If you want to make sure your recruitment agency sees success in 2019, you need to focus on effective marketing. Here are our best ideas for next year.
One of the key things recruitment agencies need to think about in 2019 is how to market themselves. While finding the best candidates is the main part of the job, it is the clients who pay the most, so being able to show that you are the right company for them is a crucial aspect of making a profit in the industry.
Of course, you're not a marketing firm, so it's understandable if this is something that falls by the wayside. However, it shouldn't be neglected. To help you out, here are our top four ideas that will help your recruitment agency find success – and make money – throughout 2019:
1. REDIRECT YOUR AD BUDGET
For decades, the dominant form of marketing was advertising. We all know that traditional ads are no longer effective and that digital marketing is the way forward now. However, for many companies that means using paid social promotion or targeted display ads, so the tactics still haven't changed much.
That's been fine so far, thanks to the ability to personalise who sees your advertisements, which makes them much more effective than in the past. However, it looks like the age of the ad is finally headed for a close, thanks to the rise of adblockers. It's thought that as many as 30 per cent of internet users will use some kind of ad-blocking software by the end of 2018.
This is unlikely to go away, so it is worth altering your marketing budget so that you aren't investing in ads, or are at least restricting your spending. Your resources can be better directed elsewhere, such as to one of our other killer marketing ideas…
2. KNOW YOUR AUDIENCE
You probably have a lot of data on your current and potential audience. Most sales and marketing efforts focus on collecting contact information on potential leads, and you can use these details to work out the basic demographics and interests of the people you are trying to attract. This allows you to tailor your marketing to specific individuals.
Remember, you're not marketing your services to a company, you're marketing them to a person within that organisation. This could be a hiring manager, HR director or CEO; you are best-placed to know who you typically end up interacting with. By collecting data on them, you can work out how best to target them.
This does not have to be particularly in-depth information. For example, one survey found that younger generations prefer to engage with visual content, with 64 per cent of millennials listing webinars as a popular form of content and 59 per cent naming infographics. Meanwhile, older professionals prefer written content, with 78 per cent listing white papers. So your approach will differ based on this basic piece of data.
3. PERSONALISE YOUR APPROACH
You can go one step further. While tailoring content to demographic groups is important, it's even more effective to tailor to specific individuals. If you know who you're going to be interacting with, you can address them directly and use language and content types that are most likely to resonate with them.
This is something that brands are waking up to. A survey of around 1,100 professionals by Monetate found that 94 per cent see personalisation as vital to business performance. However, around 75 per cent said that while they knew this was important, they had no idea how to do it.
Sometimes, it's as simple as using someone's name in your marketing materials. However, a better method is to use your data – and gather more if necessary using things like surveys – to work out your leads' needs.
For example, you could produce a webinar on recruitment and offer it to anyone who completes a quick survey on their experiences with hiring. You can then use that data, for example, by looking for people who are struggling to find talented graduates, then contacting them using this subject to advertise your services.
4. FOCUS ON MOBILE
Finally, you need to make sure you invest a good deal of resources on mobile marketing. You probably already know that being online is crucial for any business, but it is becoming even more important to make sure your site and marketing is built for people using a smartphone.
More people are using their phones to get online than ever, spending 0.4 hours more per day – on average – on mobiles than on desktops. In addition, 80 per cent of social media time is spent on mobile devices. This is likely to skew even further towards smartphones, as they become more accessible, cheaper and more powerful.
Furthermore, search engines like Google are beginning to prioritise this market, and if your site is not optimised for mobile, then you can find it dropping rapidly in the search rankings. You need to make sure you are not neglecting this vital aspect of marketing.
Contributor Katie Duke of Boomerang Back Office.
Marketing Manager at Boomerang Back Office. Passionate marketing professional with an extensive background in acquisition and retention marketing covering a range of markets including technology, recruitment and science & research.