If I had hair I’d be pulling it out. I just get so frustrated when I see people laughing in the face of logic.
Recently I’ve been listening to the full series of Scale Up podcasts by the REC with Kevin Green and various business owners in recruitment. It has been brilliant.
One theme that repeats time and time again is that businesses who grow fast have all invested heavily in marketing, advertising and branding. Adam Buck CEO of Phaidon said he ploughed the majority of his money and profits into advertising which helped him and Shelby Jennings grow in the UK and internationally. John O’Sullivan, when setting up Best People, said advertising was what made the difference for them. It helped them hire talent, win clients and get candidates. The founder of Sigmar Adrian McGennis said their advertising was a key driver of their success.
But every day I hear recruitment businesses not wanting to invest in marketing, branding or advertising.
It frustrates me.
Whilst I applaud them for their undying self-belief, thinking that they can do things their way, that they can be successful even though they aren’t following the rules of good business or that they are somehow exempt from taking the path most other successful companies have already carved out.
It frustrates me.
Be head strong by all means. Successful entrepreneurs often are. But please, have sense. Save yourself the hassle and take the easy way out. Focus more energy on doing a good job, advertising in the right way, communicate effectively and watch your business grow.
Recruitment doesn’t need to be this hard. Take heed of those who have gone before you and follow suit.
Congratulations! You are the highest fee earner in your recruitment business.
Does being labelled a top biller make you more successful? Sure you feel a great sense of pride and you have a boost knowing that you have made an impact. But once you look past that, how do your clients and candidates feel about this?
What if we stopped giving people an award of “top biller” and instead gave people an award for being the best recruiter? What if we celebrated making the most placements or delivering the best service or impacting our clients’ business?
I know it is semantics, but the words you use create labels for you as an individual and as a business. “Biller” automatically signifies that you are making money from people. People don’t have a problem with buying, but many do have a problem with being sold to. Recruitment shouldn’t be about sales. It should be a transaction where one persons’ skills, knowledge and expertise are exchanged for money. It shouldn’t feel like you are being sold to.
“Are you demonstrably helping the organisation achieve its strategic objectives?” Jeff Grout
Surely as a recruitment consultant your aim isn’t to sell the most, but to make the right connections between candidates and clients. Would you push a placement through that you knew wasn’t right because it meant more money? A top biller, a cold blooded sales machine might.
“Top Biller” is a dangerous title in my mind.
Reward for number of successful placements by all means, and that may be exactly the same as being the top biller, but just don’t call it that. Remember: the best sales people don’t sell anything. They just get their clients to buy from them.
Sadly we haven’t heard from @TopBillerLedge in a while… but here is what comes to mind when I think of the title “Top Biller”.