Outbound marketing – cold calls, TV ads, email list rentals - is becoming less and less effective because people are becoming better at blocking out those channels with tools like caller ID, TiVo, and spam blockers.Why should it be any different with recruiting. Think about it. Here's how traditional recruiting works. Company is in need of a CFO due to turnover or growth. They contact a few of their CEO colleagues, but none of them are going to refer their CFOs. So, they contact a recruiter. Why? They just don't have time to wait on newspaper ads, responses, and resumes; plus screening, scheduling interviews and so on. Furthermore, recruiters have already sourced candidates, screened them, and know who would make a good fit.
The company tells the recruiter we need a CPA with 10+ years of experience, preferably with public accounting experience, and here's the price range we are looking for. But really what the CEO is looking for is the best CFO in the world. Wouldn't it be nice if the CEO could just Google "best CFO in Louisville" or "best CFO in small business" and, voila, a Google first page of the best candidates? Why not?
Better yet, what if CFOs, HR directors, marketing directors, or anyone for that matter, could get CEOs and small business owners to subscribe to their blog, add it to their RSS feed, and check it regularly? What if they actually found value in what you have to offer and read regularly? What if they started following you on Twitter, LinkedIn, and Facebook? What if they actually sought you out and said I want you on my team? They may not be looking for a CFO right now. That's fine, because I'm not looking to leave right now. Recruiting is all about fit and timing.
I love my job and I love the company I work for. However, as the CFO Coach, Cindy Kraft writes,
No job is secure forever. Not even the CFO role. If you are employed, now is the time to create your career protection plan to help ensure a smooth transition to the position you want, when you want to make the move. ... Your marketability is highest when you are gainfully employed with a clear marketable value prop.