On the initial cold call you tell potential candidates why the jobs seem to be worth looking into but once they express interest you tell the complete truth about the role, pros and cons, and leave the decision to move forward in their hands. No pressure is required. If they are not intrigued, they will not be good hires. In the video, Rich agrees, at first, that he never urges someone to consider a job but later he differentiates between the initial cold call and subsequent conversation.