Heart behind the LogoTue 30th June, 2015
Recently, I had a very positive meeting that enabled me to obtain feedback that has fundamentally shifted my perception and prompted me to make immediately adjustments to my business.
The feedback focused on my existing communication message to decision makers, my default was to list a series of features and benefits of the system. The results over time with this format have been less than impressive, being quickly categorized as a recruitment service like many others who employ conventional recruitment practices and approaches.
Uninspired approachThe problem I have discovered is that I am appealing to the neocortex or the rational and analytical part of their brains. It encourages a quick comparison of functionality, cost and ensuring that the system does not challenge or suggestion a change in opinion or approach.
The simply fact is that the resources at my disposal is not comparable to the vast fortunes of the multinationals blue chip organisations. I recognise now that I have been targeting the wrong part of the brain and should instead appeal to the limbric part of the brain.
My new communication approach
The limbric part of the brain is where emotions, trust and where that gut decision originates. I am deeply passionate about challenging some existing conventional recruitment practices and advocate a fresh approach to key stages within the applicant sifting, shortlisting, onboarding and induction phases of the recruitment process.
Therefore, I accept that my viewpoint will only appeal to a smaller audience but now when a decision maker agrees to engage it is because they have been inspired by my cause rather than appealing to a series of functionality features and benefits.