The 4 Hour RIC Week
The 4 Hour RIC Week
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I'm TSgt Michael Runyan. Currently an active duty EA Recruiter out of Upland, CA. This is an informal training guide for Air Force Recruiters trying to update their digital presence. When I first got out of recruiting school I quickly realized that on top of the vast amount you have on your plate as a recruiter, there was also an endless line of people who want your attention. So I chose to work smarter, not harder. By updating my business to a streamlined digital model I realized I could reach more of the right people with less effort. These are my opinions and strategies that I have developed over time and have learned from others.
The Absolute Bare Minimum
The Absolute Bare Minimum
Maybe you're not interested in trying to grow your business through social media or having your own site. And I get it! I want to say upfront I do not believe having your own site or social media should be a requirement anywhere within AFRS. However, at an ABSOLUTE BARE MINIMUM you need to be on and have control of your office's Google maps page and Apple maps page. This is how people find you. You can do all the school visits and zone prospecting you like, but if an applicant is trying to find the nearest recruiting office, they're going to be searching for you on Google maps or Apple maps.
Google Maps
Google Maps
Before we take over Google maps or Apple maps, I would highly recommend setting up a Google business account for your office. You'll need this if you want to create a Google site. Use this account to link access to your Google and Apple maps accounts, as well as save any relevant handouts, forms (no PII obviously), sites, etc, in your Google drive. This way when you leave your office you can hand off the username and passcode to your new OP and they'll have everything set up in one place already. Once you have a Gmail account setup, click the button below for an explanation of how to request ownership of a business profile.
Once you have ownership over the google business profile, update all the info, ensure the right contact number is on there, upload photos, respond to reviews from others, adjust open hours, etc. Make sure you download the Google "My Business" app as well so you can update it easily on your phone. Once you own the google profile you'll have access to all kinds of cool analytics that go over how many people are taking actions, what zip codes they're coming from, what search words they're using to find you, etc.
Apple Maps
Apple Maps
As for Apple maps, my office was not on Apple maps when I first started working there. I submitted a request through "Apple Maps Connect" to add it on and it sat there for 2 months with no response from Apple. A big tip I learned was to create a Yelp account. Yelp is what interfaces with Apple maps to show reviews. Once I created and linked the Yelp account, it was almost immediately my request through Apple was approved. That being said, what i've learned about Yelp is, most reviews do not get posted. If your customer writing the review doesn't have a history of many other reviews or is writing a 5 star review as their first review it will most likely not be posted. Regardless, now that your on Apple maps you can update your information for your office, ensure the right contact number is on there, adjust open hours, etc. Click the button below to learn how to add a business to Yelp or claim your office on Apple Maps.
You Need A Funnel
You Need A Funnel
When you first start out you're receiving leads (hopefully) from all different types of sources. You'll get leads from AFRISS, emails, voicemails, calls, texts, social media, walk ins, school visits, google maps/apple maps, etc. You're most likely receiving leads from all over the place. Sounds like a win...until it doesn't feel like one. It can quickly start to feel overwhelming. The idea here is to funnel them into one form of contact. My personal preference is text. No matter where they come from, my goal is to direct them all to text me so I can review new texts each day and prescreen them over the phone as they come in.
They found me on Google maps? There's a message saying to text me.
They found me on Instagram? There's a button where they can text me.
They called the office phone? The voicemail directs them to text me.
They walked up to the office and I wasn't there? There's a QR code that leads to my Google site, which then directs them to text me.
No matter what, I'm funneling every lead to text to ensure I have their contact information. The main idea here is to organize the leads to ensure you're not missing out on any of them and ensuring you're able to get back to them all in a timely manner. I'm not saying texting is superior but I'm sure you've all tried calling your leads only to realize no one picks up their phone anymore. And if you're a masochist maybe you enjoy sending them all to your work email and trying to get on VPN to respond to them. Your mileage may vary, but in my experience texting is the best option for first contact.
You Need A Filter
You Need A Filter
I had been funneling my leads through one contact method for a long time before I realized I was just having the exact same conversations over and over and over again.
"I just want some information."
"I'm just curious how the process works."
"Can you guarantee me a medical job?"
It was mind numbing. And then one day another recruiter told me about google sites. Once I created a google site it eliminated 90% of the conversations I was having before I could pre-screen someone. It gave me a chance to explain those questions in detail and provide access to tools to allow these potential future Airmen to answer their own questions. It gave me a chance to let them know who I am before they start working with me. But best of all, it was a filter. All the the leads that you receive that aren't truly serious about joining are being filtered out. And the ones that reach out to you after reviewing the information are serious leads that have been informed and are ready to move forward with the process.
If there's anything i've done since i've been in recruiting that's made my job easier it was this. Installing a filter on my funnel freed up so much mental energy to take care of all the other tasks I have on my plate.
Google Site
Google Site
When I created my own Google site, the intention was to introduce myself and let applicants know my story, answer the most common questions I encounter, cover how the process works, and provide tools that enable applicants to do their homework before they come in. This site is updated regularly. Click the next button to view my own Google site that I send all leads to.
Click the button below for directions on how to create your own google site. As stated before, you'll need a Google business account if you'd like to set up a Google site.
URL & QR Code
URL & QR Code
Once you have a Google site up and running, create a shorter cleaned up link for it through a site like Bitly and text it to anyone who reaches out to you with a short message asking them to review the information before getting started. Add your new site to your google page, your Instagram, etc. Click the button below to create a shorter URL via Bit Ly.
Create a QR code for the site and post it EVERYWHERE. Post it on the front of your office for those walk ins that think you're there at 8pm on Sunday. Post it in all your schools. Post it in local businesses. Post it anywhere and everywhere. If you're not familiar with QR codes, all the applicant does is open up their camera and point it at the code. A link will pop up on their phone, they tap it and now they're on your site. Click the video below to see what i'm talking about.
joined_video_e99e7e35887f49d5881b36f5d20c7db7.MP4Use the button below to create a QR code for your site.
Analytics
Analytics
If you're feeling really motivated you can even link a Google Analytics account to your Google Site and track how many people are visiting regularly, what city their in, etc. I wouldn't say it's necessary, but it doesn't hurt to have data backing up what you're doing. Click the button below for an explanation on how to do this.
Social Media
Social Media
I believe social media is a great tool to inform your applicants about the Air Force and let them know you're a real person. Think of it as like a digital sales aid. Instagram has also been critical for me to connect and converse with recruiters nation wide. HOWEVER I have some potentially unpopular ideas:
1.) I do not believe it is necessary.
2.) I don't believe being on multiple social media platforms is useful.
I get it, there's plenty of platforms to use like Twitter, Facebook, Snapchat, TikTok, Linked In, etc. I would recommend selecting one to use as a sales aid and committing to it rather than spreading yourself thin being on multiple apps. It's my personal opinion that the one that provides the most value to effectively educate, inform and connect with your target market is Instagram.
Instagram
Instagram
I set up this Instagram in November 2018 and it gained a fairly large following. I created a post I saved in the highlights titled "NEW RICS" to help you get started. You can go check out my profile by clicking the button below. Or if you keep scrolling i'll add in the screenshots from the "NEW RICS" highlight.
Conclusion
Conclusion
These are all processes I had in place before we moved over to virtual recruiting and has aided in the transition significantly. Some of this may seem complicated, and there is more information you could go into depth with on each of these topics. Most of these programs will walk you through as you set up accounts and explain their basic features. Our marketing teams have also provided excellent how-to's for many of these areas.
As I said before, these are all my personal opinions and what's been working for me while on the bag. I was feeling overwhelmed and needed to establish some type of organization/filtration system to be able to provide information and prescreen applicants more efficiently. Your experience will vary depending on market size, location, having multiple office partners, etc.
If you ever have any questions, new ideas or practices, or just want to chat, reach out at any of the following.
Phone: (951)675-5069
Email: michael.runyan@us.af.mil
Instagram: @AirForceUpland
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