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.
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.
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
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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