For early-stage startup founders, the first major challenge is often finding product-market fit and growing a customer base. With limited resources, founders focus heavily on go-to-market strategies, building up revenue, and hiring trusted team members from their immediate networks. Eventually, though, founders will need to scale beyond their personal networks and take Recruiting seriously.
The good news? You’re a founder: you likely already possess a lot of the skills necessary to be successful in Recruiting—because Recruiting is a lot like Sales. In a recent interview with Chris Henrichs, co-founder of Boon, we explored the parallels between customer acquisition and hiring, uncovering valuable insights on how founders can use their Sales skills to get a head start on recruiting.
“At the end of the day, Recruiting is Sales”
In Chris’ words, “Recruiting is Sales. You’re trying to convince someone to join your company, and that it’s the right fit for [them].” Founders often overlook this point. Just as in Sales, the top talent is frequently approached by multiple companies, and the ability to position your startup as the best place for them to work is essential.
Like Sales, it’s about understanding pain points—whether they are a customer’s business needs or a candidate’s career aspirations. Founders need to ask themselves: What can I offer this person that aligns with their values, their leadership preferences, and their long-term goals?
Use the Sales Funnel to Structure Your Recruiting Process
Chris noted that, much like Sales, Recruiting relies on a structured funnel. “Both are funnels,” he shared. “You start by casting a wide net, narrowing down candidates through a qualification process, and making an offer to those who are the best fit.”
This Sales funnel approach is something I often recommend to founders. Here’s how you can apply it to your Recruiting efforts:
Top of the Funnel: Build a pipeline of candidates from multiple sources—referrals, online platforms, and proactive outreach.
Middle of the Funnel: Qualify candidates by assessing their alignment with your mission, team culture, and business needs.
Bottom of the Funnel: Close the deal by clearly communicating the opportunity and your company’s vision, and offer an efficient, positive candidate experience.
“If you’re not actively recruiting, you’re falling behind”
One of the *major* takeaways from our discussion was the need for consistent effort in both Recruiting and Sales. Chris stressed, “If you’re not sending emails or asking for intros into potential candidates, you’re not going to hit your KPIs.” This mirrors the Sales process—if you’re not consistently prospecting, you’re not going to close deals.
Founders should set aside dedicated time for Recruiting activities, whether it’s scheduling outreach to potential candidates, reviewing applications, or conducting interviews. Chris recommended spending 20-30% of your time on Recruiting during active hiring periods.
Prioritize Candidate Experience, Just Like Customer Experience
A smooth hiring process is just as important as a smooth Sales process. Chris highlighted how a drawn-out hiring process leads to drop-offs, with candidates losing interest after two weeks. This mirrors Sales, where delays in closing deals often result in lost opportunities.
“Especially for startups, where money is tight,” Chris noted, “You might not be able to offer FAANG-level pay, but you can promise a smooth, professional hiring experience.” From my time in Recruiting, I’ve learned that a well-run process can be a huge differentiator for startups—show candidates that you value their time, and they’ll be more likely to stay engaged.
Metrics Matter in Both Sales and Recruiting
Sales teams live and die by data, and *good* Recruiting is no different. “We create KPIs for our Sales team based on outreach, intro meetings, and closing percentages,” Chris explained. Founders should create similar KPIs for their Recruiting processes, tracking outreach volume, candidate response rates, interview-to-offer ratios, and ultimately, time-to-hire.
These KPIs that track metrics like time-to-hire, response rates, and the number of qualified candidates per outreach, provide visibility into your Recruiting funnel and help identify areas for improvement. Much like you would refine your Sales strategy based on what the numbers tell you, continually refine your Recruiting process based on these metrics.
Conclusion: Recruit Like You Sell
The skills you’ve honed as a founder in Sales—building relationships, qualifying leads, and closing deals—are all transferable to Recruiting. By treating Recruiting like a Sales process, you can streamline your approach and find the best talent faster. Remember, whether you’re selling your product, your company, or your mission, You’re Always Selling.
If you’d like to get in touch with Chris, you can find him at:
Website: www.boon-health.com
Email: chenrichs@boon-health.com
LinkedIn: www.linkedin.com/in/chrishenrichs
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