The following blog aims to provide Recruitment leaders and their teams with an insight into how social media can help to attract clients and candidates, as well as develop both personal and company brands. It is relevant to all of those working in the employment industry, whether your focus is on permanent, contract, rec2rec or even if you’re a supplier to Recruitment businesses.
All of the guidance in this blog is based on my experience which is a mixture of being responsible for Marketing in my old role, where I was looking to develop both my personal brand and the company brand, along with what I’ve learnt during my first 3 weeks at Bristow and Hardy – a specialist Recruitment Marketing agency.
The blog begins by introducing the three stage Marketing process that has really helped me over the last five years. Before then going on to provide three social media tips for recruitment leaders who are looking to attract candidates, clients and develop brand awareness.
Whether you’re a one man band who’s looking to get your name out there or even if you’re a well established business, this blog will provide you with some simple tools and techniques to re-evaluate your Marketing strategy.
3 Stage Marketing Process
I wanted to quickly introduce a really simple and effective 3 stage process that all recruiters can adopt when it comes to Marketing.
Stage 1- Is all about awareness. Your priority is to be seen by as many relevant contacts, as frequently as you can. With the view that if someone recognises you, whether it be a client or candidate, they’ll be more likely to be open to a conversation with you. Social media platforms usually work well for this as your potential reach can be hundreds of thousands, if not millions – this is through completely organic campaigns, rather than Paid Social too!
Stage 2 – Focuses on engagement. During this stage you now want to them to begin engaging with you. Whether it be liking or commenting on your content, following you on social media, connecting with you on LinkedIn, signing up to your monthly email – essentially, anything that leads to a higher chance of you being seen on a regular basis by them. Again, Social Media is typically good for this. You may choose to engage with their content too – e.g. liking and commenting on their posts too.
Stage 3 – Is conversion. This is where the exciting stuff happens. By now, your client or candidate will know who you are, will have engaged with you and your content – so what steps can you take to book a call or meeting with them? This is where your conversion ideas come in. For example, webinars, thought leadership, landing pages, videos, offers and more.
You may be thinking that the three stages above will take a long time and you’re right, marketing is not a quick fix. However, this approach allows you to target a series of relevant contacts on a macro scale – best of all its an opportunity to generate inbound leads.
3 Social Media Tips That Will Help Recruiters To Attract Clients and Candidates, Along With Developing Brand Awareness
1) Understanding Your Customer Persona(s)
One area where I certainly went wrong during the early days of my career was trying to target everyone. Since then I have learnt the importance of understanding your customer persona(s). You may find that you have a couple of different personas that you’re looking to target however, one or two may stand out. For example, in my current role one persona I’m focused on is; Managing Directors, Recruitment industry, 1-1000 employees, UK based, LinkedIn is where they spend a lot of their time and therefore, this is my platform of choice. Understanding your target customer persona(s) is critical as firstly it ensures that you’re targeting the right people, which gives you a higher chance of return on investment for the time you invest into Marketing.
Here’s a simple way to understanding your customer persona:
Think of your ideal client and answer the following questions…
– What role would they have ? E.g. Managing Director
– Where would they be based? E.g. UK only or other countries
– What industry? E.g. IT
– Size of their business? E.g. self employed, SMB etc
– Where do they spend their time? E.g. LinkedIn, Facebook, Twitter, Instagram
– What content do they digest and what are the hot topics right now? E.g. blogs, whitepapers, podcasts, videos
There’s more you could ask yourself but this should give you an initial understanding of your target persona. Use this information to ensure you grow your network and tailor your content based on the above.
2) Regularly Create and Share Value Adding Content
Over the last couple of years I’ve tried developing various different types of content and all have brought different results. My most successful campaign came in my previous role, where I put together a thought leadership paper that provided 5 things to consider when it comes to employee engagement. The paper had over 200 downloads and can be linked directly to generating over £100,000 in revenue. That being said I used to create weekly blog’s, similar to this one, that would then aid my business development activity. also ran a webinar towards the end of 2020, having had over 90 people signed up. This was great from a brand awareness point of view, as well as growing our network but we did not see the same commercial return as the thought leadership paper. Finally, landing pages tend to work very effectively and are a great conversion marketing tool.
In short, there’s various tools and techniques out there but the most important thing links back to point one – it has to be relevant to your audience and their persona (s).For example it’s pointless running a webinar on how to perform well in an interview, when all of your audience may be worried about IR35.
3) Engage With Your Network
Last but not least, I cannot emphasise the importance of engaging with your network. Whether that be liking and commenting on content, responding to messages, sending messages – just generally getting yourself out there across your industry. The more you engage with your network, the higher the chances are that you’ll be booking regular calls with clients and candidates, as a direct result of your social media work.
In future blog’s I’ll discuss other areas such as: creating an effective LinkedIn profile, LinkedIn Groups, Facebook Groups and more!
If you have any questions or feedback then please leave a comment below or contact me directly on firstname.lastname@example.org
Business Development Manager
Bristow & Hardy