Find better candidates with the Diamond Recruiting Technique

In the past, the hiring process was often thought of as a funnel: Recruit as many candidates as you can, dump them into the top of the funnel and see who filters out at the bottom. But that technique wastes a lot of time, money and work, according to Chris Murdock, senior partner at IQTalent Partners. When interviewed for a new ZoomInsights article, Murdock said that if you want to work smarter and not harder, it’s time to switch to what he calls the Diamond Recruiting Technique (DRT).

The goal of any recruiter is to match the job opening with the best possible candidates, resulting in a successful hire. But in today’s busy world, it’s also important to achieve this outcome as easily as possible. Murdock said that in the DRT process, he has found the perfect tool to meld these two goals together.

Picture a diamond: narrow at the top, fatter in the middle and then narrowing back to a point at the bottom. Murdock says this is what your hiring process should look like. The length of the diamond represents the time you put in, and the width represents the number of candidates. “You want to make the diamond as short and thin as possible,” he said.

Learn how to put the diamond to work for you in “Find better candidates with the Diamond Recruiting Technique.”

Surviving an email jungle

Every email message you send must hack its way through a jungle of spam filters, strong-arm inbox fatigue and survive your readers’ distractions. Inbox rates – the tally of whether an email reaches its intended inbox – dropped to 76.5 percent globally during the second half of 2011, down from 81 percent during the first half of the year, according to a report from email certification provider Return Path. Even worse, email blocked as spam increased a startling 24 percent during the same period.

Our new ZoomInsights article, “Improving B2B email deliverability,” has some good suggestions. For example, place an even higher value on targeting both the pitch and the list of intended recipients, according to industry experts. It’s a game of quality over quantity these days if you want to maximize open rate, read length and opt-in.

Also, there’s a good chance your target audience is reading your email on a mobile device. It’s the biggest recent sea change in the market, and it’s changing fast. As of September, 38 percent of email was opened on a mobile device, compared to 33 percent on a desktop client and 29 percent for web mail, according to Litmus’ Email Analytics report.

Our article, “Improving B2B email deliverability,” explains these and other issues. Check it out!

Treat job seekers like customers: It’s good business

Have you ever applied for a position at a company only to never hear back? Or perhaps you get an interview, but weeks pass without any follow-up from the company. We’ve all been there!

Christian Forman, CEO of StartDateLabs, told ZoomInsights, “Job seekers feel poorly about the recruiting process at baseline, regardless of how well companies (treat them) because it’s a process that generates 99 no’s for every one yes.” Despite the inherently frustrating process, recruiters and HR professionals can make small changes to make the ordeal a bit more pleasant – even for candidates who ultimately get rejected.

A new article on ZoomInsights, “Treat job seekers like customers: It’s good business,” provides incentive for keeping applicants happy by explaining the damage disgruntled candidates can do to a business. It also provides valuable advice on procedures and processes that can make all applicants feel as respected as customers.

Own the sales cycle

If your days as a sales rep contain too much nerve-wracking uncertainty, unpredictability and unreliability, perhaps you need to “own” your sales cycle.

It’s all about asking the right questions early, developing relationships and maintaining them, even after a sale.

ZoomInsights interviewed two sales experts on the topic of owning the sales cycle. They offered great tips that can help you!

Check out our ZoomInsights article, “You can own the sales cycle.”

When a prospect requests a brochure

Sometimes, when a prospect asks you to send a brochure, it’s really not a put-off. Some people prefer to do significant research on their own before they spend time with sales reps. Our friend Jill Konrath, author of the Fresh Sales Strategies Blog, offers three ideas to maximize the opportunity:

• Jolt them out of complacency with the status quo
• Show them what’s possible
• Keep educating them

Read more in the ZoomInsights article, “When a prospect requests a brochure.”

The ROI of Targeted Prospecting

Following our recent webinar “The ROI of Targeted Prospecting,” we asked ZoomInfo President Sam Zales and fellow presenter Jim Lenskold of the Lenskold Group to answer a few  questions they weren’t able to get to during the webinar:

Q: You touched Key Account Match functionality, would that work for all industries and how deep are you typically able to go with those requests?


Sam: ZoomInfo’s database (of 5M companies and 50M employees) covers a very broad range of industries (from business services to technology companies to finance and manufacturing firms, as well as government agencies, non-profit and education sectors).  The Key Account Match service allows clients to utilize their own list of companies in their prospect databases to match to the 5 million in ZoomInfo, to identify the key decision makers at those companies.  We’ve served clients who maintain prospect databases of hundreds of companies to those whose database contains millions of companies and our match rate and deliverability of contacts is market-leading.

Q: You mentioned that once you have established your segment types, “customized marketing can generate incremental impact,” does that mean I’ll need unique messaging and content for each segment?

Jim: Basically, yes. The benefit of creating multiple segments comes from generating increased effectiveness. Understanding the unique needs and interests of each segments, and creating unique messaging, content, and offers provides an excellent opportunity to generate incremental impact. Without the customization, you can use a common message but only choose to include or exclude each segment – missing an opportunity.

Q: You talked about the importance of Data Aggregation and Appending your database, do you find demographics such as title or Firmographics such as company type or revenue size are more critical to keep current?

Jim: Generally speaking, I would expect job title and an individuals’ contact info to change more frequently than firmographics. However, once you create your segments using analytic techniques, you can look at what drives the differences between segments and that will determine what matters most to you.

Q: In the Eloqua case study, you mentioned they found prospects that were early in the job tenure, were often more responsive. Are there any other common trends you’ve found across customers that show more activity or responsive among different segments?


Sam: Certainly adding decision-makers who have recently moved to new roles was a valuable input for Eloqua and a consistent approach to driving email deliverability.  Segmentation based on industry keywords has provided a unique benefit to our clients whose target audiences fall outside of the traditional SIC or NAICS code system.  For example, a client who searched for contacts at Virtualization Software companies found targets they never would have using SIC codes (that industry doesn’t exist in that system).  Likewise, using keywords for titles and products to find an exact match to decision-makers who have worked with specific technologies or products make them more likely buyers to specific clients.