Lead generation is actually pretty simple. You talk to lots of people in your niche, and ask them lots of questions. You’ll quickly find out “who’s who” — who’s hiring, who’s firing; who’s expanding, who’s downsizing; who’s hot, who’s not.

Lead generation should be one of your objectives for every conversation, every day.

Most recruiters gather leads in the wrong way

The way most of us were taught to gather leads – and the method that many recruiters still rely on – is actually the least effective. The standard approach is to trick the candidate into giving away their current interviews. The classic technique is: “Which companies should I not send your CV to – for example, companies where you’ve already attended an interview recently?” This is followed up with the gambit: “Who did you meet there. Was it Jane Doe?” in the hope that the candidate will correct them and disclose the interviewer’s actual name.

Those old-school tactics don’t cut it in today’s marketplace. Candidates are more streetwise, and hustling them for leads will only undermine your credibility and erode their trust in you. Instead of using the same stock phrases your competitors have already asked them, try asking candidates this one instead: “What jobs have you interviewed for recently that you’re no longer pursuing?”  

Get good leads – ethically and effectively

The secret to getting good information from candidates is to induce the law of reciprocity. Focus on helping them first, then ask them to help you in return. Once you demonstrate that you have their best interests at heart, they will gladly tell you everything you want to know.

Explain that you want to build a long-term relationship so that when they’re hiring they’ll come back to you as a client. Tell them that you want to be their representative in the marketplace, and contact employers proactively on their behalf. Once you’ve got their buy-in, all you need to do is ask the right questions.

For example: “Where ideally would you like to work? What companies were you planning on sending your CV to? Let me do it for you. We can use our contacts to give you an inside track.”  Another approach that works well is: “Who are your direct competitors? Which of your competitors would you be open to interviewing with?”

More simple strategies that work

Sometimes the most straightforward approaches work the best. For instance: “Who did you report to in each of your last three positions and how can I reach them to obtain a reference?” Then take up those references and at the end of the conversation, ask the employer: “What’s the best way for me to build a business relationship with you?” 

Be sure to keep in touch with your key candidates – even the ones you don’t place. When your candidate leaves their current job, you’ll be well positioned to find their replacement. And once they’ve secured another position, there’s no harm in asking them which jobs they turned down in favour of the one they accepted! If you’ve done your job correctly, they might even introduce you to their new boss once they’ve settled in.

Mark Whitby is a coach, trainer and consultant to the UK recruitment industry. He also works with recruiters throughout Europe and internationally with clients in 27 countries. He has over 15 years’ experience in sales and marketing, and was previously a top-producing recruiter with one of the UK’s largest and most respected recruitment firms.

www.RecruitmentCoach.com