I remember the time in 2004 when I interviewed with a 50-person recruiting firm in Silicon Valley. Actually, I don’t remember all the details about the interview, but I remember well the queasy feeling it gave me because my interviewer did not give me any B.R.O.C.C.O.L.I.
I entered the empty reception area with plastic chairs, and the receptionist handed me a clipboard across the front desk with a generic application to fill out. It gave me the impression that I was about to go to the dentist. The man who interviewed me, a partner in the business, did 98% of the talking during our 15 minute chat.
He mostly spoke training program and expectations for new recruiters in the first few months. At one point I got a word in to ask him why I ought to work at his company. He said something about joining a team of people who are going to “shake up Silicon Valley.”
While I had several strong preferences in mind for my next job, I confess that a desire to “shake up Silicon Valley” – while it sounds cavalier and potentially compelling – had never honestly crossed my top 100 list.
I walked out of that office and had to face the feeling deep down that it was hard to see myself thriving there.
Flashback to around that same time when I interviewed with Dick Wray, the founder and chairman of Wray Executive Search. I met with him in a cozy parlor area with two couches facing each other. Whimsical art hung on the walls and was even suspended from the ceiling.
Two kitty cats lazily wandered around the room. One curled up for a nap on the sofa next to Dick. I felt an odd, elated feeling that this was sort of what I wanted my own living room to look like.
“What do you want?” asked Dick, at the beginning of our conversation.
“I’m looking for a way to continue recruiting. I’m looking for a mentor who give me respect and positive encouragement,” I answered without a moment of hesitation.
“Yes, yes, and yes,” said Dick.
He meant it. He remained completely, utterly consistent in those words. I was hooked. I started working with Dick Wray that afternoon.
What came naturally to Dick was to address me about my WIIFM (What’s In It For Me). I’ve learned that this concept is key to a successful recruiting process.
I’ve also learned that most people essentially look for the same elements of WIIFM when they’re contemplating a job change. A great trainer taught me a handy way to remember the key things that most people are looking for when they are considering a career move, and it’s encapsulated in the acronym B.R.O.C.C.O.L.I:
* Career Path
I now keep this little code on a piece of paper taped to my computer terminal. The order doesn’t matter so much, so long as you focus on attracting people first and screening them second.
I would also add that there’s another element not included in the B.R.O.C.C.O.L.I. code, so I’ve written a little note off to the side that says, Quality of Life.
May all of your recruiting efforts be fortified with a healthy dose of B.R.O.C.C.O.L.I., Quality of Life along with a huge topping of WIIFM!