From
Exploding the Recruiting Challenge
Myth September 1999,Volume XII, Number 9
According to recent studies and anecdotal observation,
the industry is having trouble recruiting new qualified
people into the business. Blamed somewhat on the unusually
strong economy and low unemployment rate, numerous brokerage
firms report that the industry is challenged as never
before to attract and develop new comers to the industry.
However, one of the nation's foremost consultants on
the topic of recruiting and developing of new people,
Steve Friedman of Recruiting Services, Inc. , disputes
that there is any problem with finding available talent.
Friedman has worked with several hundred of the nation's
leading brokerage firms, including Arvida Realty, Long
and Foster and Prudential California Realty, in designing
and implementing successful recruiting programs.
"One of the industry's biggest problems is that
we believe what we have created, "Friedman said. "We
continually try to recruit experienced people even when
we know they are the least profitable and are often short-term
in their dedication to the goals of the brokerage. We
don't focus on new people because we don't feel comfortable
recruiting them. We are leaving the field of new talent
to other industries, not even trying to compete.
"We
try advertising and yet we know that it doesn't work
very well. If it did, neither I nor others would
have
any work. Recruiting does not function when it is a shotgun
effort. It has to be a well thought out, well implemented
program."
According to Friedman, new people are far more intelligent
than we give them credit for and are more career-oriented.
They want substantial information about what a brokerage
will do to support their careers and how it will help
them through the start-up period. These new people particularly
desire information about the differences between company
A and company B.
"The lack of differentiation is startling," Friedman
said"Too many companies really don't give a thought
how each community represents different recruiting opportunities
and challenges. The recruiting effort must reflect the
community. A community of young Web lords is not the
place to recruit"Baby Boomer" sales associates.
They will not have the networks nor will they have the "feel" for
the customer base. Each manager should first get to understand
the community in which he operates and then target the
kinds of people who live and relate to that community."
Friedman indicated that when managers and broker/owners
are encouraged to pursue tightly focused recruiting plan
based on community, the results can be immediate.
"The myth of a lack of available talent is just
that-a myth," he explained. "There is plenty
of talent available and there are great opportunities
for those wanting to enter the field. The problem is
the lack of an organized, disciplined plan for finding
new talent, presenting a real business opportunity to
them and working to determine their business goals and
objectives. For those who don't organize their efforts,
there will be a shortage of talent. For the talent will
go to firms that offer real opportunity and know how
to communicate it."
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