Before we embark on creating the perfect reverse marketing pitch, there are 4 offerings (products/services) we need to understand.
Job service provider
Once we understand our products and services, it becomes easier to craft a pitch that is tailored to the individual and communicates to their gaps, needs, and values. It makes pitching easier once we can match what is most important to who we are selling to. Also, keep in mind that there are two stakeholders that we usually pitch to during the reverse marketing process. The employer and the jobseeker.
In order to get an understanding of how to market the jobseeker to the employer, or even effectively communicate to the jobseeker in order to get them excited about a job opportunity, it’s vital that we understand our jobseeker beyond just what job they are looking for, or their past work experience. What are their values? What drives them? It’s useful to understand their motivations beyond money. What does work mean to them? Also, what are some of their strengths? Their gaps? What is something they are proud of achieving in one of their jobs? Once you understand all of this, then you can craft the perfect pitch to market the jobseeker to the employer, as well as market the job to the jobseeker.
2. Job Description
Secondly, in order to market the job to the jobseeker, or get a perspective on what is important to the employer when communicating with them, it’s important to understand the job description. When communicating to the jobseeker, it should not just be $22 an hour and it's close to home. But what can this job do for this individual? How is it going to help them? How is it going to improve their life? Find out what the culture is like and if the boss seems likable. What about promotion? Find out if there’s room to grow. When communicating to the employer, ask them questions about not only what is important when hiring, but why is this specific skill or quality important. The more you understand, the easier it is to create a pitch that is convincing.
It's critical to understand the employer on both an individual and company level. What is currently happening in their business? Where are they at now? Where do they want to be in the future? And where have they been in the past? What are some of their biggest challenges? What do they struggle with the most when it comes to recruiting? And what are some of their misconceptions, and perceptions about employment services, welfare, and disability employment? Also, it’s vital to find out what is important to them when hiring. Do they hire for skills and experience, or do they hire for attitude? Get to know their industry trends, and jargon, so you can have a peer to peer conversation with them.
4. Job Service provider
Finally, we must know our own job service provider and what is so special about us compared to our competitor down the road. What is your point of difference as a job service provider and as the individual trusted adviser? Why should they work with you rather than Jenny down the road? Also, it’s important to know the wage subsidies you offer and how these will benefit the individual’s business. To go further, it’s a good idea to learn the contract, any changes to the contract, and what other incentives and support the government is giving businesses.
Without gaining good knowledge about these four offerings, it’s going to be hard to craft a persuasive pitch that resonates with all stakeholders.
Look out for our next article, as we will take you through exactly how to craft a pitch.
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