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Ep 43: (Ultimate Hiring Funnel Series 3/6) Active Recruiting Tactics: Stop Waiting Around for Your Dream Hire – Asad Zaman

The three talent pools available to any entrepreneur and why most of us just barely tap into one
The way to think with “strategic empathy” and how placing yourself in the shoes of a candidate will lead to way better results
Some specific ways you as an employer can stand out in a highly competitive market
The best way to make a compelling offer to your target candidate
The (incorrect) common belief systems that hold most contractors back
How to integrate a talent acquisition mindset into your company culture

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Read a Summary of Episode 43

How much of your current recruiting strategy relies on luck? You post an ad and hope the right person sees it.

At best, you get a handful of applicants, and occasionally hit the jackpot.

The fact is, making a good hire is impossible if you don’t have anyone good to choose from (what we call top of the funnel).

So how do you attract a ton of great candidates?

Ask Asad Zaman, our guest on this episode of Contractor Evolution (episode 3 in our Ultimate Hiring Funnel series). Asad is CEO of Sales Talent Agency – an international recruiting agency that has helped acquire talent for over 1,500 companies including Harley Davidson, SAP, IBM, Salesforce, and Sonos.

When it comes to active and proven recruitment strategies to attract a larger pool of high performers, no-one has it more dialled than Asad.

Before we get into where you find all those candidates, Asad begins this episode by addressing a bit of a touchy subject….


The Unspoken Truth Behind Construction’s Recruitment Crisis

Why is recruitment in construction such a challenge these days? Is it because Millennials are lazy and government handouts during the pandemic have exacerbated this?

Stop right there, says Asad. “It’s lazy to blame external factors. The economy evolves all the time. Good business leaders don’t just reminisce about yesteryear, they adjust to the dynamics out there, today.”

“It's lazy to blame external factors. The economy evolves all the time. Good business leaders don't just reminisce about yesteryear, they adjust to the dynamics out there, today.”

Asad adds:

“If your job is not fulfilling to people, they will leave your industry. We see that in the hospitality industry. Learn a lesson from that.”

Ultimately, people look for jobs for 3 reasons:

*To make money (and be financially stable)

*To enjoy what they do

*To grow


If you don’t fulfill ALL those three needs, people will leave your company faster than, well, they’ve left the hospitality industry.

So where do you find these high performers?


(and why most of us just barely tap into one)

Talent Pool #1 – The Active Job Seeker

This is the talent pool most of us target. These are active candidates aggressively looking for jobs.

Competition in this area is high.

To attract these people, you post a job ad and cross your fingers. The biggest problem is, “Every company writes the same shit,” says Asad.

To truly stand out in this talent pool, you need to put yourself in the shoes of the candidate, says Asad. “Don’t make this a selfish post about what the job is and the minimum qualification to get the job. Have some strategic empathy. Think: What are the candidates looking for? Is this an interesting place to work? Do I connect with their purpose/their mission?”

(For more on how to write job posts, check out episode2 of this series)

Be sure you are posting in the right places, too, like Indeed and LinkedIn!

“And, if you really want to do something others aren’t doing, go on Facebook and Instagram. Create two ads: one that targets your ideal candidate profile in a way that increases your brand recognition and perception. Then, wait a bit, and make a second ad about the position you are hiring for with ‘click here to look at our job post,’” says Asad.


Talent Pool #2 – The Candidate In Your Network

For this candidate, you will want to use your network to get the word out there.

Smaller companies won’t have that expansive network that organizations like Google has, so you will need to be tapping into your second and third degree network. And the way to get them onboard, is “give people an incentive to do something, like: a referral bonus,” says Asad.

You don’t just want anyone applying, however. So split the incentive: The first part of the incentive should become available after the person has passed their probation, and the second part is given after the candidate has passed their six month performance review.

Asad says other ways to get the word out is to get involved with colleges, partner with schools and even incentivize the college by offering a scholarship if you have a successful referral.

“If people think you’re a good place to work, they will tap into their network,” says Asad. If people are reluctant to refer you, well maybe that tells you something about your company.


Talent Pool #3 – The Candidate Not On The Market

This is the most untapped of the three candidate pools, and this is Asad’s area of expertise.

“Think of it like this, if you’re an early stage business, do you get most of your business through inbound leads? No. Then why would you get all your greatest employees inbound?” Asad says.

To grab this candidate’s attention you need to put in extra effort and really sell to these people. Make them aware of who you are and excited to engage with you.

It’s a complex process that is usually taken on by professionals, but, you can do it inhouse (you’ve got nothing to lose). “Start by identifying 20 people to reach out to and write an authentic message about why you’re a great place to work and what you’re after,” says Asad.

Ultimately, these candidates won’t want to leave their current role for a similar role elsewhere. “No-one great makes a lateral move,” says Asad. This is a chance to target those who want to take the next step in their career and step up their compensation. “Remember: Talent trumps experience,” says Asad.

To have the greatest success in recruiting, Asad says target all three talent pools, and don’t just look for people when you’re desperate. “COVID has made people think about what they want. Be the industry to inspire them and get them excited.”


Asad has so many more tidbits of wisdom throughout this episode, from why recruitment is a marketing and sales problem and how to integrate a talent acquisition mindset into your company culture, to strategies to build your brand so people will WANT to work for you. We hope you enjoy this episode as much as we did. Thanks Asad!

Igor Trninic

Igor Trninic

Igor moved to Canada at a young age, where he learned the value of hard work as he watched his family rebuild a thriving life in a new world with extreme change. Most of Igor’s early learning came from competitive sports, where he learned how to hustle and lead. This learning transferred well to business, when he started running a College Pro Painters franchise at 18 and quickly grew it to one of the top franchises in Canada. After finishing an honours degree in Accounting and HR at the SFU Beedie School of Business, he decided to leave the dull world of numbers and followed his passion of developing people and businesses. He fell in love with leading great people and growing companies to their potential.

Working at College Pro as a General Manager for the franchisor, he tripled the revenue of his division in three years by hiring and leading great managers. Here, Igor saw the power of combining amazing people with strong systems to drive scalability. After College Pro, he chose to test these principles on a new venture with the launch of Shack Shine, and together with the guidance of a highly experienced trades entrepreneur, they grew the company to a full scale franchisor within a year and a half. Shack Shine was eventually acquired by 1-800-GOT-JUNK to be scaled across North America and Igor launched the Breakthrough Academy to guide trades and home service entrepreneurs grow their businesses through proven principles. Igor has a passion and true care for developing people and their businesses, which has formed the foundation of Breakthrough Academy. His work in developing BTA has recently been highlighted in Igor’s Top 30 Under 30 selection by BC Business Magazine.

Igor resides in Vancouver, British Columbia and loves to take on all the adventure that BC can offer. From hunting to skiing to downhill mountain biking, any outdoor adventure is up his alley.

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