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Fertilize First, Farm Later (7 Years Ago)

(February 12, 2007)
  The economics of the web are somehow counterintuitive. In spite of the dramatic hoopla associated with a few high visibility net stocks, the fundamental rule is that you have to invest before you take your payoff.

This really isn't a new idea. As long as there have been salespeople, at least a few members of our species have understood that relationships are built on trust and loyalty. You give before you get. You give what they want before you get what you want.

In a different time, this was known as "having manners".

In the digital world, sales and marketing are a deeply personal responsibility. While it is socially acceptable to denigrate the efforts of marketing and sales people, in many ways they hold the keys to functioning communications processes. The biggest development problem, we think, is not technical. It involves teaching people the things that make great sales people great.

The ancient adage goes "It is better to give than to receive". The updated version is "What goes around comes around". These are not empty platitudes, they are directions for operating a web recruiting business.

Recruiting, throughout its history, has been a reactive profession rooted in seizing immediate opportunities. While those tactics were effective in an era of overabundant employees, they are dysfunctional in today's environment. While we expect to see ever more frenzied "sharecropping" in the near term, the Recruiters who survive the early years of the shortage will be prudent operators who invest heavily in their networks.

John Sumser © TwoColorHat. All Rights Reserved.
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