Why 98% of Recruiters Fail to Differentiate their Firm from the Competition

Imagine you’re speaking with a potential client who says, “why should I use your firm instead of someone else?”

Do you have a great answer to that question?

If you don’t have a clear Value Proposition, sometimes called a USP or Unique Selling Proposition, then I guarantee you’re losing business you might have otherwise won and leaving money on the table.

In this short 7 minute video presentation, you’ll discover:

  • Why 98% of recruiters fail to differentiate their firm from the competition
  • The 15 most common “unique” selling points I hear from recruiters
  • The 3 essential qualities of an effective USP (differentiator)

Does Your USP Pass the “Acid Test”?

Be honest with yourself…

  1. Is your service offering genuinely UNIQUE?  Do you know for a fact that none of your competitors can make the same claim?
  2. Is your differentiator TANGIBLE?  Can clients perceive the value of your service before they’ve experienced it?
  3. Finally, is your USP one clients actually care about?  Is there a clear and compelling BENEFIT from your customer’s point of view – above and beyond what your competitors can also provide? 

If the honest answer is “no” to any of the above questions, then help is at hand. I’ve got some powerful ideas I’d like to share with you about how to really differentiate your firm and take clients away from your competitors – even if your firm is smaller and your fees are higher.

If this topic is of interest to you, please join me for a free webinar

5 Ways to Differentiate Your Recruitment Firm From the Competition – Without Discounting Your Fees!

Hope you can make it!

​Please post your comments and questions below and I will do my best to answer every single one!

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Responses

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    1. Hi Nina, Great to meet you! If you’ve got differentiators that pass the Acid Test, you need to get them on your website. I took a look and couldn’t see anything. I did watch your firm’s video called “Why Clients and Candidates Choose Patrice and Associates,” which is excellent. It does a good job of establishing credibility and building trust. However, most of the selling points mentioned in the video were intangibles, and out of all the ideas presented in the video, I only heard one thing that is genuinely unique. I think your franchisor needs to invest in the “Real Differentiation” programme!
      – Respectfully, Mark

  1. As you point out, many of those sales propositions are quite valid/impressive. I believe that if recruiters actually did what they say they can do, these would, indeed, be differentiators. Very few can, or will, do what they say they can. I don’t believe there is anything much “new under the sun”, as a wise man once said. I find that staying simple and true is the best selling. Clients can get that….and BELIEVE it.

  2. As you point out, many of those sales propositions are quite valid/impressive. I believe that if recruiters actually did what they say they can do, these would, indeed, be differentiators. Very few can, or will, do what they say they can. I don’t believe there is anything much “new under the sun”, as a wise man once said. I find that staying simple and true is the best selling. Clients can get that….and BELIEVE it. When it comes down to it. TRUST is the issue.

    1. Sorry, David, I should have explained that one better. KPI = Key Performance Indicator (targets for # of connect calls, resumes sent, interviews arranged, etc.) So to say “we’re not KPI driven” means “I’m not going to send you 10 resumes in order to hit my quota. I’m only going to send you the best 2 candidates.” Hope that makes sense! – Mark

  3. Over the last 20 years Ive probably used all of those USPs so it really made me chuckle. I think it ultimately comes down to the relationship you have with the client and the faith you have in your product – doing what you say you’re going to do and doing it well – of course you’re expert in that area, have experience, are effective – or why would you be in the business?

  4. That was a very interesting perspective. It is true, you want to stand out from your competitor but often times I find we’re saying the same things they are. More workshops and webinars in our field would be very useful.

  5. More great advice from Mark and Romney. Sadly there are far too many recruitment companies worldwide that would fail the ‘Acid Test’ miserably. Thank you guys for continuing to help us all drive the standards of our industry.

  6. OUTSTANDING
    Finally someone says it as it really is and cuts through the -what-has-been-said-applied-for-the-last-25-years-nonsense, and come up with the most thought provoking and constructive way forward. BRAVO and may you sell zillions and solutions so that finally we can start seeing a difference.

  7. Hi Mark,

    Thank you for sending me this presentation.
    As a client side recruiter I’ve received a lot of these calls (and meetings) and they do all say the same thing! I’ve been dying to hear something new and your presentation has made me think – I want someone to say “I/we WILL make you look good” – when I’m next in recruiting mode. A hiring manager may not be as excited by this, as an internal recruiter (who is measured on what they deliver) will be.
    So suppliers, think about who the pitch is to. I work with low maintenance suppliers who make me look good to my customer. Would you describe yourself as low maintenance – do you know how to make someone like me look good to my customers? Hiring managers also want accurate solutions (introductions/CVs) so they can find someone to make them look good and they can concentrate on doing their jobs rather than administering the recruitment process. Deirdre

  8. Thanks Mark, great video. It’ll make a valuable and interesting mini-workshop at our next sales meeting.

    Passing the acid test will require a bit of thinking and research so we might need to break it up across consecutive meetings. But I agree, it’s a high value exercise and worth the investment.

    Regards
    Peter Spark
    Industrial Recruitment Partners
    (Perth, Western Australia)

  9. Hi Mark,
    Yes, I did watch the video and thanks for posting.

    Though a couple of the points noted in USP I use, I will say I like the term differentiator much better.

    The acid test I will say I am incorporating when I am on the phone.
    I want to be able to speak to more decision makers to tell why I am more unique than the competitor.

    I look forward to getting more tips from you.

    Have a very positive day!

    Sharol Wilson, MBA
    President & Executive Headhunter
    S. Wilson Staffing LLC

    1. HI Sharol,

      Thanks for watching. I agree, the term “differentiator” is much better that USP. The only reason I sometimes use USP is that people are more familiar with it.