Recruitment Marketing ROI Defined for 2020 - Sales NOT

Blog Content

As a recruitment marketer and recruitment leader you’ll be focused on ROI: adding real value to your recruiters and helping them attract the 3Cs – candidates, clients, and colleagues. (And ideally help them convert these into cash!)

But often, marketing is seen as merely admin - and in many recruitment business, it is. But it should be sales!

Marketing is SALES if Done Right - It's ADMIN if Done Wrong!

As an award-winning Affiliate of APSCo, my team of recruitment trainers and I have a passion for ROI. We work with recruiters and their marketers to deliver what we call the 4Cs – candidates, clients, colleagues, and cash.

Recruitment Marketing ROI should never be just theory - if you plan for candidate attraction, client leads and colleague job applications, they will happen!

But often, when I start mentoring Recruitment Marketers, they are beyond busy. Busy doing lots for things which can often lead to very little ROI.

Sales is not connected to marketing in reality or even in theory. Lots of marketing tasks lead to a lack of the 4Cs - and ultimately a disconnected approach which forces recruiters to have tenuous (and stressful) pipelines.

This also means that the data on your Bullhorn, Adapt (and etc...) recruitment system is so worthless that extra systems are needed just to find candidates. What a massive waste of time and money.

Recruiters need to spend an average 13 hours per week sourcing outside of their key recruitment system
80% of leads are never followed up
Recruiters get very little time to get on the phone and improve candidate and client experience, so that their own experience is not great
43% is the average attrition rate of a recruiter (25% higher than the "norm")
72% of the placements made last year were with candidates already on your Recruitment system, before you wasted crucial time sourcing them from elsewhere
76% of recruitment marketers can't use the recruitment system you have, or the data contained within it

But still sales is sales and marketing is marketing...? No - sales is marketing, if done right! Both marketers and sales need to get SMART.

This Has to Be a Smart Year - Connecting Sales and Marketing

As the new co-chair of APSCo's Recruitment Marketing Forum I recently spoke at their quarterly event. My slide deck below talks about:

How to get sales and marketing connected – and avoid the colouring-in-department badge!
What ROI is crucial in 2020 and how to measure it
What tech hacks I use in my mentoring and coaching of Recruitment Marketers and Sales Leaders

Flick Through My Recruitment Marketing 2020 Slidedeck

Recruitment marketing 2020 - sales and marketing get connected Barclay Jones from Barclay Jones: Making Recruiters More Successful

Need Recruitment Marketing to Deliver ROI in 2020?

HIIT Us, Recruiters!

Our high intensity interval training - Recruitment HIIT - helps recruiters source, convert quicker, and develop healthy pipelines, and recruitment marketers attract, engage, and retain candidates, generate leads, and colleagues (3Cs).