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Bless you recruitment marketers, surrounded by recruiters avidly trying to hit target, asking for pretty pictures and business cards, asking for you to organise events, create PDFs, memes, job adverts and PowerPoint decks! And at the same time you all say to your boss and I...
I want to add value
I have written about the approach many recruiters take to their marketing departments, in that they treat them like the CID – the colouring-in department.
Recruiters Are from Venus
And bless you recruiters, stressfully avidly trying to hit target in a pre / during / post / wherever-the-hell-we-are Brexit world. With clients having the same access to recruitment tech (LinkedIn) as you, and all you want is the candidate to apply / turn up for interview / dazzle the clients and start on time (and stay long enough!!!) And at the same time you all say to me
I want my marketing department to add value
So the colouring-in department is avidly crayoning their value into the recruiters’ pipeline… And it’s often lost in translation. Marketing departments are often surrounded by colours and, wait for it, criminals.
I want to highlight another CID that I see in recruitment marketing:
The Criminal Investigation Department
Is Your Recruitment Marketing Department the CID?
When I work with recruitment marketers – all levels from Strategic Global Heads of Marketing and tactical Marketing Execs – I often start by reviewing the perception that the sales (recruitment) team has of the marketing department. It is often disconnected, blame cultures exist, marketers feel devalued (but keen to add value) and sales dread being asked to do marketing “stuff”.
Marketing is not seen as true sales support, rather it’s seen as more administrative than that.
Hours of “change requests” to make sales more effective by creating PowerPoint decks, mailers which don’t generate leads – potentially lots of “colouring in” and not enough convertible leads.
Sometimes the lack of perceived value which marketing brings to sales is driven by what seems to be stringent rules about what recruiters can’t do… and we know how recruiters love rules!
Marketers Are from Mars. To Police or Protect?
The marketing department is often seen as “policing” sales. Branding Guidelines are issued with guidance on how to position a logo and which version of blue you need to stick to.
LinkedIn Recruiter, Job Board and Broadbean licences are audited and given and taken away. The goal of every marketer to protect the recruitment firm but in the process (and likely due to lack of resource and time) they police, rather than protect. Hence the 2nd CID kicks in.
The goal is sound, but the outcome often divisive. Lots of “no you can’t do that!”, “can you stop doing that?” “have you read the brand guidelines?” Rather than time for...
Have you thought about…?
I know that you’re trying to… I’ve come up with…
I saw this online last week and know it’ll help you solve…
I know you have a campaign for… I’ve got something that’ll really improve…
Marketers Need to Be Allowed to "Get" Sales
Recruitment marketers need to be allowed to “get” Sales, generate leads, demonstrate value and get into the thick of a growing recruitment business. They need to be given the time, mentoring, and information to develop clear paths to successful sales-led strategies, or they risk simply saying “no” to people who tend to not take no for an answer.
Then the crayons and handcuffs are retired in favour of genuine value-added services delivered by marketers who are seen as crucial to the sales process.
I train and mentor recruitment marketers to deliver the 4Cs - candidates, clients, colleagues, and cash!
HIIT Us, Recruiters!
Our high intensity interval training (Recruitment HIIT) helps recruiters source, convert quicker and develop healthy pipelines. Recruitment HIIT is an exciting recruitment training platform for recruiters to speedily learn skills to be more successful with Adapt, Bullhorn, LinkedIn, Job Adverts, Inbound Sales, Digital and Email Marketing. Try Recruitment HIIT for free, or arrange a call with me - press one of the magic buttons below.
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Lisa Jones
Blog
Improving the Value of Your Recruitment Business with Greg Savage Podcast
Recruitment leaders who want to get ROI from their recruitment tech, have marketing deliver viable candidates and leads, and make sure that their recruiters are super-productive, need to listen to this recruitment podcast…Oh! And if as a recruitment leader, like many of my clients, you are looking to hire more recruiters, this podcast has a couple of great ideas to help you with your own recruitment strategy. Straight Talking - No Messing - Advice for Recruitment LeadersDo you know the value of your business?A buyer will typically be looking at 60-70% of profits coming from temporary or contract recruiting. Do you know how many of your recruiters quit last year simply because they did not have the training to do their job?Do you know what your marketing function should be doing to generate the 4Cs? (Candidates, clients, colleagues, and cash?)In this episode of the Recruitment Leaders’ Podcast, I'm delighted (understatement!) to be talking to Greg Savage. He offers some "straight talking - no messing - advice for recruitment leaders who want to be more successful".I talked to Greg about:What are the main changes he feels have happened in the recruitment industry?What are most recruitment leaders doing differently at the moment?Where is the “danger”?What are investors who are looking to buy your business looking for?What does he think of permanent dominant-recruitment businesses?What could add the most value to your recruitment business? And devalue it?How can we attract the best recruiters?What 3 things are crucial for recruiters to be trained in?What are the three skills every recruitment leader is going to need in the next 3-5 years?This is seriously one of my favourite recruitment leader interviews and I think every recruitment leader (current or budding) will benefit from spending 30 minutes listening to this and planning their strategy.We talked about how there isn’t enough process around recruitment CRM systems. Listen to this episode of the Recruitment Leaders' podcast to hear more.And for recruitment marketers who want to demonstrate and deliver ROI from their marketing efforts, check out our blog post on connecting recruitment sales and marketing.Listen to this Recruitment Leaders' Podcast!Thanks, Greg, for being such great guest on my Recruitment Leaders’ Podcast.Listen and subscribe to the rest of Barclay Jones’ Recruitment Leader Podcast Series on SoundCloud or find us on iTunes!HIIT Us, Recruiters!Our high intensity interval training (Recruitment HIIT) helps recruiters source, convert quicker and develop healthy pipelines. Recruitment HIIT is an exciting recruitment training platform for recruiters to speedily learn skills to be more successful with Adapt, Bullhorn, LinkedIn, Job Adverts, Inbound Sales, Digital and Email Marketing. Try Recruitment HIIT for free, or arrange a call with me - press one of the magic buttons below.TRY RECRUITMENT HIITBOOK A CALL TO DISCUSS MARKETING TRAININGREAD ABOUT OUR MARKETING TRAINING
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Joni Smith
Blog
F**k Corona! Time to Get Fit, Recruiters!
Prior to today, 60% of recruiters found it hard to deliver results day in and day out. Who knows what the figure is now? We are all on one almighty pit stop! BUT the race is still on - you've not been retired!The recruiters that we work with are shell shocked - there is no book on the current situation. Every day is a new day, with data and news to either make you smile or frown. For those of us who have been through a recession, it's flipping tough - BUT there will be an end to it, and you will be defined by how quick you get out of your pit stop, and get back on the track! This blog is perfect for recruiters who need to focus during this distracting time, and to up the ante and get back in gear!Corona will be smashed! Where will you be when it is?Five Ways to Be Your Best Recruiter Self! I’ll give you 5 tips that will boost your mood, your results, and (ideally) your pay packet! Be Recruitment Fit - A survey of 2,500 companies found that those with “comprehensive training programs” have 218% higher revenue per employee and 24% higher profit margins. So, set dedicated time aside every week to improve your skill, whether you’re new to recruitment, or been in the game a little longer. Ongoing learning will really set you apart from your competitors. This is the time to really “gen up”! Don’t waste it. And don’t wait for your manager to tell you to train yourself. Take control! Know Your Market: 61% of sales prospects said they would be more responsive if they were provided with relevant information. So, you need to know what’s going on in the market. What are you doing to keep abreast of current affairs in your clients market? Do you know what’s happening globally, nationally, or even in their local town that may be effecting their ability to grow business? Yes, the obvious news is the big C word, but there is more than this going on – aim for What’s Your Plan? As the old adage goes, failing to plan equates to planning to fail! This is where too many recruiters go wrong. They land a great job to fill and hit the phones straight away, with very little direction. allocate time to think about options - where might your candidate be now? where might this go wrong - what might I struggle to find - plan for this! Be Consultative Not Sales Driven: 51% of sales leaders focus on increasing customer retention through deeper relationships. Sales are important, but your clients and candidates want to know that you understand their needs. This is SO important right now. Learn what they need. What are their current pain points? What are the key skills that they are struggling to recruit for? Now that recruitment may be on hold (or the total opposite) what can you offer in terms of advice. What are your candidates' motivations? What ignites a fire in their belly about their current role? Find out what their plans are beyond Corona! Actively Recruit At All Times. Just because you don’t have a role to fill right now or you’ve already got your short list together, it doesn’t mean you can sit back and relax! Absolutely not! Recruiters spend, on average, nearly 1/3 of their work week (about 13 hours) sourcing candidates for a single role. Great Recruiters are always recruiting. Make sure you regularly use your CRM to source great candidates which can be built into a search / shortlist ready to go when you win new business. Again, Corona has created a pit stop - use this time to train and network like you mean it! Get cracking with your best practice. Be the recruiter you've likely always wanted to be, but ironically candidates and clients have got in the way! :-)HIIT Us, Recruiters!Our high intensity interval training (Recruitment HIIT) helps recruiters source, convert quicker and develop healthy pipelines. Recruitment HIIT is an exciting recruitment training platform for recruiters to speedily learn skills to be more successful with Adapt, Bullhorn, LinkedIn, Job Adverts, Inbound Sales, Digital and Email Marketing. Try Recruitment HIIT for free, or arrange a call with me - press one of the magic buttons below.TRY RECRUITMENT HIITREAD ABOUT OUR RECRUITMENT TRAININGBOOK A CALL TO DISCUSS RECRUITMENT TRAININGPS. F**k stands for funk ;-)PPS: Lisa is running a webinar for recruiters and recruitment marketers who need to stay focused on - click here for more info about how sales and marketing can work together and be smart in this turbulent time.
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