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With the average UK Recruiter only placing 2 out of every 10 jobs they have, recruitment leaders confused as to why technology is not driving more profit, and marketers trying to add real value to the recruitment process, it’s clear that recruitment workflow is not as simple as it was in the early 2000s.
This episode of my Recruitment Leaders’ Podcast can really help all 3 jobs within a recruitment agency tackle the so-called candidate shortage.
Is This the Fix for the Candidate Shortage?
If we know anything about recruitment workflow, we know that it has become more complex due to “too many systems, not enough process” and “too much data, not enough information” – and this has led to the worst…
Too Many Jobs, Not Enough Placements
I feel the myths around the “candidate shortage” – or what I call the “interested candidate shortage” need to be tackled head on!
The content of your database whether it be the likes of Bullhorn, Adapt etc..… relies on the content of what comes out of a recruiter’s mouth, goes into their LinkedIn profiles, their job adverts, and what their marketers post online. It could be said that the path of data to your Recruitment CRM is littered with good intentions! (But good intentions never made a placement!)
Your Content Fuels Your Placements, Recruiters!
Content has become a big buzz word in recruitment marketing. The marketing mentoring I deliver focuses on content as the “fuel” for your recruitment marketing engine – and coupled with SEO, this can turbo boost your candidate, client and colleague attraction and conversion, as well as, if done properly, create less of a need for content.
The people at Paiger (formerly ContentApp) have joined me on my Recruitment Leaders Podcast to talk about content fuelling placements (and hence profit!). Darren and Rohit (ex the mighty Broadbean) have created Paiger to help recruitment business drive growth through effective recruitment workflows driven by content.
We talked about:
There’s a lot of talk about personal brand – and to be fair it can often be a little too fluffy for the average recruiter (and a risk for their leaders). What do recruiters and their leaders need to think about when it comes to a recruiter’s’ personal brand?
What is the one hack every recruiter can adopt to do improve their personal brand in 2019?
How can we fix the “candidate loyalty” problem that many recruiters suffer?
What practical hacks do we need to really leapfrog our competitors?
How can you get your recruiters to engage with your own content?
What is the ultimate hack to get your candidates and clients to engage with your content – this driving leads and opps?
Let’s say “I’m a recruiter and I have no real idea about my market, how on earth can I find content to share?”
What can recruiters do with content in just 5 minutes a day to generate more placements?
Why do I feel that recruiters writing blogs is not a good use of time?
What has sex got to do with content?
Why has it become normal for recruitment and engaging candidates to be difficult and painful? And what do we need to do to fix this issue?
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!
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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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