Inbound Marketing Vs Outbound Marketing For Recruitment Agencies

Inbound marketing is quickly becoming THE 2017 buzzword for recruitment agencies who are looking to attract higher quality candidates and new business to their website. But what is it and how does it compare to outbound marketing?

What Is Outbound Marketing For Recruiters?

Outbound marketing for recruiters uses traditional marketing and sales methods that aim to search for and identify candidates and clients and contact them with a service offering, whether that is an open vacancy or a suitable candidate. The vast majority of recruitment agencies will be familiar with outbound marketing methods which include cold calling, advertising, billboards, video ads, e-shots and unsolicited emails.

Although these methods do have a stigma attached to them for being disruptive or intrusive, there’s no doubt that by playing the numbers game, you can achieve considerable success. It is a simple law of averages game – the more times you get in front of people, the more likely it is that they will use your services.

However, in this digital age, the age old methods of traditional sales and marketing are becoming less effective. As a result, agencies are getting less return for their activity. This, combined with a more competitive and candidate-driven market has led marketers and recruiters experimenting with alternative marketing strategies such as inbound marketing.

What Is Inbound Marketing For Recruiters?

In contrast to outbound marketing, inbound marketing is the the method of using online marketing techniques such as content marketing, social media and search engine optimisation (SEO) to attract website visitors at different stages of their client or candidate journey. Using these tactics, the aim is to attract strangers, convert these strangers into website leads and nurture these website leads into new clients or candidate placements.

The Theory Of Inbound Marketing

Inbound marketing works on the premise that both the candidate and client journey begins prior to a submitting a job application or contacting a recruitment agency. There is a considerable research phase that happens leading up that critical decision stage or Zero Moment Of Truth (ZMOT) where; either a candidate applies for a job; or a prospective client picks up the phone to call an agency.

“70% of job seekers begin their job search through Google” HubSpot

In the majority of cases, this research journey happens online via search engines, blogs, social media and websites and this process can take days, months or even years depending on the urgency of the candidate or client. HubSpot, the founders of Inbound Marketing, call this process the Buyer’s Journey and it is split into 3 stages:

1. The Awareness Stage – This is the beginning of the journey where, for example, a candidate recognises that they have a symptom of a problem, but they have little to no idea about a solution.

“I wish I had more responsibility at work.”

 

2. The Consideration Stage – The candidate now recognises the problem and is beginning to weigh up potential solutions to solve this problem.

“I can either ask for a promotion with more responsibility or look for a new job.”

 

3. The Decision Stage – The candidate recognises that they would benefit from using a recruitment agency but there are so many options, how do they decide which one is the right agency?

“I would like to apply for new jobs but I don’t have the time. A recruitment agency can do some of the hard work for me to find suitable vacancies and prepare me for an interview.”

By identifying a target audience’s specific challenges and goals at different stages of their journey, inbound marketing is the act of producing content that solves those problems and attracts website visitors who are looking for a solution. This way recruitment agencies can get in front of candidates and clients without disrupting their day and in a time of their choosing.

The theory being that, by analysing a visitor’s behaviour online, it is possible to identify those who are ready to apply and those who aren’t. When a recruitment agency decides to contact those “ready to apply” candidates, they will be much more likely to trust the service offered and be receptive to becoming a registered candidate.

So, in this case, an awareness stage piece of content might be a blog post entitled:
11 Simple Ways to Get More Responsibility At Work or 7 Steps To Getting A Promotion At Work

A consideration stage piece of content might be an infographic entitled:
4 Signs Your Boss Won’t Promote You

A decision stage piece of content might be and an eBook entitled:
The Essential Guide To Getting The Most Out Of Recruitment Agencies

Inbound marketing and outbound marketing can and should work together. By attracting visitors at different stages of the buyer’s journey, you can nurture them to become top candidates or future clients without contacting them out of the blue. This will make your outbound marketing more effective and improve your online candidate and client experience.

Do you want to learn more on how to create an effective inbound marketing strategy? Download our free guide to inbound marketing and get started today.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

5 Ways Recruitment Software Improves Your Processes

Successful recruitment agencies are built on ensuring that their processes are as watertight as possible. However, according to 8×8’s recent survey, over 25% of recruitment agencies’ weekly hours are spent on inefficient practices. In the majority of cases, this may be the result of a combination of factors; poor communication, human error and outdated manual administrative activities.

But it doesn’t need to be this way.

Recruitment software is designed to reduce the opportunity for human error, centralise information, data and communication. If you’re looking for reasons to make an investment in this area or have the sneaking suspicion that you’re not using your recruitment CRM to its full potential, here are 5 ways recruitment software should help to improve your processes on a daily basis:

1. Maximising Talent Pools

Most recruiters are now proactively building talent pools to stay ahead of talent requirements for their clients. Building talent pools is an effective way for recruiters to ensure a constant flow of candidates are available for temporary or permanent vacancies as they are received from their clients.

Ensuring your candidate CRM software is configured, and is fit for purpose for your agency, enables your recruiters to effectively code up candidates based on their employment preferences, skills and experience. By maximising and managing talent pools effectively in your recruitment software, you can ensure your recruiters are able to search, match and shortlist candidates quickly and present the most suitable candidates to your clients.

2. Improving The Candidate Experience

As any recruiter knows, when you’re managing hundreds of candidates at any one time, it is almost impossible to provide the “perfect candidate experience” for each and every person. There are times (hopefully not too often) when a high quality candidate will slip through the net because you failed to keep in touch or provide the correct information when requested. Human error will always occur and a bad candidate experience can damage your agency in the long term as well as the short term.

By reducing the time spent on manual and administrative tasks, your recruiters can devote more time nurturing the human connection and provide an outstanding service to their candidates. For example, creating email and SMS templates within your recruitment CRM for all commonly used communications for your front, middle and back office teams can ensure candidates receive consistent and accurate information when it matters.

3. Optimising The Recruitment Process

Recruitment software can streamline your internal processes, making for a more efficient candidate and client experience. All interaction with candidates and clients can be recorded in one place to minimise the risk of those awkward, ‘Sorry, who did you last talk to?’ conversations, while the entire process from CV to interview to placement can be tracked with ease. This allows you to measure the cost and performance of your recruitment process and make the necessary tweaks to stay ahead of your competitors.

4. Centralising Administration

Recruitment software relegates shuffling papers to the past, allowing you to record all candidate and client information digitally as well as compliance documents, CVs and terms of business. Centralising your administrative output allows for processes to be learned and implemented uniformly across your agency so no important documents are misplaced. Managing administrative tasks outside of your recruitment CRM manually should be a task from the past, so cut out the paper trail and you’ll cut down on time spent on administration.

5. Boosting Visibility

Recruitment software can store data such as the source of your candidates, your hiring velocity, the cost per hire and conversion rates, just to cite a few. Using your recruitment software to help you understand and analyse your data will enable you to make strategic decisions, hone your processes to perfection and identify where any further investments need to be made. The right software can also ensure your costs are visible too, giving you the power to monitor, benchmark and report on costs throughout the recruitment journey.

Are you in need of a comprehensive guide to buying new recruitment software? Download our free eBook and make a choice with confidence.

The Recruitment Software Buying Guide eBook Download

 

Why Recruitment Agencies Should Write A Blog

Blogging or content marketing has become one of the most effective, sustainable and inexpensive marketing tactics to increase traffic to your website and generate new business enquiries online. For recruitment agencies, blogging can be particularly lucrative because both candidates and clients conduct a considerable amount of research online before they make a “purchase” decision.  According to LinkedIn, “candidates spend 1-2 months gathering info before applying” for a job.

“80% of decision makers like to learn from articles rather than adverts.”

However, it is often difficult to know exactly why content marketing works and what, specifically, you should be writing about to reap the benefits.

3 Reasons Why Recruitment Agencies Should Write A Blog

  1. Attract The Right Traffic | By writing targeted blog posts, you can attract visitors who are interested in your recruitment services and more likely to become a future candidate or client.
  2. Increase Your Online Presence | A regular blog can increase the presence or “ranking” of your company website in search engines for relevant, industry related search terms.
  3. Demonstrate Expertise & Establish Authority | Writing high quality content can set you apart from your competitors, give an online brand image to your company and demonstrate your expertise within your sector.

What Should Recruitment Agencies Write About?

To achieve success with your blogs, you need to approach blog writing with a considered strategy. There’s no question that there is a place for your company news on your website, but this isn’t the content that will attract new visitors who are looking to benefit from your services. The blog posts that attract high quality visitors are, more often than not, providing a solution to a problem or answering a pertinent question. So it stands to reason that, if you can provide an accurate answer to the most frequently asked questions that your audience ask about recruitment, you will have a higher chance of ranking highly in Google for relevant searches and, therefore, attracting the right traffic.

For example, if a candidate is struggling with preparing for their first interview, they might be likely to use Google to search “How to prepare for your first interview”. By writing a blog entitled “The Complete Guide To Preparing For Your First Interview” you will have a much better chance of appearing in a search engine results page. The type of candidate who is qualified to get an interview and wants to do their best to prepare for it qualifies as a high quality visitor.

Best Practice Tips For An Effective Blog Post

  • Write A Targeted Headline | Within 4 to 9 words tell the reader what your blog is about. Consider using a trigger word such as “Inspiring” or “Essential” to grab your audience’s attention.
  • Choose One Topic | Focus on answering one question or solving one problem. This way, you can make your content targeted and send strong signals to Google about the meaning of the blog post.
  • TL;DR (Too Long;Didn’t Read) | Don’t make it War and Peace, people are as busy as you are, give them a clear and concise answer in 400 to 700 words.
  • Use Facts, Figures And Quotes | Facts and figures and quotes are a credible trust indicator and also increase the share ability of a blog post.
  • Keyword Rich | Don’t jeopardise the readability of your content but make sure to let Google know what the blog post is about by using your target keywords in the blog title and body of the text.
  • Include Images | Always include a main image for your blog post to tell the story visually. Images can also be added into your blog text to break up the text and make it more digestible.
  • Add Relevant Links | Include relevant links to fact, figures or other blog posts within your blog as it builds your credibility and provides additional information for the reader.

By knowing your audience, their goals and challenges and writing optimised blog posts that address these specific issues, your blogs can become a hotbed for high quality visitors who have the potential to turn into future clients or candidates.

Writing quality blog posts is the engine that drives inbound marketing but it is still only one aspect. Download our free guide below and learn all you need to know about inbound marketing for recruitment agencies.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

5 Tips To Encourage Recruiters To Use Your Recruitment CRM Software

It doesn’t matter how comprehensive your recruitment CRM software is – if your recruitment consultants don’t use it in a consistent way (or at all) it won’t be a worthwhile investment. So, if your real problem is that your recruiters are not using your recruitment CRM at all, or in different ways, what are the top tips to help educate and motivate your recruiters?

1. Explain and sell the benefits

As your recruitment teams grow, it becomes more essential that your recruiters record and manage data effectively within your recruitment CRM.

With more candidates, clients and jobs to manage, the key benefit is that they will be able to bill more on a daily basis. If all your recruiters are using your recruitment software in a consistent manner, they will be able communicate more effectively with clients and candidates, search and present candidates to clients more quickly and track their monthly placements and billings.

2. Provide recruitment software training

By providing your recruiters the foundational knowledge, tips and tricks to make the most of your recruitment software, they will be able to see the benefits that it can make to their daily activity.

We always recommend comprehensive, role specific training as it targets the exact training for them to perform their role. When they can understand how they can use your recruitment CRM to its full potential, it will ensure that they reduce time on administration tasks and more time speaking to candidates and clients.

To find out more about recruitment software training – read our blog.

3. Show them the money

Nothing will encourage recruiters more than seeing quantifiable results. Most recruitment software solutions have the functionality to track your recruiters efficiency in terms of output – for example – candidates and jobs registered, CV’s sent and placements made.

By showing your recruiters the quantifiable numbers of efficiency, comparing a CRM-savvy recruiter compared with a CRM amateur, you should be able to convince them that by embracing technology, they can earn bigger commission every month.

4. Knowledge sharing

It is natural that in all teams, there will be technologically gifted recruiters who understand the benefit of software and grasp how it works very quickly, and those who don’t.

Not everyone learns in the same way and many recruiters can be put off by a classroom environment or through online classes. Recruitment CRM tips and tricks can be a lot easier to digest when it comes from colleagues or as they work on a daily basis. Perhaps organise a monthly meeting where tips, tricks and new features are shared by team members so all your recruiters have the opportunity to learn from their peers.

5. Target and reward

The majority of recruitment consultants thrive on competition and only need a target to aim for to feel motivated. Others can be encouraged by “the gold at the end of the rainbow”. Using a simple target and reward system can vastly improve recruiters’ efficiency and maximise your recruitment software.

By encouraging your recruiters to embrace your current recruitment software and use it to its full potential, your recruitment agency’s bottom line and their individual commissions can benefit.

 

Are you in need of a comprehensive guide to buying new recruitment software? Download our free Ebook and make a choice with confidence.
The Recruitment Software Buying Guide eBook Download