Many of you in the recruitment market will have stopped email marketing, or maybe were about to begin, and stopped because someone told you that GDPR means “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. 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.
4 Minutes for Recruitment Marketing to Generate Real ROI
Recruitment Leaders, and their Marketers, need to get ready for 2021. You need to develop higher expectations of what recruitment marketing can and should achieve. Here’s a pep talk that I gave at the beginning of the recent APSCo Marketing Forum. 4 Minutes for Recruitment Marketing to Generate Real ROIEven before Covid, getting your head around how sales and marketing could be more connected was a challenge:DataSystemsProcessPeople... were often misaligned. And FOMO meant that best practice sales-led marketing was sacrificed in favour of “Quick! Throw something at the wall!”.And with our sectors rapidly evolving, learning and development has never been more important. Staying up to speed with best practice use of marketing and sales tech and data is going to be a crucial goal for 2021.As a sales and marketing mentor in recruitment, I know that there's lots of change happening in the industry. Right now there's lots of positive tech and best practice ideas; recruitment automation and data monetisation has never been more important. Are your sales and marketing teams geared up? Or are you simply spending your profits on technology and data storage?Recruitment Marketing and Sales is a Time GameThe thing you have to focus on is how can you generate more time for your recruiters to be effective, and you need more time to make changes to your business.You need more time to either hire or training your experienced staff to be more effective. So fixate on small changes that you might be able to make to your business (or even large ones) to create more time, because that's where you're going to be able to build more become a much more stable business.Recruitment Marketing and Sales is a Numbers GameLook at the stats I share in the video below. Think:Data-based sellingLess time sourcingMore time retainingLead generationAnd, automating your recruitment to work less hours, bill more clients, hire less staff. - or indeed all 3!Watch this 4 minute pep talk for recruitment leaders and marketers. Shout if you’d value a call to go through how 2021 is a moment away and could be a lot more “fun/profitable” than 2020 if you have a connected sales and marketing function.Watch the Recruitment Marketing Pep Talk I Gave to APSCo MembersTalking of 2021 Being Awesome...Could you save your recruiters an hour a day, and make an extra £18,750 a year (or £187,500 if there are 10 of you?)Our high intensity interval training - Recruitment HIIT- helps recruiters source, convert quicker and develop healthy pipelines with Adapt, Bullhorn ,Herefish, Idibu,LinkedIn, Job Adverts, Inbound Sales, Digital, Email Marketing, and your own training! We aim to save every recruiter at least 1 hour per day - more billing time, more fees (more sleep and smiles).TRY RECRUITMENT HIIT 7 DAYS FOR FREEREAD ABOUT OUR MARKETING TRAININGBOOK A CALL TO DISCUSS MARKETING TRAINING
4 Things to Help Recruiters Bill More Sales During and After Covid
Recruitment Leaders, before Covid, was your tech delivering profit? Or, did you have the feeling that you were over investing in tech? Did you suffer:Too much data, not enough information?Too many applicants, not enough candidates?Too many jobs, not enough placements?Too many systems, not enough process?I recently spoke at Rec2020 and the topic was: Recruitment Technology – The Future and Making it Work for You – and the take away was:you need to seriously accelerate effective tech adoption in your business – now is the time!But with the current climate, frustrations, and "new normal" changing every day, how do you do this? We answered these four questions...1. Recruitment Tech! All The Gear, No Idea?Perhaps, due to:Massively distracting market conditionsStaff returning from furlough, and possible not firing on all cylinders (fair enough!)Recruiters drowning in candidates applying for jobs that they can’t doRecTec supplier invoices needing paying…you now feel that you were “over investing” in recruitment tech. What did it actually do to help you through this period, and what will it do in the coming months?For example, my team reviewed a 25-person recruitment business with a tech stack costing £200k+. (This excluded their Bullhorn CRM, which ironically, they were not using effectively.) The business wanted to be more effective at attracting, sourcing, engaging, converting, retaining. But they had great tech, data, and passionate recruiters…2. The Problem Between the Chair and the Keyboard? (Recruiters?)Did you have PIBKAC before Covid, and do you want it now and in the future?Ask yourself:How was your business performing before Covid? Did you:Have a team of highly trained, super-engaged recruiters, delivering super-happy candidates to clients who couldn’t cope without you?Have a fully monetised set of systems, data, and processesAnd a marketing department generating awesome leads that your sales team could convert?Or were your 3Cs (candidates, clients, colleagues) not being as effective as you’d like, and you seemed to be buying more and more tech just to stay the same?Perhaps you also suffered from a high attrition rate (average before Covid = 43%). Note that 2/3 of people who quit their jobs in 2019 stated “lack of training” as their reason for leaving. Perhaps you’d used up your business growth budget on salaries (who) and tech (what) and neglected the training (how)? Perhaps you thought "automation" would fix everything?3. Is Recruitment Automation the Goal?Recruitment automation has become a real turn on for some in the industry (including myself!) Systems like Herefish are really kicking butt and doing things to the recruitment process that fixes a lot of the issues outlined above. It’s a great time saver and processes speeder-upper!But - in our march to “automate” we’ve forgotten a step...Systems can only automate processes, if the processes (or at least the sentiment) exist.Humans are still pretty viable (understatement) in the recruitment agency world. The key is to understand where and how they deliver their marketing, sales and recruitment, so you can delegate some of it to a system, then leave the recruiter to do the bit only they can do.But in an industry that is drowning in data and systems, it suffers a lack of process. And there is a distinct lack of systems and process training for recruiters which compounds the problem.Look at your processes:Can they be automated? What’s possible (and plausible)?What isn't being done consistently, forgotten, or what would you like to do that will improve candidate/client experience and free up consultant time for more valuable activities?What needs automating so that your staff can work from home, and you can lead / manage them more effectively?How can you create time for recruiters to develop stronger relationships with clients and candidates (hence stronger pipelines)?4. How Do You Generate the Buy-In for Using Recruitment Technology Effectively?You need buy-in for this for effective rectec adoption. So, gain an understanding of two things (thanks Andy):How will recruitment tech drive an increase in performanceHow will it solve a business-critical issue (eg. Covid) which will enable point 1Often recruiters need more time to manage the sales process. (They likely have enough data and systems). Ask yourself:If I could save each of my recruiters 1 hour a day (hence 30 days a year) how much more could they bill?What could they do with that hour?Through the Bullhorn, Adapt, and other recruitment training my team delivers, we aim to give recruiters back 1 hour a day. Case study:A recruiter who has a £100,000k target.They’re full time and take 20 days hols a year.My team trains them to use their tech more effectively and saves them 1 hour a day.This generates 30 days extra time per year.This equates to a potential pipeline of an extra £12,500You have 10 staff? This means £125,000. What’s the commission for you and your team on that figure?And how much does it cost to train recruiters to generate that level of fee? (not as much!)That’s a simple way of measuring performance improvements and generating buy-in from all levels of the business.Recruitment Leaders, You Need… 1, 2, 3You need to seriously accelerate effective tech adoption in your business – now is the time!Look at your tech stack– is it delivering value to you, or just the people you bought it from?Look at your processes - are they clear enough for remote workers to adopt, managers to manage, and where possible, to automate?Admit that your staff are extremely unlikely to ask for help in the current market. It is too risky to admit a lack of skill? Be the leader and get them trained.If the rest of 2020 is about linking your systems, data, processes and people, imagine what 2021 could be like!Watch the Rec2020 Webinar HereHIIT Us, Recruiters!Could you save an hour a day, and make an extra £18,750 a year (or £187,500 if there are 10 of you?)Our high intensity interval training - Recruitment HIIT - helps recruiters source, convert quicker and develop healthy pipelines with Adapt, Bullhorn, LinkedIn, Job Adverts, Inbound Sales, Digital and Email Marketing. We aim to save every recruiter at least 1 hour per day - more billing time, more fees!TRY RECRUITMENT HIITREAD ABOUT OUR RECRUITMENT TRAININGBOOK A CALL TO DISCUSS RECRUITMENT TRAINING
The Adapt Playbook