Full Project Map
Evolution Financial Group - Recruiting System Build
A repeatable recruiting engine your team can run with minimal involvement from any one person, fully documented in SOPs and training.
Project review and manager questions
Please review the project below. We have also answered some of the most common implementation questions ahead of our call. If anything remains unclear, submit your question at the bottom of the page.
Submit a questionThe Project
Recruiting System Build
A repeatable recruiting engine your team can run with minimal involvement from any one person, fully documented in SOPs and training.
SOPs, training material, and handover documentation are captured throughout, not just at the end.
Confirmed August 26
Three Avatars, Locked In
Neal's avatar
Sales agents - Prudential-style, production and comp signal
Dan's avatar
Brokers - wealth advisory, AUM and tenure signal
Third avatar (new)
Cross-industry sales professionals - experienced sellers from outside insurance and wealth, trained into the role
Stage 4 builds this third avatar from scratch once avatars 1 and 2 are proven and running.
The Big Picture
The 6-Month Build
Stage 1
Foundation
Weeks 1-4
- Avatars, profiles, DM flows
- Lead sourcing set up
- FAQs, job descriptions
Stage 2
Campaign Launch
Weeks 3-6
- Lists imported
- Campaigns live
- Analytics tracking
Stage 3
Pipeline & Interviews
Weeks 5-9
- CRM / Monday live
- 3-stage interview flow
- Team-wide visibility
Stage 4
Onboarding & Scale
Months 3-6
- SOPs per avatar
- Training built out
- Human input minimized
Foundation Build
Stage 1 Deliverables
Weeks 1–4 - Everything needed before the first campaign can launch.
Profile optimization × avatar
Every LinkedIn profile used for prospecting rebuilt for the three-second trust test: banner, headline, featured section.
Job descriptions × avatar
A clear, compliant role description per avatar so candidates get consistent, accurate information regardless of who replies.
FAQs × avatar
Answers to the questions each avatar is most likely to ask before booking a call - comp, book transfer, licensing, territory.
DM sequence × avatar
First-message and follow-up sequences per avatar, built from what already works manually and refined for reply rate.
Assess Evolution's existing lead intelligence platform
Define the technical requirements the intelligence platform must meet, then assess Evolution's existing platform against them once access is available in October.
Compliance-safe messaging check
Scripts reviewed so outreach never overstates unconfirmed situations and stays defensible.
Admin and seat management
Access and permissions set up for DJ as admin, with Mia added at the booking stage.
Stakeholder liaison
Ongoing coordination across Neal, Dan, a third avatar if defined, DJ, Mia, and anyone else looped in as needed.
Stage 1 checklist
- Finalise Career recruit criteria
- Finalise Brokerage recruit criteria
- Define exclusions and blacklist criteria
- Assess Evolution's existing intelligence platform
- Define candidate data requirements
- Align LinkedIn profiles
- Establish lead ownership rules
- Establish central tracking
- Finalise initial outreach process
- Confirm compliance requirements
Lead Quality
What Each Tool Actually Adds
These tools solve different parts of the process. They are not alternatives to each other.
Evolution Intelligence Platform
Candidate IntelligenceRole: Potential primary source for identifying and segmenting licensed professionals. Capabilities will be confirmed once Evolution receives access.
Best for: Assess first, before any purchase
LinkedIn Outreach
ContactRole: Sends connection requests and message sequences per manager, inside LinkedIn limits and Evolution's compliance requirements.
Best for: Getting the conversation started
Recruiting Pipeline / CRM
OwnershipRole: Holds every candidate, the assigned manager, prior contact, stage and next action, with duplicate and do-not-contact control.
Best for: One source of truth
Reporting / Analytics
MeasurementRole: Shows what is converting by recruiting category and lead source, from first contact through to hire.
Best for: Deciding what to adjust
Existing Technology First
Technology Evaluation
We are intentionally not locking Evolution into unnecessary software before reviewing the technology already available to the firm.
Assess first
Existing Evolution Intelligence Platform
Access expected in October. This will be evaluated as the primary candidate intelligence source before another data platform is purchased.
To be selected
LinkedIn Outreach Platform
Selected after the existing intelligence platform has been assessed so that the tools complement each other rather than duplicate functionality.
Required
Recruiting Pipeline & Reporting
Provides one source of truth for lead ownership, conversations, interviews, candidate progression and hires.
Campaign Launch
From List to Live Campaign
Weeks 3–6 - Leads start generating while Stage 1 finishes closing out.
- 1
Importing lead lists
Career and Brokerage lists prepared from the intelligence source confirmed after Evolution's existing platform has been assessed.
- 2
Creating the campaign
DM sequence attached to the scored list inside Pipeline. Timing between messages set per avatar.
- 3
Launching the campaign
Connection requests begin sending against weekly caps. Both avatars go live the same week so data starts collecting immediately.
- 4
Analytics and tracking
Connection rate, reply rate, and conversation-to-call rate tracked per avatar per profile from day one.
Assess first
Evolution's existing platform
Access is expected in October and it connects with LinkedIn. It will be assessed against the requirements of the recruiting system before any additional intelligence product is purchased.
Only if gaps remain
Additional intelligence tools
Considered only where a specific capability the recruiting system needs is missing from the platform Evolution already owns.
Full Visibility
Every Stage, Visible to the Right People
Weeks 5–9 - David, Mia, and Michelle see the pipeline without asking Neal or Dan.
| Stage | Sees it |
|---|---|
| Connected | Neal / Dan |
| Replied | Neal / Dan |
| Triage booked | DJ |
| Interview 2 | David / Mia |
| Final interview | David / Mia / Michelle |
| Signed | Full team |
Lean By Design
Interview Sequence: DM to Signed
Pre-qualification happens in the DMs: job description, FAQ, and compliance check before any call is booked.
Stage 1: Triage Call
Compliance check only. Confirm licensing, location, and production history match the role. 15-20 minutes.
Stage 2: David Interview
David gets a real feel for the person. Culture, motivation, fit with the team. 30-45 minutes.
Stage 3: Final Interview
Iron out remaining questions. Agree contract terms and start date. 30 minutes.
Three stages, kept lean on purpose. Everything qualifiable in writing happens before a call is ever booked.
By Month Six
A Recruiting Conveyor Belt
Automated and SOP-driven steps run without you. Human time is reserved for the two calls that actually decide a hire.
| Step | Type |
|---|---|
| Sourced Lead | Automated |
| DM Sequence | Automated |
| FAQ / GPT Pre-qualify | Automated |
| Triage Call | Human |
| David Interview | Human |
| Final + Contract | Human |
| Onboarded Hire | Automated |
This is no longer a project you run day to day. It's a system David's team owns and operates.
Months 3–6 - Scoped In Detail After Stage 3
Stage 4 Preview: Onboarding & Training
Onboarding checklist per avatar
A first-30-days sequence, since what a new agent needs on day one differs from what a new broker needs.
Training material
So DJ, Mia, or a future hire can run Stage 1 through Stage 3 without you in the room.
Handover documentation
Finalized into a single reference SOP, not scattered across calls and messages.
Tool Strategy
The Technology Structure
Process first. Technology supports the process.
Lead Intelligence
Existing Evolution Platform, Assessment Pending
Evolution already has access scheduled to an existing intelligence platform in October which connects with LinkedIn.
Before purchasing an additional lead intelligence product, we will assess this platform against the requirements of the recruiting system.
The key questions will be:
- Can it identify the required licensed professionals?
- Can we create separate Career and Brokerage candidate lists?
- What filtering criteria are available?
- What volume of prospects can be sourced?
- Can unsuitable profiles be excluded?
- Can lists be exported or transferred into the recruiting workflow?
- Can prospect ownership and duplicate contact be controlled?
- What LinkedIn integration is available?
If the existing platform meets the requirements, we use it.
If gaps remain, additional intelligence tools can then be evaluated.
LinkedIn Outreach Technology
To Be Selected
The outreach platform should be selected after we understand the capabilities and restrictions of Evolution's existing intelligence system.
The objective is not to add unnecessary software.
The selected outreach system needs to support the recruiting workflow while operating within LinkedIn limits and Evolution's compliance requirements.
Tracking / Recruiting Pipeline
Required
One central recruiting process should track every candidate regardless of which intelligence or outreach technology ultimately supplies the lead.
- Candidate
- Recruiting category
- Assigned manager
- Lead source
- First contact
- Responses
- Interview stage
- Next action
- No-show
- Offer
- Hire
- Do-not-contact
- Duplicate status
The Process
Intelligence To Hire
- 01
Evolution Intelligence Platform
- 02
Candidate Segmentation
- 03
Career / Brokerage Lists
- 04
Qualification & Exclusions
- 05
Manager Assignment
- 06
LinkedIn Outreach
- 07
Conversation
- 08
Interview Process
- 09
Recruiting Pipeline
- 10
Hire / Nurture / Exclude
The exact technology used at each stage may change. The recruiting process itself remains consistent.
Built To Adapt
What Stays Interchangeable
Nothing in this build locks Evolution into one vendor. The avatars, sequences, FAQs, and pipeline structure stay constant. Only the tools feeding them can be swapped.
Intelligence layer
- Evolution's existing platform (assess first)
- Additional intelligence tools only if gaps remain
Outreach layer
- To be selected
- HeyReach
- Expandi
- Dripify / Waalaxy
The Full Picture
Full Project Price Range
My time only. Software is separate and depends on which tools you approve.
| Stage 1 | Weeks 1–4 | Foundation - fixed scope | $8,500 flat |
| Stage 2–3 | Weeks 3–9 | Campaign, pipeline, interviews | $8,000–$10,500 |
| Stage 4 | Months 3–6 | Onboarding + third avatar build | $12,000–$18,000 |
| Third-Party Technology | TBD after Evolution platform assessment |
The objective is to use Evolution's existing technology wherever it meets the project requirements and avoid duplicate software costs.
Total - 6 months, start to a self-running system
$28,500–$37,000
Low end assumes a smooth build; high end reflects normal friction. Mostly in the team's hands.
Next Steps
Let's Get Started
Approve Stage 1 and we start September 8.
- End of week one: all three avatars scoped, Neal and Dan's profiles live in Pipeline.
- End of week four: full report on what is converting, and Stage 2 firmed up within its stated range.
For The Management Team
How This Will Work For You
The intention is not to create another administrative job for the managers. The system is being built around your expertise so that your time is used primarily where a genuine recruiting conversation requires you.
Initial Setup
- Approximately 30 to 60 minutes of input during initial setup.
- Confirm your ideal recruit profile.
- Review any proposed LinkedIn profile changes.
- Approve positioning and messaging relevant to your role.
- Tony handles the majority of the build work.
Ongoing Involvement
- You will not be expected to manually build prospect lists.
- You will not spend hours searching LinkedIn.
- Your main responsibility is responding when an appropriate prospect becomes a genuine conversation.
- Short review sessions may be required while messaging and targeting are being refined.
Two Recruiting Audiences
Daniel will primarily focus on brokerage recruitment.
Neal, Steve and Michael will primarily focus on career recruitment.
The underlying system can therefore be built around two core recruiting audiences rather than four completely separate systems.
One Shared Recruiting System
All activity should ultimately feed into one central process so we can track:
- Prospect ownership
- Previous contact
- Recruitment category
- Current stage
- Next action
- Duplicate prospects
- Do-not-contact records
- Results
Questions
Common Questions Before We Start
How much time will I personally need to spend on this?+
Initial setup should require approximately 30 to 60 minutes of direct input from each manager. Once the system is running, the objective is to keep your involvement focused on genuine recruiting conversations rather than prospect research or administrative work. The exact time will depend on how many qualified conversations the system produces.
Will I need to manage LinkedIn every day?+
No. The project is being designed to remove as much manual prospecting as possible. Your role is primarily to provide expertise, approve positioning and step into conversations when a suitable recruit engages.
Are you taking control of my LinkedIn account?+
No. Each manager retains ownership of their LinkedIn profile, relationships and conversations. The project provides the structure, targeting, messaging and supporting process around those accounts.
Will our LinkedIn profiles need to change?+
Some changes may be recommended so that the Evolution management team presents a consistent and credible brand when prospects review the people contacting them. These should be relatively small changes such as banners, positioning and selected profile information rather than complete profile rebuilds.
Will all four managers be targeting the same people?+
No. The initial plan has two primary recruiting audiences. Daniel will focus primarily on brokerage recruitment. Neal, Steve and Michael will focus primarily on career recruitment. Prospect ownership and duplicate controls should prevent multiple managers unintentionally approaching the same person.
How will prospects be selected?+
The objective is to use the strongest available lead intelligence before outreach begins. Initial criteria will be defined with the management team and then refined using actual results. Poor-fit criteria can be excluded while characteristics associated with stronger candidates can be increased.
Are we simply going to message thousands of people?+
No. The objective is quality before volume. There is a finite addressable market and the system should learn which sections of that market deserve the most attention rather than indiscriminately contacting everyone.
How will compliance be handled?+
The project will operate inside Evolution Financial Group and its broker-dealer compliance requirements. Any profile content, messaging, technology or activity requiring internal approval should follow Evolution's existing compliance process before implementation.
How will we know whether this is working?+
The project should ultimately track metrics including:
- Qualified prospects identified
- Connection acceptance
- Responses
- Positive responses
- Recruiting conversations
- First interviews
- Second interviews
- No-shows
- Candidates progressing
- Offers
- Hires
- Lead source
- Time from initial contact to hire
Do not focus the reporting primarily on follower growth or vanity LinkedIn statistics.
How quickly should we expect hires?+
Recruiting is not an instant transaction. David has identified the existing recruiting cycle as approximately two to three months, and December is traditionally a period when fewer people make career moves. The initial objective is therefore to build and refine the pipeline through Q4 so Evolution enters 2027 with qualified candidates already progressing through the process.
Why start the setup before October 1?+
There is preparation required before outbound recruiting should begin, including targeting, profile alignment, messaging, systems, compliance, tracking and lead allocation. Starting the preparation earlier allows the team to enter the new EOS quarter with the system ready rather than spending the first weeks of the quarter building it.
Do we need LinkedIn Sales Navigator?+
Not currently. Evolution already has an intelligence platform becoming available in October which connects with LinkedIn. We will assess that system first. If it provides the targeting, filtering and candidate data required, there is no reason to duplicate that functionality with another subscription. Additional tools will only be considered where a specific capability is missing.
Does waiting for access to the intelligence platform delay the project?+
No. A considerable amount of preparation can happen before the platform is available, including defining the Career and Brokerage recruit profiles, exclusions, LinkedIn positioning, messaging, compliance requirements, tracking, lead ownership and the recruiting process itself. This means the system can be prepared while the technology is being assessed.
What happens if the first targeting or messaging does not work?+
The process is designed to improve through actual recruiting data. Targeting criteria, exclusions, messaging and follow-up can be adjusted based on which candidates engage, progress and ultimately prove to be a strong fit.
What happens once LinkedIn is working?+
LinkedIn is the initial recruitment channel. Once sufficient prospect and conversion data exists, Evolution can decide whether other channels such as email, content, retargeting or paid advertising deserve adding. Those are future decisions rather than requirements for the initial project.
Your Input
Anything Still Unclear?
If you have a question, concern or requirement that has not been covered above, please submit it before our meeting. This allows us to prepare a clear answer and use the call to make decisions.