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Recruitment Leaders and their marketers who need their marketing to be sales-led: about convertible leads, retained candidates, recruiter attraction, need to listen to this Recruitment Leaders’ Podcast.
Today the focus of this Recruitment Leaders’ podcast is recruitment marketing driving sales. This is a crucial listen for recruitment leaders and their marketers – and recruiters who know that getting on the “right side” of marketing may be the key to their sales pipeline success!
Recruitment Marketing, Data and Hacks for Recruiters!
If we have learned anything from the last 24 months, cleaning up your data (because the government told you to) may not necessarily get you the financial benefits that your common sense tells you you should be getting from a clean database…
I’m joined by someone who can bring data cleanliness and recruitment marketing to whole a new level. Starting as a dustman (who’d have known?) Segued into website build. Became the mighty Broadbean’s 3rd employee. Then moved to Ebsta.
Ricky Wheeler’s purpose at Cube19 is to help recruiters generate growth from decisions based on real-time recruitment data.
It’s all been about recruitment data (and the odd bit of “dirt”).
We talked about two recruitment marketing topics:
1. What Tips Can Ricky Give to Recruitment Marketers?
What has Ricky learned about recruitment marketing from his vast experience in some high performing recruitment software businesses? He answered the following questions:
What are Ricky’s “hacks” for successful recruitment marketing?
How do marketers make their functions a profit, rather than a cost, centre?
How does Ricky define a high-performance marketing team look like?
How do marketers navigate the (what I call) the marketing “love-in” that I see online and at events, which really offer little value, but give generic “tips” on marketing, but often don’t really add any real substance to help the average recruitment marketer add real value to the recruiting workflow?
How can recruitment events REALLY work? (when so many of them don’t work…)
What do recruitment leaders and recruiters need to “do” with their marketer to get real value and how does the marketer interact with their leaders and internal clients to ensure that they deliver the 4Cs (candidates, clients, colleagues and cash!)
2. What does Ricky think that Recruitment Marketers need to do with their data…
… to help them become more effective?
Which data does a recruitment marketer actually need?
How do recruitment marketers actually help the sales funnel?
How do personas actually help recruitment marketers with their content / SEO strategy?
Where does recruitment CRM fit into a recruitment marketer toolkit?
Which tools are critical to a recruitment marketer? And which is the most important recruitment marketing tool?
Recruitment Leads / MQLs / SQLs
We discussed recruitment leads – and our tips for lead generation for recruitment leads, where recruitment CRM fits and how to manage the leads into successful conversion. It’s about MQLs (marketing qualified leads) enabling SQLs (sales qualified leads) … and our thoughts that if you’re waiting for automation to transform your business then you’re likely to stagnate your growth by not engaging data and humans in the best way.
And what do recruitment leaders and their time-starved recruiters need to stop asking their recruitment marketers to do?
We also talked about my concept of the “dashboard recruiter” – you can also hear more thoughts on this in my Mark Hodgkinson “Taming your Recruitment Data” Podcast.
And read more about how I work with recruitment marketers to generate leads, candidates and recruiters on my Recruitment Marketing Mentoring Program.
Listen to the podcast below.
Listen and subscribe to the rest of Barclay Jones’ Recruitment Leader Podcast Series or find us on iTunes!
I train and mentor recruitment marketers to deliver the 4Cs - candidates, clients, colleagues, and cash!
HIIT Us, Recruiters!
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Lisa Jones
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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
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Wayne Barclay
Blog
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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