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 hey 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 my recruitment marketing mentoring programs I 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? I 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? I Want Candidates to Apply for Jobs, and Clients to Pay Invoices
We all know Greg Savage. We even had a webinar dedicated to (our invented) Greg Savage day. He has numerous sound bites, one of which is so pertinent to this:
Those of you getting your staff to compete over cold calls are competing over who can piss off the most prospects… Cold calls? Warm calls are better.
Now warm calls are not generated by radiators or working in hot climates – they are generated by marketing (delivered by Sales and Marketing).
Marketing is all about being in the peripheral vision of your talent and clients – content, events, great job adverts…
Marketing should rule lead generation – not simply colour it in!
If you agree with Greg (as my clients do) that this year is about recruiters being more focused marketers, and you agree with me…
If you’re a marketer it’s about recruiters… if you’re a recruiter it’s about marketing.
Then you need to either radically change your perception of your colouring in department, or hire a new more sales-focussed one. It’s all about ROI!
5 Things You Can Do to Get Your Marketing Department to Put Their Crayons Down (and Generate ROI)
Tell them who your target clients are – seriously, they’ll love knowing and they’ll get super giddy when they see these clients surfing your website and engaging with their content.
Give them a budget to generate leads. Even as an IT Director in my younger days, my Commercial Director said “I’ll give you £1 as long as you make me £2!”
Put down the cold call and demand a list of warm calls.
Stop jumping out of your cave with your club looking for the Woolly Mammoth and start looking to be stroked. Are you so busy chasing that you can’t see who’s looking at you?
Get a lead from your marketing department and it’s not worth your time? Feedback and demand better (nicely).
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.
I train and mentor recruitment marketers to generate the 4Cs: candidates, clients, colleagues and cash.
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Track Your Candidates, Clients, and Cash with Automation
Our April Bullhorn Automation webinar is Friday 19 April 12:00-12:30 GMT. It's time to track! It's time to follow the money!Drowning in data, systems, candidates and clients, isn't a great recruitment process. (But some recruiters make an art form from it!)Being able to "follow the money" absolutely is the best route to success and happiness!Automation - Get Ready to Follow the Money!Join us in our free Bullhorn Automation webinar where we will explore some tips and tricks to use Automation to help you:See the wood for the trees.The candidates for the clicks.The opportunities for the leads.The invoices for the back door placements.(See what I did there?)Automation needs to do some serious heavy lifting for you - so don't leave easy recruitment and sales wins to chance!This will be a great webinar whether you have automation already, or need to educate yourself about its power and how it can help you scale, whilst reducing effort and cost.Can't make the date? Register anyway and we'll send you the recording.REGISTER HERENeed 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, Training, Bullhorn1stWe're a passionate team of recruitment, tech, training professionals set on helping ambitious recruitment businesses, big and small, improve speed and pipeline.For help with Automation, creating a Bullhorn1st culture, and Recruitment Training...CONTACT US
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Automation Tip - Protect Your Contacts and Sales
I've got an awesome 1-minute Bullhorn Automation tip to help you protect your candidate and client data, and thus relationships and sales.Nurturing relationships is key to your recruitment process, but what happens to your valuable candidate and client relationships when a recruiter leaves your business?Ideally, these contacts should be reassigned.But this isn't something that I see actioned often enough. Relationships go stale and you miss vital opportunities and easy wins are lost!Your crucial contacts could eventually get forgotten. This ultimately impacts your recruiters' productivity and sales revenue.An Awesome Automation Tip to ID and Reassign Your Candidates and Contacts I'm going to show you an awesome Bullhorn Automation tip that will help you identify valuable relationships, so you can reassign them and work them!You need to easily spot and reassign those contacts to another recruiter who can continue to manage, build, and monetise these relationships.This tip is great for business development.It's awesome for account management.And, you use this to update your historic data, as well as your future data as well.Watch my 1-minute Bullhorn Automation tip. Then spend a few minutes IDing your lapsed relationships and reassigning to recruiters who are hungry to manage them.Watch My Bullhorn Automation Tip on How to ID and Reassign Candidates and ContactsNeed 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, Training, Bullhorn1stWe're a passionate team of recruitment, tech, training professionals set on helping ambitious recruitment businesses, big and small, improve speed and pipeline.For help with Automation, creating a Bullhorn1stculture, and Recruitment Training...CONTACT US
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