First Contact: The Sales Script and the Screening Call

Recruiting as Selling: The Script

The process of sourcing and hiring talent is, in essence, a sales process. Therefore, a clear, concise and compelling script is required to attract the right candidates.

This script is, in effect, the content of the job advertisement, but it must be maintained consistently throughout all phases of communication.

It is critical that the information provided in the ad, that given in the first phone call and that discussed in the interview be exactly the same.

This consistency creates a sense of security and professionalism in the candidate.

When writing this script, the principle of "less is more" should be applied: it is preferable to offer less information, but for it to be accurate and relevant.

The Question of Salary in the Advertisement

Deciding whether or not to include salary information in the initial ad is a strategic decision. If the salary offered is fixed and non-negotiable, it is recommended to publish it.

This acts as an automatic filter, deterring candidates whose salary expectations are higher.

Conversely, if the salary is negotiable or within a range, it is preferable not to publish it.

However, this shifts the responsibility for salary screening to the recruiter during the first call.

Another reason for omitting the salary may be confidentiality, to prevent competitors or even other company employees from knowing the salary range of the new position.

The Screening Call: Purpose and Structure

The first contact with a short-listed candidate is usually a phone call.

It is crucial to understand that this call is not a formal interview, and its sole purpose is to confirm that the applicant meets the minimum essential requirements. Therefore, its duration should be brief, ideally not exceeding ten minutes.

The call has a defined structure: verify the candidate's availability, validate the minimum requirements, present the position and manage the salary expectation before scheduling a formal interview.

Executing the Screening Call: Key Steps

The first step in initiating the call is always to ask the candidate if they are available to speak at that time. It is possible that the person is at his or her current job and may not be able to speak freely.

Once availability is confirmed, the recruiter should briefly explain the reason for the call: ask a couple of quick questions and explain the vacancy.

They then proceed to the screening questions, which should be direct and designed to confirm the most important data (minimum requirements), such as verifying years of experience in a specific technology.

Only after validating that the candidate meets the minimum, the recruiter presents the "sales pitch", describing the company and the project, and ends with an invitation to an interview.

Handling the Salary Question on the Call

It is very common for the candidate to ask about the salary in this first call so as not to waste time in a process that does not meet his or her economic interests.

If the salary is fixed, it can be communicated. If it is negotiable, the strategy must be careful.

Never reveal the range or the maximum ceiling the company is willing to pay, as the candidate will probably demand that figure.

The right thing to do is to first inquire, "We don't have it set yet, but what is your current salary and what would your expectation be?"

If the candidate's expectation fits the budget, the recruiter can confirm that it is feasible ("We can meet your expectations") and postpone the detailed negotiation for the face-to-face interview.

Scheduling the Next Stage

The final objective of the screening call is to schedule the interview. To do this, the candidate should be asked about his or her time availability, preferably requesting two different options.

Once the date and time have been agreed upon, the recruiter should confirm the appointment and make sure to provide all the necessary information, such as the exact address and directions.

Summary

Recruiting is a sales process that requires a consistent "script". The information must be identical in the advertisement, the call and the interview. The screening call is not an interview; its sole purpose is to confirm minimum qualifications.

The screening call should be brief, ideally less than ten minutes. It is crucial to first ask the candidate if he/she is available to speak. Only after validating the minimum requirements is the "sales pitch" presented.

If the salary is negotiable, never disclose the company's maximum ceiling. First ask the candidate for his or her salary expectation. If it fits the budget, confirm that it is feasible and postpone the detailed negotiation to the interview.