Establishing & Maintaining a Successful Recruiting Culture

1. Establishing & Maintaining a Successful Recruiting Culture

2. Recruiting “Gravity” What’s Your Draw? • Why “Top Gun” was the Most Successful Recruiting Tool Ever! • Selective - They only took “The Best of the Best” • Sex Appeal - Images of Power, Status, Success and Integrity • Translated - The Images and themes Hit their Target Audience – • U.S. Navy 18-25 year olds. • After the Release of this movie sales of Ray Ban Sunglasses, Bomber • Jackets, Kawasaki Motorcycles all skyrocketed! This movie created a • Rock Star Culture. • But most incredibly - enrollment in the US NAVY Shot up over 25% • (100’s thousands) in the 12 months after the movie was released! • “PERCEPTION IS REALITY”

3. What is Culture? • Culture is your Team’s SOUL • The largely unwritten set of rules that govern behavior - • It’s “How work gets done when you don’t have to specify • how the work should be done!” • Good Culture is a unifying point, Culture shapes Behavior! • Culture reflects the implicit values and practices that prescribe • successful behavior • Culture tells your people how to fit in, how to contribute and • how to Succeed!

4. Branding Your Culture “What’s Your Identity?”

5. Branding a Culture

6. Branding a Culture

7. Define Your Culture or One Will Define You

8. Winning Culture 112 Years in the Making A Culture can flourish only so long as it remains true to its original ideal. Until that ideal is destroyed a Culture cannot die, nothing can kill it!

9. Liberty National Culture We Recruit to build! Not ever to Replace. We recruit to free ourselves from the dependence on personal production as the majority of our income stream. Recruit Hire Train Manage the business on the books This is our original ideal, that is held by our BM’s and critically maintained by You! A Culture must be cultivated daily just as any systems of beliefs are. Handcrafted!

10. Can’t Live Without ABSOLUTES: • Active Resource/Database of Candidates • Rock Solid Recruiting Culture that everyone has emotionally • invested in “You are only as strong as the culture you recruit to” What does a Successful Recruiting Culture look like?

11. Defining Liberty National Recruiting Culture • The set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group. • A culture is an environment. Set of standards and personal convictions – Must be what you live and breathe. • Our recruiting culture is a lifestyle that we choose 24 x 7 because we know without it, were slaves to production - never liberating ourselves as Managers to build something bigger than ourselves, something special. • We cannot serve two Gods! (recruiting and production) Production is the “by product” of a well built recruiting engine. • Our Corporate DNA must scream “recruit to build”

12. Threats to our Culture • MUST AVOID: • Slave to Production – many of our managers have not taken the “leap of faith” that their recruiting efforts will free them from the chains that keep them tied to a week to week paycheck. • Theory of Fast Nickel vs. Slow Dime – most agents/managers will choose the low hanging fruit and not commit enough time to recruit in parallel to driving AP. • Short term gratification (writing business/field training vs. long term growth by recruiting - building). • Tactical and Reactionary vs. Strategic. Recruiting is strategic!

13. Rid Your Recruiting Culture of Excuses I put in my 4-5 hours of calls per week.  I can’t find the time to make more calls.  RMS hasn’t provided great results for me. I don’t know of any other recruiting strategies.  I recruit because I have to, it’s not something I enjoy.  I signed up to drive production and make a lot of money off our Dynamic Lead source - Recruiting was never really part of the deal. 

14. UNIT MANAGER – Hierarchy Tree

15. Get Righteous! DECISION TIME – Managers must lead by example. You must make recruiting your #1 priority and the very reason why you come to work. Get on the phone and make some noise. Manage from a position of strength at all times! Regardless of your branch pipeline, they need to know you’re serious. The victory of success is half won when one gains the habit of setting goals and achieving them. Even the most tedious chore will become endurable as you parade through each day convinced that every task, no matter how menial or boring, brings you closer to fulfilling your dreams.

16. Solution Sales 101 • Needs Based Recruiter: • Explores and develops career advancement objectives with Candidates. • Uses consultative approach to analyze candidates strengths and opportunities - becomes their career consultant. • Create a mutually shared vision your candidates objectives and map them to Liberty National. • “Joe, I am not sure you’re an exact fit for us, but I’m willing to invest an hour to find out. If you feel the same let’s go ahead and book some time together. How’s tomorrow? I’ve got a 9:15 or 11:00”

17. Solution Sales: Think Open Ended Questions Spin Selling Situation – What does your current career or job search look like? Problem – What are you not getting from your current job/search? Implication – What is the result of doing nothing? Need/Payoff – What is it you need in a career? • Spin Selling addresses two elements that are critical in recruiting: • Getting your candidates to express their explicit needs - what they’re not getting out of their current career or job search. – Now MAP to Liberty. • Building Rapport thru a Consultative approach – there’s no better trust and credibility builder.

18. Solution Sales - Career Doctor Visit What do you need in a career vs. what you want? Vitamin vs. Pain Killer – Uncover the pain! It will lead your candidate to the compelling reason why Liberty National is their best option.

19. Mind Set to $ Millions • You have to believe this is a $100k+ job minimum that you’re recruiting. • Both IBM and US Army – we can hire in mass an pay executive level compensation. That’s our Brand! Are you Branded? • BUILDING RECRUITING MUSCLE: • Repetition is the mother of skill – Get your people on the phone! • No cold call reluctance or call rejection – Every call is a mutually exclusive event. • No instant gratification. Be strategic, not tactical. Recruiting is a longer play, but it’s a much bigger pay off! • Get them a mirror – Measure passion and conviction until it bleeds – Tone, Inflection and Energy!

20. What’s Your Recruiting Personality? Get one! And make sure your managers have one too! • Rain Maker Mentality - success story - Ooze Confidence! • Jedi Mind Master - become a career consultant - build leverage! • Alabama - Why should we give you a scholarship? • Get a Sense of Urgency! • “One of my Sr. Recruiters happened to review your resume last night and put it on my desk this morning.” So, tell me why we’re talking? What is it you’re not getting out of your current career search” • Your time is money – Act “as if” it translates well over the phone.

21. Recruiting Hierarchy Let’s Get Our Definitions Straight Callers: Provide incremental activity to your Branch activity. They are tactical only - they are only successful (show ratio - that’s where their world ends) recruiting static candidates! We want upwardly mobile professionals! Keys to managing callers: Don’t let them get towards the deep end of the pool - provide just enough info to garner interest. Put them together in groups - both confidence and skill level will rise. Don’t let them “surf” RMS for resumes - Print out lists or give them a title.

22. Take Aways - Qualify and Sell In Parallel • “People covet what they don’t have, make them covet you.” • “I like some aspects of your profile, but I’m not convinced you’re a fit.” • Don’t talk through the silence - pregnant pause that one! • Two Purposes: • Creates “selection filters”. • Find out candidates true interest level – Challenge and appeal to their ego. Get candidates to start selling you on a next meeting. • Positive Detachment: “Sometimes we just have to move on” • Moving on from a good candidate that just won’t bite – “Who do you know that you respect enough to refer to me?”

23. Create a “Office Bullpen” • Think Boiler Room - for All Managers and Recruiters/Callers • Advantages: • Synergy and Energy. • Training Through Osmosis – learn to listen and talk at the same time. • Competition - Healthy. Make sure you white board results hourly! • Centralized Training Center - You can do 15 min. workshops. • Confidence Builder for all Levels - you get better when you know others can listen in. • Minimize Call Reluctance – pick up the phone at faster pace.

24. Resume What Do You See? Within 30 seconds You Should Be Able to Create a Common Point of Interest GOAL: I want to make this a familiar call in 30 seconds by creating credibility and trust. LOCATION – Home address. EDUCATION – Where, when, what. EMPLOYERS – Industries and tenures tell a lot. INTERESTS – What you do outside of work. Move from Recruiter/Candidate Relationship to Career Consultant Candidate – H.I.R.E. Have a positive attitude, Initiate trust Remain in control & Establish a Sense of Urgency

25. Recruiting Skills Value of Developing Recruiting Skills The skills you develop through repetition and training in recruiting will directly translate to increasing your ALP production. We are looking for the “complete athlete” being a very good producer at Liberty National will only get you so far. Becoming a great recruiter will get you everything you need to reach financial freedom.

26. Recruiting Skills • Skills to keep you above 6 digits your entire career: • Influence – ability to influence people in making career decision • (Bigger % hire of groups). • Networking – ability to ask for and connect with influencer’s from all • Industries (Build your personal network for personal recruiting). • Sourcing – the power to attract the most talented professionals • through needs based sales/persuasion. • Referrals – ability to ask for and get connected to top professionals for • leveraging your network through the use of “acquired currency”. • Downstream – ability to steer conversations and direct the tempo and • outcome of a call or interview/meeting by pre-closing. • “Leverage”– ability to connect with people in a very short period of • time by establishing rapport is one of the most valuable skills in life. • ALL OF THESE SKILLS WILL DIRECTLY INCREASE YOUR AP PRODUCTION TO NEW HIGHER LEVELS

27. Developing Your “Influence Factor” • Recruiting directly develops your ability to: • Motivate • Persuade • Influence • - Any audience, group or individual you address • The way you project yourself as a leader will have a greater impact than anything else you do in determining your recruiting success! • Successful recruiters earn “Leadership Command”- the ability to create loyal followers around a center of Gravity. That Gravity is YOU! • They elicit actions that drive people to greater success.

28. What are we Recruiting to? Literally! • We Recruit to the Culture we develop and maintain, but does that match your physical office? • Things all candidates look for: • Office energy - atmosphere must match the expectation from the call. • Organized, professional attitude and clean - Does it smell like success? • Can I see myself commuting to this office daily/3 times a week? • Motivated, focused, busy branch with Smiles! • Well scripted greeting by receptionist. • Does everything happen on time?

29. UM’s and AUM’s Role in Building Positive “Recruiting Culture” • UM and AUM’s are the holders and keepers of the Culture. Your branch does what they see from you. • Focus detailed, passionate and 100% committed to recruiting as the branch’s #1 priority and the very essence of your existence. • Nothing happens until we make a hire and move that along to a Code. • Making recruiting calls is not a job, but the most important activity you do as a manager all day long. • Constantly speak of and to recruiting drivers, performance metrics and the transferable skills they produce. Sell the Value of being a great recruiter. • Find your “collective” pain threshold and push it to higher a level. It’s a lot higher than you imagine. • Conduct weekly recruiting workshops, video calls, 1st and final interviews. • Get focused on how many people you personally put into group each day.

30. UM’s and AUM’s Critical Role in Building Positive “Recruiting Culture” • Maintainers and cultivators of the culture. • Leading by example. • Training - we blank in the field - we have cures? How about in recruiting? • “Live” workshops, Video, role play - Inspection on outbound calls. • Held 100% accountable to Branch Manager for all daily recruiting activity. • Think: • Cultivate, Foster, Facilitate, and Emulate at all times with conviction and • Passion.

31. Inside the Numbers Let’s Break Down Some Game Film Moving the percentages will make all the difference, let’s move the chains. RMS as a single “stand alone” recruiting strategy is Successful! Straight Math 200 Set 1st Interviews - Manage by objective not Time! (Should get 1 every 15 minutes) 66 Shows (33%) 56 in Group (85% go to group and 33% get hired) 18 weekly hires (Hires = paid for pre-licensing class) EQUALS = 18 monthly codes

32. Liberty Summary The main categories are circled in RED The key is to see how you are doing versus: - Previous weeks AND - Your objectives AND - LNL Minimum Standards

33. Liberty National • Always look at your performance versus: • Previous Weeks AND • Objectives AND • LNL Minimum Standard

34. Group Interview - “Show Time” • Keys: • Get your best athletes on stage - Managers that can translate with passion and heart. • Must believe everyone in the group is there to hear about a six digit + opportunity. • Make it personal - For you (tell your story at Liberty) and for them (name tags, role play) get involvement! • Energy, excitement, but not overhyped. • Be real, objective and let them know this is not for everyone. • Become their career advisor by offering job search tips & strategies. • Ask them to stand and tell group their thoughts after your finished (allows you to gauge their appearance and communication skills - vast majority help sell the group), plus they help sell each other on the opportunity.

35. Networking • Networking is all organic outgrowth - 7 degree relationships to everyone • Common Objections: • Takes too much time to establish a network • Think cold calling is a great way to prospect • Want to, but don’t know where to start • Steps: • Write down a 100 word or less “commercial” about yourself. • Export your outlook contacts to Plaxo and LinkedIn and ID who is already a member. • Start emailing invites to your Network. • Don’t engage potential connections like a transaction. • Create Creditability and Sex Appeal! Why would someone want to join my network? • Everyone Knows 250 people - 1st degree relationships

36. Web 2.0 – How Are You Wired? • Branding & Building Your Network – Recruiting Tools that Work for You 24/7. • Wikis - interactive web pages • Blogs - web logs • Internet forums - chat • Online communities • Podcasts • Video (YouTube) • Micro Blogs - Twitter • Social networking - Facebook, Myspace • Professional networks - LinkedIn, Plaxo, Spoke • Sales Intelligence- Zoominfo, Hoovers, Blue Chip, Jigsaw • Xray - Google, boolean (resume search) • Job Board aggregators - Indeed, Simply Hired (what’s our competition doing?) • Laptops will put our managers on the door of cyberspace everyday in the field. • Let’s get them to start branding a recruiting image online.

37. Top sourcing practices Referrals - “Who do you know that you respect enough to refer to me?” Job Boards - Key is to mine the gold while attracting the Mass. Personal Recruiting - “IF” Intuition & Fate Online Business Networks - LinkedIn, Palxo, Spoke, Yelp, Meet the Boss, Facebook, Twitter (micro blog) Online Communities - Kijiji, Sales Gravy Career Events - Job fairs Professional References – While I have you on the phone - let me borrow your expertise “Who do you know…” Cold Sourcing- Brokers, wholesalers, Mortgage, Bartenders, concierge, gyms, malls, retail stores etc… Professional Office Building - Everyone that shows up after 8:30 am with a suit or professional attire and has a leather portfolio is there on a interview! Approach them, they are in the game! * Use Job Board Aggregate “Indeed” to see how others position themselves in this market (Comp. intel)

38. Why Twitter? • Positions you as a recruiting manger that’s connected “real time” – Candidates are starving for this information! • KEY: Twitter Messages are “VIRAL”– Viral Marketing. • Get your followers to “Re-tweet” your messages. • Establish yourself as a real person, share personal content about your career. • Link your tweets to your Liberty National Job description. • Link to career content – Liberty National corporate sites (video, profiles and articles). • Campus recruiting updates. • Conference updates. • Attract followers by creating your own Twibes (twitter tribes). • Searchable database - Google: “site: twitter.com” Insurance Candidates. • Allows you to search for both active and passive candidates.

39. Recruiting Culture Best Practices – Top 20 • Candidates covet what they don’t have, make them covet you. • You don’t know, what you don’t know- fearlessness breeds success. • Put pressure on everyone else, it will come right off your back! • Play the numbers and hedge your bets. • Fill your pipeline with “A” candidates, but spend your time prospecting. • Don’t assume anything and set expectations upfront. • Perception is reality, recruiting is a mind game - think selective process. • Offers are a distraction, make them and move on. • Take responsibility for everything.

40. Recruiting Culture Best Practices – Top 20 • No one owes you anything, it’s your job to create need. • Recruit in groups (bullpen). • Make every call a 2nd or 3rd degree connection. • Change you attitude, everything else will fall into place. • Every call (dial) is a mutually exclusive event. • Just hit pause, the power of silence is deafening. • Don’t be predictable to candidates, create compelling value. • Dogs smell fear, don’t play for the hire, make them hire you.