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.
Recruitment Marketing Event for Sales and ROI-Led Marketers
Recruitment Marketers need ROI from Marketing - whether it is more candidates, clients, colleagues, or cash... With that in mind, we presented the Marketing in Recruitment event with Members Only. It was for recruitment marketers who need to understand and prove ROI.Recruitment Marketers Need to Measure the Success of Their MarketingGenerating tangible ROI remains the holy grail for all recruitment marketers, but it can be a difficult goal to achieve. Simon at Members Only asked me to compere the event, so I used it as an opportunity to "pep talk" the marketers and their leaders.I talked about:The compelling reasons for sales and marketing to work together… 38% higher sales and 36% higher retention.How 98% of Marketers have experienced conflict with Sales at some point in their career and 73% of recruitment marketers are frustrated that their leaders just don't "get" them.What I think needs to happen for sales and marketing to be more connected and thus effective.If 60-70% of the content a marketer generates is never used, and 80% of leads are never followed up... what needs to happen?If 2/3 of the marketers who left their jobs last year said "not enough training", how on earth does the recruitment industry expect their marketers to generate any ROI?Read the slide deck from the event - food for thought? Marketing in Recruitment | Members Only Event with Simon Lewis from Barclay Jones: Making Recruiters More Successful I train and mentor recruitment marketers to deliver the 4Cs - candidates, clients, colleagues, and cash!READ ABOUT MY RECRUITMENT MARKETING MENTORING AND TRAINING
Recruiters! Find Your Candidates in Bullhorn Faster than the Bullhorn Fastfind!
This excellent Bullhorn Training hack is perfect for Recruiters, Resourcers and Administrators who want to find their best candidates and clients incredibly quickly in Bullhorn.You will no doubt be juggling multiple roles and candidates. Without Bullhorn it would be easy to lose track of your next key task. This 1-minute Bullhorn Hack video will show you how to access your important records faster than the even Bullhorn’s speedy “fastfind”. Recruiters! Source Your Candidates Quickly!We run the best Bullhorn Training, and publish regular recruiter hacks to improve speed and ROI.This simple, yet incredibly powerful hack, is very popular during my Bullhorn training sessions. It will automate a key activity – sourcing – and save you valuable time. You’ll keep your data clean and your candidates and clients happy!Do you work in a fast-paced environment where ‘phone tennis’ with your candidates and clients is common?Do you work closely with your colleagues passing on important messages?Do you suffer from poor data quality or even duplicate records in your Bullhorn system and need to fix this issue?This Bullhorn hack will show you how to:Find the right records quickly!Improve internal communication within your recruitment team.Improve your service offering to clients and candidates with slick and effective processes.ARRANGE A CALLBACK TO CHAT ABOUT OUR BULLHORN TRAININGOur recruitment community loves our Adapt, Bullhorn, Inbound Sales, LinkedIn, Job Adverts and recruitment training hacks. Click the links to get more, and sign up to our Recruiter Hacks Newsletter to receive them as they are published.
What Recruitment Leaders Need to STOP Doing!