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.
Recruitment Marketing Event for Sales and ROI-Led Marketers
Recruitment Marketers need ROI from Marketing - whether it is more candidates, clients, colleagues, or cash... With that in mind, we presented the Marketing in Recruitment event with Members Only. It was for recruitment marketers who need to understand and prove ROI.Recruitment Marketers Need to Measure the Success of Their MarketingGenerating tangible ROI remains the holy grail for all recruitment marketers, but it can be a difficult goal to achieve. Simon at Members Only asked me to compere the event, so I used it as an opportunity to "pep talk" the marketers and their leaders.I talked about:The compelling reasons for sales and marketing to work together… 38% higher sales and 36% higher retention.How 98% of Marketers have experienced conflict with Sales at some point in their career and 73% of recruitment marketers are frustrated that their leaders just don't "get" them.What I think needs to happen for sales and marketing to be more connected and thus effective.If 60-70% of the content a marketer generates is never used, and 80% of leads are never followed up... what needs to happen?If 2/3 of the marketers who left their jobs last year said "not enough training", how on earth does the recruitment industry expect their marketers to generate any ROI?Read the slide deck from the event - food for thought? Marketing in Recruitment | Members Only Event with Simon Lewis from Barclay Jones: Making Recruiters More Successful I train and mentor recruitment marketers to deliver the 4Cs - candidates, clients, colleagues, and cash!READ ABOUT MY RECRUITMENT MARKETING MENTORING AND TRAINING
Recruiters! Find Your Candidates in Bullhorn Faster than the Bullhorn Fastfind!
This excellent Bullhorn Training hack is perfect for Recruiters, Resourcers and Administrators who want to find their best candidates and clients incredibly quickly in Bullhorn.You will no doubt be juggling multiple roles and candidates. Without Bullhorn it would be easy to lose track of your next key task. This 1-minute Bullhorn Hack video will show you how to access your important records faster than the even Bullhorn’s speedy “fastfind”. Recruiters! Source Your Candidates Quickly!We run the best Bullhorn Training, and publish regular recruiter hacks to improve speed and ROI.This simple, yet incredibly powerful hack, is very popular during my Bullhorn training sessions. It will automate a key activity – sourcing – and save you valuable time. You’ll keep your data clean and your candidates and clients happy!Do you work in a fast-paced environment where ‘phone tennis’ with your candidates and clients is common?Do you work closely with your colleagues passing on important messages?Do you suffer from poor data quality or even duplicate records in your Bullhorn system and need to fix this issue?This Bullhorn hack will show you how to:Find the right records quickly!Improve internal communication within your recruitment team.Improve your service offering to clients and candidates with slick and effective processes.ARRANGE A CALLBACK TO CHAT ABOUT OUR BULLHORN TRAININGOur recruitment community loves our Adapt, Bullhorn, Inbound Sales, LinkedIn, 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!