Reel In More Recruitment Revenue (pt. 2)
RAS Recruitment Systems' John Mitton Helps You Bait the Hook

About the Author:

John Mitton is President of RAS Recruitment Training Systems. He has 16 years experience in creating and selling Employment Classifieds on Radio and, more recently, on the Internet. John is recognized nationally for his expertise in creating and selling broadcast classifieds. In addition to conducting recruitment-sales workshops for broadcasters, John also speaks to several human-resources and Fortune-500 professional organizations about the benefits of recruitment advertising on Radio. You can contact John by e-mail at Recruitads@aol.com or call him at 713-528-2013.

Reel In More Recruitment Revenue (pt. 2)
RAS Recruitment Systems' John Mitton Helps You Bait the Hook

Editor’s Note: this is part two of a two-part article by John Mitton of RAS Recruitment Systems. Part One, which appeared in the February 24, 2000 issue of Radio Sales Today, explored the common ground between being a success at fishing and being a success at selling recruitment ads on the Radio, illustrated by seven key points. The first four key points, which were covered in Part One, were "The Approach," "Depth," "Presentation," and "Experiment."

#5: Focus
A successful fisherman concentrates on every cast. He or she monitors the vibration of the lure, pattern of retrieval, and the locations where fish are biting. An experienced angler is able to visualize what’s happening under water. He or she visualizes the catch mentally before it happens. All this information is constantly being processed so that the fisherman can learn what works and what doesn’t.

The successful recruitment salesperson sees the recruitment sale unfold in their mind’s eye. They monitor the emotional condition of the client, the spoken and unspoken needs that need to be met, and they discover various ways to show the client that Radio is better than other recruitment methods — not because of a lower price, but because of the great results Radio advertising can deliver.

#6: Learning
The host of the fishing show said, "To learn to fish, you fish to learn."

In its tender youth, a barnacle cements its head to something solid. Then it stays there for the rest of its life! Bottom line: you can’t learn if you’re mentally "cemented" in one place. (No disparaging remarks about "Senior Account Executives"!)

Are you a barnacle? To learn how to sell employment classifieds on Radio, you sell employment classifieds on Radio — over and over again!

"Learning by doing" teaches you the nuances, subtleties, and dynamics of recruitment advertising. Read trade publications, interview clients, and do anything else you can think of that might give you an edge over your competitors. Never stop learning.

#7: Confidence
The more you fish, the more you learn. The more you learn, the more you catch. The more fish you catch, the greater your confidence.

The more recruitment appointments you go on, the more you learn. The more you learn, the more accounts you close. The more you close, the greater your confidence. Remember, "Nothing breeds success like success."

Bonus: Adaptability
Let me personally add one more here. A successful fisherman is adaptable. Changes in the weather, fish patterns, and underwater structure don’t faze successful anglers because they know how to adapt.

The recruitment advertising scene is always changing. Yes, you sell Radio, but you must see yourself first as a Human Resource Recruitment Specialist. Radio is just one of the lures in your "tackle box." Your tackle box also contains items such as the following:

• career fairs
• local job sites on the Internet, virtual online career fairs
• partnership programs with the local newspaper (well, it never hurts to ask)
• and much more.

A word of advice and warning about Internet job sites. At this point in time, they are not the miracle recruitment tool that people hoped they would be. As I travel the country giving speeches to professional Human Resource groups such as the National Business & Disabilities Council, the feedback I get from our Q & A sessions is full of frustration, annoyance, and anger with online job sites. The national sites you see advertised on television and Radio are particular offenders. That’s not to say that you shouldn’t make your site part of an overall recruitment sales strategy. It’s just important to realize that this technique has its weaknesses, too.