A Curriculum inA Curriculum inRecruiting Top FA TalentRecruiting Top FA Talent

Session 1: What Exactly AreSession 1: What Exactly Are

Top Financial AdvisorsTop Financial Advisors

& Why Are They So Hard to Recruit?& Why Are They So Hard to Recruit?

What’s Our Goal?What’s Our Goal?

Career Fitness

The Conventional ApproachThe Conventional Approach• Avis RecruitingAvis Recruiting

Violates the Golden Rule of RecruitingViolates the Golden Rule of Recruiting• What you do to recruit top talent will also What you do to recruit top talent will also

recruit mediocre talent, but the converse recruit mediocre talent, but the converse is not trueis not true

The goal: add the skill of “everyday The goal: add the skill of “everyday headhunting”headhunting”

Adding a New SkillAdding a New Skill

Sourcing theCandidate

Evaluating theCandidate

Selling theCandidate

3 integrated processes covering 16 touch points that influence 1 hire

1. E-Brand statement

2. Advertising venue selection

3. Social media sourcing

4. Brand and Job advertising

5. Application method/feedback

6. Career site design/mgmt

7. Pre-qualifying screen(s)

8. Assessment test(s)

9. Interview logistics

10. Interviews

11. Feedback/status information

12. Background checks

13. Relationship building

14. Offer communication

15. Post offer communication

16. Reinforcement

INTEREST

EDUCATION

ENGAGEMENT

great

Inadvertent MisstepsInadvertent Missteps

ActiveJob Seekers

Non-Job Seekers

16% 16%68%

Passive Job Seekers

Target DemographicCareer Activists

Who Is the Target?Who Is the Target?

Career Activists

Shared Views & ValuesShared Views & Values

A distinction that’s more than semanticsA distinction that’s more than semantics

• Never ever look for a jobNever ever look for a job

• Know who they areKnow who they are

• Expect you to know tooExpect you to know too

• Almost always employedAlmost always employed

• Listened to their motherListened to their mother

• Smart consumersSmart consumers

Career ActivistsCareer Activists

Impulse ShoppersImpulse Shoppers E-brandingE-branding Recruitment Recruitment

advertisingadvertising ReferralsReferrals PipeliningPipelining

Optimizing the Optimizing the candidate Experiencecandidate Experience

Scientific ShoppersScientific Shoppers E-brandingE-branding CybersleuthingCybersleuthing NetworkingNetworking Recruitment bloggingRecruitment blogging Online social Online social

communitiescommunities

Optimizing the Optimizing the candidate experiencecandidate experience

The SpectrumThe Spectrum

Sourcing theCandidate

Evaluating theCandidate

Selling theCandidate

3 integrated processes covering 16 touch points that influence 1 hire

1. E-Brand statement

2. Advertising venue selection

3. Social media sourcing

4. Brand and Job advertising

5. Application method/feedback

6. Career site design/mgmt

7. Pre-qualifying screen(s)

8. Assessment test(s)

9. Interview logistics

10. Interviews

11. Feedback/status information

12. Background checks

13. Relationship building

14. Offer communication

15. Post offer communication

16. Reinforcement

INTEREST

EDUCATION

ENGAGEMENT

great

Walk the TalkWalk the Talk

They do go to some job boardsThey do go to some job boards• But not to General Purpose or Gen 1 sitesBut not to General Purpose or Gen 1 sites

They do look at some job postingsThey do look at some job postings• But not those that are a modern medical But not those that are a modern medical

miraclemiracle They do visit some corporate sitesThey do visit some corporate sites

• But not those that treat them like But not those that treat them like “generic candidates”“generic candidates”

Top FA BehaviorsTop FA Behaviors

They do visit social media sitesThey do visit social media sites• But not to network as if it were a But not to network as if it were a

“contact sport”“contact sport” They are influenced by e-brandsThey are influenced by e-brands

• But not those that sound like a jingle for But not those that sound like a jingle for a jewelry storea jewelry store

They do engage with others onlineThey do engage with others online• But not to commiserate with active job But not to commiserate with active job

seekersseekers

More FA BehaviorsMore FA Behaviors

Recruitment advertisingRecruitment advertising NetworkingNetworking Online social communitiesOnline social communities ReferralsReferrals E-brandingE-branding PipeliningPipelining Optimizing the candidate Optimizing the candidate

experienceexperience CybersleuthingCybersleuthing Recruitment bloggingRecruitment blogging ChannelingChanneling

Best & NextPracticesA Tailored Campaign

The Bottom LineThe Bottom Line

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