Everyone knows what an elevator pitch is. But does your recruitment business have one that’s meaningful? One that you’re proud of? One that anyone knows or uses?
A lot of businesses talk about developing their ‘stories’. All try to define themselves through a commitment to the three core things:
But these aren’t what makes you famous. Fame comes from the unique ‘what’, ‘why’ and/or ‘how’ of your business. You can’t expect any of the above without making a positive impact on your clients, candidates or employees.
So, let’s break down what actually gives your elevator pitch enough impact to warrant attention, inside and out.
Get industry recognition
Want more clients? You need to start building your brand narrative. Ask yourself “what do we want businesses to choose us for?”
- A unique product suite that is genuinely different
- A service to candidates that others haven’t considered, in order to deliver a unique talent pool
- A pricing model that shares the risk of talent acquisition
These are the factors that draw in high-value clients, and they can be promoted through the messaging and marketing work you do in parallel. Once you’ve identified what you want to be famous for, the steps you need to get there will follow.
Focus is the key to fame. It’s important to be bloody-minded as a business owner and vow not to step outside of your core market. Being niche is a killer part of the strategy towards getting known, so ignore the temptation to deviate.
Every time you move away from your specialism, you’re breaking an invisible chain of the process – usually setting you back 2, 4 weeks or more. And the result? You’ll only be seen as a jack of all trades and master of none by clients. This will waterfall down to candidates and employees. #Dangerous!
Establish internal values
Once you’ve chosen what you want to be famous for (and ultimately specialise in), you need to decide why candidates or employees want to work with you.
- Largest reach in terms of job opportunities
- Sexiest career path for the ambitious
- Best network in your industry, making scaling easy
Once you’ve firmed up the ‘selling points’ of your rec business, develop a strategy to start applying it across the board.
Just having a member of staff ping some posts out isn’t enough to get you known for anything. Publishing ‘jobs of the day’ or pictures of you and your team ‘bonding’ (getting drunk) isn’t a campaign.
Establish a grown-up marketing strategy – one that incorporates the best methods to push your knowledge, ability, products and reach, but also your values and employee appeal.
See how it’s done
To be famous, you need to learn how to take your narrative and truly influence sentiment in your space. This is what will help you define and refine the 11-second pitch that willget you noticed.
Be consistent in this. Your processes, message, tone of voice and positioning must all remain the same to build trust and rapport. If what you’re saying and doing don’t match up, why should anyone care?
A great example is RDLC. We’re famous for giving great people great ideas and inspiration, and helping them innovate. It’s also synonymous with making running a business fun and rewarding.