Best Practices for Hiring an Exceptional VP of Sales

Hiring a top-tier VP of Sales can be a costly endeavor. According to research, it can average between 6 and 9 months of the candidate’s salary. To make the process more efficient, companies must adopt innovative and inclusive strategies. This article delves into practical methodologies to ensure that the VP of Sales you bring on board is not just a valuable asset but a key driver of your company's success.

Don’t Simply Give Out Fat Bonuses for Referrals

Creating a robust referral program is crucial, but the rewards should be thoughtful and inclusive. For instance, at Yesware, for every new hire referred into the business, the referrer is given a substantial amount to donate to a charity of their choice. This encourages a culture of giving back while simultaneously driving employee engagement.

Build Brand Awareness Early On and Plan Long-Term

Start building brand awareness early in the process. Long-term relationships are essential, as they ensure that when your ideal candidates consider job changes, your company will be the first one to come to mind. This involves proactive outreach and consistent communication about your company's values and mission.

Change the Way You Think About Hiring: A Sales Funnel Approach

Hiring a VP of Sales is analogous to a sales process. Just as you would market a product to attract customers, you should think of your recruitment process as a marketing endeavor. Utilize the sales funnel metaphor to understand the stages in the hiring process, from initial contact to final offer. This strategic approach can significantly enhance your ability to attract and retain top talent.

Open Up Your Referral Programs

To maximize your candidate pool, don’t confine your referral rewards to your employees alone. Instead, make your program accessible to the broader network. For example, if you have a friend or colleague who is connected to a relevant candidate, incentivize them to refer that person as well. This can help you tap into a wider talent pool and enhance your visibility in your industry.

Use Your Marketing Assets for Recruitment

Your company likely has several marketing assets that can attract candidates, such as your products, services, or case studies. Leverage these resources to make your job offers and postings more compelling. For instance, if you have a successful product launch, highlight its impact in your job postings. This not only creates a positive image but also signals to prospects that your company is innovative and forward-thinking.

Break the Ice with a Simple Gesture

Extending a friend a simple favor, like buying them a beer or coffee, can lead to fruitful introductions. Such social interactions often result in unexpected connections and valuable insights into potential candidates. It’s a low-cost, high-impact strategy that can lead to high-quality hires.

Create Buzz Around Your Referral Programs

Use your referral programs not only for internal referrals but also to generate press and create buzz around your company. By showcasing the success of your program, you can attract more candidates and reinforce your company's reputation as an innovative and forward-thinking organization.

Use Hyper-Specific LinkedIn Queries

Efficiently identify qualified candidates by refining your LinkedIn search with industry-specific keywords. For example, searching for "awarded executives," "promoted sales leaders," or "managed teams" can help you pinpoint potential candidates more quickly. This targeted approach ensures that you are reaching the right pool of professionals.

Don’t Get Too Specific with Job Specifications

While it’s important to have clear job specifications, being too rigid can deter qualified candidates. Men often apply for jobs when they meet only 50% of the requirements, while women feel they need to match 80% to be considered. Erica recommends focusing on the passion required for the role and using tools like Textio to ensure your job descriptions are gender-inclusive. Additionally, direct job ads to women-only colleges and organizations to target a more diverse pool of candidates.

Don’t Fixate on Checklists

Be mindful of the skills checklist when evaluating candidates. While it’s useful, relying too heavily on it can overlook potential gems. Take the time to truly understand each candidate, even if they don’t meet all the criteria initially. This comprehensive vetting process can lead to more holistic selections.

Build a Long Pipeline for Talent

Avoid rushing the hiring process. Instead, build a long talent pipeline by constantly searching and evaluating candidates. This helps you make well-informed decisions and increases the chances of finding the right fit. For example, if you start the process six months before you need to hire, you have more time to nurture relationships and assess candidates thoroughly.

Keep Job Ads Short and Sweet

Make your job ads engaging and succinct. Start with the unique qualities and perks of the role, then provide more details. This approach keeps candidates interested and informed, reducing the risk of them losing interest mid-way through the application process.

Talk About Compensation and Work-Life Balance Early On

Discuss compensation and work-life balance early in the process to address these concerns upfront. This can save time and reduce the likelihood of issues arising later. Lead with these essential factors in your initial conversations to ensure that candidates are aligned with your company culture.

Make the Most of Referral Programs

Referral programs not only bring in high-quality candidates but also keep your existing employees engaged. Incentivize top-performing employees to refer their friends by offering perks like free training or extra vacation days. A more engaged and collaborative team environment can result in better productivity and job satisfaction.

Insert Your Culture into Job Ads

While listing responsibilities and tasks is important, highlighting your company culture can make a significant difference. Describe the unique aspects of your company’s culture and what you do for and with your employees. This helps candidates feel an emotional connection and increases the likelihood of a good fit.

Let Managers Manage Outreach

Don’t solely rely on recruiters for outreach. In this competitive hiring market, time is of the essence. Managers who are familiar with the candidate pool and job requirements are more likely to secure immediate responses. Their insight and personal touch can significantly improve your hiring process.

Spread Jobs Through Facebook

Utilize Facebook, the world’s most popular social network, to reach a wider audience. Place a link to all your available positions on your Facebook page and leverage your employees' networks to connect with potential candidates. This approach can help you tap into a diverse pool of qualified professionals.

Engage on Glassdoor

Monitor and actively address negative reviews on Glassdoor. These reviews provide an opportunity to improve your company’s reputation and address any issues. Engage with applicants on Glassdoor as well; this can help position your company as an open and transparent organization.

Boost Your Glassdoor Reviews

Good Glassdoor reviews can significantly impact your company’s ability to attract new talent. Develop a proactive process for soliciting reviews from satisfied employees. Regularly remind them of the importance of leaving positive reviews and consider offering incentives for submissions. For more information on improving your Glassdoor rating, check out our 7 Ways to Improve Your Glassdoor Rating.

Truly Assess the Job

Often, companies skip steps in the recruitment process, shortchanging the assessment phase. Take the time to build a solid foundation by understanding the foundational, cognitive, and behavioral requirements of the job. Use leading questions in your job postings to attract the right talent and weed out unsuitable candidates early in the process.

Have the Hiring Manager Be Proactive

Encourage hiring managers to take a more proactive approach to networking and candidate engagement. These managers are better positioned to understand the nuances of the role and can provide valuable insights. By shifting from a purely recruitment mindset to a more selfless approach, you can establish stronger connections and improve your chances of finding the right fit.

By following these strategies, you can create a robust and effective hiring process for the VP of Sales position. Remember, hiring is not just about filling a vacancy but about building a team that will drive your company to new heights. Empathy, creativity, and a thorough understanding of your candidates’ values are key to success in this competitive market.