In today's market, standing out is not merely a goal; it's a necessity. As a staffing agency, the question is: how do you differentiate yourself in a saturated market? Your prospects are tired of superficial means of differentiation, and it’s time to focus on deep-rooted strategies that prioritize relationships.
In this edition of nSider, we talk to Arthur Ransier, Director of Business Strategy at nTech Workforce, and Eric Osterhout SCM, a Contingent Workforce Expert in the Energy sector, about how, even in a saturated market, buyers of contingent labor will add new staffing partners when presented with practical and viable solutions to challenges or opportunities. As Ransier puts it, “Breaking through the noise means being credible and helpful, even when an opportunity falls through or may not yet exist. You’ve got to put relationships ahead of any deal in your order of operations.”
“Keep doing what you’re doing,” a prospect told us. It had been a year since nTech began exploring a staffing and labor opportunity with a multinational investor. Money, data, relationships, and hundreds of hours were poured into conferences, meetings, presentations, proposals, attorneys, advisors, introductions, connecting nonprofits to opportunities, and spreading the word with other small and minority-owned businesses. Still, the team would invest more in establishing our position as a leading staffing company in Maryland. We’d do it again.
Ransier explains, “That kind of time and resources are table stakes for building a reputation as a trusted staffing partner.” Ransier continues, “When a friend of nTech needed welders and electricians on the Eastern Shore, we knew who to call. Thanks to contacts around Maryland, from IBEW Local 24 in Baltimore to the Lower Shore Workforce Alliance, we made introductions and connected local welding and electrical contractors to the opportunity within a few days. Relationships take real investments and a willingness to serve. It’s a matter of creating a local impact that people remember when they do need staffing services. We want to grow and be profitable—sure, that’s a must—but we also want those around us to feel that they depend on us for any of their workforce needs. As a hiring intermediary, nTech’s greatest assets are its relationships established throughout the regions we serve. We know investors, business executives, people managers, human resources and procurement leaders, job seekers, and community leaders. Sometimes the greatest value we can add is a simple introduction.”
At its core, business development is about understanding your value proposition. If every staffing agency claims to offer the "best talent," where does your unique advantage lie? Ditch the templates and generic strategies for methods rooted in value creation for your contacts. Doing so, you’ll find that differentiation manifests in many ways. Here are a few ways we’ve seen this work:
In a world overwhelmed by choices, staffing agencies that stand out are those that prioritize depth over breadth, substance over style, and relationships over transactions. The path to differentiation is clear; as Ransier states, “Be genuine, be value-driven, and put relationships at the heart of everything.”
"Research is paramount. Delve deeper before you first engage a prospect. In the age of information, knowledge is power. However, with the vast amount of information available, it's not just about what you know but how deeply you understand it," Osterhout advises. "The superficial ‘Google it’ approach, while quick, offers only a shallow dive into the vast ocean of buyers’ needs. To truly make a mark and resonate, a deeper, more informed approach is needed."
Define an ideal customer profile. Understand their challenges and where they spend their time. Every company, every industry, and every role is nuanced. Understanding these subtleties can be the difference between a failed pitch and a successful partnership. Instead of casting a wide net, define the characteristics of your ideal client. What industry are they in? What's their company size? What challenges do they face? Creating an ICP helps in focusing your efforts and tailoring your approach. Review industry reports, read their annual reports, and analyze market trends. Understanding the pain points of your prospects allows you to present solutions that matter to them.
Are they active on LinkedIn? Do they attend specific industry conferences? Identifying these platforms can give you an opportunity for organic interactions, making your approach less intrusive.
“Communication is more than just words”, Ransier says; “it's about resonance. It's about addressing the unspoken concerns and aspirations of your prospects.” Conceptual selling is one strategy to reaffirm a prospect’s needs, challenges, and investment capabilities. Not every company has the same budgetary constraints or spending power. Tailor your offerings based on their investment capabilities, ensuring you're presenting a solution that's feasible for them.
Trust is the foundation of any successful partnership. And nothing builds trust like authenticity. Pull from real experiences and competencies. Share impactful stories – challenges faced, lessons learned, and victories achieved – that resonate with their needs. This not only humanizes your agency but also demonstrates resilience and adaptability.
The power of research, deep understanding, and authenticity is unparalleled when faced with stark competition. When you truly know your prospect, speak their language, and showcase your capabilities, you move from being just another agency to a potential valued partner.
"A certificate, while valuable, is just a piece of paper," says Osterhout, "The real challenge lies in actualizing those values. If a staffing agency boasts of being a Service-Disabled Veteran-Owned Small Business (SDVOB) but has less than 1% of its billable headcount comprised of veterans, it rings hollow." Demonstrate your commitment by:
Certificates and acknowledgments have their place, starting points, but they’re not the end goals. For a staffing agency to truly stand out and be recognized for its values, it needs to walk the talk, be transparent in its journey, and continually strive for inclusivity. In doing so, they move from being a transactional entity to a transformative one. nTech is a minority-owned business enterprise; our 2022 EEO-1 data reflects racial and gender; and we still have work to do, because diversity is about partnering with our clients and taking continual steps toward reflecting the communities in which we operate, rather than simply signing nTech as a staffing partner.
Building a business relationship is much like a personal relationship - respect is key. According to Osterhout, "If a prospect expresses a lack of need, that should be the end of the sales pitch. Respecting boundaries will get your agency further in the long run." Gone are the days when simply setting up shop and offering a handful of quality candidates was enough. Now, with competition at an all-time high, every firm seeks an edge to set them apart, but differentiation isn’t about gimmicks or fleeting trends; it's about forging authentic connections and delivering unmatched value.
Many agencies, in their quest to stand out, resort to what can be best described as surface-level differentiators: flashier websites, lofty promises, and broad-spectrum claims of superiority. But for discerning clients, this is white noise. They've seen and heard it all before. These surface-level differentiators are detrimental, creating skepticism and doubt. In the words of a seasoned contingent workforce program leader, they are "basic table stakes."
Instead of asking, "How can we seem different?", agencies should be asking, "How can we serve better?" Authenticity is a currency that never devalues. Whether it's a commitment to understanding a client's unique needs, providing in-depth industry insights, or being transparent in communications, authenticity fosters trust. And trust, in the business world, is priceless.
In the realm of staffing, relationships are paramount. Not just between agencies and clients but also between agencies and candidates.
Differentiation in staffing goes beyond just pitches and presentations. It's about authentic connections, understanding your prospects, and delivering real and measurable value. With a deliberate and researched approach, your staffing agency can rise above the noise and position itself not just as a vendor but as a trusted partner and advisor.
At nTech, we’re committed to creating value for those around us. Our growth strategy includes involvement in the community, producing impactful Marketing content, investing in employees, cultivating relationships, and prioritizing client satisfaction. We’re at our best and feel inspired when a client uses one of our solutions to build winning teams, get work done, and bring a vision to life. nTech Workforce is more than a staffing company.