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					Introduction



“
Real success is finding your lifework in the work that
you love. DAVID MCCuLLouGH, uS BIoGRAPHeR AND HISToRIAN


T   his is a book for professional recruiters. Recruiters who love the job they
    do. Recruiters may get frustrated with their job, stressed by it, need a
break from it at times, but ultimately are fascinated and driven by it and its
rewards and want to keep on getting better and learning more from it.
   Since the first edition of this book was published recruitment has under-
gone enormous change; perhaps more change has taken place in the last
five-plus years than took place in the preceding 25. This has been coupled
with a shift in the economic power bases in the global economy, the rise of
emerging markets and the reach for talent becoming more global.
   Changes in recruitment have therefore taken several forms but perhaps
one of the most notable is the continued growth of internal recruitment
expertise residing within organizations, rather than being supplied in exter-
nally. This is true both of UK markets especially but also in emerging
markets. The shift has enabled organizations to drive down some costs
of recruitment, which has been a benefit in turbulent economic times –
although the need for strong specialist suppliers into those teams is unlikely
ever to disappear, as no internal recruiter will have the expertise to cover all
business-critical hires in their organization. The continued rise of the RPO
(Recruitment Process Outsourcing) and MSP (Managed Service Provider)
business models are also prevalent although it seemingly proves difficult to
get the service right as the same number of agreements are procured each
year as they are returned to an in-house model.
   The other dramatic change has been the rise in use of social networking,
which was in its infancy when the first edition of this book was written. It is
now gaining pace as a key strategy in the attraction of top talent. Relatively
speaking it is still in its infancy as whilst there is an awareness of how it
might help in engaging future employees it’s currently being used by most
at a very basic level. Few businesses have developed strategies around it as
a tool in their attraction plans and herein lies a real opportunity. Despite the
2   The Professional Recruiter’s Handbook


    backdrop of global economic challenges this top talent still remains an
    elusive animal.
       Fifteen years ago McKinsey conducted a survey throughout 56 com-
    panies in the US and identified ‘The War for Talent’. In 2000 this was updated
    and it was found that, despite the economic slowdowns, the war for talent
    was simply intensifying.
       The success of any organization in a knowledge-based economy is in-
    creasingly dependent upon the quality of the people they are able to attract,
    recruit and retain. Yet, it is still only recently that the crucial role the recruit-
    ing industry plays in enabling businesses to secure this important competi-
    tive advantage is becoming recognized and the management of talent being
    seen as an important professional discipline.
       ‘Any organization that does not take recruitment seriously is cutting its
    own throat. It must be a top priority for any business,’ says Steve Crabb,
    ex-Managing Editor of Personnel Today magazine and now an independent
    consultant. Some organizations are beginning to develop recruitment strat-
    egies and the rise of the role of Talent Directors in major organizations shows
    that businesses are beginning to take the business of hiring and retaining top
    talent seriously. This is great news both for organizations and professional
    recruiters.
       For many recruiters in-house or in external recruitment consultancies,
    there is still little practical help available on how to do a great job. Many
    recruiting organizations provide initial training on the recruitment process
    but there is rarely anything more detailed to refer to after the training
    event. Tips and advice can be picked up from more experienced consultants
    ‘on the job’ but there has been to date no reference handbook, no guide
    and no structured ‘how-to’ book available. Furthermore, there has been
    no resource for managers to use with recruiters, new or experienced, to
    help them support a guided learning process of continued professional
    development.
       This book provides practical guidance, best practice and the under-
    pinning theory of best-practice recruitment. Each chapter is packed with case
    studies from a top recruiter or human resource professional in the recruit-
    ment industry so you can learn what works for both recruiters and their
    clients. Alongside both of these are suggested tasks you complete to support
    your own learning as you work your way through the book. You’ll learn
    how to attract and approach new candidates and clients, along with how to
    manage the recruitment process from start to finish to ensure success.
       As recruitment remains a key tool for a business to achieve its corporate
    objectives, recruiters must continue to raise their game, delivering new and
    innovative solutions, but also just doing their job really well and profession-
    ally and achieving the results needed for their clients.
                                                                    Introduction    3



Who is this book for?
Potential recruiters interested in entering the industry or existing recruiters
working in-house, as corporate recruiters, in a recruitment agency, a search
consultancy or an MSP or RPO. One of the objectives of this book is to
bring the debate amongst professional recruiters, regardless of role, closer
together to continue to develop and improve this great industry.
   Rarely do internal and external recruiters see each other as symbiotic,
although in fact the reverse is true. The authors hope that this book can
show that both can learn from each other and help each other as, ultimately,
both have the same aim: to recruit great people for their organizations and
clients.
   Recruitment managers can use the book to help their new recruits dev-
elop and understand the core skills to make them successful; recruitment
trainers may want to use it to support their training and learning pro-
grammes; potential industry entrants may want to read it to give them a
flavour of their possible new role; and we’d like to think that all new recruits
to the profession would be given a copy as a reference book to become
well-thumbed and dog-eared on their desk as they become more and more
successful in this exciting industry, which can have its highs and lows but
is never, ever dull!



How to use this book
The book has not been written for everyone to read from cover to cover as
you might a novel – although it is also perfectly possible to read it that way.
Its three parts each have a different purpose. The first part is an introduction
into the profession. It puts the industry in context as well as looking at some
future trends. This part deals with the ethical and legal aspects of the recruit-
ment industry and, whilst it is not a guide to staying on the right side of the
law, it does cover the legislation impacting the industry and considers the
ethics that surrounds it.
    The second part will be of interest if you are already in the industry and
want to improve your strategic approach to business delivery, consider how
to expand your market or improve the way you work with your clients.
It sets the scene for success, considering what type of recruiter you are,
offering two possibilities and some thoughts as to how to make the most of
your strengths. It outlines a new model of the recruitment process and uses
a classic marketing-led approach to recruitment consultancy as a service.
Working through the exercises in this chapter will enable you to take a
strategic review of where you are in your recruitment business, where you
want to be, and how to get there. Recruiters thinking of starting their own
business, or business owners interested in developing their existing or new
teams will also find this section valuable.
4   The Professional Recruiter’s Handbook


       Part Three is an intensely practical ‘how-to’ section, detailing everything
    from how to win a tender to how to open a headhunting call, from how to
    interview to how to take and qualify a job brief. This is the section you’ll
    have open at your desk when you make a call, the one you’ll turn to when
    you have to prepare a pitch and the one that you can either read straight
    through or dip into when you need it. It looks in detail at each of the four
    aspects of the recruitment process as we have defined it. We have chosen not
    to go into great detail on basic telesales technique, which is covered in so
    many general sales books.
       This book takes the view that a good recruiter is always looking ahead to
    the next economic cycle and the way the market shifts, in order to deliver
    the best possible service to their candidates and clients and achieve the best
    possible results for themselves. If you follow the advice and guidance in this
    book and overlay it with your own talents and personality, focusing on your
    strengths, a career in recruitment offers much.
          INDeX

NB page numbers in italics indicate a figure or table in the text

Abl, Valerie 232                                  Bissell, John 209
advertising 84–85, 232–35                         ‘black book’ 225
   case study 233                                 Branchout 32
   design tips 234–35                             brand 101, 102–04
AESC (Association of Executive Search                advertising and 235
       Consultants) 25–26                            building a 208–11
agency work 9–12                                     case study 103, 104
   penentration rates in Europe 11                   employer 103
   penetration rates outside Europe 10               experience 210–11
   sales revenue 10                                  marketing 124
agency workers 9                                     recruiter 102
Agency Workers Rgulations 2010 24–25              BRE (Business Referral Exchange) 231
AIDA 155, 217–21, 233                             Buckingham, Marcus 53
Alfred Marks 7                                    business life cycle 68
Ali, Mohamed 223                                  business strategy 61–85, 86, 96–97
Ansoff’s Matrix 76–77, 76                            Ansoff’s Matrix 76–77, 76
approach strategy 153–67                             development of 75–80
   AIDA 155, 217–21                                  diversification 77, 79–80
   candidate-led 153, 157–60, 161–67                 four Ps 80
   face-to-face 156–57                               gap analysis 65
   letter/e-mail 154–55, 157, 158–59                 goal setting 62–64
   service-led 153, 160–67                           market development 77, 78–79
   telephone 156, 157, 158                           market penetration 76, 77–78
   TRIC method 156, 161                              objectives 62–85
   web-based 155–56                                  product development 76, 78
   WIGGS 161–67, 162                                 SMARTER objectives 63–64
   see also client acquisition                       tactical options 81–84
APSCo (Association of Professional Staffing          tactics 75
       Companies) 25                                 see also gap analysis, PESTLEC, SWOT
   ethical code 26                                buying process 148–53
ASA (American Staffing Association) 26               group buying orientation 150–51
Asano, Danielle 194                                  roles 149–50
assertiveness 187–88                                 status 151–53
   see also client acquisition                       see also client acquisition
Ashton, Tracy 95                                  Byrne, Tony 41
attraction strategy see client strategy
Austin, Eddie 73                                  ‘C’-level recruitment 17
Austin, Keith 174                                 candidate attraction 42, 50–51, 214–53
                                                     activities 50–51
B&Q 64                                               AIDA 217–21
Baglee, Anita 220                                    case studies 222–23
Balance Sheet close see Benjamin Frankin close       headhunting 237–51
Barber, Jonathan 176                                 in-house database 214–21
‘beauty parade’ 170, 171                             internal recruitment referral
Benjamin Franklin close 134–35                          schemes 223–24
Beknown 32                                           key activities 50–51
Bing 234                                             motivation and 208
                                                                                 Index   257


   networking 224–32                       client acquisition 47–48, 139–75
   relationship development 221–23             approach strategy 153–67
   search 240–42                               case studies 48, 143, 144
   strategy 215                                client buying process 148–53
   see also AIDA                               communication 139–41
candidate briefing document/pitch 202–05       cost of 178–79
candidate categorization 108                   developing your client 172–74
   REQ candidates 108, 111, 118, 122           fees/terms and conditions 166–67
   SPEQ candidates 108, 111 , 112, 113,        generating list of target accounts 143
       118, 122                                identifying 142, 147–48
candidate evaluation 108–10                    importance of research 144–46
   hold for future 109                         information sources 146–48
   long-list 110                               key activities 47–48
   potential progress to clients 109           performance measures 88–92
   reject 109                                  pet hates of clients 141–42
   reject/re-direct 109                        qualifying your prospective client 147
   short-list 110                              see also e-actions, ITTs, procurement
candidate management 42, 101–38                    process, WIGGS
   activities 44–46                        client management 43–46, 186–208
   case study 44, 46, 110–11, 112–13           assertiveness 187–88
   categorizing 109–10, 111–13                 briefing document 202–05
   client acquisition 123                      meetings 188–89
   client penetration 123                      presenting role to candidates 202
   counter-offers 135–36                       qualifying the role 195–99
   evaluating candidates 108–10                retainer fee 198, 199, 240–41
   first contact 106–07                    client strategy 42, 43, 48–50, 176–213
   interview arrangements 126–27               active candidate 179
   interviewing candidates 113–22              activities 49–50
   job start 135–37                            balancing act 179–80
   key activities 44–46                        case study 177
   key selling points (KSPs) 117               client management 186–208
   managing job offers 131–34                  ‘client-poor’ 178
   motivation 205–08                           ‘client-rich’ 178
   performance measures 88–92                  ‘company DNA’ 201
   placement strategies 122–24                 cost of client acquisition 178–79
   presenting candidates 157–59                developing 199–201
   process 105                                 direct 176
   project management 106                      implementing 211–12
   qualifying the candidate 110–12             indirect 176
   recruiter’s brand 102–04                    in-house 181–82, 184, 185
   rejections 109, 130–31                      motivation and 207
   resignations 135–36                         objective 177–78
   self-esteem 130                             options 182–86
candidate-rich market 109                      outsourcing 182–84
careers in recruitment 15–16                   passive candidate 179
Chamber of Commerce 231                        role checklistg 200
Ciett (International Confederation of          shared services model 185
       Employment Agencies) 9, 12, 26          upstream/downstream recruitment
CIM (Chartered Institute of                        180–81
       Marketing) 231                          whole-company solutions 181–86
CIMA (Chartered Institute of Management    closed questions 120
       Accountants) 51                     codes of practice 25–26
CIPD (Chartered Institute of Personnel     Coffman, C 53
       Development) 210, 231               communication 139–41
Clements, Neil 230                             case study 140
258   Index


         authoritative 140, 141                    Gloyne, Becky 175
         popularity-based 140, 141                 goal setting 62–64 see also business
         power boosters 140                              strategy
      corporate social responsibility (CSR) 210    Google 32, 33, 51, 234
      Covey, Steven 44, 86                         governance 19–33
      Crabb, Steve 2
      CRM (customer relationship management        Hanikene, Paul 72
            strategy) 173                          Hay, David 143
         candidate profiling and 201–02            headhunting 237–51
         see also client acquisition                  approaches 244–46
      CVs (Curriculum Vitae) 106, 118, 26–37,         briefing document 247
            247                                       case study 250–51
         evaluation 108                               conducting a search 241–50
         screening tool 107                           identifying potential candidates
         see also job board mining                       241–42
                                                      skills 238–40
      Davis, Penny 209                             Herring, Richard 94
      delivery strategy see client strategy        Herrmannsen, Chris 37
      demand open questions 120                    Herzberg, F 205, 207
      digital natives 70                              Two Factor Theory 206
      direct questions 120                         Hobson, Matt 178
                                                   Hollobon, Michael 240
      e-auctions 18–19, 171–72                     Hunt, Miles 252
      e-mail 27, 154–55, 157, 158–59               Hurst, David 233
      Eames, Matthew 188                           hypothetical questions 121
      ‘elevator’ speech 229
      employment agencies 8                        ICAEW (Institute of Chartered
      employment legislation 19–24, 27, 59                Accountants in England and Wales)
          timeline 20                                     231
      Engineering Agency 7                         Industrial Revolution 7
      equality/diversity 210                       ‘interim’ executives 13–14
      ethical guidelines 25–26                     internet, the see social media
      Entre 44                                     interviews (candidates) 113–22
      Evans, Keith 189                                arrangements 126–27
      Evans, Sue 46                                   candidate notes template 115
      evidence-based questions 120                    competency/behavioural 118
                                                      evaluation 108
      Facebook 31, 32, 33, 203, 230                   gathering information 116–17
      Felton, Katherine 7                             giving information 121
      fees 75–76, 160–61                              introduction 116
          retainer 192–93, 232                        managing a rejection 130–31
      Fisher, Richard 180                             objectives 114–15
      flexible staffing 16                            post-interview 127–30
      ‘flexicurity’ 12                                preparing for/conducting 115–22
      Forster, Mark 96                                questioning techniques 120–21
      four Ps 80                                      selling and closing 121–22
                                                      STAR candidates 118
      Gabbitas Educational Consultants 7              structure 115
      Gabbitas, John 7                                welcome and rapport 116
      gap analysis 65 see also business strategy   Irvine, Jon 250
      Generation X 69                              ITTs (invitations to tender) 171
      Generation Y 69, 210
      Generation Z 70                              Jeffery, Matthew 175
      GLA (Gangmaster Licensing Authority) 16      job boards 30, 235
      Glasser, W 207                                  CV searching 236–37
        choice theory 207                          job fairs 221
                                                                                  Index     259


job offers 131–34                           networking 224–32
   closing the deal 134–35                     groups 231
   magic circle 132                            online 230, 241
   negotiation 132                             word-of-mouth networking     231
   see also Benjamin Franklin close         Nokia 203
job specification 189
   samples 190–91, 193                      office workers 15
Jobserve 29–30                              open questions 120
Jobsite 30, 51
                                            part-time workers 16
key performance indicators (KPIs) 86–97     Pearson, Ian 69–70
   activity levels 86–87                    performance indicators see key
   case study 92                                   performance indicators (KPIs)
   example measures 88–92                   permanent staffing 17
   relevant 92                              person specification 189
   time management 93–94                       samples 191–92, 193
key selling points (KSPs) 117, 125          PESTLEC analysis 66–73, 82
   case study 117                              cultural 72–73
knowledge-based/professional                   economic 68
      recruitment 14, 182                      environmental 72
                                               legal 71–72
labour market breakdown 18                     political 67
   demographic changes 27                      sociological 69–70
leading questions 121                          technological 70–71
learning cycle 41                           Peters, Francesca 212
legislation see employment legislation      place 81, 126
Leveridge, Debbie 37                        placement strategies (candidates) 122–24
LinkedIn 31, 226–27                            client acquisition 123
Local Employment Partnerships (LEPs) 210       client penetration 123
                                            preferred supplier list (PSL) 18, 46, 78, 170
managed service company (MSC) 17            price 81, 125
managed service provider (MSP) 1, 30, 176   probing questions 120
Manulescu, Radu 67                          procurement process 168–71
marketing 80, 124–26                           see also buying process
  see also four Ps                          product 82, 125
marketing candidates 124–26                 professional staff 14
Martyn, Di 102, 137–38                      project management 106
Maslow, A 205                               promotion 82–84, 126
  hierarchy of needs 206                       activity 83
Mason, David 184, 201                       psychometric testing 201
master vendor (MV) arrangement 17, 18       Pye, Dave 71
McCullough, David 1
McKinsey 2                                  questioning techniques   120–21
measurement see key performance
      indicators (KPIs)                     recruiter brand 101–04
Microsoft 208                                  case studies 102, 103, 104
middle/senior management 14                 recruiter skills 36–39
mobile recruitment 32–33                    recruiter types 54–58, 54
Monster 30                                     artistic recruiters 54–55, 87
Morgan McKinley 239                            questionnaire 56–58
Morris, Denise 177, 202                        scientific recruiters 55, 87
motivation 59–60                            Recruitment and Employment Confederation
  candidate attraction 208                        (REC) 25
  client strategy 207                       recruitment companies 17–19
  theories 205–08                              labour market breakdown 18
multiple questions 121                         services 30
260   Index


          success criteria 36–38                  Snelling, Alex 104
          see also business strategy              social media 31, 175
      recruitment cycle 41–52, 42, 95, 97, 100    social networking 1, 31–33, 71
          performance measures 88–92              SPEQ candidates 108, 111 , 112, 113, 118,
          see also candidate management, client          122
             acquisition                             marketing 122, 124–26
      recruitment industry 7–33                   Staffing Industry Analysts 27–28
          demographics 27                         staffing services, procurement process
          ethics 26–26                                   for 168–72
          future trends 26–33                     Stork, Damien 112–13
          globalization 28–29                     strategy see business strategy
          governance 19–33                        Stroud, Jim 129
          legislation 19–24, 27, 59               success criteria 36–39
          services 30                             SWOT analysis 66, 73–75, 74
          sophistication of buyers 27–28             case study 75
          structure 13
          suppliers 16–19                         talent banking 43, 180
          technology and 29–33                    Talent Director 2
          temporary staff 28                      Tanner, Peter 134–35
          value of 9–12                           technology 32–33
      recruitment markets 12–15, 125              temporary staff 9–12, 28
          executive-level 12–14                   terms/conditions 166–67
          European 12                             Tesco 173
          UK 12–15, 13                            trade events/industry conferences   227–29
      recruitment process outsourcing (RPO)          case study 227
             1, 17, 181                           time management 93–95
      reflective questions 120                       case study 94
      rejection, managing a 130–31                   recruitment cycle and 95
      REQ candidates 108, 111, 118, 122           Totaljobs 30
          marketing 122, 124                      trade events/industry conferences   227–29
      resignation, managing the 135–36            Triance, Louise 84–85
      retained search 240, 241                    TRIC approach 156, 161
      retainer fee 198, 199, 240–41               Twitter 32
      retention 181
      Richardson, Tracey 183                      unique selling points (USPs)
      Ricks, Tara 253                               recruiter 102
      Riddington, Rachel 250                        role/job 196–97
      Rogers, Vicki 239                           unskilled/seasonal labour 5
      role checklist 193
      role specification 189                      values   59–60, 60
          guidelines 194–95
          see also job specification, person      Walters, Jill 183
             specification                        Warwick Institute for Employment
      Rush, Martin 72                                  Research 68
                                                  Webb, Dorian 38
      salary 197                                  WIGGS 115, 115–16, 161–67, 162
      Sale, Chris 180                             Wilkinson, Brian 174
      Scutt, Sally 182                            Winslow, Fred 7
      search consultants 17, 96–97, 238           work-life balance 210
      search engine optimization (SEO) 84         Wright, Jerry 84, 213
      Simons, Lawrence 37                         Wyatt, Gerry 234
      Simpson, Lucy 226
      six degrees of separation 226–30            Yahoo 24
      SMARTER objectives 63–64                    youth unemployment     68
      Smartphones 33                              Youtube 32

				
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