5 Tips for Better Lead Management in Today’s Staffing Organization
We just announced erecruit’s partnership and integration with Broadlook. For those not familiar with Broadlook, check out their website http://www.broadlook.com/. They provide world-class internet research and lead generation tools for sales and recruiting teams. We are extremely excited about this partnership for 3 reasons:
- erecruit users now have access to top lead generation and internet research tools that drive new business
- The integrated products save our users countless hours of data entry. erecruit’s enterprise staffing software users can now generate leads on the internet and immediately upload those leads to erecruit, without any data entry required
- Broadlook’s tools integrate directly with erecruit’s lead management system, allowing our users to grade, route, track, convert and manage leads with ease
In honor of this partnership we feel compelled to discuss a topic receiving more and more mindshare at the top levels of today’s leading staffing firms:
A common challenge staffing companies face is how to best track the lead management process. We talk with many firms, even staffing firms with over $100M in revenue, that either have no lead management process (usually due to the lack of functionality of their current software), or at best have a status field they use to identify a lead vs. a client vs. a candidate. Most firms are aware they need a better, more consistent method of managing leads, but most are not sure where to start. We thought what better way to introduce erecruit’s integration with Broadlook than to give some tips for better managing and converting leads into billable clients and candidates.
How to build an accountable lead management process
It’s best to take a simple approach to your lead generation process. Start by asking your staff the following questions:
- What are the sources of leads?
Start by benchmarking your current lead sources. Take the time to document all sources of leads, as well as the number of leads and total cost per source. It’s important to track this information over time. Software should be able to help. This simple exercise may break some assumptions and shed light to the lead sources that truly drive business. Tracking over time will help you focus your marketing spend on more fruitful lead sources.
- What is a qualified lead?
Go ask three of your sales staff and three recruiters the definition of a qualified lead. Do they have the same answer? If not spending time to define the criteria of a qualified lead makes sense. Having team members from sales and recruiting meet to define what both sides view as a qualified lead can go a long way to build consensus and trust among both teams. You can even go so far as having them sign off on the definition of a qualified lead. Once the definition is established, make sure there is constant communication and discussion of what constitutes a qualified lead and what does not. The more lead qualification is talked about and enforced, the more it will become part of your culture. Remember - qualified leads are the seeds that grow your book of business. The more consistently your sales and recruitment teams’ work on truly qualified leads will result in a more valuable client and candidate base.
- When and how should I follow up with a lead?
Again, ask your staff how they follow up with leads. Is there consistency? Or is there a lack of clear follow up activities? The more consistently leads are followed up with will help conversions as well as shape how your brand is perceived. The right software can help with this process. Look for software that can embed automated alerts, notification and tasks. The more the follow up process can be automated the better the chances are for success.
- How do we measure lead generation success?
Does your team know how many leads they generated this month? How many are qualified? Have those leads been routed to the appropriate sales person or recruiter? Have they been followed up with? Have they been approved for ownership? Where are those leads in the pipeline? These are very common questions that can be answered by simple dashboards and/or reports. The best way to build these dashboards is to first define the metrics you need to track for your lead generation process. Some examples include the number of total leads created vs. number that have been contacted, the number of referral leads routed to account managers by recruiters and the number of leads that convert to a client meeting or candidate interview. Then embed those metrics in your staffing software. You’ve heard this countless times, but it is true: there is no way to improve the process if there is no way to measure it.
Periodically review your lead generation metrics. For some this may be weekly, for others it may be monthly. The emphasis you put on lead generation will determine how frequently to review. When reviewing, look for the lead sources that are driving conversions, which provide the greatest ROI, and which drive the best quality candidate/client leads. Also look for lead sources that are wasting your staff’s time. Use this information to adjust and improve your lead generation programs and marketing spend over time.
While the lead generation process can be a great driver of new and continued business, the most successful staffing companies are those that have a means to manage and improve the process over time. Enterprise staffing software that includes a configurable lead management system is ideal for those staffing firms looking to drive a consistent and repeatable lead generation program.