Recruitment marketers who want to make a real difference to the sales and recruiting process of their businesses, and the leaders that they support, need to read these insights from Lisa.
The famous Undercover Recruiter asked Lisa to be part of their UR Panel of experts and answer 10 key questions about recruitment marketing. As a mentor and coach to recruitment marketers, she spends most of my time being inspired by my marketing “crew”, raising the expectations of their recruitment leaders, helping them get buy-in from their recruiters, getting them to engage with marketing technology and recruitment CRM to improve candidate attraction and lead gen, and kicking into touch the perception of the “colouring-in department”.
Undercover Recruiter asked her 10 questions about Recruitment Marketing. Here are her answers.
1. What is Your Definition of Recruitment Marketing?
A crucial function designed to attract, engage, convert and retain your 3Cs – candidates, clients, colleagues. And help your dales team turn them into the 4th C – cash!
2. Recruitment Marketing vs. Employer Branding: What’s the Difference?
This is a whole blog in itself… but a wise man once said to me “your brand is what people say about you when you’ve left the room” – perhaps recruitment marketing is what you want your 3Cs to say about you?
3. What is the Number One Benefit of Recruitment Marketing?
Leads are key, but often the expectations of what recruitment marketing can do are too low and KPIs are mistakenly around followers, impressions, blogging… The benefits of recruitment marketing need to be SANE not VANE. (This is a REAL PASSION of mine!)
4. How Should You Measure ROI on Recruitment Marketing?
Stick to “sanity stats”: Leads generated. Subscribers signed up. Don’t not be fooled by people telling you that it’s difficult to measure ROI in recruitment marketing.
5. What is the Difference Between Outbound and Inbound Recruiting?
It is often the difference between the more traditional approaches to marketing (email marketing / events) and digital (social / web). It’s all about whether you’re interrupting someone’s day with your messages or whether they initiate the contact. The key to successful marketing, whether it be in or out bound, is that the client feels that they are the initiator – where actually the marketer has stealthily exposed the client’s need.
6. Is Recruitment Marketing Only for Large Companies?
All companies need recruitment marketing. It sells their main product – people!
7. What’s the Number One Pitfall in Recruitment Marketing?
Too much content, not enough marketing! (I’m on a mission to cure “continuations-blog-syndrome”)
8. What is the Recruitment Marketer’s Essential Tech Stack?
“Stack” is my new favourite word!
Trello for planning. I say to my mentees that if Trello were a man, I’d marry it!
Google Analytics for website ROI
9. How Should You Segment Talent Personas for Recruitment Marketing?
Around their issues. What problems can be solved?
10. How Can You Do Recruitment Marketing on a Shoestring Budget?
Canva and Lumen5: one piece of content stretched across the month in a variety of ways, strong advocates posting your content with and for you (content cuddlers), and engaged recruiters!
Plus, I say to my mentees “imagine if you only had 1 hour a day to make a real difference, what would you do? Then times that by 7 and that’s your job spec”. Often marketers spend too long not having an impact. (Often they spend too long doing things that people have asked them to do that offer no real value to sales.)
Thanks Undercover Recruiter. Lisa has a genuine passion for working with marketers of all levels. Recruitment Marketing is a critical part of a recruitment business. This year needs to be a year of the “4Cs” – candidates, clients, colleagues and cash – not just clicks and content!
I train and mentor recruitment marketers to generate the 4Cs: candidates, clients, colleagues and cash.
Adapt Training Tips for Busy Recruiters
Recruiters! Your day is so full, you often can’t see the wood for the trees (or the candidates for the applications). You have Adapt and you need it to give you time and make you money! Recruitment Leaders! You need your recruiters to convert more candidates and clients, and have a healthy pipeline. Adapt needs to deliver ROI.Recruitment Trainers! You are tasked with being Adapt Training experts and need to be sure you have all of the hacks and tips to improve a recruiter’s day.We have a monthly newsletter full of Adapt Tips to help all 3 of you generate real ROI from Adapt.(Bullhorn may have bought Adapt, but you still need to get value from your Adapt CRM.)Recruiter Interrupted!In recruitment, time is money… but you really lack proper time to really manage your candidates and clients.On average:You check your emails 36 times an hour!You are interrupted 56 times a dayYou attend 62 meetings a monthLet alone random candidates applying for jobs they can’t do, and clients drilling down your fees and working with all of your competitors!You need to get physical and HIIT something! (We use HIIT – high intensity interval training to help Recruiters with what we call “AdaptFirst”.)Every month, we publish the HIIT the recruiters we train love the most, and you can receive them via email.Never miss an Adapt Hack again – sign up to receive your Adapt Training newsletter today.SUBSCRIBE TO THE NEWSLETTERAnd if, recruiters, you want to blitz your business development even further, why not check out the latest in our Adapt Smackdown series?Read more about how train recruiters source and convert quicker and develop healthy pipelines with our Recruitment Training.HIIT Me, Recruiters!And we’re about to launch Recruitment HIIT – 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. Arrange a call with me here.READ ABOUT OUR ADAPT TRAININGBOOK A CALL TO DISCUSS ADAPT TRAINING
Recruiters! What Do You Need to Do to be More Effective in 2020?
With 2020 looming and a few things likely to happen between now and 31st of December recruitment leaders, their recruiters and recruitment marketers have got some time to think about their 2020 strategy and how it needs to help them generate more of the 4Cs - candidates, clients, colleagues… and cash!Recruiters and Marketers! What is Your Strategy for 2020?The Annual Bullhorn Trends Survey has evolved into “The Grid” - a really useful resource pack specifically aimed at the recruitment industry.Bullhorn have done a fantastic job bringing together some key information about global (and local!) recruitment within the UK and beyond!It will help you gain perspective on your year in recruitment to date, and give you ideas on how you need to work next year to be more effective.Could it be that your recruiters need to be more effective and have some seriously good recruitment training?Do you need your recruitment tech to actually deliver cash, rather than be a drain on your profit?How can marketing evolve from “the colouring in department” into “recession-proof” function delivering leads into recruitment firm that’s drowning in data?Shout Out to Bullhorn and 2020We have a passion for helping recruiters (and their marketers) be more successful, so when we come across content which “nails it” we have to give it a shout out.This Bullhorn Trends Grid goes way beyond many of the usual white papers you’ll see in our recruitment sector. It’s massively engaging and rich in thoughts, ideas and research.Take a couple of minutes (coffee / wine) and scroll through, research / digest and plan your 2020 recruiting, sales and marketing strategy.Watch the Video to See Our TakeawaysIt’s so important for your business to train your recruiters to really monetise your Bullhorn CRM, this short video hack will help you achieve what we call “BullhornFirst.”READ ABOUT OUR BULLHORN TRAININGBOOK A CALL TO DISCUSS BULLHORN TRAININGOur recruitment community loves our Bullhorn, Inbound Sales, LinkedIn and Job Adverts and recruitment training hacks. Click the links to get more, and sign up to our Recruiter Hacks Newsletter to receive them as they are published.
What Recruitment Leaders Need to STOP Doing!