Marketing MPCs for Business Development

by Liz Carey

Because of the present state of the economy due to the Covid-19 pandemic, where many clients are not actively hiring or seeking new employees, many recruiters feel as though they can’t do much regarding business development.  But experienced recruiters know that just because clients don’t have a specific search for you, or they are on a hiring freeze, doesn’t mean it’s time to stop marketing.

This is where an MPC presentation can help, which is calling up a potential or existing client and telling them about a “Most Placeable Candidate” – someone you know would succeed and have a great impact on your client.

Clients don’t want to lose out on difference-makers who can make an immediate, positive impact on their team. And they especially don’t want their competitors to get that top talent.

Marketing MPCs is not a new process, and is very effective not only in an economic downturn, but anytime. By marketing a very strong candidate, it can “kick down the door” and allow you to engage with and develop a relationship with the key decision makers in the company.

This isn’t for any old candidate… this is for a candidate with a “Wow” factor.  The MPC typically:

  • Has a highly desired skill set and a track record of proven success
  • May address diversity issues in companies
  • Is marketable – realistic about their wants, open to looking and relocating, etc.
  • Is ready to interview and reference-checked
  • Is currently employed and not already passing their CV around to other recruiters/companies

Then, when you market an MPC, you have to make a presentation call… never just an email. You can utilize a tool like Lusha to find the contact info for the key decision makers and senior executives. When you present the candidate, don’t tell them who it is. For example, you can use the line “we’re working with an individual who is currently a sales director within one of your direct competitors” — that line alone will get their attention. Then give them a few bullet points about the candidate, utilizing the FAB (Features, Achievement, Benefit) approach to let them know how this candidate would help their team.

If you catch their attention and them interested, talk through with the senior executive what challenges they have in the business now, and where have they struggled to find skills and people. When you finish the call, you want that contact to remember you and call you in the future. Follow-up with an email with a bit more information about the MPC if there was interest… that way, they have your contact info.

However, in order to be successful in marketing MPCs, you must also gain the candidate’s trust. You need to build a great relationship with that candidate so they trust you to introduce them to clients and keep their search discreet. You don’t want to throw a candidate’s name around and alert the whole market that they are looking. You want to first ensure there is interest from the company before disclosing who your MPC is.

You need to know what the candidate is looking for – learn about what they desire in a company, and if there are any companies they want to avoid. If they only want to work for small start-ups, you don’t want to be marketing them to the Googles of the world. Once you know what the candidate is looking for, you must select the right companies to target and contact.

Even if you don’t place that specific candidate with the company, clients are sure to be impressed with the caliber of candidate you work with, thus increasing your credibility, which may help you secure a search assignment in the future.

5 Business Development Tips for Recruitment Firms

by Liz Carey

In recruiting, the biggest piece of infrastructure that needs to stay solid and sound is your pipeline. You should always be developing new clients and candidates. Even if you have a handful of solid, longtime clients that keep you busy…. things can happen, such as job orders being cancelled or put on hold indefinitely, or your client company could decide to move recruiting efforts in-house. Never take your pulse off developing new clients and building strong relationships with candidates… but that doesn’t mean you have to spend hours on end doing cold-call sales calls.

Here are 5 best practices when it comes to business development:

1. Make sure your online presence is strong and focused with a solid website and seamlessly integrated social media presence. One NPAworldwide member reported seeing a 45% increase in activity on their website, and could attribute 9 new clients over the last 6 months, just due to SEO and their website presence. Post articles geared toward your prospective client’s interests to give them value and keep your name in front of them. “We’ve seen a dramatic increase in inbound calls, from new clients and/or clients we’ve lost touch with.”

2. Build a rapport. It’s one thing to have a fancy looking website and lots of buzzwords throughout your social media profiles. It’s another to be human and build relationships by offering genuine comments, thoughts, questions, etc. One NPAworldwide member makes it a practice to congratulate their clients after they make a placement. Several members have mentioned they send birthday cards, or congratulations cards after a client/candidate has a baby, etc. Another member said she sends a quarterly newsletter to all her clients and former clients with photos, blog articles, etc. Recruiting is a people business, and it’s important to make a strong emphasis to leverage those relationships.

3. That includes candidates. It’s important to keep constant contact with candidates, too… even after you’ve placed them or didn’t have success placing them. You have invested time to get to know these people and represent them in the marketplace… you never know if they will become a hiring manager one day, and need your help to fill a role. One NPA-er said that 33% of their customers ultimately became clients. Check in with them from time to time, and

4. Share good news! Testimonials, stories about recent placements, spotlights/videos about your company… This kind of information will show that you make an impact in the marketplace and keep your name in lights. Give a potential client documentation about how many people you’ve placed in that role/field, acceptance rate of offers extended, what your retention rates are, etc. Differentiate yourself and don’t be afraid to boast a little bit – this is how you can stand out amongst the other recruiting agencies out there.

5. Turn a no into a maybe. If you call a potential client and they say “I’m not interested” or “No, thank you,” don’t end the conversation there. Take the initiative to say “tell me about your hiring process” or “what are your pain points?” They might say “You know what, we’ve had a really hard time filling this management position… it’s been open 6 months, my boss has used two recruiting firms. Why don’t you send me your info and I’ll send it over to my boss.” One NPAworldwide member gets 10 hits a year by doing this alone: “It’s a little bit easier and less ‘cold’ than you seeing a job on Indeed and calling into HR. It’s warmer this way. Any call I make isn’t just recruiting, it’s business development as well.”


Business Development Tips for Recruiters

by Liz Carey

Recently, two of NPAworldwide’s most successful members hosted a topical call, “Business Development- Let’s Grow!” They covered topics like: How can you set yourself apart from other recruiting agencies? And how do you get started with business development? Here are some of their tips:

How did you get started doing business development?

Roman Duty – I really got started doing it by talking to the candidates I was recruiting. I don’t think we do enough of that today, from management down. It’s about calling candidates – if they say “I’m not interested” or “No, thank you,” I took initiative to say “tell me about your hiring process” or pain points. They’d say “You know what, we’ve had really hard times filling this management position… it’s been open 6 months, my boss has used two recruiting firms. Why don’t you send me your info and I’ll send it over to my boss.” I get 10 hits a year by doing this alone. It’s a little bit easier and less ‘cold’ than you seeing job on Indeed and calling into HR. It’s warmer this way. Any call I make isn’t just recruiting, it’s business development as well.

Kimberley Chesney – If you have a robust ATS where it’s a relational database, code people as being a hiring authority as well as a candidate… that can help your pipeline. One thing that remains consistent is relationships. Relationships do not happen overnight. The spark for a meeting happens quickly, but how do you develop a relationship? The principals are 1) honest and integrity. Don’t promise something you can’t do. Make sure you are always under-promising and over-delivering and then the relationship develops bit by bit. 2) A relationship has to be reciprocal. If they say “Hey my next door neighbor’s brother wants to talk to you,” and you know you can’t do anything with them, you should still take 5 minutes to talk to them – even if it’s just to say “we can’t help, but have you tried XYZ (i.e. a resource like going to the local library)?” Don’t blow them off. We’ve had so much work come back to us because our reputation is that we care.


Why is continual business development important?

Kimberley – Each and every recruiter knows how many balls in the air they should have to be successful. My associate operates very well with several balls in the air. For myself, when I’m actively engaged in a retained search, I never could have that number of balls in the air. Know yourself and what you’re capable of. When 1 ball comes to a close, whether it’s an acceptance or not, have your sights set on the next search assignment you’re going to bring in the door.

Roman – You need to make the process for every candidate as seamless and professional as possible. If you can stand out in your candidate’s eyes, you’d be amazed at how many times they come back to you. They could become a hiring manager; so you need to do business development all the time. Stand out amongst other recruiting firms. The market is good right now – a lot of companies are hiring in many industries; along with that comes competition. Business development you can do by contacting candidates and making it seamless. They will remember you and will use you in the future if you can stand out. I can’t say how many times I’ve heard from a candidate “it’s really nice to hear someone’s voice, and not just an email”


What types of pitfalls do you encounter in business development?

Roman – “Rationalizing rejection.” A lot of times you’re going to get turned down. You may make a lot of business development calls and send a lot of emails before you even get the first person to call you. I don’t think it’s anyone’s favorite thing to do.

Kimberley – My pitfall is forgetting to do it. We get so busy in trying to fill. If you see your desk as a manufacturing plant, if you don’t get the raw material, you can’t make the product (placement). The other thing is getting too focused. When you know in your heart that a deal is going sideways, don’t put all your effort into that. Some of the time in your day should be put aside for business development, rather than praying and hoping a deal happens.


How do you set yourself apart from other recruiting agencies?

Kimberley – NPA has set us apart hugely. Whether we’re competing with the “big boys” or competing with regular staffing agencies who dollar per dollar flip resumes, whatever market in our business we’re competing against, it’s really important you leverage your membership in NPA. We’re not an association, we own the network. You are not alone in your search. Even if you don’t choose to use NPA, you literally can present yourself as being so resourceful in terms of being able to source candidates, that you’ve already differentiated yourself. Leverage NPA for sure.

Roman – Take time to put together really concise information, whether on site with client (we give documentation on how many people we’ve placed with them, what our retention rates are, etc. For an automotive client in a very rural spot, we included the openings we’ve filled in 3 years that are very rural). In order to differentiate yourself, do a little bit extra – tailor presentations more, it makes you stand out better than someone else. HR people get dozens of calls a day, dozens of LinkedIn messages a day. How do you stand out? Statistics, fill rates, # days before we qualify 3+ candidates, typical week-length start of a search, acceptance rate of offers extended. All things we’ve compiled over the years.



What’s the consensus on cold calling as opposed to modern day social media networking?

Kimberley – I think both. They’re not mutually exclusive. You have to know your audience – whether or not they’re going to want to talk to a live person. Typically the higher you go, the more likely they’ll want to talk to you. Set a designated time to call. Use all techniques, but know your client.


There are 100s of 1000s of “sales people” sitting offshore calling all day long: how do you differentiate?

Roman – Pick up the phone. There are a lot of people now, whether RPO firms, that are inundating candidates, but they’re doing it almost exclusively via email (it’s difficult for them to call because of time change). Pick up the phone and call people. It’s almost a lost art – people are not calling people because we have access to so much more technology. But the first touch point shouldn’t be a LinkedIn Recruiter invite – use that to strengthen yourself, not “I hope this person reaches back out to me.”


When sending a blind email (e.g., a LinkedIn InMail, a Gmail, etc.) to a potential client, what do you use in the Subject line? Simply “Let’s connect”, or more direct?

Roman – I’d get to the point. I would never pitch a business model in an email – keep it casual. I think it’s 70% of all people now are getting emails on their phone, and 60% the first time they see an email is on their phone. You don’t want to be very wordy – keep it very succinct & concise, because no one is going to scroll on the phone for 3-4 seconds to read entire email.

Kimberley – If you reach someone via email, the worst thing you can do is keep the same string going by replying with the same subject line. Go back and change the subject line to what you’re talking about in that new message. You’ve got their attention already.


What do you feel is the most effective 1-2 opening you can use for a prospective client — either via email, InMail, or phone — to get him/her to engage with you?

Kimberley – I have two solid recruiters that do this well – they find a common ground… it might be they found they were listed in a publication or press release. People like to talk about themselves and their organizations – grab them that way.

Roman – I agree. “I saw you in the news recently…”



Business Development for Recruiters

by Veronica Blatt

NPAworldwide recently held a topical call, “Business Development- Let’s Grow!” where two featured panel members covered topics like: How can you set yourself apart from other recruiting agencies? And how do you get started with business development? Read the rest of this entry »

3 Ways Agency Recruiters Can Use Twitter for Business Development

by Veronica Blatt

B2BMany agency recruiters seem to struggle with how, or even if, they might be able to use Twitter. While there is plenty of advice for using Twitter to find candidates, there is not as much discussion about finding new clients. In some ways, Twitter can give you an easier “in” with a prospective client than other methods of business development. For starters, you don’t need ‘permission’ to follow anyone on Twitter. Simply search for the person, or company, and click the Follow button. With current data indicating that roughly half of the accounts you follow will automatically follow you back, you’ve got a pretty good chance they’ll reciprocate.

Once you’re following an account, think about ways you can add value to the relationship you are establishing. One easy and effective way to to Retweet (share) their Tweets (posts). Another way is to comment on their posts, even with something as simple as “I agree!” or “Great article.” Still another way is to ask them a question, such as: @ProspectiveClient, how is the latest #xyz news impacting business? You can also share interesting content with them, such as one of your own blog posts, another Tweet, or a link to an article that is relevant to their business. Resist the temptation to immediately launch into a sales pitch. Twitter doesn’t work that way. In fact, it’s helpful to use the Rule of Thirds when interacting on Twitter:

  • 1/3 – Retweet (share) someone else’s content
  • 1/3 – Comment on someone else’s content
  • 1/3 – Tweet your own content

Here are 3 ways agency recruiters can use Twitter specifically to find new clients:

  1. Think about 5 new companies for whom you’d like to recruit, and follow them on Twitter.
  2. Visit and search for hashtags (topics that are preceded by #) that are relevant to your business. Then visit Twitter, do a search for your particular hashtag, say #energy, for example, and look for interesting accounts to follow. While you’re at it, make a list on Twitter called Energy. That way, you can easily group your accounts by topic, which will make it easier to find, share, and post content.
  3. Follow your existing clients on Twitter. Once you are following them, you can see who they follow (and who follows them). This can lead you to additional prospective clients or candidates.

For more ways that agency recruiters can use Twitter for business development, here are some additional resources:

What are some other ways agency recruiters can find business leads on Twitter?