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Marketers who feel “unloved” or “worked” in the wrong way will totally get this blog, and likely forward to their leaders and recruiters. Recruitment Leaders and recruiters need to read this blog if they feel that they are not making money from marketing!
Recruitment Marketing and Sales are Disconnected
I recently had dinner with a recruitment leader (anonymous) and we were talking about her goals for the year…
Profit, Effectiveness, ROI, CRM Upgrade, Marketing…
Or rather she said:
I want to get more ROI from my colouring-in department!
In our Bullhorn RoI and Bullhorn Automation Buddy programs we often come across Recruitment Marketing departments who are disconnected from Sales – disconnected enough to warrant a (healthy) scepticism. This is often demonstrated by graphs showing community sizes rather than fees generated from marketing activities.
Why? We often find that this is due to a complete lack of understanding (by Sales) of what Marketing is there for. Marketing are often not expected to generate leads, and if they do, Sales sometimes don’t stop cold calling long enough to convert them, or feedback to Marketing on improving the lead criteria.
Who Cares About Your LinkedIn Followers and Website Clicks? Recruiters Want Candidates to Apply for Jobs, and Clients to Give Them Jobs
Marketing often struggles from a lack of perceived RoI. This can be down to vanity stats - web clicks, job application #s, blogs posted, LinkedIn follower #s - as opposed to sanity stats - viable leads, calls booked, jobs logged, placements etc...
Sanity stats are generated by marketing tasks delivered by a robust, targeted, connected blend of sales and marketing functions.
Sales and Marketing is all about being in the peripheral vision of your talent and clients – content, events, great job adverts…
Marketers should also actively drive lead generation – not simply be focused on brand and blogs - AKA "colouring in".
4 Things You Can Do to Get Your Marketing Department to Put Their Crayons Down (and Generate ROI)
Target your market. "Ready, aim, fire", is better than "Ready, fire, aim". Who do your recruiters need to speak to? Get these candidates and clients into your CRM and use automation to wake them up.
Budget (time and money) to generate leads.
Strategise the generation of warm calls - they are better than cold calls.
Adapt your strategy if it's not working. Marketers need to ask for feedback on their lead gen efforts / recruiters need to give honest feedback.
Marketing ROI is About Perception and Expectation
Recruitment marketers need to “get” Sales, generate leads, demonstrate value and get into the thick of growing a business.
Recruiters need to “get” that Marketing (with a big and small m) is intrinsically part of the sales process, not simply a pretty logo, website, LinkedIn Recruiter Licence sign off, etc…
And when Marketing generates super leads for you, convert them into sales please. Then tell Marketing how much money they have helped you take home that month, say thanks, and don’t be surprised if they log that somewhere and remind you of it regularly.
📍Final Thought: Create Sales and Marketing Recruitment Campaigns to Get Warm Leads and Real Opportunities
Want help building an automation and outreach strategy to keep your community of candidates and clients warm? Let’s talk.
I offer free consultations to help leaders / recruiters / automators unlock the power of their Bullhorn database and create opportunities .
BOOK YOUR FREE CONSULTATION
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Wayne Barclay
Blog
3 Ways to Automate Away the Counter Offer and Drop Out
Recruiters who want to prevent counter offers and drop outs have several choices.They sit and do nothing, assuming the candidate remained loyal to them and was not flattered or hood winked into accepting a counter-offer.They know that prevention is better than cure, and set manual reminders engage the candidate as and when they think it’s best.They use automation to engage and manage the candidate, whilst controlling the narrative and the process.💡Every successful recruiter knows that the key to eliminating dropouts lies in consistent, timely intervention.🪄This is where automation transforms a good process into a great one.In our previous blog "Stop Losing Placements: Your 3-Step Plan to Pre-empt the Counter Offer or Drop Out" we offered a straightforward guide to preventing counter offers, armed with the data you need to make the case.Try Our 3️⃣ Powerful Ways to Use Automation to Prevent Counter Offers and Drop Outs1️⃣️ Automated "Reality Check" Content DripYou need to proactively arm candidates with the necessary data before they even receive an offer. This content drip focuses on education, addressing the emotional allure of a counter offer with cold, hard facts.How to Automate: Set up an email automation sequence that triggers immediately after a candidate successfully completes a key interview stage (e.g., after the screening or first stage interview, or when a final offer is imminent).The Content: The sequence should deliver the statistics we discussed (e.g., 9 out of 10 people leave anyway, the cost to the employer, etc.) and explore the non-monetary reasons for leaving. Use short, sharp emails with a professional, advisory tone.Goal: To normalise the counter offer as a business tactic and pre-frame it as a short-term distraction from their long-term career goals. This makes the eventual counter offer less of a surprise or a compelling "olive branch."2️⃣ 📝 Automated Counter Offer Acknowledgment FormThis tool formalises the discussion you have with the candidate, ensuring they have verbally and electronically confirmed their awareness of the risks.How to Automate: Integrate a simple form into your candidate management system or send it via an automated link after the final offer is extended.The Requirement: The form should ask the candidate to confirm that they have:Discussed the likelihood of a counter offer with their recruiter.Reviewed the long-term career statistics associated with accepting a counter offer.Understood that the underlying reasons for their resignation (e.g., culture, progression) are unlikely to be resolved by a temporary pay bump.Goal: The act of filling out this form forces one last moment of reflection, significantly reducing the chances of an impulsive, emotional decision, and provides a documented record of the candidate's commitment.3️⃣ 📅 Automated "Resignation Prep" ResourceThe most dangerous time is the moment of resignation, often delivered in a high-pressure, emotional meeting. Automation can deliver a just-in-time resource to guide the candidate through this moment.How to Automate: Set up a final email to be delivered the day before the candidate plans to hand in their notice.The Content: This resource is a concise, step-by-step guide on how to resign professionally. Crucially, it includes:Scripted Responses: Suggested brief, professional phrases to use when a counter offer is made (e.g., "I appreciate the offer, but my decision is final and based on long-term career factors, not just compensation.").Focus Points: A checklist of their original motivations for leaving (e.g., "Remember why you started this search: lack of flexible working, no clear path to management.").Goal: To help the candidate manage the conversation gracefully, stick to their pre-agreed decision, and resist emotional manipulation in the moment.🔐The Automation Advantage: Protecting Your Fee and Their FutureThe counter offer is a recruitment industry reality, but a drop-out is not an inevitability.By combining pre-emptive, data-driven candidate coaching with a strategic approach to automation, you move beyond simply hoping a candidate will decline a counter offer.Instead, you build a robust, repeatable recruitment process that manages risk, documents commitment, and ensures your candidate resigns fully prepared and focused on their long-term career move.💡Embracing automation isn't about replacing the human element; it's about making the human element.Your invaluable advice and counsel is more impactful. It guarantees the right advice is delivered at the right time, securing your placement and protecting your candidate from a decision they would almost certainly regret down the line.Be sure to not run your recruitment process on good intentions - back it up with the tech you need to boost your process and pipeline!Automation Buddy / Bullhorn RoIWe are Automation Buddies set on helping ambitious recruitment businesses who want to increase speed and sales.We coach to inspire, and build your automations so you can recruit and sell!Plus, through our Bullhorn Vision service we help generate serious ROI from your Bullhorn, data, and people.READ MORE ABOUT OUR BULLHORN VISION SERVICEREAD ABOUT OUR AUTOMATION BUDDY SERVICEBOOK YOUR FREE CONSULTATION
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Rose Megson
Blog
Bullhorn Tip - Place More Jobs
We've got a simple 1-minute Bullhorn tip to help you place more jobs. It's time to filter, work and place (and earn!)Having too many jobs and not enough placements can be beyond frustrating. But we have a Bullhorn tip for you to help you focus on the jobs you can (and should) place! There's plenty Bullhorn can do to help you manage your jobs pipeline and recruitment workflow. It's Time to Place Your Jobs!Here's a quick bullhorn tip about why you should regularly update your job statuses in Bullhorn.Get focussed on the most profitable opportunities.Prioritise your efforts.Boost your earnings. Watch this 1-minute Bullhorn tip - then spend a few easy minutes creating focus and an easy path to placing more jobs. Watch Our 1-Minute Bullhorn Tip on How to Place Jobs QuickerNeed more Bullhorn / Automation Tips? Try our 1-minute tips.Be sure to sign up for (or watch the recordings of) our regular free Bullhorn and Automation webinars.CHECK OUT OUR WEBINARSAutomation Buddy / Bullhorn RoIWe are Automation and Bullhorn Buddies set on helping ambitious recruitment businesses who want to increase speed and sales.We coach to inspire, and build your automations so you can recruit and sell!Plus, through our Bullhorn Vision service we help generate serious ROI from your Bullhorn, data, and people.READ MORE ABOUT OUR BULLHORN VISION SERVICEREAD ABOUT OUR AUTOMATION BUDDY SERVICEBOOK YOUR FREE CONSULTATION
