As a recruitment leader, recruiter or recruitment marketer, you’ll know how precious your data is. It’s what your clients and candidates “buy”. This blog is a crucial read to help you form a long term, sustainable plan for your data, your recruiting workflows and profitability.
Recruiters Suffer from FOMO
Recruitment data has never been so precious, or so risky! We need data to make money, but we also think we need to delete it to prevent GDPR audits! But could recruitment data be the new oil?
Data being the new oil is not a new concept. The term is used widely across the web by, for example, The Economist and the BBC. In fact, Clive Humby, UK Maths whizz and creator of Tesco’s Clubcard, was the first coin the phrase back in 2006.
Joe McGuire of Cube19 recently suggested in my Recruitment Leaders’ Podcast that data is not like oil… as oil is finite and date is infinite. Interesting thought – but also makes me think that the recruitment industry’s fear of missing out will keep recruiters addicted to sourcing, rather than attracting and nurturing.
Ever Tried Cleaning up an Oil Slick? Recruiters Are Sticky!
Often recruiters are too busy digging for oil (data). They are so sticky with data that they can’t pick up the phone… The perceived lack of candidates causes recruiters and their leaders to stress about placing jobs and hitting target. This leads to an overload of systems and an ill-defined and unmeasurable process. Add to this the fact that 76% of marketing departments are not using their recruitment CRM. The data is just not fit for purpose.
When I dig deeper into a recruiters’ workflow, data and marketing, I find that yes, data is a problem, but not in the way that the recruitment leader thinks.
Recruiters are drowning in data. Their data dumps and silos are prevalent but also, terrifyingly invisible. The average recruitment business has at least:
LinkedIn connections (staff data)
LinkedIn/ Twitter / Facebook company followers – relatively useless unless the business has an incredibly strong marketing function targeted with converting this data into subscribers
Broadbean (or other recruitment / job board software) applicants (see point 2 above)
Their CRM – often not the first port of call for recruiters
Their emails – unmonitored
Excel spreadsheets (that still seem to be the preferred choice for recruiters wanting visibility of “their” data)
And now with GDPR coming we need to look at this area of our recruitment business and get ship-shape. GDPR is a fantastic opportunity to strike oil and get rich!
Why Has It Taken GDPR to Get a Recruiter’s Attention?
What a shame that legislation is the thing to get us moving in the right direction?
It wasn’t the instincts of many of the recruitment leaders I work with who have been saying for years “why do my recruiters need all of this “stuff” (data, systems, job boards etc…)
It wasn’t Marketers having to buy data – the very data you now are deleting – to market your recruitment businesses as their recruitment CRM just wasn’t delivering what they needed.
It hasn’t been Recruiters barely placing the average 2 out of 10 jobs that they get.
The reputation of the recruiter in the UK being equated with an estate agent hasn’t gotten our attention enough to get strategic and practical about data in recruitment.
So it takes legislation to get our attention, not our staff, candidates or clients.
Just Like Oil Needs Refining, Recruitment Data Needs Nurturing
We all know that you can’t just get oil out of the ground and pump it in to your car – it needs refining. Just like if you find a candidate or client you don’t just send an invoice… it takes work and process
But have we sacrificed process for data? I think so.
When the average recruiter looks at their data, they are likely to see simply masses of CVs and emails. This creates stress and an impractical working environment.
Like the 3Cs (candidates, clients and consultants), an ideal oilfield is a “prospect”. And like your recruitment data silos, the oilfield is layered / segmented. By understanding what these layers are, you’ll have an easier time finding your oil, segmenting your data, converting it, and making placements.
Data is Vanity. Subscribers are Sanity
To help with GDPR, best-practice process and sanity, I’ve developed a concept for data that I call the "dig up stupid" model, to help recruiters understand how to segment data and generate ROI from their data.
Recruitment Data Layer 1: Future Data
This is data that you haven’t got yet – it’s either not been created, not applied, not heard of you. It’s data you need to be ready for. You need to convert it when it appears – followers are not your key to success, opted-in subscribers are the key to warm calls and relevant job applicants.
Think about how your marketing department is generating awareness, think about how your recruiters are attracting. What are you doing when people look up and take note of you? Are you converting them or simply storing them?
Recruitment Data Layer 2: Yesterday's Data
This is data that it is critical that you retain – ie. placed candidates, invoiced clients. What is your process for retention? Every recruiter I know wants to be retained. Every sales team knows that that it is cheaper to sell to existing clients, than to generate new.
What are your marketers doing to retain?
What do your sales teams do to retain?
Do you have a measurable and proven process?
Recruitment Data Layer 3: Dirty "Useful" Data
So, candidates have been applying to you for years and you’ve met lots of prospect clients. They are all in your invisible silos – and need to be on your recruitment CRM so you can action. This is what we call “CRMFirst”.
I’m not convinced that recruiters have time to convert this data – this is where your marketing teams can add massive value. You have a legitimate interest to hold (process) this data – so do it, but do more, convert it! This is where your marketing teams need to get great at nurturing, converting and adding real value to sales.
Recruitment Data Layer 4: Risky "Useless" Data (FOMO)
So, be honest. Do you have the bottom layer?
Really dirty data that’ll take a lot of time and money to clean
“Imported” data (likely from another recruiter?)
You’re an accountancy recruiter holding retail data – that’s not what GDPR terms as “legitimate interest”…
None of the above is necessary, and this data stream is likely to be your largest, most distracting, and your riskiest.
Processing it (hosting it) is a waste of space.
Asking recruiters to source from this is a waste of time and money.
Marketing to it is likely to cause massive GDPR compliance issues.
Have an Assertive Plan for your Biggest Recruitment Data – Avoid FOMO
Have a plan for data layer 4. But don’t fixate on it. It’s your bottom layer, and as mentioned above it may be your least useful, as well as the biggest data set. Your recruiters do not need distracting with this layer. Their fear of missing out (FOMO) will slow them down and stop them from engaging with your first 3 layers.
Recruitment Marketers Assemble!
Perhaps take a segment of layer 4 and “poke” it with what I call a “hair flick / eye flutter” campaign. Imagine Lauren Bacall flicking her hair and giving you one last chance before she leaves the room. Send out a campaign of your best content. Tell the recipients to note that their peers love this content and you’d love to keep sending it to them.
Note: Simply sending out a campaign with a massive unsubscribe button, yes will clean up your data, but it won’t increase your placement rates or improve staff morale. With this “poke” see what happens – look at the ROI, the unsubscribes, the dead emails, and use this to plan whether to keep poking, or just start archiving.
Refine that Oil, Recruiters! Get That Data Barrelled and Sold!
GDPR is good!
CRMFirst is key!
Lots of data makes you sticky and messy
Marketers need to be strategic with data
Your data needs to be segmented
Followers are yesterday, subscribers are NOW!
We work with Recruitment and IT leaders to deliver an ROI and sales-led recruitment technology strategy. Our mantra is “CRMFirst”!
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 Questions for Recruitment Leaders and Marketers Who Need to Generate More Sales
Recruitment Marketers, now more than ever, need to deliver real value. With Covid creating either distraction, furlough, or redundancy, recruitment agencies are focused on lead generation and conversion. But where does and should marketing fit in to this landscape? And how are they prepared for the new normal?The Sales-Led Marketing ChallengeAs chairs of the APSCo Marketing Forum, Niomi and I are keen to ensure that the regular meetups and webinars contain content which drives the members to deliver commercial and relevant outcomes. We surveyed APSCo marketing members to find out answers to the following questions:What were your plans to improve prior to Covid lockdown?What are your biggest challenges during lockdown?Where do you see the biggest wins for you in the next few months?Where do you feel you need additional training / knowledge?The answers were compelling, and a little worrying.1.What were your plans to improve prior to Covid lockdown?The majority said “Brand Improvement”. This is always a red flag for me and tweaks my “colouring-in department” nerve. What were the businesses these marketers worked for doing before Covid… was lead gen / sales already taken care of? I get how important brand is, but in a saturated market, where recruiters are often 360+ and have too much to do, (too much data, systems, and not enough process) I love hearing stories about marketers deliver MQLs (marketing qualified leads) or perfect candidates / colleagues into the sales teams.2.What are your biggest challenges during lockdown?The majority said “Lead Generation”. So, as soon as lockdown happens all eyes go to marketing to do something that may not have been their priority or skillset pre-lockdown. A reaction that we have all had, but one that may have fallen flat due to the lack of skill / expectation of marketing prior to Covid. Some of them don’t even have access to the database that their recruiters use… so how are they supposed to help with the conversion, or reconversion, process?3.Where do you see the biggest wins for you in the next few months?Worryingly, lead generation scored low, and brand and client experience scored high. Kids are back at school, local lockdowns, rules of 6, are the new normal, but to move so quickly away from lead gen feels too soon, or perhaps, inappropriate.4.Where do you feel you need additional training / knowledge?SEO and monetisation of the CRM and data scored high. This is interesting, and predictable, as these two areas drive leads. Does this answer tell us that marketers haven’t got the training (or perhaps confidence) to stick their hand up and say:“leave the leads to me” When I mentor marketers, I lift the lid on SEO and make it a simple task. It’s about:persona-led keyword decks,threaded into content,which is aimed at the data (you likely already have) and assertively used to convert or reconvert. Leads are generated and actively handed over to sales. Easy!So the marketers have spotted their weaknesses… but what next?What else scored low?Automation – this is needed to create space and time to attract and convertInternal comms – this is needed to keep the workforce engaged and motivatedInbound sales – this is just needed.Social media – use this to drive content ROICandidate attraction – I’m worried that recruiters are being bombarded by the wrong candidates and this is preventing best practice.Marketers Need to Generate LeadsGoing back to lead gen and sales-led marketing…Marketers, ask yourself:what are you doing to skill up in SEO and monetising your data and CRM? Recruitment Leaders, ask yourself:what access does your marketer have to your data, and your sales team? What needs to happen to turn your marketing into a sales-led, data-driven, lead generative function?Attend our webinar on 30/09/20 to find out what Niomi and I think you need to do.Book Your Marketing Webinar PlaceTalking of Marketers Generating Leads for Recruiters...Could marketing save your recruiters an hour a day, and make an extra £18,750 a year (or £187,500/month 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 HIIT 7 DAYS FOR FREEREAD ABOUT OUR MARKETING TRAININGBOOK A CALL TO DISCUSS MARKETING TRAINING
Yorkshire Recruitment! Back to Work, Back to Normal?
Recruitment Leaders. whatever stress you and your business have been under, now that the kids are back at school, and that we are all trying to get back to a new normal, time is more precious than ever. And having a sales-led strategy for the next 3 months is key.Jonathan Sanderson, Chair of the APSCo Yorkshire Business Forum, will be joined at the next meeting by my business partner Lisa Jones.On Monday 28 Sept, 14:00, Lisa will focus on...Yorkshire Recruiters! Back to Work, Back to Normal? Your staff have either been:working as smart as they can throughout the pandemicon furlough, ormade redundant.What do you need to do in the next 3 months to generate more business? Lisa says:Your sales, recruiting, and marketing teams need to get fit, and be desk and time effective – but perhaps they have dirty data, numerous systems that they decide when they engage with, and not the right content and process to generate warm calls?Lisa, with her knowledge of sales, systems, marketing, and recruitment, will talk about how you and your team and business back to “fitness”.Jonathan will then lead a discussion around issues currently affecting the recruitment sector in the region.Register Here It's genuinely the time to take a breath, get ready, and get going.Talking of Recruiters Getting Going...Could you save an hour a day, and make an extra £18,750 a year (or £187,500/month 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 HIIT 7 DAYS FREE READ ABOUT OUR RECRUITMENT TRAININGBOOK A CALL TO DISCUSS RECRUITMENT TRAINING
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