Cold Frogs and Cold Calls: Why Recruiters Should Rethink their Communication Strategy

Swallow the Biggest Frog First

I do not love cold frogs. I prefer them warm and… chicken. But if I HAD to eat a cold frog, I would do it first thing in the morning to concentrate on more enjoyable tasks. Otherwise, the idea of doing something I hate would be distracting and likely interfere with anything else I have on my plate for the day- pun intended. And this is why I do all of my cold calling first thing in the morning.?

(I give credit to Barbara Bruno for teaching me how to swallow big frogs- and if you are a newer recruiter, I recommend you check out her training tutorials and blogs).?

Cold calling is one of the first things I learned to do as a new recruiter, and I take pride in my "smile and dial" game. Who doesn't like their egos stroked by a headhunter who recognizes your skillset as the "perfect" skillset? Who cares if you have to dial 100 numbers to get a few conversations, it's a numbers game- right? And how does cold-calling relate to recruiting??

According to Investopedia ,?

Cold calling is a technique in which a salesperson contacts individuals who have not previously expressed interest in the offered products or services. Cold calling typically refers to solicitation by phone or telemarketing, but can also involve in-person visits, such as with door-to-door salespeople.

If we tailor this definition to recruiting, Cold calling is a technique in which a recruiter contacts potential candidates who have not previously expressed interest in the jobs they have to offer.?

From Cold Frogs to Cold Calls

Recruiters spend a lot of time calling people who aren't necessarily expecting our call. Thanks to technology, and the cell phone, we have all interrupted brunches, lunches, commutes, doctor appointments, morning workouts, meetings, and the occasional afternoon nap. As a skilled trades recruiter, I often interrupt candidates while they're swinging hammers, turning wrenches, and climbing ladders. Even after coordinating a call via email, I still get sent to voicemail as a way to screen out my intentions. I do not take it personally- I also employ the safety net of screening.?

How did old-school headhunters deal with the fact that they had to wait until dinner time before they could start their cold calls? They must have had their answering machine word track down to a science. So why is it that in 2022, where the norm is to keep the iPhone glued to the hip, is it so difficult to get a real-life human on the phone??

?Alexis Madrigal observes in an article published for The Atlantic ,

When you called someone, if the person was there, they would pick up, they would say hello. If someone called you, if you were there, you would pick up, you would say hello. That was just how phones worked… No one picks up the phone anymore. Even many businesses do everything they can to avoid picking up the phone… The reflex of answering—built so deeply into people who grew up in 20th-century telephonic culture—is gone.

Boomers arrived in a time before caller ID and before cell phones. If the phone rang and they didn't pick it up, they played a risky game of friend vs. foe. It could be a friend, or it could be an evil telemarketer. What if the caller didn't leave a message? And what if the caller did leave a message but forgot to include a number? Talk about stress and anxiety. In 1990, if the phone rang, you probably picked it up.?

There is a disconnect between Boomers and Millennials in almost every way- but especially in the way of work.?Millennials are the largest generation in the workforce. They are technologically savvy, desire a work-life balance with flexibility, and look for opportunities to grow and advance their career. As a result, Millennials have changed how we look at employment. They also hate the phone, and maybe for good reason.??

?Briana Wies agrees, writing in a Forbes article,?

?Each generation has its quirks, and millennials are certainly no exception. One piece of unspoken etiquette? Avoid phone calls — at all costs. In fact, phone calls seem invasive because it demands an instant response. It should come as no surprise that one of the greatest millennial pet peeves is hosting unnecessary calls and meetings. (This could have been an email, they'll lament after a particularly overdrawn meeting.)

Why do millennials hate picking up the phone?

Why do Millennials hate picking up the phone, especially when the subject matter pertains to potentially life-altering news? Well, I can tell you why I hate it. I prefer to schedule my calls so I can prepare- I like to have all of the information right in front of me, including resumes, job descriptions, benefits packages, market data, etc. I want to get into a particular headspace, depending on who my caller will be. And I like to give my caller the courtesy of my attention, free from distractions, and the time devoted to questions/answers.?

Another reason to plan for a call- I believe that focusing on my caller aids in providing positive customer service, which is something I think is essential. And yes, my candidates are my customers. They are my employer's customers. And they deserve excellent service, regardless of whether or not they move forward in my hiring process. Unfortunately, the recruiting world doesn't always prioritize customer service- to the detriment of the industry.?

I do see the value in learning the skill of cold-calling. I understand there will always be a place in a recruiter's tool bag for the craft. But I also think, with the rapidly and ever-changing job market, recruiters need to be more sensitive to a candidate's time and personal space. It is a candidate-driven job market, and we no longer have a line of candidates beating down our doors to interview with us.?

Before leaving the agency world to work in Talent Acquisition, I was often criticized for my approach to candidate communication. I used an ATS that allowed us to text/email- and communication was tracked in the candidate profile. So why not just pick up the phone and get all of your questions out in a 3-minute conversation? Because most of my candidates work during the day, it's easier for THEM to shoot back a quick text between hammer swings, wrench turns, and ladder rungs (please wait until you're off the ladder before texting me back; I can wait).

Recruiting is a Customer Service Profession

Instead of swallowing a giant cold frog at the start of your day, why not take the time to prepare it with a little bit of technology? We can now send out 100 texts in the same time it takes to leave one voicemail- mass texting programs work the way mass emailing does. Scheduling apps allow candidates to pick the time(s) that work best for them. And confirming the candidate's communication preference goes a long way. Do you prefer me to call, text, email, or we can go old school with snail mail??

Providing excellent customer service means tailoring the recruiting experience to the candidate's preferences- not forcing them into a situation they dread because "this is the way we've always done it." For example, as a new recruiter, I was encouraged to pressure candidates to call me as soon as the interview ended and to check in with me periodically so they could update me on their job hunt. Of course, feedback is essential to understand what's going on with your candidate's job search. But if I develop a positive relationship first, the candidate will WANT to contact me, and they will appreciate the experience I've provided.?

It might take more time, but I believe in developing and nurturing long-term relationships. I want my candidates to know that I'm an advocate for them and will provide honest feedback. Today's job market is candidate-driven. Our responsibility is to be an attractive option for top talent. It is my job to get candidates excited about the incredible growth potential, the above-average compensation package, and the opportunity to work for a Fortune 500 and Top 50 company for diversity.?

It is 2022, and candidates are not banging down the door to work for us. Instead, we need to be banging down THEIR doors to consider our opportunity. And by banging, I mean using technology to send a polite text message or email inquiring about a good time to discuss a potential opportunity… at their convenience.?