One of the reasons I think agencies ask yours truly to help them find senior-level leaders is because I bring a new business mentality to the idea of searching for the right professional. Thankfully, for the sake of paying my mortgage, this idea could use a lot of unpacking and can go in lots of directions. But today, I want to spend time on an idea that could be useful and differentiating to your agency as it looks to attract and keep the best staff.
Do you use your agency’s new business credentials when you pitch prospective new employees?
Not many agencies do. They often let the agency’s website do the job. Or they just ask their new business team for a set of standard credentials.
And I wonder how effective that is. Because things like websites or new business credentials are built with many purposes in mind.
How could standard agency credentials be made into recruiting credentials? What could we emphasize in credentials that will help convince someone to join your agency?
The usual things like agency location, size, client list and capabilities could all be tweaked, calling out the details and benefits to someone figuring out whether to work for your agency or your competitor.
For instance, things like broad client list and capabilities can mean career flexibility, footsteps, and an augmentation of existing skill sets.
Of course, the agency’s work itself is a key reason why someone might join the agency. So, case studies are helpful. But I’d abbreviate them. And also tell stories about the people behind the work. We’ve got an opportunity to tell prospective staffers why people are attracted to or stay at their jobs:
- impact/involvement/making a difference
- fit/agency culture
- training opportunities
- career mobility
- and more
One could easily argue success stories around the above aren’t case studies. Maybe they’re really more testimonials. It doesn’t matter what we call ‘em. I tend to think “testimonials” run the risk of being hacky, canned and unbelievable. So, I like adding a bit more depth to the idea. Stories about people’s successes at the agency, based on the things that they care about. Complete with career-based results metrics. Stories like these are easily worth throwing in a set of Recruiting Credentials.
Having these kinds of stories in your head are fantastic tools when you’re speaking with a given candidate. They add a lot more weight to your pitch. Featuring stories like these on your agency’s website could be a good idea, too.
Anywho, hope this gets you thinking about interesting ways to find and keep your next great leader!