I totally agree with these words from Tara. Successful businesses know that to gain trust and loyalty from customers they should be providing something of real value for free, before introducing the products or services they wish to provide.
Why are so many recruitment agencies still using ‘client’ and ‘candidate’ speak and talking only about jobs? Such conversations are one-dimensional, and are ever less effective. The brands that are taking market share right now are the ones that gain candidate and client exclusivity. And we all know that the holy grail of exclusivity comes when you are ahead of the curve and take control before they have committed to alternative courses of action. If you want to manage the most lucrative and attractive accounts and ring-fence the best candidates, you have to win the hearts and minds of clients and candidates before they make a decision to hire or move. Which is you can’t just be talking about jobs – it’s too late by then