Introduction – #2 Social Media
This is my second blog in our Recruitment Marketing 101 series that aims to provide recruitment leaders and internal recruitment marketing teams with a series of simple techniques to implement when it comes to building an internal marketing strategy at an agency.
The first blog in this series provided recruitment leaders with an understanding of how to ensure that marketing activities are targeting the RIGHT people at the RIGHT time on the RIGHT platform Click Here To Read My First Blog!
Today, attention turns to social media and how we recommend recruitment agencies use social platforms most effectively.
The UK now has 45 million social media users, meaning that 67% of the population use social in some way, shape or form.#
But, what does this mean for agencies?
1) You have easier access to clients and candidates than ever before
2) As a new agency, you can learn about what the market leaders are doing to acquire clients and candidates
3) More well-established agencies have the opportunity to connect with millions of prospects every single day and also access internal talent at the click of a button
Based on our experience, social media marketing acts as a great platform for brand awareness, however, there’s more effective techniques that agencies can use when looking to acquire clients or candidates.
Here’s three things to consider when looking at your social media marketing strategy…
#1 Content Ideas
One of the common challenges that we’ve heard from recruitment leaders, is that they’re “not sure what to post”. There’s certainly an element with socials that you need to be as personable as possible, whilst adding value and not exposing yourself too much. Here’s a few useful content ideas:
· Client testimonials
· Charity/CSR (Corporate Social Responsibility) initiatives
· Show off your employee experience
· Personal content will always perform better but it’s important to couple this with value-added content
· Relevant industry stats and articles
· Interactive PDF’s
#2 Simple Marketing Funnel
As mentioned earlier in the blog, social media is a brilliant tool from a brand awareness perspective, but it can also be used to attract candidates and clients. Consider adopting the following funnel approach in order to get the most out of your social media strategy:
Awareness – sharing regular content on yourself and your company helps people to build an understanding of you and your brand.
Engagement – begin to engage with your audience. This includes liking/commenting/inviting to pages and groups etc.
Conversion – one of the largest frustrations for a lot of the senior recruitment leaders that we work with, is that they cannot convert the traffic they attract to social media or their website. Often, it’s simply down to the lack of conversion opportunities. We recommend looking into creating landing pages and having conversion opportunities as frequently as possible. Here’s some ideas:
#3 Buying Into You vs Buying Into The Company
Personal branding and company branding both have their place.
When it comes to personal branding, this will naturally get higher engagement levels on social media and also generate more leads and opportunities.
However, the risk with personal branding is that when you look to scale your agency, your audience, network and clients will all be bought into you but often not your company. Meaning that the growth of your organisation will be a little more restricted in comparison to building a strong company brand.
Both have their place – it’s all about balance!
If you’re looking to build a social media strategy and you’re not sure where to start, then Click Here To Learn More About How We Could Help
Or book a free recruitment marketing review with a member of the Bristow & Hardy team
Business Development Manager
Bristow and Hardy