Hiring top sales talent is no easy feat. Often, it seems impossible. Time after time you hire the wrong candidates who can’t deliver. Sales recruiting can be tricky. If you’re using old, out-of-date sales recruiting techniques, you’re not going to be able to find, attract, and hire top sales professionals. You need to be on top of the trends and adjust your hiring process accordingly.

For 2016, here are the sales recruiting trends to watch for.

1. Employer Branding

Instead of seeking out candidates, the best sales organizations are being proactive. They’re taking part in recruitment marketing to create, solidify, and market their employer brand. Crafting a compelling and unique talent brand can be fruitful in the long run for your recruitment efforts. In 2016, simply advertising to candidates who you are and what roles you have open isn’t enough. Candidates want to know what makes your company so great to work for. They want to know what’s in it for them—the benefits and perks. They want to know your company culture to ensure that it’s a good fit before they apply.

Recruitment isn’t just about sourcing candidates and reviewing resumes anymore, it’s about marketing yourself as a great employer in order to lure top talent into your company.

2. Pipeline Recruitment

Sales recruitment professionals know that there’s a slim chance in finding the ideal sales candidate within a pre-determined, small window of time. Instead of hiring on an as-needed basis for currently open roles, you should be prioritizing pipeline recruitment in 2016. With such a recruitment strategy, you continuously recruit and interview for positions prior to them opening up. Using an ATS system can allow you to easily track your pipeline candidates and keep them engaged until a suitable position opens up.

3. Increased Competition

You might have been hopeful that sales recruiting would be easier in 2016, and we’re sorry to burst your bubble, but competition for top candidates will be tougher than ever. Most of your sales candidates who are interviewing with you will likely have at least one other opportunity in question. Don’t lose out. Sell the candidates throughout the interview process instead of putting them through the ringer. Creating a great candidate experience will be critical in beating out the competition.

4. Referral Program      

If you do anything differently in 2016, it should be to build a strong referral program—it could mean the difference between mediocre and talented new hires, and it could mean the difference between filling a role quickly as opposed to months down the line. Engage your current employees to refer candidates, shape a referral bonus that works, and learn to effectively manage candidates who are coming through the program. In the end, sales recruiting will be easier with a solid referral program in place.

5. Video       

Expect to see and use video in 2016. Candidates know that personality is critical in sales, and many of them are being innovative and creating video resumes to showcase their interpersonal skills.

You should also be creating your own videos—filled with stimulating and insightful content that candidates want to see before applying to positions. Video is an easy way to leverage your talent brand and share a sneak peek into your company.

Furthermore, video is going to be increasingly used in the interview process as well. A first-step video interview as opposed to a phone screen interview can help you get a better feel for your candidates. And video can also help you interview remote candidates more easily.

6. Sales Recruitment Firms

As sales recruiting becomes more competitive, more sales organizations are seeking the help of sales recruitment firms to find and hire top sales talent. They’re leaving the work to the experts, which offers an incredible ROI. Using a recruitment firm can help you to build the sales team you need for success.