Many of you in the recruitment market will have stopped email marketing, or maybe were about to begin, and stopped because someone told you thatGDPRmeans “no more email marketing”. This blog will tell what total rubbish that is AND why you should be email marketing more than ever before!
So, if you are a recruiter, recruitment marketer or recruitment leader, and:
want to generate more candidates
need more viable leads
should be attracting more recruiters to your recruitment business…
...read this blog!
The Myth of GDPR
GDPR has caused stupid amounts of disruption – too much disruption. Myths were created. Data was deleted. Business stopped… but at least we are all compliant, eh?
Meanwhile, a little regulation called PECR – (Guide to the Privacy and Electronic Communications Regulations)has almost been ignored.
I’m going to quote the regs throughout so to avoid further myths and nail down facts.
This guide covers the latest version of PECR, which came into effect on 16 May 2016, with some updates to cover changes made by the GDPR from 25 May 2018. PECR cover marketing by phone, fax, email, text or any other type of ‘electronic mail’.
*I am not a lawyer – I am a mere mortal. I have read the regs and interpreted them to suit myself and my recruitment clients. Feel free to get them common-sense checked by someone.
Recruiters Need to Run Talent and Sector Surveys
First – if you are conducting genuine market research (and a good recruiter should!) then:
Genuine market research does not count as direct marketing. However, if a survey includes any promotional material or collects details to use in future marketing campaigns, the survey is for direct marketing purposes and the rules apply.
Routine customer service messages do not count as direct marketing – in other words, correspondence with customers to provide information they need about a current contract or past purchase (eg information about service interruptions, delivery arrangements, product safety, changes to terms and conditions, or tariffs). General branding, logos or straplines in these messages do not count as marketing. However, if the message includes any significant promotional material aimed at getting customers to buy extra products or services or to renew contracts that are coming to an end, that message includes marketing material and the rules apply.
But Recruiters Don’t Have Consent to Mail Clients and Candidates
How about if you want to send a mail / text, without consent? It’s not against the law!
An unsolicited message is any message that has not been specifically requested. So even if the customer has ‘opted in’ to receiving marketing from you, it still counts as unsolicited marketing. This does not make all unsolicited marketing unlawful. You can still send unsolicited marketing messages – as long as you comply with PECR.
This is interesting – note the word “often”:
You will often need a person’s consent before you can send them a marketing message.
You must not send marketing emails or texts to individuals without specific consent. There is a limited exception for your own previous customers, often called the ‘soft opt-in’.
Recruiters Now Need to Rely on Being Soft!
Is this a proper “get out of jail free card”?
The rules on electronic mail marketing are in regulation 22. In short, you must not send electronic mail marketing to individuals, unless:
they have specifically consented to electronic mail from you; or
they are an existing customer who bought (or negotiated to buy) a similar product or service from you in the past, and you gave them a simple way to opt out both when you first collected their details and in every message you have sent
Hold on – you mean that if you have been dealing with someone already, they are a “soft” op-in? And you can mail them? Yes – as long as you make it easy to unsubscribe.
The term ‘soft opt-in’ is sometimes used to describe the rule about existing customers.
Existing customers, recruiters! What does this mean to you?
The idea is that if an individual bought something from you recently, gave you their details, and did not opt out of marketing messages, they are probably happy to receive marketing from you about similar products or services even if they haven’t specifically consented.
Probably happy! (Yes please!)
The soft opt-in rule means you may be able to email or text your own customers.
You can also email or text an existing customer who has bought (or discussed buying) a similar product or service from you in the past – but only if you gave them a clear chance to opt out of getting marketing emails or texts when you collected their details, and in every message.
So Recruiters! What’s the Best Way to Create a Marketing List?
This paragraph had me clapping my hands… According to the ICO:
You may want to compile your own in-house marketing list using details of people who have bought goods or services in the past, or who have registered on your website or made an enquiry. However, you should not assume that everyone is happy to receive marketing just because they have provided their contact details.
So, basically, you can create email marketing lists from people who have not specifically consented!
But have a little think – your goal is longer term to create consent – to create really good email marketing campaigns to get them to say “don’t delete me – I think you’re great!” Then you can take that engaged mailing list to your sassy clients and ask them to pop that in their pipes and smoke it –whilst you place lots of candidates with them at your rack rate fees!
Now to Start Building an Email Marketing Strategy to Attract Your 3Cs
Recruiters! Candidates, clients, and colleagues (your 3Cs) need to hear from you! You need to maintain your legitimate interest in holding their data. You need to give them compelling reasons to stay on your mailing list - and your recruitment marketers have the keys to this!
We deliver coaching to recruiters and recruitment marketers to help them be really effective in email marketing. Read the above again, get confident and give us a call.
HIIT Us, Recruiters!
Our high intensity interval training - Recruitment HIIT - helps recruiters source, convert quicker, and develop healthy pipelines, and recruitment marketers attract, engage, and retain candidates, generate clients, and colleagues (3Cs).
Recruitment Automation: The Re-Humanisation of Recruitment
Bullhorn Engage has come and gone and there was a very strong theme. Recruiter Productivity.Sustainability.Profitability. For this to happen Bullhorn1st needs to be a goal – aka using Bullhornfirst in your recruitment workflow. Reducing reliance on data and external systems will decrease costs, speed up placements, and create a more robust recruitment business.And the way to Bullhorn1st? Recruitment Automation and Recruitment Training, of course!Recruitment Automation is So Yesterday!I started using the phrase CRM1st back in the early 2000s. It was borne out of working with 150 busy recruiters who were rapidly being exposed to huge data sets - LinkedIn, job boards, candidates who wielded the Apply button like a Scud missile. But they didn't have the discipline or process to strategically manage the massive increase in data volume or change in candidate behaviour.I used CRM1st (it was Adapt then) to help recruiters new to the recruitment sector to battle their FOMO (fear of missing out). I used CRM1st with experienced recruiters and resourcers to help them not get dragged under by rapidly increasing candidate pools.Have things changed in recent years?Have recruiters gotten better at managing their data, recruitment technology, candidate and client experience? Has the colleague experience improved now we have so much data and rec tech that should theoretically make recruitment easier....? Unfortunately, I'm not sure things have changed (enough).Recruiters have been running to catch up. But the faster they run, the bigger the data set becomes, the more competition they have (even from their own clients), and the more tech they feel they need just to stand still.Recruiter Frustration – Ready, Fire, AimI'm frustrated with the sector that can't seem to grasp what it's good at... Niche specialisms +Nurtured communities of candidates and clients reliant on great recruiters +Colleagues delivering best practice and making a difference, changing lives.But that "goodness" can't happen without focus.And how can a recruiter focus with huge data sets, too much tech and not enough process?Whether you have Bullhorn or another recruitment CRM, it needs to be first on your list to source, engage, nurture, and place from - if it’s not 1st, everyone loses. (Apart from the software company you buy comfort from!)Automation – The Re-Humanisation of Recruitment! Automation for my clients has become the missing link. It’s been around for years, but now automation is really being used to take away the pain, and the admin. Recruitment Automation is being used to drive the best of behaviours. It's enabling CRM1st (aka Bullhorn1st). It’s creating time for training – for all, not just new recruiters! And it’s creating time for trained recruiters empowered to get on the phone and do some good. Once you automate what you can, you can train what’s left – and what should be left is the gold in the recruitment process – humans! More effective sourcingSpeedier screening designed to prevent counter offers Interviews with clients who move to placement uninterrupted Placements and onboarding designed to generate referrals Recruiters need training on their systems and process so that can totally nail what their clients pay for. Automation creates space and time for this training to happen. Automation for my clients has become the missing link. It’s been around for years, but now automation is really being used to take away the pain, and the admin. Automate What You Can - Train What's Left If you can automate what you can, and train what's left, then your data, your database, and your 3Cs (candidates, clients, colleagues) will be in a really good place, perhaps even 1st place, for the rest of this year and beyond. What are you going to automate? What training is needed to deliver sustainable recruitment business? My team can help with both of these key goals.Talking of Recruiters Getting More Automated!...Using recruitment automation to improve data, process, candidates and client experience - that's a great goal! But you also need to free up your recruiters to be exceptional And they need training for this.Our high intensity interval training - Recruitment HIIT - helps recruiters source, convert quicker, and develop healthy pipelines, and recruitment marketers attract, engage, and retain candidates, generate leads, and colleagues (3Cs).TRY RECRUITMENT HIIT 7 DAYS FOR FREEREAD ABOUT OUR BULLHORN AND BULLHORN AUTOMATION TRAININGBOOK A CALL TO DISCUSS RECRUITMENT TRAINING
Recruiter Training - The Secret to Growing Your Recruitment Business
Recruitment leaders! I hear you when you ask... How can I help my recruiters be more productive? Why do they need so much tech and data? Why can't they just get on the phone?I have lots of conversations with recruitment leaders and their training teams – they want more productive recruiters, and less need to hire new staff – finding new recruiters is hard... But, 2/3 of recruiters who quit in the last 5 years said "you didn't train me to succeed", and meanwhile it costs on average £$€14k to replace just one recruiter! There’s no sense to these stats...So, we need to come up with a plan to get more out of your existing staff AND reduce the need to hire. 5 Stats to Prove Why You Need to Rethink Recruitment Training Your recruiters are likely time starved, drowning in dirty data and expensive systems they don't use. 72% of the candidates you placed last year were already on your system before you sourced them elsewhere. More shocking stats!In this current economic climate and competitive recruitment market you can't afford to suffer these stats - it's too risky. Here’s why you need recruitment training:94% of your team will stay longer if you train them.Continuous training can increase sales by 50%.A frequently trained recruiter contributes to 21% more profit.Continuous training boosts productivity by 30-40%.Effective use of recruitment systems can improve sales by 29%.Help Your Recruiters to Bill MoreTake a look at our infographic below. What do you need to improve to ensure your team achieves best practice, driving sales and ROI?How to Make Your Recruiter Your Coolest ToolOur high intensity interval training - Recruitment HIIT - helps recruiters and resourcers source, convert quicker and develop healthy pipelines, and helps marketers generate more of the 3Cs. We aim to save every recruiter and marketer at least 1 hour per day (6 working weeks a year)- more billing time, more fees!We’d love you to try Recruitment HIIT for free for 7 days.TRY RECRUITMENT HIIT 7 DAYS FOR FREEDOWNLOAD YOUR RECRUITMENT TRAINING PLAYBOOKBOOK A CALL TO DISCUSS RECRUITMENT TRAINING
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