5 Video Marketing Tips For Recruitment Agencies

There is little debate surrounding the effectiveness of video marketing. You only need to look at the dramatic change in your social media feeds in the last few years to see the marked increase in video output. In a 2015 survey, LinkedIn’s Solutions Consultant Daniel Sanders revealed “across LinkedIn globally, videos shared in the feed had 100 per cent greater engagement and 75 per cent greater share rate.” Just imagine the potential video marketing could have for your recruitment agency.

Candidates spend an average 55 seconds reading a text job advert compared to 5.23 minutes watching a video job advert.Ongig

By analysing employer video best practice, we’ll take a look at how your recruitment agency can create unique video content (within a manageable budget) to enhance your candidate engagement and receive more qualified and reliable applications. Here are 5 different approaches you can consider for your recruitment agency.

Yelp: Let Existing Employees Tell The story

Yelp’s budget testimonial video offers an honest insight into their workplace, their employees, and what a career in Yelp’s sales development program really means. Instead of reading lacklustre “responsibilities” on a careers page, candidates can connect with people who have experienced a specific career path, at several tiers, and learn what their career could become. Aimed at graduates, it captures the emotion of applying for your first job and offers persuasive evidence that working at Yelp can satisfy their career ambitions.

Twitter: Showcase Company Culture And Personality

The success of Twitter’s mock recruitment video demonstrates the importance of conveying company culture to prospective candidates. What is almost impossible to consistently get across on a careers page is the personality of an organisation but, with video, this becomes a lot simpler and authentic. The added humour increases the shareability of the content, making it perfect for increasing brand awareness across social media.

Randstad Williams: Introduce A Hiring Manager

Randstad Williams’ story of building a career as an engineer is told through the experiences of the Technical Director of Advanced Engineering, Paul Macnamara. Listening to his thoughts about what it takes to become a successful engineer against the backdrop of an exciting workplace can only inspire prospective candidates. It also provides an insight into what hiring managers want candidates to demonstrate, and feels a lot more genuine than words on a page.

Starbucks: Inspire Candidates With Career Progression

Similar to Yelp, Starbucks have used current and past interns to share their experiences of what a career at Starbucks means to them. Through conversational interviews, the focus is firmly on the candidate’s training and potential for career progression. Using social proof to give credence brings their three key company tenets to life:

  1. Opportunity
  2. More than an employee
  3. Chance to become a partner

Heineken: The Cinematic Effect

Heineken short film-esque recruitment video entitled “The Candidate” shows how brands are adopting video marketing to demonstrate what makes their brand unique. Although this does have a larger budget, the core ideas remain the same:

  • Give a clear picture of the company culture
  • Inspire candidates to engage with the brand
  • Tell a creative story to increase shareability

Is Video Marketing Right For Your Recruitment Agency?

If nothing else, you can be sure that video marketing is not going away. In fact, YouTube reports that mobile-video consumption increases roughly 100% each year, and is one of the best forms of content for evoking emotion. Viewers on social platforms are more likely to share or like a video – so what better way to showcase your recruitment agency brand.

By capturing the emotion of job searching, telling the story of your candidates’ journeys and using video creatively, your recruiters and agency have the opportunity to engage candidates creatively to increase your brand, promote current and future career opportunities and vacancies.

What to learn more about inbound marketing for your recruitment agency? Download our free eBook below.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

What To Expect From Your Recruitment Software Provider

We have the opportunity to speak to a large range of clients each day who are at different stages of the process of sourcing new recruitment software for their recruitment agency. Getting the most from your recruitment software is a two-way partnership between your agency and your recruitment software provider but it helps to know what to expect.

Below are the 4 most common problems clients express to us with their current recruitment software provider that has taken them to market.

1. “Small Fish in a Big Pond” Customer Service

It is paramount to focus on assessing any new recruitment software’s functionality, but it is also paramount to take into account the size of the recruitment software provider you’re partnering with, and their approach to ongoing customer service. A lot of clients believe that a quality recruitment software CRM is only linked to one of the global recruitment software brands, which is not always the case. 

When dealing with some of the global recruitment software brands, some clients advised they felt being a”small fish in a big pond”, competing for attention with their larger clients and receiving a poor customer experience.

2. Mis-sold Functionality

A particular bug bear in the technology market is the regularity with which sales teams over promise the capabilities of their software, with functionality often being misrepresented or even mis-sold throughout the sales process.

3. Lack of Helpdesk Support

There will be instances where problems occurs or you have questions regarding the software’s functionality. To tackle this, you need an expert to understand the issue, provide a solution or give advice on how to resolve it. Unfortunately, in a lot of cases, helpdesk support might be an additional premium for which you hadn’t budgeted for. In other cases, the customer service and delay in fixing the problem may cost your recruitment agency valuable time and money.

4. Hidden Costs 

Many low cost recruitment software solutions offer inexpensive licence plans or packages, but within this often hides additional or hidden costs. Cheaper software packages will frequently charge a premium with software installation and setup, ongoing software updates, additional modules/software functionality or helpdesk support.

Finding the Right Recruitment Software Provider 

To avoid these problems, you’re looking for an open and consultative approach from your new software provider, right at the beginning. If both parties commit to put in the time required during the sales process, your recruitment agency can reap the benefits in the long term.

Your software provider should:

  • Ask detailed information about your agency, your specific sector and what has taken you to market for a new recruitment software solution.
  • Understand your business objectives, strategy and future goals and how recruitment software can help support them.
  • Provide a transparent picture of the software’s functionality and honestly advise you if it is the “right fit” for your agency.
  • Provide as many demos as you need to assess the software’s functionality first-hand, so you are equipped to make a decision whether it is the right solution for your agency. We suggest you form a steering committee with staff from different departments represented, who can address the most important issues that affect them.
  • Provide detailed information regarding their helpdesk support packages and options.
  • Inform of their post-sales and implementation customer service offering, including account management to assist you as your business grows.
  • Inform of any additional costs for implementation, training, data migration or any renewing annual costs for licences or software upgrades.

The decision to change your recruitment software can take a little more time than you anticipate, but if you spend that time effectively, you can ensure your agency doesn’t suffer in the long term. Don’t settle for a recruitment software provider that isn’t dedicated to finding the right solution for your business strategy and growth plans.

For more recruitment insights, download our free eBook, 7 Secrets of Successful Recruitment Agencies.

7 secrets of successful recruitment agencies free ebook download

Are Your Recruitment Processes LEAN?

Lean is a principle we have adapted with great success within our own business and has formed the basis of recommendations to our clients to maximise efficiencies and streamline processes within their recruitment agencies. This blog outlines how you might use lean to do more with less within your recruitment agency.

What is Lean?

The core idea is to maximize customer value while minimizing waste. Simply, lean means creating more value for customers with fewer resources. Lean Enterprise Institute

In the 1980s, Toyota outstripped its rivals to become the biggest global car manufacturer from rising sales to market share. This was, in part, attributed to its streamlined processes which focused on maximising the value adding processes and eliminating the non-value adding processes. Jim Womack, in his seminal book, The Machine that Changed the World, popularised this process as “lean” and, with it, a new philosophy was born. Since then, “lean thinking” has infiltrated sectors and industries around the world as an effective management philosophy that champions “how to do more with less.”

Let’s look at how you can streamline your recruitment processes by accommodating lean thinking into your recruitment agency.

Customer Focused

Toyota strategists understood that, in order to adopt a process that eliminated waste and increased value adding processes, they needed look at things from a consumer-centric standpoint. Only then could they really identify the areas that were adding value.

In the recruitment industry, this equates to understanding the needs of the various customers in your business, whether they’re individuals, departments, teams, divisions, candidates or clients. Each group must be assessed separately, analysing data (where possible), to ascertain what makes their lives easier and their recruitment journeys efficient and stress free. This can be achieved through regular feedback from clients, candidates and your consultants themselves.

Identifying & Eliminating Waste

The Lean Enterprise Research Centre (LERC) has suggested that, for most manufacturing operations, “only 5% of activities actually add value, 35% are necessary non value adding activities and 60% add no value at all.” In short, if a process adds no value to the customer then it is waste.

Looking at those figures, anyone in a position of seniority in a recruitment agency that seeks to improve the bottom line must ask two critical questions:

What percentage of your processes really add value to your customer?
What activities can be made more efficient?

These simple questions often result in uncomfortable answers.

For example, the time to fill a vacancy is a valuable metric which can suffer because of waste occurring in everyday routines through each step of the recruitment journey – from sourcing the right candidate, screening and interviewing, to placement. With each step, waste can be identified and by adopting lean thinking gradually, you can begin to streamline each procedure.

There’s often massive room for improvement, but a few simple building blocks will help you start to eliminate waste:

  • Ensure processes are followed during the candidate acquisition, registration and interview process.
  • Create standardised procedures for screening and registering candidates.
  • Identify what data needs to be captured and entered in your recruitment software at each stage of the recruitment process.
  • Continually review the way data is entered, managed and searched for in your recruitment software.
  • Record and review where your placed candidates are sourced from.
  • Map the candidate journey from CV collection to placement, and understand how technology can be used to automate repetitive tasks, track the candidate journey and reduce errors from double keying data.

By analysing individual processes and identifying where the value really lies, your frontline staff can recruit more efficiently and spend more time undertaking value adding activities.

Just in Time

Under the leadership of Taiichi Ohno, Toyota implemented a significant move away from the manufacturing norm to the Just in Time (JIT) process where parts were supplied only as and when they were required. As noted in Roberta Russell and Bernard Taylor’s Operations Management, although this process left, “no room for error,” its success was undeniable and became widely accepted by other global organisations. In one study, American firms that introduced JIT achieved an average 50% reduction in labour costs and 70% reduction in inventory over 5 years.

The theory behind this revolutionary framework can, also, be adopted to streamline your recruitment agency’s processes. By analysing and relying on the quality of your data and identifying trends in the market and your business, you can predict which candidates need to be supplied just at the point where the demand is rising allowing your consultants to source the highest quality candidates before demand peaks. However, this can only be effective with a lean recruitment database and rigorous processes in place.

Read our blog about how to maximise ROI from your recruitment software.

Another example of where JIT can eliminate waste is in candidate compliance. So much time is wasted getting every candidate compliant as quickly as possible. By applying the JIT philosophy, your agencies can focus on supplying compliant candidates as and when they’re needed. For example, from your data you may know that your hospital clients in London need 30% more doctors in December. This enables you to prepare more candidates and ensure they are compliant, ready for the increased demand.

Employee Empowerment

The communication and trust required to ensure lean thinking can operate at its peak begins with every employee. Their endorsement of the philosophy is as important as the cogs in Toyota’s manufacturing line. The clear frameworks and structural foundations should negate the need for micromanagement and empower your employees.

For example, train and allow employees to deal with issues autonomously (have an escalation process where needed) and have a feedback process for improvements. Employees should feel determined and empowered to analyse and improve your processes with you. An empowered workforce is the most efficient route to continuous improvement.

Continuous Improvement

Every successful process needs to be reviewed and tweaked because every business will have their own specific requirements and methods for reducing waste. By analysing your recorded data and listening to your employees and customers, you can refine your processes and implement a more streamlined and efficient strategy that is bespoke to your business.

How Can a Recruitment CRM Help?

Technology combined with a successful lean thinking strategy can play a significant part in eliminating waste and making your recruitment agency more streamlined. We have outlined some of our recommendations below:

  • Identify what your staff and business searching and reporting requirements are.
  • Set minimum data capture requirements at each stage of a process, which will improve real time searching and reporting.
  • Ensure candidate, client and vacancy records are recorded and coded up correctly to make real time searching effective and tools such as auto matching more efficient.
  • Set workflow rules to build in best practice and negate the need for micromanagement.
  • Record all candidate and client interactions.
  • Use pre-set rate templates to prevent consultants going outside contractual pricing.
  • Limit who can view, add or edit certain types of data within your recruitment CRM to ensure your data is protected and maintained correctly.

Discover the 7 Secrets of Successful Recruitment Agencies by downloading our free eBook below.

7 secrets of successful recruitment agencies free ebook download

IR35 Changes For Recruitment Agencies & Contractors

Despite opposition from contractors and employers alike, the new updates to IR35 will come into effect in April 2017 and this is likely to have a huge impact on UK recruitment agencies who employ contractors. But before digging into to the whys and wherefores, let’s understand what IR35 is, what the new regulations stipulate and how that might affect you as a public sector contract recruiter in the coming months.

What is IR35?

In April 2000, the government introduced the new IR35 ostensibly to combat employment tax avoidance by contractors working through intermediaries, such as Personal Service Companies (PSC). These “disguised employees” often worked long term contracts for employers whilst bypassing a large percentage of tax and NICs. IR35 aimed to ensure contractors paid a similar amount to those self-employed and directly employed.

However, the responsibility lay with the individual contractor to decide whether they fell “inside IR35” and, due to the vast amount of work this generated for HMRC, it has been impossible to enforce and remained largely ineffective. In fact, the HMRC recently estimated that, PSC’s non-compliance with IR35 is soaring at a rate of 90%.” In monetary terms, this employment tax avoidance is costing the Exchequer approximately £430m each year. Therefore, it is no surprise that there has been a concerted effort to remedy this in the upcoming regulation update. What does come as a surprise, to some, is how the government have proposed to do this.

How is IR35 changing?

Although the reforms were intended to be up for discussion, little has changed since the initial proposition was heard in early 2016. The section that has caused most debate in the recruitment industry stipulates that the burden of responsibility for ensuring that PSCs pay the correct tax and NICs now lies with the employer or the organisation who pays the salary.

This means that if your agency supplies contractors to the public sector, such as government departments, NHS, schools, BBC and publically owned companies, as of April 2017, it will be your responsibility to decide whether your contractors fall inside IR35 and are eligible for the increased tax and NICs deductions.

To help the HMRC police the new reforms, the government has planned the introduction of improved IR35 tests and a new digital tool. Suffice to note that if an agency is found to be negligent to the new laws, there will be steep penalties to pay.

What could this mean for the future?

In the immediate future, it looks as if the contractors will suffer the most, facing an average 13% income drop, according to Deloitte. As an example, Deloitte stated that if a contractor was earning £500 a day for 42 weeks, this would equate to a take home salary of £70,988. Under the new laws, their take home would fall to £61, 553.

Upon hearing the proposal back in March 2016, contractors reacted vehemently, with more than half the PSCs, 26,000 workers, vowing to quit if the law came into effect. Another theory is that contractors will have “no choice but to increase their daily pay rate” to compensate for any additional tax liability. Both of these eventualities would evidently have an adverse effect on employers, recruitment agencies and the public sector itself, which currently contributes £3.5 billion to the UK economy.

There are many who also predict that the new IR35 laws are being tested on the public sector and, depending on its success,will likely be extended to the private sector. John Chaplin, Executive Director at Ernst and Young, says that HMRC is using the public sector as “guinea pigs” and it’s only a matter of time before it impacts all UK contractors.

What should your agency do?

It is clear that the reformed IR35 will shake up the public sector and cause some alarming issues for recruitment agencies across the UK. However, the most effective way to prepare is neatly summarised by John Chaplin who recommends meeting technology with technology to, “drive efficiencies, such as in the policy creation process, and undertaking staff training and potentially client training too.” In this way, technology can be your safety net whatever the ensuing outcomes of the new regulations may be.

IR35 New Process Overview

recruitment agency IR35 flow chart

To support our customers with the IR35 changes we will be releasing an update to Eclipse Recruitment Manager 4 software in April 2017.

Discover the 7 Secrets of Successful Recruitment Agencies, download our free eBook below.

7 secrets of successful recruitment agencies free ebook download