We love, I love, to say Recruiting is Marketing! I love Recruitment Marketing and the technology behind it, I think it’s brilliant! Recruiting is also not sales!
Why is Recruiting neither Marketing nor Sales?
What’s the core function of marketing and sales? To welcome as many people as possible into your funnel so that all of those people will buy your product or service, or give to your charity, etc.
In Recruitment we in the Rejection business!
Can you imagine you walk into a Cadillac dealership? You saw the commercial for the new SUV, you decide you want that SUV. You saw the billboard for that same car, heard the radio commercial, heck you even saw an Ad on Facebook, it’s almost like they’re listening to your brain! You’ve got a pocket full of hundred dollar bills and you walk into the dealership because today you’re driving away in that brand new, beautiful Cadillac SUV!
Dealer – No!
Me – Um, what?!
Dealer – No, we aren’t selling you that new Cadillac SUV, you’re not a Cadillac “Man”!
Me – A what!?
Dealer – Yeah, sorry, you don’t get a Cadillac today, we’re saving those for only certain people!
It’s funny because we know this would never happen! I could walk into the dealership holding a severed head and the first words out of the salesman’s mouth would be “the trunk on our new sedan could hold a hundred of those heads!”
Recruiting isn’t Marketing or Sales, because true Marketing and Sales is in the business of ‘All’, not one. No one really gets rejected in marketing and sales if you have the means. In Recruiting, you could fit every single thing the organization is requesting and you will still get rejected. Recruiting is in the Rejection business, not the sales and marketing business!
If we/recruiting are in the Sales and Marketing business, we are in a really sick and twisted business! Hey, “Everyone” come and apply to our jobs, because I get really excited when I get to turn you down and say “no”! So, let’s not kid ourselves. Our business is about Rejection. Hey, come on over here and let me tell you what’s wrong with you, and then I’ll make the decision if we want you to be a part of our team or not.
Marketing campaigns sometimes try to fake like they’re being exclusive. “Only ‘you’ are being invited to buy this new SUV! You’ll be the first to own it! No one else!” Until next week when everyone will own it and actually have a better color than you. That’s not true rejection for those who don’t get it first, it’s just a game we play to increase demand.
So, why does this manner?
If we know we are actually in the Rejection business, and we are, we/recruiters have to have an empathy level that is off the charts if we want to survive. Let me get this straight, you want me to talk as many people as possible into loving our company, then you want me to reject 99.9% of them? Yes!
To be able to do that and not drink yourself to sleep every night takes a really high ego or an endless supply of empathy towards all those great people who just wanted you to pick them, but your organization picked someone else, but they left it on your desk to share the bad news!
This is probably the main reason so many candidates never get dispositioned. We can all just crush only so many souls in a day! It’s easier to ghost candidates than to crush their dreams!
The rejection business is a hard, hard business to be in. Sales and Marketing are easy. Can you imagine how easy your life would be if you were able to give everyone the job!
Hiring is all about hiring… less than 1% of the time.
OVER 99% of your conversations/interviews lead to no. But you can still provide value, stay respectful, and remain honest.
I am reminded of the Cheers episode where Norm takes on the job of a “terminator” of employees for others. Rejection was not his skill…empathy( crying) was. But even Norm lost true empathy over repeated terminations such that his crocodile tears rang false to all and he quit the job and went back to accounting.
Moral of the story? False empathy is worse than honest indifference.