Covid19 has created one hell of a distraction for my clients in the recruitment industry (if ever that was an understatement!) Marketing, now more than ever, needs to deliver REAL ROI into recruitment businesses, but what exactly needs to be done?
I've been talking about the colouring-on department (aka Marketing) for some years now, and was delighted when Simon from Members Only invited me to speak to his community of recruitment leaders and marketers.
Green shoots are starting to show, though it remains a challenging time.
Recruitment Leaders: You need to make marketing drive your sales pipelines, but either have no marketer, have a furloughed marketer or perhaps a marketer working from home.
Marketers: Whether you have been furloughed, or are working from home, you’ll need to stay skilled and add value to a distracted sales team in your recruitment business. Perhaps you've been made redundant - now more than ever, your skills need to be your focus.
I talked about my ideas to help you focus on the immediate future of your recruitment business, and recruitment marketing job – and how marketing can add genuine value to sales pipelines. These come from my Recruitment Marketing Training and the data, sales, and marketing projects I have worked on with recruiters who use a CRM like Bullhorn and Adapt.
Are you a:
Recruitment Leader who needs marketing tactics to help boost your pipelines as the economy begins to restart?
Recruitment Marketer who has either been furloughed or is working from home and needs tactics to turbo boost sales pipelines either now, or when you get back to work?
Recruitment Marketer who has been made redundant and needs to up-skill and improve your value to new employers?
It’s time to focus on positive and effective methods to help you make a difference to your '3Cs': Candidates, Clients, and Colleagues.
Oh, and you need to remain focused on what marketing can and should achieve – the 4th 'C' - CASH!
How can sales and marketing work together and be smart in this turbulent time – especially when you are all geographically disconnected and working from home?
How, as a furloughed (or even “redundant” marketer) can you stay focused on your profession and how it can genuinely add value to a distracted / stressed recruitment sector?
PS. in the webinar I mentioned some resources that you can have to improve your sales and marketing processes.
Loom (video) for sales and marketing
Recruitment HIIT - my online Recruitment Marketing Training Platform - give it a free go!
And if you want the persona template I mention in the webinar, contact me here
And here are the slides if you need them.
4 Things to Help Recruiters Bill More Sales During and After Covid
Recruitment Leaders, before Covid, was your tech delivering profit? Or, did you have the feeling that you were over investing in tech? Did you suffer:Too much data, not enough information?Too many applicants, not enough candidates?Too many jobs, not enough placements?Too many systems, not enough process?I recently spoke at Rec2020 and the topic was: Recruitment Technology – The Future and Making it Work for You – and the take away was:you need to seriously accelerate effective tech adoption in your business – now is the time!But with the current climate, frustrations, and "new normal" changing every day, how do you do this? We answered these four questions...1. Recruitment Tech! All The Gear, No Idea?Perhaps, due to:Massively distracting market conditionsStaff returning from furlough, and possible not firing on all cylinders (fair enough!)Recruiters drowning in candidates applying for jobs that they can’t doRecTec supplier invoices needing paying…you now feel that you were “over investing” in recruitment tech. What did it actually do to help you through this period, and what will it do in the coming months?For example, my team reviewed a 25-person recruitment business with a tech stack costing £200k+. (This excluded their Bullhorn CRM, which ironically, they were not using effectively.) The business wanted to be more effective at attracting, sourcing, engaging, converting, retaining. But they had great tech, data, and passionate recruiters…2. The Problem Between the Chair and the Keyboard? (Recruiters?)Did you have PIBKAC before Covid, and do you want it now and in the future?Ask yourself:How was your business performing before Covid? Did you:Have a team of highly trained, super-engaged recruiters, delivering super-happy candidates to clients who couldn’t cope without you?Have a fully monetised set of systems, data, and processesAnd a marketing department generating awesome leads that your sales team could convert?Or were your 3Cs (candidates, clients, colleagues) not being as effective as you’d like, and you seemed to be buying more and more tech just to stay the same?Perhaps you also suffered from a high attrition rate (average before Covid = 43%). Note that 2/3 of people who quit their jobs in 2019 stated “lack of training” as their reason for leaving. Perhaps you’d used up your business growth budget on salaries (who) and tech (what) and neglected the training (how)? Perhaps you thought "automation" would fix everything?3. Is Recruitment Automation the Goal?Recruitment automation has become a real turn on for some in the industry (including myself!) Systems like Herefish are really kicking butt and doing things to the recruitment process that fixes a lot of the issues outlined above. It’s a great time saver and processes speeder-upper!But - in our march to “automate” we’ve forgotten a step...Systems can only automate processes, if the processes (or at least the sentiment) exist.Humans are still pretty viable (understatement) in the recruitment agency world. The key is to understand where and how they deliver their marketing, sales and recruitment, so you can delegate some of it to a system, then leave the recruiter to do the bit only they can do.But in an industry that is drowning in data and systems, it suffers a lack of process. And there is a distinct lack of systems and process training for recruiters which compounds the problem.Look at your processes:Can they be automated? What’s possible (and plausible)?What isn't being done consistently, forgotten, or what would you like to do that will improve candidate/client experience and free up consultant time for more valuable activities?What needs automating so that your staff can work from home, and you can lead / manage them more effectively?How can you create time for recruiters to develop stronger relationships with clients and candidates (hence stronger pipelines)?4. How Do You Generate the Buy-In for Using Recruitment Technology Effectively?You need buy-in for this for effective rectec adoption. So, gain an understanding of two things (thanks Andy):How will recruitment tech drive an increase in performanceHow will it solve a business-critical issue (eg. Covid) which will enable point 1Often recruiters need more time to manage the sales process. (They likely have enough data and systems). Ask yourself:If I could save each of my recruiters 1 hour a day (hence 30 days a year) how much more could they bill?What could they do with that hour?Through the Bullhorn, Adapt, and other recruitment training my team delivers, we aim to give recruiters back 1 hour a day. Case study:A recruiter who has a £100,000k target.They’re full time and take 20 days hols a year.My team trains them to use their tech more effectively and saves them 1 hour a day.This generates 30 days extra time per year.This equates to a potential pipeline of an extra £12,500You have 10 staff? This means £125,000. What’s the commission for you and your team on that figure?And how much does it cost to train recruiters to generate that level of fee? (not as much!)That’s a simple way of measuring performance improvements and generating buy-in from all levels of the business.Recruitment Leaders, You Need… 1, 2, 3You need to seriously accelerate effective tech adoption in your business – now is the time!Look at your tech stack– is it delivering value to you, or just the people you bought it from?Look at your processes - are they clear enough for remote workers to adopt, managers to manage, and where possible, to automate?Admit that your staff are extremely unlikely to ask for help in the current market. It is too risky to admit a lack of skill? Be the leader and get them trained.If the rest of 2020 is about linking your systems, data, processes and people, imagine what 2021 could be like!Watch the Rec2020 Webinar HereHIIT Us, Recruiters!Could you save an hour a day, and make an extra £18,750 a year (or £187,500 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 HIITREAD ABOUT OUR RECRUITMENT TRAININGBOOK A CALL TO DISCUSS RECRUITMENT TRAINING
Bullhorn Sourcing Tip for the Best Located Candidates
Recruiters! It’s frustrating spending 13 hours a week sourcing! (UK Average!) Plus, then thinking you’ve found the perfect candidate, only to realise that they live on the wrong side of the Thames or they’d need to take a literal ferry across the Mersey to make it to work every day.This Bullhorn sourcing tip is for recruiters who need an alternative to the radius search, and a speedier approach for the 73% of you who tell me that you're suffering a candidate shortage!Recruiters! Reduce Your Sourcing Time With this Bullhorn TipWe run the best Bullhorn Training, and create monthly Bullhorn tips to improve your speed and ROI. And we're almost about to launch our Bullhorn HIIT OnDemand training.The recruiters I train on Bullhorn love how this tip will help you get more localised results for those hard to fill jobs and ultimately help you to source and place quicker! Do you recruit for jobs in areas that render radius searching useless? Are your candidates declining roles due to distance or commute times? Do you need more time? This Bullhorn sourcing hack will show you how to: Generate a more localised candidate search Quickly rule out irrelevant candidates. Improve your sourcing time (and give you more time on the phone)!Watch this 1-Minute Bullhorn Sourcing TipOur 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.Talking of Recruiters Saving Time...Could you save your recruiters an hour a day, and make an extra £18,750 a year (or £187,500 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, Digitaland Email Marketing. We aim to save every recruiter at least 1 hour per day - more billing time, more fees!TRY RECRUITMENT HIIT FOR FREEREAD ABOUT OUR BULLHORN TRAININGBOOK A CALL TO DISCUSS BULLHORN TRAINING
The Adapt Playbook