Ken Ferguson is a well-know recruiter in the IT field, with 30 years experience helping companies find and attract top IT technical and leadership talent.
He’s been a member of jiveSYSTEMS since 2009. So you can bet your bottom dollar that you’re about to score big, when it comes to video email best practices.
What makes Ken different from a traditional recruiter is the superiority of the candidates he finds.
For example, it’s not unusual for Ken’s clients to be stumped in selecting a finalist…simply because all the handpicked options exceed expectations.
I won’t spill his trade secrets here, but Ken has an uncanny ability to synthesize all those seemingly unconnected threads, into a cohesive big picture, which he then communicates clearly and simply with words and gestures. It’s really impressive!
Ken deals in volume and is always looking for ways to set himself apart from the crowd.
Ken receives a constant flow of resumes to his inbox.
For candidates, Ken aims to create a personal connection with each and every qualified professional. So they know they’re in good hands.
For clients, Ken focuses on building trust and retention. He finds that if he’s able to meet with a client in person, he’s able to convey those elements and develop a business relationship for life.
Like most professionals at the top of their game, Ken will try any tool or service that can help him build rapport faster…and that’s how we first met.
“My initial contact with both prospective hiring clients and potential candidates is via phone,” he wrote to me in an email. “And I need both of them to know, like and trust me as quickly as possible to move the process forward.”
So I introduced Ken to video email messaging.
On the client side, after an initial introduction call, Ken creates a one-off video email message to put a face to the voice in order to generate trust and retention. This takes him about 2 minutes and he used my technique of priming them to expect the video email in order to increase open rate:
Here’s an example of these video email messages:
On the candidate side, because he’s dealing with so many people every single day (including folks who send their resumes out of the blue), creating individual video email messages is not practical. Therefore with candidates, Ken uses an evergreen video email message to accomplish the same goal.
This is the process of creating one generic video email that he can send out to all candidates upon first interaction. It took him about 5 minutes to create, and takes a few seconds to fire out each time.
Here’s an example of one of those:
Ken often hears feedback like “that’s really cool” or “I’ve never seen anything like that!” which is very familiar to anyone who uses video email.
It’s as surprising to recipients, as it is memorable.
But more importantly, by digging into the viewer heatmaps and call-to-action messages (allowing unprecedented insight on how clients receive and watch your video email) Ken knows precisely what his recipients are thinking…
This allows him to hone in on certain aspects of his presentation (maybe he mentions a salary and that portion of the video email is viewed several times) as well as gauge interest levels (if someone has watched a video 5 times, “I know he or she is very engaged.”)
Ken says video email has set him apart from the majority of his competition, simply because it allows him to teleport into the presence of his client or candidate: once he can get in front of someone, his natural communication skills do the talking.
He is a recruiter in the IT field but Ken’s goal is not unlike any professional at the top of his game: for clients to say, “You are the best I have ever dealt with!”
And video email is one of the vehicles that scores him that acclaim.
Will is the Managing Director of jiveSYSTEMS and creator of the Digital Handshake™, a digital version of a time-proven tradition that turns tedious follow-up into a closing conversation. Will’s a hands-on guy, with a decade of experience enabling sales teams to leverage video. Will's an instant catalyst for positive change, once you get to know him, you’ll completely understand why.
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