Customers don’t buy candidate skills or experience; they benefit from what these individual ingredients will achieve for them (ROI). A clearer focus on telling a candidate’s story, especially their top accomplishments, shifts the conversation away from the typical battle over price and reframes it around ROI. This approach, called Front of the Box Marketing, doesn’t just attract buyers (which skill marketing sometimes achieves), it consistently increases margins by at least three or more points.
For example, a candidate who helped prevent a $4.5 million loss offers significant ROI potential for the next company that hires him. By leading with this accomplishment, he’s not only more attractive, the first impression is that he’s worth more to the buyer.
Contrast this with how Tara was recently marketed by the firm representing her. Tara’s featured attributes included her tenure and being responsible for “revamping a proprietary computer system in one of her previous positions.” This experience is pretty dull without the rest of the story – what that did for the company. I’m betting it either saved money, made money, improved efficiencies, or possibly all of these things. That’s the real lead story. This type of focus, used in marketing content and sales conversations, enables you to get buyers to focus more on ROI. They receive better value, candidates land better jobs and assignments, and you earn higher profits
Front of the Box Marketing combined with effective selling is like a tag team duo that pins the competition, making them irrelevant as a result of the attention you gain. Even Hulk Hogan sized competitors can’t win that battle.
Scott WintripWhy Skill Marketing Isn’t a Best Practice