" to make potential candidates.
i. Sales Theories
a. Maslow's hierarchy of needs
One of the most popular theories to explain the actions of men, that of Dr. Abraham Maslow (Motivation and personality, "1954).
Dr. Maslow the hypothesis that people are motivated by a hierarchy of needs. The hierarchy he describes can be prepared as follows:
Maslow's theory assumes that:
o Each individual must be met at lower levels before they reached the higher, more complex level of progress.
are satisfied as a low-level needs o, individuals are no longer motivated by them.
o How each level of needs are met, be individual, a higher level motivators progress.
o AllThe needs are always present.
Maslow stressed that the knowledge workers must be motivated view of the highest levels of the triangle – Self-updating space.
Maslow describes the characteristics of self person as follows:
o Have realistic oriented
o Do other people what they are
o are spontaneous in thought, emotion and behavior
o Are problem-centered rather than self-centered
o Need privacy and are autonomous,independent, and able to remain true to itself, given the rejection or unpopularity
o Do you have an ongoing freshness of appreciation
o have mystical experiences or oceanic though not necessarily religious
o identify themselves with mankind
o have deep meaningful relationships with a few people
o Do you have a democratic structure and judge people as individuals
o have highly developed ethics
o Resist total conformity to culture
These features, coupleddescribed with the motivational needs of Maslow, some tools offer for understanding how to motivate knowledge workers.
Most knowledge workers do not need to have their physiological, security concerns, needs and safety so that these essential to motivate low-level requirements are no longer, their actions, although the demands are always available. Many people today are needs primarily by social, esteem, motivated and self-actualizing.
b. Spin Selling
This approach is based on research basedby Neil Rackham for his book "Spin Selling".
SPIN is a method to ask questions that you have to assess needs and develop an urgency to address those needs.
A number of different types of questions employed in this process.
For the effectiveness of subject matters in a certain order, as follows:
Situation questions focus on facts, or the current situation. For example: "Tell me about your current position."
Questions begin to identify problemAreas of dissatisfaction. For example: "Are you satisfied with opportunities for professional growth with your current employer?"
Implication questions focus on the impact if the problem is not solved. In talking recruiters, "What impact this has on your ability to advance professionally?"
Need / Pay-off questions focus on the results, if the problem would be solved. For example: "Suppose you regularly have the opportunity to develop the skills that could do for your careerGrowth? "
One can clearly see that through this process, what we have done is to highlight the implicit needs, she transformed into explicit needs and then have a solution for these needs provided by effective presentation of our EPP.
ii. Sales Process
Although there are specific theories that sales are driven into recruitment, it is often noted that procedural changes can ensure that the impact is the application of these approaches mayintensified.
a. Interviews – point of maximum motivation
The "point of maximum motivation" can be defined as the point in the recruiting process when the enthusiasm of the candidate is in question, the greatest.
At each stage of the process, the candidate's enthusiasm is rising, but it is also a significant decline after the end of each stage.
This tells us that we ensure that the time lag is minimized between each interview and in addition needThe procedure must be defined from the beginning, so that the candidate is aware of what they are doing to achieve their goal must.
When extending an offer as soon as it should be possible to complete – ie after the final interview when a candidate is likely to ensure up to this stage of the customer that data such as contracts and package information is available available. In this way, the process can be switched off quickly – closed, rather than allowing respond to indecision in the equation.
4thCompletion
In summary, we can see that it concentrate real and concrete reasons why a company that long-term growth and development in today's competitive market space Garner must seek to reinforce the "Talent Pool".
As in WFT, said: "outstanding talent management is to make a decisive competitive advantage," and that "to develop business, attract a better job, exciting and retain their talent to win more than their fair share of this criticaland scarce resource, and their performance will increase dramatically. "
According to this assumption in the fabric of a company to the next step must be built to run.
Creation of a transferable and attractive EPP is very beneficial, but they must then contact the candidate countries to attract talent and managing the recruiting process is centered be efficiently coupled.
Everyone must be involved in the process realized that in a market where UQIs be sought andconstantly trying to set are available, must be delivered effectively and enthusiastically to the candidate. This approach allows for control of the process be guaranteed.
Recommended reading:
The War for Talent – McKinsey and Company, 2001
Motivation and Personality – Abraham Maslow, 1954
The Fast Forward MBA in Selling – Joy Baldridge, 2000
SPIN Selling – Neil Rackham, 1988