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Thunderclap | Advertising and Marketing Recruiter

When you bring business development strategies to recruiting, it's the perfect storm for success.

By SteveCongdon

How to use agency credentials to attract and retain people

One of the reasons I think agencies ask yours truly to help them find proven, senior-level leaders is because I bring a new business mentality to the idea of searching for the right professional. Thankfully, for the sake of paying my mortgage, this idea could use a lot of unpacking and can go in lots of directions. But today, I want to spend time on an idea that could be useful and differentiating to your agency as it looks to attract and keep the best staff.

Do you use your agency’s new business credentials when you pitch prospective new employees?

Not many agencies do. They often let the agency’s website do the job. Or they might just ask their new business team for a set of standard credentials.

And I wonder how effective that is. Because things like websites or new business credentials are built with many purposes in mind.

How could standard agency credentials be made into recruiting credentials? What could we emphasize in credentials that will help convince someone to join your agency? With a more single-minded focus, our message can become more clear and convincing.

The usual things like agency location, size, client list and capabilities could all be tweaked, calling out the benefits to someone figuring out whether to work for your agency or your competitor.

For instance, things like an agency’s broad client list and its capabilities can mean career flexibility, footsteps, and an augmentation of existing skill sets for candidates.

Of course, the agency’s work itself is a key reason why someone might join the agency. So, case studies are helpful. But I’d tweak those, too. And talk about the people behind the work. What does great work do for the people that created it? Those are different results than brand or agency success measures. Think things like industry recognition, raises and promotions.

More broadly speaking, in a set of Recruiting Credentials, we’ve got the chance to tell prospective staffers why people are attracted to or stay at your agency:

  • impact/involvement/making a difference
  • fit/agency culture
  • support
  • training opportunities
  • career mobility
  • stability
  • lifestyle
  • financial reward
  • and more

How are these best conveyed? If not done right, “testimonials” run the risk of feeling hacky, canned and unbelievable. One solution might be writing a brief: treat Recruiting Credentials like a creative deliverable.

Looking for a fast and cheap alternative? For one agency, I pulled together a quick two-pager that talks about just these kinds of things. It worked well. In part because it had a look, feel and writing style that was on-brand to the agency.

Having these successful people stories in your head are fantastic tools when you’re speaking with a given candidate. They add a lot more weight to your pitch. They can also be used as a stand-alone piece to send ahead of a call. Or right after one. Featuring stories like these on your agency’s website could be a good idea, too.

Anywho, hope this gets you thinking about interesting ways to find and keep your next great leader!

Filed Under: Agency Recruiter Strategies

Intrigued and Wanna Learn More?

Thanks for reading. And glad this got you thinking!

If you’re an agency…
Give us a shout to talk about your next hard-to-find search, a thorny retention or diversity leadership challenge.

If you’re a candidate…
You can give us a shout, too. We know terrific agencies that are looking to hire great people.

Regardless of who you are, feel free to share this post with anyone it might help. Thanks!

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What Others Say

  • "Thunderclap was a great partner in our search for a business development leader. They were thoughtful and transparent throughout the search and took time to understand our organization at a very deep and authentic level. Never once did it feel like a rehash of candidates who tick boxes on paper. Each candidate they presented was thoroughly vetted to our needs and our organization which made the entire process a pleasure. I look forward to working with Thunderclap on future hires."
    Director of Talent, New Business Leader search, mid-sized agency
  • “My search was for a new business leader at a mid-sized regional agency. While candidates are open to relocating to that market, it’s not on everyone’s radar screen. Steve Congdon at Thunderclap gave me a terrific candidate that the agency loved. She’s now on their Executive Leadership Committee.”
    President, leading southeast US recruiting firm
  • “We gave Thunderclap a search for a Senior AE that needed agriculture experience, which is hard to find. And they delivered."
    Senior Recruiter, regional office, global agency
  • “I’ve given Thunderclap several recruiting assignments over the years across three departments: account management, planning and new business. It’s a pleasure working with them. They know our industry and our agency very well. Their candidates fit our requirements and I know they’re a cultural fit when they come from Steve's firm.”
    Managing Director, multiple searches, global network agency
  • “The agency was looking to hire a new Group Account Director that was going to be on a plane every week. Steve found just the right professional for this Top Ten Holding Company Account. I had several great options and they were well prepared.”
    Recruiter, Group Account Director search, global holding company agency
  • "After briefing Steve on what was needed, his company was able to quickly source several well qualified candidates that matched the jobs specs. Thunderclap screened them and submitted the best of the pack. One was hired and continues to be one of our top performers. Couldn't be more pleased with Thunderclap's quick response, professionalism and [I] look forward to working together again."  
    Recruiter, New Business Leader search, 300-person holding company agency

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