The Recruitment Marketers I mentor are keen to demonstrate and deliver Recruitment Marketing ROI. Recruitment Leaders want them to do more than simply "colouring in". Recruitment Businesses are often known for their KPI and Scorecard cultures... but marketers are often left out of what I call "sane" KPIs, in favour of "vain" metrics. This creates even more suspicion over what marketers actually do to add value. This blog will give you some tips on what you need to measure in recruitment marketing.
The Colouring-In Department and Greg Savage
I’ve written about recruitment marketers being more than simply a colouring-in-department and the brand police.
There is often the perception that the average marketing department has lots of felt tipped pens and Canva, and is awaiting requests for another PowerPoint deck and job advert image creating. This is exacerbated by the KPIs they have (or often don’t have) and the metrics that they measure.
You will have all heard the term:
Revenue is vanity. Profit is sanity. Cash is reality
My friend Greg Savage wrote about it in the recruiting sense back in 2015.
I regularly talk to my clients about vanity vs sanity metrics in recruitment marketing. When I start working with a recruiter I see:
Sales people have KPIs / targets / goals / commission
Marketers have… well, er… communities to grow, time to tweet, lists of documents to brand…
And then the marketing function appears to offer little ROI.
Vanity Metrics for Recruitment Marketers
Here are some examples of what I call “vanity marketing metrics”:
Impressions / Likes / Followers / Engagement – none of these make money and leads
Get shortlisted for an award
Numbers of web hits / unique visits
Email open rate
Increase Glassdoor Rating from 3 to 4
Increase CEO Approval on Glassdoor from 70% to 80%
Generating advocates for your content
Google Analytics Goals
The reason that these are vanity metrics is that a sane person / sales person who is not close to hitting target is likely to say “so what” to the above. Winning an award doesn’t make you more money, it’s what you do with it that counts (I have a blog for Awards ROI!). Generating a higher ranking on Glassdoor does not generate recruiter talent all by itself. Gathering more followers… well with GDPR coming, your chance of spamming them is about to disappear (or is it?). Your web is attracting lots of people who don’t apply for jobs… read my mind!
Recruitment marketers need to be allowed to demonstrate sanity to generate ROI.
This does not mean that the “vane data” I often see measured is not needed – vanity is key, but it is just the beginning. Start with the vanity scores, but have a plan for sanity.
Have a plan for the C-word!
Sanity is a C-Word!
The 3Cs of recruitment marketing: Candidates, clients, consultants! They are the key three audiences of a recruitment marketer, so KPIs and day to day metrics need to be focussed on these. And if the leaders or the recruitment business are looking to sell / gain investment, then add an I!
Sanity Metrics for Recruitment Marketers
My clients will often hear me say:
Marketers should never be targeted with the sales generated, but they should absolutely take credit for them.
How about these as some example sanity metrics?
Convertible leads generated
LTV (life time value of leads)
Recruiters attracted (of the correct “grade”)
Candidates registered (of the correct “grade”)
Client meetings generated from events
Marketers in recruitment need more sanity measures. They need to be allowed to develop lead generating / recruiter attracting / client engaging strategies – otherwise, it’s back to making things look pretty and managing job board budgets.
Let’s also not forget that often recruitment marketers are not set SMART goals. Too often I see a lack of expectation of marketing demonstrated through the “woolly” goals which are set.
ROI is Vain and Sane
So, recruitment leaders, if you want ROI from marketing, have SMART and sane expectations of your marketers. Recruitment marketers – develop strategies and tactics to deliver goals around sanity, as well as vanity.
And don’t forget the c-words in recruitment marketing. I train and mentor recruitment marketers to deliver 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 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 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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