What’s up Geniuses!

Time is flying, election season is in full swing, and the economy is showing hope for all of us.

However, many of you are still struggling, while other are thriving and hitting record breaking months.

So what are they doing that you aren’t?

In today’s episode, we are going to be exploring that and hopefully give you a bit of strategy around what we call the Recruiting Conversion Cycle.

Also, we have a few announcements… So let’s get into it!

Increasing Your Recruiting Revenue

One of the cohort members asked how does the content strategy, productization strategy and the MPC strategy all play into each other.

Recruiting can sometimes feel like a chicken or the egg situation when you focus solely on transacting through MPC marketing. For example, if you have no roles or candidates, do you first reach out to clients about some “ghost candidate”? or do you engage candidates about a random job you saw?

That’s because the only value you are able to bring at any given moment is a resume or a job posting.

When this is the only reason you reach out you are actually conditioning your prospects to look at you solely as a resume resource and you become a vendor vs a partner. The trick is to go all in on relationship building.

What you see below is what we call the Recruiting Conversion Cycle a visual of our process.

Content and building a personal brand is by far the most scalable and fastest way to cultivate relationships. Content builds awareness and helps build trust.

When you have assets and content you are not just doing it for audience building. You actually are setting yourself up for success for future prospects who will do research on you as well.

Your content acts as a validator for people who have more than enough options to go with and allows you to stand out.

Additionally, it’s a nurture function for those not ready or who need more time.

Your productization strategy is all about centering your domain knowledge and expertise and packaging it. If done well you are able expose gaps and build demand. This is how you sell yourself, your business and your unique offering.

Productization gives you reasons to connect and reach out and reasons for your prospects to exchange time, money and attention to you and your business even when they may not have a hiring need.

Productization is the real path to actual sales processes and relationship building and is what everything is centered around.

MPC marketing is for quick fast transactions with buyers who are ready OR willing to make decisions today. This is 3% of the market and literally 100s of recruiters are clawing to get the placement.

This isn’t sales… this is actually more marketing. Marketing’s primary goals is to convert the 3% on the market that’s searching and ready to buy. While sales is responsible for actually building relationships.

Think of it like this….

A real estate agent will market a new listing to buyers who are likely ready and qualified to make the investment at the time.

However, the sales process actually begins by door knocking, going to community events, and building relationships with people in a local area (targeting).

The more sales activity they do (relationship building) the more qualified buyers they have to market to when they get the listing. In that same activity they will naturally uncover potential listing opportunities.

Now to start, there is a whole lot more marketing to unqualified people who may not know them, naturally (volume). But as they build momentum that changes.

If that same RE Agent is now in a room full of other RE Agents all going after the same business how does one stand out?

Well by showing them a process that not only is effective and reliable but reduces all obstacles they might face.

Everyone has a “process” but the winners are those who can demonstrate, package it and kind of help the prospects become mini experts themselves on how that RE Agent does things (productization).

They might have worksheets and calculators to help them determine buying power or even an app and portal that aligns them with ideal homes.

This is true account development/sales.

As recruiters we were never taught genuine sales processes and account development. We were taught buyer marketing, intake and fulfillment. Productization helps because it's the center piece to all of your content, sales frameworks, scripts, marketing and intakes.

The whole thing becomes easier to land clients. Whether your offering is contingency, retained, RPO or whatever else. Packaging your system allows you to sell it better, gain repeat business & referrals, and even increase your revenue per deal.

Anyway hope this helps.

And if you are an experienced recruiters or agency owners looking to increase your monthly revenue upwards of 20%+ in the next 30 days, let’s get a consultation started.

Unfortunately, I’m only one person and can’t speak with everyone so please apply below.