One of the biggest mistakes I see time and time again when it comes to Reverse Marketing is not having a clear strategy.
There is no structure, frameworks, sales cadence process, scripts, a sufficient employer database or even a blueprint. The employer pipeline is usually weak and it’s because some may not have the capabilities or knowledge in how to build a pipeline. It’s vital that each staff member has a clear strategy and process of how they will execute in order to reach their job placements. Most of the time we focus more on the outcome, than how we’re going to reach it. So let me take you through a few simple steps of how you can create your reverse Marketing strategy.
1. Identify Why it’s Important Identify 'your why' for wanting to help your jobseekers into work. Get clear on your values and mission. Why you do what you do? The more compelling your reasons are for picking up the phone and helping an individual into work, the more motivated you will feel. Also, think about all the stakeholders involved and all the benefits they will get from this placement outcome.
2. Get Clear on Your Ideal Employer Get clear on who your ideal employer is. What are the top 5 industries in your region and how will your top 5 or 10 jobseekers fit into those industries? One industry could have up to 10 different roles. But most important, understand the employer’s industry and speak their language. Research their business problems, hiring process and any gaps in the business for job creation opportunities.
3. Design your Outreach Route How are you going to reach them? This is your outreach process. Are they easier to email? Do they hang out mostly on LinkedIn or are they best to reach with the good old-fashioned door knocking? What is the best time of day to get them? And what is the best sales cadence to use with this particular prospect? Each employer and business needs a different outreach route. Also, who is who in the organisation? There are decision-makers, but then there are the internal influencers who can give you important information, or refer you to those above.
4. Establish Your Activity Numbers Now we need to create an activity sequence. We need to get clear on the number of calls, emails, (cold and warm) follow-ups, LinkedIn posts, LinkedIn connection requests, networking events, acts of service, referrals, meetings and so on. We need to write this out and make a commitment to achieve our activity commitment. Of course, we can always change our approach as we go along.
5. Create Your Script Now, this is obviously not to make you sound like a rehearsed telemarketer, but to give you a guideline in sounding confident, and knowledgeable. Too many people who like to improvise end up either waffling on, pitching too hard, stuttering or using too many filler words which makes them lose credibility early on in the conversation. Because each jobseeker is different, every script framework should be different and have a unique opening (10-second hook) and a series of questions you can ask to get the prospect engaged. Discovery questions are also great to find out gaps and needs in the business.
6. Build your Database Every call or outreach message is important. It’s ideal to build your pipeline with cold, warm and hot employer leads. The first call or email will always be cold. That conversation may not go too well. However, the second call will be warm, and that conversation will be of better quality. Also, without a full pipeline that you can work into your sales cadence, you will eventually burn out from constantly chasing cold leads. By Rana Kordahi
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