Recruiting: 6 Tips for Employers to Develop a Sales Pitch
A key part of your strategy for attracting, recruiting, and retaining talent is to first determine why a candidate will want this position and also why he’ll want to work for your company. You need to be able to sell both the job opportunity, and your company. Very often, companies fall short on this step not because they do not have a good story to tell, but because they did not take the time to develop it. Remember during this process to be thorough, think it through, and tell your story consistently.
Developing Your Sales Pitch
You’ll need to be able to answer the following questions to successfully develop your company’s “sales pitch” for new talent:
1. What is the vision for the company or organization in three, five and ten years? Think in terms of the following: Revenues, number of employees, new markets, services or products, profitability. Don’t be afraid to talk about the softer matters like cultural change and change management initiatives that the company plans for the future.
2. How does your organization differ from its competitors? What is your competitive advantage? Can you substantiate or quantify this?
3. Is this position newly created or has it been revised? If it has been revised, how should the position appeal to the candidate?
4. What is the turnover in your company? Why do people stay? Why do they leave?
5. If this is a privately held company either owned by an individual(s), family or private equity firm, executive and management level candidates will want to know the succession plan or exit strategy. Answers to these questions can convey a big opportunity or raise some questions.
6. What does the market pay for this position? Have you benchmarked the salary, annual incentive and, if appropriate, the long-term incentive and related benefits for this position? If your total compensation package falls below the median, you will not be able to attract top talent for this position. If you do attract them, you will run the risk of not retaining them over time.
By answering these questions yourself, you will be able to further develop your recruiting strategy, and also be more prepared when you get these questions from a candidate.
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