I was honoured to attend the APSCo Awards for Excellence. A massive room at the RBS offices, full of recruitment professionals trying to act cool, whilst waiting for the decisions about their awards entries.
I was doubly honoured to be shortlisted for the Affiliate of the Year – and WE WON! I did not act cool when they read Barclay Jones out… I was a proper giggly girl (and so was Wayne!)
“Barclay Jones showed very strong evidence of commitment, investment and support of APSCo throughout the year. Very supportive of APSCo ideas and helping them to explore new initiatives.”
Plus, what an honour to listen to David D’Souza from the CIPD talk about dinosaurs, tell really funny jokes, and also ask some pretty pertinent questions about recruitment and the future.
The Association of Professional Staffing Companies
The APSCo awards are close to my heart. We talk a lot about Recruitment Awards on our blog and have created an e-book to help you win (and of course place more candidates and make more money!). We ran a webinar all about awards with APSCo earlier this year.
“These awards are now firmly recognised as the most prestigious accolade in professional recruitment and are a unique indicator of standards throughout the sector. The annual event has become the premier showcase for innovation, best practice and outstanding achievements which acts as a catalyst for firms to attract publicity and build their brand amongst key stakeholders.”
The APSCo awards process seems to be the most rigorous in the recruitment sector. Not simply an application form rigorously nurtured by an already busy marketing team – but an opportunity to sit in front of a gruelling panel, sweat, shake and justify your existence… yes an “opportunity”.
This interview really sets the tone for the APSCo awards – they are professional and they force the applicants to get involved and take them seriously. Don’t dare send anyone other than the leaders of the business for the grilling – APSCo will simply blink at you! (And rightly so!)
When Wayne and I left our interview, we were hyper, terrified, on fire, elated… talking about your own business is an emotional process!
“I’m absolutely ecstatic! The APSCo Awards for Excellence are very well respected in the industry and it was wonderful to be a part of the event. It’s a credit to our team for all their hard work delivering great services to our clients and partners over the years.”
Look in the Mirror, Recruiters!
I tell my clients that one massive benefit of going through an awards process is that it forces you to look in the mirror. Recruiters (you) spend all your time (too much of your time) servicing your clients, and not enough on your most important client – your own business!
Not enough time is spent having process health checks, training your people or generating ROI from your systems… but these are the three most important assets in your business. Going for an award can really get you thinking about all three: people, process, systems.
Risky Business – APSCo Awards
Going for a recruitment award is a risky thing to do. What if you don’t get shortlisted? What if you don’t win? What if you mess up the “exam”? So much risk that the majority of recruiters shy away with excuses like:
“They’re fixed” (they’re not… and if you know otherwise – call them out!)
“They’re time consuming!” Running a business, making a profit, getting great client testimonials – time consuming too, but necessary for sustainability!
“I’m not sure which category to go for…” Being a judge on the Recruitment International Awards I can vouch for the fact that when only 4 recruiters apply for the “Best candidate Service Award” – the one that every recruiter should be wanting to win… there is a category for every recruiter.
Think about it – Barclay Jones, a tiny team of 6, stupidly busy with our clients, writes an ebook on how to win and generate ROI from recruitment awards. I put my money where my mouth is and entered… then I realised that if I didn’t win, that wasn’t a great testimonial for my advice.
So a big “Phew!” from Wayne and I – now onto the next phase – going through my ebook and following my own advice to generate ROI from winning an award. Watch this space.
BTW – best joke of the APSCo Awards:
There is a zoo in my village – it only has a dog. It’s a Shih Tzu.
Recruitment Awards season is officially upon us.
Discover how you can generate ROI from recruitment awards events – whether entering, winning, or simply attending!
4 Questions for Recruitment Leaders and Marketers Who Need to Generate More Sales
Recruitment Marketers, now more than ever, need to deliver real value. With Covid creating either distraction, furlough, or redundancy, recruitment agencies are focused on lead generation and conversion. But where does and should marketing fit in to this landscape? And how are they prepared for the new normal?The Sales-Led Marketing ChallengeAs chairs of the APSCo Marketing Forum, Niomi and I are keen to ensure that the regular meetups and webinars contain content which drives the members to deliver commercial and relevant outcomes. We surveyed APSCo marketing members to find out answers to the following questions:What were your plans to improve prior to Covid lockdown?What are your biggest challenges during lockdown?Where do you see the biggest wins for you in the next few months?Where do you feel you need additional training / knowledge?The answers were compelling, and a little worrying.1.What were your plans to improve prior to Covid lockdown?The majority said “Brand Improvement”. This is always a red flag for me and tweaks my “colouring-in department” nerve. What were the businesses these marketers worked for doing before Covid… was lead gen / sales already taken care of? I get how important brand is, but in a saturated market, where recruiters are often 360+ and have too much to do, (too much data, systems, and not enough process) I love hearing stories about marketers deliver MQLs (marketing qualified leads) or perfect candidates / colleagues into the sales teams.2.What are your biggest challenges during lockdown?The majority said “Lead Generation”. So, as soon as lockdown happens all eyes go to marketing to do something that may not have been their priority or skillset pre-lockdown. A reaction that we have all had, but one that may have fallen flat due to the lack of skill / expectation of marketing prior to Covid. Some of them don’t even have access to the database that their recruiters use… so how are they supposed to help with the conversion, or reconversion, process?3.Where do you see the biggest wins for you in the next few months?Worryingly, lead generation scored low, and brand and client experience scored high. Kids are back at school, local lockdowns, rules of 6, are the new normal, but to move so quickly away from lead gen feels too soon, or perhaps, inappropriate.4.Where do you feel you need additional training / knowledge?SEO and monetisation of the CRM and data scored high. This is interesting, and predictable, as these two areas drive leads. Does this answer tell us that marketers haven’t got the training (or perhaps confidence) to stick their hand up and say:“leave the leads to me” When I mentor marketers, I lift the lid on SEO and make it a simple task. It’s about:persona-led keyword decks,threaded into content,which is aimed at the data (you likely already have) and assertively used to convert or reconvert. Leads are generated and actively handed over to sales. Easy!So the marketers have spotted their weaknesses… but what next?What else scored low?Automation – this is needed to create space and time to attract and convertInternal comms – this is needed to keep the workforce engaged and motivatedInbound sales – this is just needed.Social media – use this to drive content ROICandidate attraction – I’m worried that recruiters are being bombarded by the wrong candidates and this is preventing best practice.Marketers Need to Generate LeadsGoing back to lead gen and sales-led marketing…Marketers, ask yourself:what are you doing to skill up in SEO and monetising your data and CRM? Recruitment Leaders, ask yourself:what access does your marketer have to your data, and your sales team? What needs to happen to turn your marketing into a sales-led, data-driven, lead generative function?Attend our webinar on 30/09/20 to find out what Niomi and I think you need to do.Book Your Marketing Webinar PlaceTalking of Marketers Generating Leads for Recruiters...Could marketing save your recruiters an hour a day, and make an extra £18,750 a year (or £187,500/month if there are 10 of you?)Our high intensity interval training - Recruitment HIIT- helps recruiters source, convert quicker and develop healthy pipelines with Adapt, Bullhorn, LinkedIn, Job Adverts, Inbound Sales, Digital and Email Marketing. We aim to save every recruiter at least 1 hour per day - more billing time, more fees!TRY RECRUITMENT HIIT 7 DAYS FOR FREEREAD ABOUT OUR MARKETING TRAININGBOOK A CALL TO DISCUSS MARKETING TRAINING
Yorkshire Recruitment! Back to Work, Back to Normal?
Recruitment Leaders. whatever stress you and your business have been under, now that the kids are back at school, and that we are all trying to get back to a new normal, time is more precious than ever. And having a sales-led strategy for the next 3 months is key.Jonathan Sanderson, Chair of the APSCo Yorkshire Business Forum, will be joined at the next meeting by my business partner Lisa Jones.On Monday 28 Sept, 14:00, Lisa will focus on...Yorkshire Recruiters! Back to Work, Back to Normal? Your staff have either been:working as smart as they can throughout the pandemicon furlough, ormade redundant.What do you need to do in the next 3 months to generate more business? Lisa says:Your sales, recruiting, and marketing teams need to get fit, and be desk and time effective – but perhaps they have dirty data, numerous systems that they decide when they engage with, and not the right content and process to generate warm calls?Lisa, with her knowledge of sales, systems, marketing, and recruitment, will talk about how you and your team and business back to “fitness”.Jonathan will then lead a discussion around issues currently affecting the recruitment sector in the region.Register Here It's genuinely the time to take a breath, get ready, and get going.Talking of Recruiters Getting Going...Could you save an hour a day, and make an extra £18,750 a year (or £187,500/month if there are 10 of you?)Our high intensity interval training - Recruitment HIIT - helps recruiters source, convert quicker and develop healthy pipelines with Adapt, Bullhorn, LinkedIn, Job Adverts, Inbound Sales, Digital and Email Marketing. We aim to save every recruiter at least 1 hour per day - more billing time, more fees!TRY RECRUITMENT HIIT 7 DAYS FREE READ ABOUT OUR RECRUITMENT TRAININGBOOK A CALL TO DISCUSS RECRUITMENT TRAINING
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