8 Marketing Essentials for Recruiters

8 Marketing Essentials for Recruiters How to boost your recruitment agency’s profits through marketing

Take the time out of timesheets

Marketing is no longer an optional extra

Etz is a leader in

technology solutions

that streamline and

make the back office

of recruitment

agencies more efficient

Marketing is another

area where

technology is a major

factor in delivering

efficiency and

increasing profitability

In this slide deck we give

an overview of some of

the key considerations and

concepts for successfully

marketing recruitment

businesses today


1. It all begins with the Marketing Strategy…

It is essential to start by developing a Marketing Strategy, as

it is the plan for tactical activity that schedules what you

are doing and when, it also sets out why you are doing it

Resist the temptation to rush the strategy and initiate ad-hoc

tactical marketing with no real plan of structured activity

The strategy ensures that three key elements are considered

and that marketing is joined up – analysis of competitors and

the target market, and campaign development


2. Brand Matters

A brand is more than just a

logo - it incorporates

values, positions you

against your target

audiences, and conveys

who your company really

is and what it stands for

Supporting elements

include visual design

style, the copy or

written language style

and the narrative

contained in About Us

or Mission statements

Website must integrate

these elements

because it is often the

first touch point with the

agency and the brand

needs to be consistent

when it is translated to

other media


3. Focus marketing activity on your website

Websites are now the

focal points of

promotional activity on

digital (and non-digital)

channels ending the

domination of print and

broadcast media

This is to the advantage of

smaller and mid-market

businesses because

modest budgets yield

greater value and

performance is almost

completely measurable

Follow the conventions of

structure and content,

clearly identify the

expertise that supports your

USP and drive content

marketing campaigns with

data capture


4. Google is a friend worth knowing well

More than 90% of UK web

searches are conducted

through Google so learn

how SEM (Search Engine

Marketing) works, including

SEO and PPC, such as

Google AdWords

SEO tunes your website to

be friendly to Google,

especially its closely

guarded search algorithm

which it uses to determine

the quality and rank of

website pages

To beat SEO cheats Panda

and Penguin updates mean

the algorithm favours good

quality, unique content and

penalises poor quality

elements such as 'spammy'

backlinks

90%


5. Content is King and Helps you Rule the Marketplace

Content is the information on your website and content

marketing is the practice of using it to develop new

business through engaging content and digital technology

Showcasing your expertise through content such as white

papers, blogs or newsletters attracts clients and

candidates to you because your content is of value

Data capture of visitors that access content builds a

database of prospects that you develop through email

and social media content marketing campaigns


6. The Role of Social Media

Social media lets

businesses tap the

potential of personal

and professional

networks but there are

differences in the

social media tools for

clients and candidates

LinkedIn is the first

choice for attracting

clients and recruiting

candidates, but

Facebook and Twitter

are also extremely useful

for spreading the word

and locating experts

Use social media to

identify, listen to and

engage corporate HR

or decision makers;

simply using social

media for HR speaks

positively to those that

value the channel

HR


7. Use Automated Marketing Systems

Automated marketing

systems execute email

marketing campaigns with

CRM data, and are

available as online software

(SaaS) and paid by

subscription and/or PAYG

Marketing automation is the

delivery mechanism for

regular content marketing

campaigns that help to

cultivate your prospective

clients and candidates

A typical automated

workflow could capture

email addresses of visitors

to a marketing system

landing page and use

the data to power email

marketing activity

PAYG

SUBSCRIBE


8. Sell More to your Current Customers

Given the cost of acquisition of new clients,

up-selling and cross-selling

are essential objectives of

the sales function many

businesses and this applies

to recruitment too

It’s highly likely you can expand the business with

existing clients and digital

marketing newsletters are

excellent for content

curation, showcasing your

range of services

Deploying special offers is an excellent tactic for

capturing attention and

converting clients to switch

or try additional services


Etz

Find out more about Etz on our website: www.etzbackoffice.com

Australia Telephone: +61 2 9375 2362

UK Telephone: +44 (0)870 460 2698

Find out more and download our free white paper: 8 Marketing Essentials for Recruiters: http://goo.gl/Id1bmc

8 Marketing Essentials for Recruiters

Marketing

Transcript of 8 Marketing Essentials for Recruiters