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.
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