Earlier this week, Bob Corlett of The Business Journals posited this idea: the reason top candidates are repeatedly overlooked is because hiring managers forget to ask one simple question before they begin recruiting, “Why would a top performer want this job?”

The sales recruitment industry is no stranger to failed hires. With an average turnover rate in excess of 25%, sales leadership know all too well the impact of poor performers on their bottom line. Could a single question change these stats?

In today’s digital age, any given job posting could rake in hundreds of applications (900+ if you’re Google). In an attempt to sift through all this data systematically, sales managers often compare applicants to the predefined job description. In doing so, Corlett explains, the sales manager has already made their first mistake. He elaborates on the flawed system, “You began your search by looking for people who already look like your job description. You only considered your own needs and forgot to think about why someone great would want this job.”

Understanding your offering to a potential top performer is integral to articulating your value proposition. Instead of “What do I have to gain with a top performer?” the question should be, “What does a top performer have to gain by working for me?” By turning the question around early on in the hiring process, a sales manager is able to ensure the position is bringing not just salespeople, but the ideal salespeople to the table.

We think Bob might be on to something here. Do you agree?

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Kayla Kozan

Kayla Kozan

Director of Marketing at Ideal
Kayla spent the last few years studying Marketing and Entrepreneurship on 3 different continents. Now covering the latest in predictive analytics, workplace diversity and big data. She has a keen interest in tech and discovering underrated brunch spots.
Kayla Kozan