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10 Awesome Blog Post Ideas For Recruitment Agencies & How To Create Them

“Businesses who blog have a 434% higher chance of being ranked highly in search engines”
Tech Client

Blogging – or ‘content marketing’ – has grown significantly within the recruitment industry and it is no surprise why. With the right research and strategy, it can bring you measurable return on investment through:

  • Attracting the right visitors to your website
  • Converting those visitors into prospective clients and candidates
  • Improving your overall ranking in search engines like Google
  • Providing excellent marketing and sales collateral to showcase your expertise

Reading these benefits, a couple of questions may come to mind:

“How do I come up with blog titles?”
“How do I know which blog posts will be successful?”

The reason why we have decided to write this blog post is because we have had great success using a structured content marketing strategy that has improved the profitability of our website.

So, in this blog, we’ll share how you can create successful blog ideas from scratch for your agency and we’ve even included some ready made blog ideas that you can use today.

3 Key Ingredients For Creating A Successful Blog Idea

1. Start with your audience

Ask yourself, who do you want to attract to your website? For recruitment agencies: are you wanting to attract more clients or more candidates? Think about their goals and challenges, specifically considering what they’re typing into Google whilst either job-seeking or prospective clients weighing up whether to use a recruitment agency. These questions, topics and themes should give you some key search terms that your blog post idea can focus on addressing.

2. Use the right search terms in the right places

As much as a pithy headline is right for newspapers or magazines, it’s not always suitable for blog content. At the very least, your key search terms must appear in the URL (www.recruitmentagency.co.uk/blog-title), blog page title and body of your blog. Without using the right search terms, search engines will have no idea what your blog is about and, consequently, your target audience will have little opportunity to find it.

3. Always add value

Your content is a chance to showcase your expertise and brand personality. Not only do you want to provide some really sound advice or information, you also want to be memorable. Use numbers and action phrases (like intriguing, shocking, proven) to make your blog post stand out and think about how your blog idea will add value to your clients or candidates.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

Once you’ve been through this process, you should be able to create blog ideas that you can be proud of, that will provide value to your target audience and, ultimately, to your bottom line. Here’s some blog post ideas that our creatives came up with by going through this very process:

5 Blog Post Ideas To Attract Candidates

  1. How to get a pay rise & what to do if you don’t get it
  2. What is the average [insert target industry sector] salary in the UK?
  3. 5 ways to structure a CV that will get you noticed
  4. How to deal with job rejection and plan your next steps
  5. What makes a winning LinkedIn profile?

5 Blog Post Ideas To Attract Clients

  1. 10 proven ways to speed up your hiring process
  2. What are the best employee retention strategies for 2019?
  3. 5 simple steps to choosing the right recruitment agency
  4. Why you need to diversify your hiring process
  5. How to create job ads that’ll attract the right candidates

Transforming your blog post ideas into quality content may seem tricky at first, but it’s worth it in the long run. Taking time to create valuable blogs can be a fantastic investment for your recruitment agency. To learn more about how inbound marketing can benefit your agency, download the guide below.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

PPC vs SEO: The Pros and Cons For Recruitment Agencies

A fairly new addition to the modern recruitment marketer’s arsenal is the discussion about which online marketing tactic is more effective; pay per click (PPC) or search engine optimisation (SEO). To give you the clearest view on which investment is right for you, here are the pros and cons of PPC vs SEO.

What is the difference between PPC and SEO?

Let’s start with a clear definition of the two: PPC uses advertising programs such as Google AdWords or Bing Ads to allow you to bid on relevant keywords to enable your agency’s website pages to appear at the top of search engine results pages (SERPs) for related searches. The more competitive a keyword is, the more it will cost per click. For example, bidding on “Legal Recruitment” is approximately £2.22 per click compared to “Legal Recruitment London” at £2.45 per click.

SEO is the process of achieving a high ranking on Google and other search engines “organically” or without paying directly. This is by following SEO best practice and having a strong website domain authority within your sector. Fundamentally, the more trusted and relevant your website page is to a specific query, the more likely it is to appear at the top of Google’s SERPs.

According to Enquisite, “87% of search engine investment is spent on PPC vs 11% spent on SEO.” A natural conclusion to draw from this is that because PPC is a lot more popular, surely it is the better option to choose. But this doesn’t tell the whole story.

The Pros and Cons of PPC

Pros

Immediately drives traffic to key website pages. The moment you decide which keywords you wish to bid on and which website pages you want to drive visitors to, you can appear at the top of Google or Bing the very same day.

Hyper-targeted. By measuring how effective each keyword is at driving traffic, you can devote more budget to the keywords that drive the most conversions (which you can track through Google Analytics). As well as keywords, you can refine your PPC targeting by location, language and device. This means that if you are only interested in targeting candidates in certain geographical regions, you can increase the likelihood that a click-through will convert into a placement – thus optimising your PPC budget.

Bottom of the funnel. Paid search results are “1.5x more likely to convert click thrus from strangers into leads.” This is because you can target phrases that are much more likely, for example, to attract candidates who are ready to sign up to your agency. By bidding on the phrase “nursing jobs surrey”, you can reach people who are at the “bottom of the funnel” and therefore more likely to become a candidate and placement.

Retargeting and remarketing. An additional feature of Google AdWords is remarketing. Simply, this will show relevant ads to your past website visitors on other websites via the Display Network. To find out more about remarketing – read this in insightful blog.

Testing and measuring is simple. Google provides a number of easy-to-read metrics to allow you to measure your PPC results and make informed decisions. You can also A/B or split test different PPC ads to see which one generates better ROI. This will enable you to spend your budget as effectively as possible.

Cons

High cost. Due to the pay-per-click nature of Google AdWords, it is easy to see how having a weekly budget of just £500, which may attract between 100-300 clicks, could make a considerable dent in your overall marketing budget. For example “marketing recruitment agencies” is approximately £5.67 per click and “healthcare recruitment agencies” is £2.08. However, you can set daily and weekly allowances to make sure you don’t work through your budget too quickly.

Management and maintenance. Not only does it take time to learn how to deliver PPC campaigns effectively, if you want to make the most of it, you must monitor the results and make decisions about its value. Otherwise, you may as well be throwing your budget away.

Continuous investment. You may, initially, be pleased with the leads being generated from PPC but a simple fact about AdWords is that your spend today will only increase tomorrow. This is because the phrases you’re bidding on will only become more competitive, and therefore, more expensive.

The Pros and Cons of SEO

Pros

Free website traffic. Website traffic (or individual website visits) attracted via search engines organically doesn’t cost per click, so fundamentally, it is FREE. However, the true nature is that it does cost in time and resource both in making your website optimised for search engines and to write quality content for your website pages that rank highly in search engines.

Sustainable. Once you have valuable and relevant content, both on your website pages and in your blog posts, SEO, more or less, sustains itself.

Trust and credibility. The top organic search results command more trust and credibility because website users are aware that the top organic results are more likely to hold the answer they’re looking for – rather than selling them something. As a result of being more reliable and trustworthy, organic results are “8.5x more likely to be clicked on than paid results.

Reliable investment. Although you will usually need to invest more resource in the beginning, SEO is long-term investment in your website and will pay dividends for your online marketing and brand for years to come. It is advisable to consult SEO experts during the redevelopment of your website but you can implement SEO best practice at any time.

Low maintenance (ish). SEO is essentially built on making it easy for Google to understand your website as quickly as possible. The more signals you send to Google and the more trusted those signals are – the more likely you are to rank highly. Once the SEO fundamentals are put in place at the very beginning, it requires low investment hereafter to maintain.

Cons

Established agencies hold an advantage. As mentioned earlier, SEO is all about trust and relevance. The more established your website is as an authority on the specific query being searched for, the more likely it is for your website to rank highly in results pages. This means that, initially, established agencies do hold an advantage over start-up agencies because they are more likely to have an established online presence.

Slow return on investment. The nature of SEO and the time it takes for Google to fully index your website means that it can take from 3-6 months before you see any measurable return on investment from your SEO efforts. However, if the content you have invested in is targeted, that will likely increase ROI exponentially over the years to come.

You may need expert support. If you do not have SEO expertise in-house, it is recommended to hire specialists who can implement and advise on the changes that need to be made. This will inevitably cost more depending on how much help your recruitment agency needs.

PPC Vs SEO – Which should you choose?

This choice completely depends on your marketing strategy and the urgency with which you need to see a return on investment.

If you are a small, startup recruitment agency operating in a specific location with a need to see quick ROI, you may want to initially opt for targeted PPC. This may be because your domain authority (i.e. the SEO score of your website) isn’t established yet, you are less likely to have produced as much relevant content on your website as established agencies so it would take a considerable amount of time and investment for SEO to have an impact and for your website to rank highly organically.

Whereas, if your website is well established, and you already rank moderately for valuable keywords, you would benefit from implementing SEO best practice and developing a content strategy to target the more longtail keywords that answer questions and provide solutions to candidates and clients during their research journey in finding the right agency for them.

Do you know whether your website is well established or not? Use this simple website grader or for a more advanced analysis, you can use Majestic’s backlink checker.

Can you do both?

A blended approach to include PPC and SEO activity will, inevitably, cost you more. But, by combining the two, you can benefit from the pros, and reduce the cons, of both. Whilst you are implementing SEO best practice and creating content and improving your website page copy that is more likely to rank highly in search engines, you will still be attracting candidates and clients through PPC. And as your organic ranking and domain authority start to rise in 6 months time, you can begin to reduce your PPC budget and rely more on SEO.

By now, you will have a clearer idea about PPC and SEO, which activity is the best investment for your recruitment agency and what you can expect from both marketing tactics.

Would you like to know how to begin implementing inbound marketing for your recruitment agency? Download your free eBook below.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

Online Reviews: A Guide For Recruitment Agencies

Online reviews or testimonials can be seen as somewhat of a double-edged sword. Positive reviews are a powerful tool, but the real power is in the reviewer. A candidate or client willing to spend time reviewing your recruitment agency’s service can turn into a brand ambassador for your agency. On the other hand, negative reviews can sometimes damage your reputation and discourage potential candidates and clients from using your service.

“85% of consumers trust online reviews as much as personal recommendations.”
Bright Local

In this blog we will outline the benefits of requesting online reviews or testimonials for your recruitment agency, and how to deal with any negative reviews in the most effective way.

Where can online reviews be published?

  • Your agency’s website (create a dedicated testimonials page)
  • Google (any online reviews are presented with search results)
  • Your agency’s social media platforms

Benefits of online reviews

  • People trust people. 85% of people trust online reviews as much as they would a personal recommendation – it’s a chance to read real people’s unbiased opinion about the experience that they had with your agency.
  • Transparency. Having online reviews – whether they are good or bad – shows potential clients or candidates that you are transparent and trustworthy, particularly if reviews have been responded to.
  • Effective for local SEO. In short, the more positive Google reviews you have, the more likely your agency is to appear at the top of Google for relevant local search queries. To learn why local SEO is essential for recruitment agencies, have a read of our blog.
  • Turn the negative into a positive. If you do receive a negative review for whatever reason, you can use it as an opportunity to learn and improve your candidate or client experience.

How to obtain online reviews

  • Ask candidates to review your agency immediately after they have been placed in a role. By seizing the moment, candidates are much more likely to take the time to write a review.
  • Once you have completed the recruitment for a client, ask them to spend a few minutes to write a review about the experience they had with your recruitment agency.
  • If a candidate or client is thanking you for your help, it can be the perfect opportunity to ask for some help in return by requesting a review or testimonial.
  • Ensure that it is as easy as possible for candidates and clients to leave reviews. For Google reviews, ensure that any correspondence you have with them includes clear guidance on how to do this.
  • Provide options for where people can write a review or testimonial. It could be an online survey so you can publish it on your agency’s website, links to your social media platforms or links for Google reviews.

How to deal with negative reviews

  • Respond promptly. Negative reviews are never easy to read, but responding right away in a professional manner can help turn that bad review around.
  • Acknowledge the problem. Shirking responsibility when something has gone wrong, regardless of how big or small, will only cause the candidate or client to become more unhappy with the situation. By understanding the issue with as much empathy and efficiency as possible, you’ll be more able to resolve the problem.
  • Reply online. Reply promptly to the negative review or comment online for all to see. By doing so, it shows that you take these comments seriously. Some candidates or clients will even correct a bad review after a successful resolution, so addressing issues quickly can help turn things around.

All in all, promoting online reviews or publishing testimonials on your agency’s website is advantageous as it shows potential candidates and clients that you are proactive with seeking feedback and focused on resolving problems in an efficient manner. In addition, potential new customers will trust online reviews as much as personal recommendations as it builds confidence and trust in the service you deliver.

Are you interested in learning from other recruitment professionals how they manage and grow their successful agency? Download our free eBook today.

7 secrets of successful recruitment agencies free ebook download

10 Social Media Tips For Recruitment Agencies

Social media is now an indispensable element of every recruitment agency’s marketing strategy. However, without the right approach, it can often be a time-consuming activity and a difficult channel to measure return on investment.

One of the first steps when devising a social media strategy is to define what outcomes your recruitment agency hopes to achieve. These most often involve:

  • Driving traffic to your website.
  • Increasing brand awareness.
  • Connecting directly with candidates and clients.

Within this blog, we have outlined the top 10 social media tips that can improve your social media strategy and give you the knowledge to get the best ROI for your recruitment agency.

1. Not All Social Media Channels Are Equal

To spend your time as efficiently as possible, you need to understand where your target candidates and clients are most active and devote more time to these social media channels. The first step in understanding your audience is to create personas, which are fictional representations of your ideal candidates and clients. In doing so, you can make calculated assumptions about which channels are the most cost-effective for your agency. For example – if you are an IT Recruiter, after analysing the behaviour of your candidate personas, you may find that your time is much more valuable in creating content for and beginning conversations with candidates on Stack Overflow and Reddit rather than Facebook and LinkedIn.

Don’t know how to create candidate or client personas? Read this blog.

2. Optimise Your Agency Profile Pages

According to LinkedIn, “75% of candidates research your company’s reputation” before applying for a job. That being said, your agency’s social media profile is often one of the first touchpoints a new candidate or client will make with your agency, whether it is on LinkedIn, Facebook or Twitter. Ensuring it is up-to-date and represents your agency is as important as the home page of your website.

If you have a presence on social media, make sure:

  • The imagery and tone of voice of your agency profile page is consistent with your website.
  • You provide a link your website.
  • Your “About Us” is concise and summarises your services and value proposition.

By ensuring these fundamentals are upheld, you will encourage rather than discourage any visitors to your agency social media profile pages.

3. Conduct Hashtag Research (Twitter Tip)

Hashtags are not the be-all and end-all of a great tweet but they can help to amplify your message to the right audience. Hashtags are primarily used on Twitter but searches can also be performed on Facebook and LinkedIn. When using hashtags as a beginner to social media, there is a tendency to use as many as possible in the hope that you reach the largest audience. In truth, you need to find the balance between getting your message across in an engaging way and using the right hashtags that will encourage clicks, likes or comments, depending on your social media goal.

A free tool to make sure your hashtags are reaching the widest and most relevant audience is Hashtagify. By inputting a broad term, you can see what hashtags are the most popular, who the top influencers are and many more valuable insights which you can use to optimise your social media posts.

4. Choose Eye-Catching Imagery (For Posts)

When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
HubSpot

The phrase, “a picture is worth a thousand words” rings true no more so than on social media. Not only do images take up a lot more “newsfeed real estate”, they also have a much better chance of stopping the scroll, standing out and attracting the click.

Simply, the more relevant and intriguing your images are, the more clicks you will tend to attract.

5. Leverage Social Media Partnerships

Social media is about maximising your outreach with the people who value your content and conversations the most. Identify the companies or people who regularly like, comment and retweet your social media posts and assess whether you can utilise their expertise. By partnering up with these social media connections, you may be able to create some valuable content, leverage their knowledge to write a guest blog or even follow them up as a potential client or candidate prospect.

6. Use The 80/20 Rule

It can be tempting to use social media to only promote your recruitment agency services and live job ads. After all, your over-arching goals are usually to drive traffic to your website or attract high quality candidates to apply for your open vacancies. But, taking a strategic view of social media, your target audience does not want to be bombarded with sales messages 100% of the time – and this is understandable. They primarily use social media to stay informed and to be entertained. So, as an agency, it is essential that take notice of this and apply the 80/20 rule.

Looking at the social media output, you should aim to entertain or inform your audience 80% of the time with relevant articles and content whilst promoting jobs and your agency 20% of the time. This way, you can utilise your social media channels to achieve your business goals and grow an engaged audience simultaneously.

7. Monitor Your Competition

Social media provides an irresistible opportunity to monitor your direct competition and assess your social media output against your competitors. By creating “streams” on Hootsuite, you can quickly get a snapshot of the content that your competitors are posting. This will, no doubt, spark new content ideas and keep you abreast of any new social media and marketing activity that your competitors are investing in, such as an increase in content output or whether they are using social advertising.

8. Sensational Titles Succeed

To cut through the never-ending newsfeeds that exist on every social media channel, your aim with each individual post needs to be, “how can I stop the scroll?” And by this. we mean creating thought-provoking articles and posting something that will grab your audience’s attention. It is no surprise that the most shared articles, videos, images and content on social media gravitate towards the most extreme emotions, whether the posts are hilarious, shocking, adorable or revealing. As a professional recruitment agency, you may wonder – how can we create content that is aligned with our audience that also grabs people’s attention?

It is not easy and will take time to for your agency to find this balance, but to give you a real life example, here’s a title of an article by Jan Tegze that succeeds in grabbing your attention, attracting the click and driving engagement:

Perfect Candidates Don’t Exist: The Myth of Finding The “Perfect” Hire

This rather shocking titles implores Jan Tegze’s target audience, primarily HR professionals and high quality candidates, to find out what he means and how he has come to this conclusion. This method of using more sensational titles has certainly contributed to the success of the article on LinkedIn, where it garnered 318 likes, 40 comments and 141 shares. By aligning the title of your article with an extreme emotion, you are much more likely to achieve better results.

9. Timing Is Everything

Another key tactic for maximising your social media engagement is timing. Posting at the right time can be the difference between your content getting in front of your target audience or it getting lost in the social media abyss.

The first step is finding out who your target audiences are, assessing when they are most likely to be online and adjusting your posting schedule to match your analysis. If you’re aiming at attracting solicitors, for example, you may want to post early in the morning, between 6am – 9am, or early in the evening, between 6pm – 8pm. To get a more data-driven picture of when your audience is online, you can use Rival IQ which allows you to find out, “exactly which posts get the best response,” and at what time your posts receive most engagement.

10. Test, Measure And Improve

The majority of social media channels have their own native analytics which you can use to assess your social media output and performance. By organising monthly or quarterly reviews to analyse both your website (with Google Analytics) and the native analytics on individual social media channels, you will have a much more structured method of measuring how effective your current strategy is and where it needs improvement.

Simply devoting time to strategically assessing your social media output will give you a clearer view of what is working and what isn’t. By implementing data driven improvements, you can make your social media channels a more refined and revenue generating activity.

Social media is an important part of an inbound marketing strategy. To learn how to get started with inbound marketing for your recruitment agency, download your free guide.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

What Are LinkedIn Ads For Recruitment Agencies?

There is no doubt that LinkedIn continues to be an essential resource for recruiters and recruitment agencies to publish job ads, content, and promote brand awareness, as well connecting with potential candidates and professional networking.

Over the past number of years LinkedIn has developed its product range by releasing new offerings to the market, one of these in particular being LinkedIn Ads. With 2018 on the horizon and budgets being reviewed, in this blog we’ll explain what the LinkedIn Ads product is and how it works, so you can decide if it is the right social marketing product for your recruitment agency.

What Are LinkedIn Ads?

The LinkedIn Ads product is a form of paid social advertising which appears in the news feed or sidebar to promote your agency’s updates and content to targeted audiences. LinkedIn Ads are used to reach a larger audience and gain more attention than a native post, and are particularly useful to recruiters and recruitment agencies due to the ability to target specific types of LinkedIn users.

LinkedIn Ads: What Are Your Options?

There are three different types of ad you can use in LinkedIn’s Campaign Manager – Sponsored Content, Text Ads, and Sponsored InMail – all with varying purposes.

Sponsored Content allows you to extend the reach of a particular piece of content on both desktop and mobile versions of LinkedIn. It looks like a regular update in the feed. There is also the option of using their Lead Generation Forms, which, for example, pre-populates forms so that potential candidates can instantly send you their information without having to fill anything out themselves.

Example of Sponsored Content by Adobe Software
Text Ads will only show up on the desktop version of LinkedIn, and are comprised of just a headline and a link to your company page or resource. They usually show up in the ‘Ads You May Be Interested In’ section, and are a quick and easy way to get started with Linkedin Advertising.

Example of a LinkedIn text ad by HubSpot

Sponsored InMail lets you send targeted messages to specific users via LinkedIn Messenger, which is useful if you’re looking for a more personal approach. Plus, they will only appear in the user’s inbox at a time when they are actually active, to help ensure that the message doesn’t get missed.

LinkedIn Sponsored InMail example

How Do LinkedIn Ads Work?

LinkedIn ads are sold through an auction process. When you run ads, you compete with other advertisers who want to reach a similar target audience.

  • Set up a total budget, so your spend will never exceed that amount for as long as the ad is running.
  • Set a daily budget, so you can only spend a certain amount a day.
  • Create a maximum bid, so that you won’t go over a certain price when competing with other agencies targeting the same audience.

There are also three different ways that you can pay for ads, which will depend on the kind of content you are promoting and what your marketing goals are.

  • CPC (Cost Per Click) – pay each time someone clicks on your ad.
  • CPM (Cost Per Impressions) – pay each time someone sees your ad.
  • CPS (Cost Per Send) – pay each time a Sponsored InMail is delivered.

Due to the ability to target specific candidates and clients with promoted content, recruitment agencies can certainly benefit from LinkedIn ads. However, a drawback is that it is more expensive than other types of social advertising.

LinkedIn Ads Best Practices

If you are considering investing in LinkedIn Ads, or even testing to see how effective they are, here are 5 best practices that should ensure you are optimising your ad spend.

  • BUDGET. Decide what your maximum ad spend will be. LinkedIn ads tend to be more expensive than other social media ads, but arguably, for recruitment agencies, it is the most lucrative platform.
  • TARGET THE RIGHT AUDIENCE. Spend some time really analysing what kind of candidates or clients you want to attract with you ad campaign. You want to be specific enough to attract high quality traffic but also keep the net wide enough to attract enough attention.
  • WRITE EXCELLENT COPY. As with any ad campaign, you can put all the money behind it in the world but people are only going to engage if you can give them a compelling reason to do so.
  • A/B TEST. This is a form of testing which allows you to try out different versions of an ad, so you can try out the efficacy of different colours, copy, images etc. You can A/B test within the Campaign Manager. By discovering what’s working and what isn’t, going forward you will only spend money on the kinds of ads that you know resonate with your ideal candidates.
  • MEASURE ROI. The LinkedIn Campaign Manager allows you to track performance by monitoring impressions, clicks, and costs, giving you the power to ascertain whether it is a worthwhile investment.

To discover how inbound marketing can support your wider marketing and branding strategy, download our free eBook today.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

4 Inspirational Recruitment Marketing Campaigns

Today, candidates are inundates by job board and LinkedIn jobs alerts, recommended jobs in social feeds or recruiter emails but are these methods still making a impact? In order to get candidates attention, we have seen great success from recruitment agencies and internal staffing functions that have introduced inbound marketing and recruitment marketing campaigns as part of their overall candidate sourcing strategy. 

Generally speaking, internal staffing functions invest in the power of recruitment marketing campaigns to attract talent and/or build brand awareness to fill their internal vacancies. But can recruiters and recruitment agencies apply the same approach to fill their jobs?

To assist with your research, here are 4 inspirational recruitment marketing campaigns, spanning a variety of sectors, and what lessons you can learn.

The Hull And East Yorkshire Hospitals NHS Trust: Remarkable People, Extraordinary Place

Campaign
The express goal for this recruitment marketing campaign was to attract more applications and retain existing staff. By creating simple designs that involve the stories of staff members, connecting with the emotion of working for the NHS, they more than doubled the applications from the previous year. In addition to this, they received 6,936 website visits in the first month and reached over 92,000 people in social media.

NHS Hull Recruitment Marketing Campaign - Remarkable Place, Extraordinary People - Sarah Taylor NHS Hull Recruitment Marketing Campaign - Remarkable Place, Extraordinay People: Dan Harman

What Can We Learn?
As the Trust in a lesser known region of the UK, it is more difficult for them to attract the right calibre of candidates to fill their vacancies. This recruitment marketing campaign focused on using real staff to provide a snapshot of their work or experience, which evoked the emotion of potential candidates, resulting in more applications and brand awareness on social media. These shareable images and supporting video worked perfectly on social media and demonstrated in just a few seconds what it’s like to work for the NHS in Hull.

AXA: The Great Global Adventure Game

Campaign
Creating a buzz amongst graduates is a tough task for any insurance firm. To reach these tech savvy millennials, AXA created an online game that could be played on all devices with grand prizes including a 12-month all expenses paid world trip, two internships and a place on an AXA volunteering project. The campaign was a huge success gaining 220,000 visits, nearly 6000 hours of gaming time and over 54,000 Facebook likes.

AXA Recruitment Marketing - The Great Global Adventure

What Can We Learn?
Recruitment marketing campaigns don’t always have to about jobs, culture and the company itself. Knowing your audience and creating content that they will enjoy, take part in and share with their friends is a very effective marketing tactic to grow brand awareness within a new audience.

CISCO Systems: #MayThe4th Be With You!

The Campaign
The #MayThe4th campaign which ran earlier this year, 2017, was an chance for Cisco employees to show off their geeky side and apply to become a Jedi Knight and join the Cisco Order. At its core, it represented Cisco’s values and culture, showing the company’s authenticity and enthusiasm to champion individuality. Led by their employees, created a lot of attention, particularly on social media.

CISCO Recruitment Marketing - #MayThe4th

What Can We Learn?
Cisco’s Talent Brand Team is focused on employee generated content (EGC) including blogs, social media, videos and podcasts. They believe by showing their authentic culture, candidates get to know exactly what it is like to work at Cisco. The lesson being, recruitment marketing does not always need to be about particular roles, by showcasing your company culture, you can create campaigns that resonate with your audience, attract media attention and more engaged candidates.

BJL: #JoinBJL

Campaign
As a creative agency, to impress other creatives, it helps if your recruitment marketing campaign is unique. BJL identified the Rose Creative Awards night as a venue that would be full of their target candidates. To get their attention on a low budget, they set up their own free WiFi service called #JoinBJL. This wifi login took you to a landing page which advertised that BJL were hiring. Not only was everyone blown away by this innovative approach, it gained immediate social media attention, including an article in The Drum and hundreds of applications from high quality candidates.

What Can We Learn?
You don’t need the marketing budget of companies like AXA to create brand awareness and attract the right candidates. By really identifying where you target audience is and using some innovative ideas, you can easily grab the attention of your intended audience.

Recruitment marketing campaigns can be a risk and the majority of them can take considerable time and effort. To mitigate the risk, as we have seen, you need to identify exactly who you are aiming at and create content that they will enjoy, share or find useful. Whether you have a small or large budget, your recruitment marketing can cut through the noise and make a significant impact to your brand awareness and make it easier to source high quality candidates.

To discover how inbound marketing can help your recruitment agency, download our free eBook today.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

Clients vs Candidates – Who Does Your Website Attract?

As a recruitment agency, your website is the bedrock and foundation from which your online brand to new clients and candidates is built on. It acts as your shop window, so that website visitors can review and decide, from the outset, whether you provide the services that they need.

But how can you tell if your website is candidate or client focused? And, furthermore, which one is more important?

Does Your Website Attract Clients Or Candidates?

There are a number of ways that you can identify whether your website is more client or candidate focused and in the majority of cases, you should have a pretty good idea already. A quick acid test is take a look at the primary pages on your website and count how many you have designed for clients vs candidates. Ask yourself questions such as:

Do you have more pages providing advice for candidates searching for their next job?
Are you more focused on how to help businesses attract, recruit and retain staff?
What imagery and language do you utilise on page and who does it appeal to?

You may think that the difference isn’t that significant, but, if 70% of website pages are job orientated, it stands to reason that the majority of your traffic will be from candidates.

Now that you have a basic theory, you can use the Google Analytics data from your website to back it up. If you haven’t already added Google Analytics to your website, have a read of this guide from Moz to explain the basics and how to install it. Once added, it typically takes two weeks (minimum) before you can collect enough data and make any useful insights. The more data you have collected in Google Analytics, the more accurately you can identify who your engaged audience are.

By having a look at the demographics of the visitors to your website, such as age, gender and geographic location, as well as what your most popular pages are, you’ll should begin to build a much more comprehensive picture of who your website really attracts.

NB: Set the date range to cover at least 3 months or as much time as you have set up Google Analytics for.

Go to Audience > Demographics > Overview

Google Analytics Demographics

There are many more elements that will help you identify whether you are more focused on clients or candidates. For instance, by having a look at what the most popular landing pages are, you can gauge what your audience is most attracted to and what this says about your website. If your most popular landing page is a blog post about “How GDPR will impact recruitment agencies” you can draw the conclusion that a good chunk of visitors are, in fact potential clients.

Go to Behaviour > Site Content > Landing Pages

GA Eclipse 2

 

By exploring your website and Google Analytics, you should have a much clearer picture of who your website attracts. If this was not the answer you expected, do not fear. In the next section, you’ll find out how to attract more clients or candidates to your website.

How Do You attract More Clients To Your Website?

The raison d’etre for any recruitment agency website is to attract visitors and convert them into active clients or candidates. This is a simple concept but it should always be referred back to, even when making minor changes to your website. Ask yourself:

Will this attract or convert more visitors into clients or candidates?

If not, is it a valuable use of your time?

Three ways you can improve your website for clients are:

1. Make Your Service Pages Stand Out
Service pages are the pages on your website that inform the visitor of who you are, what service you provide, what expertise you have and how the visitor can contact you for more information. They can often be the difference between a potential client contacting you or one of your competitors. However, in some cases, these web pages can lack authenticity, brand personality and a clear next step.

Your service pages should:

  • Clearly state your expertise and the geographical location you primarily operate in, without ambiguity.
  • Explain why you stand out from your competitors and what makes you the right agency for them.
  • Direct them to contact you for further information either through a short online form or by calling you directly.

By using the same language that your target audience uses and showing your brand personality, you will have a better chance of making a connection with your website visitors and convincing them to take the next step.

2. Create Targeted Blog Content Addressing Your Client’s Problems
The power of creating blog posts lies in attracting website visitors through search engines and social media. To attract these visitors, you simply need to create content that they want to read and that resonates with them. To do this you must:

  • Know what your potential clients look like.
  • Identify their business pain points, challenges and goals.
  • Write content that answers their questions, provides a solution to their challenges or helps them towards achieving their goals.

By writing content that they will find valuable, you will not only attract more potential clients to your website, you will also be solving their recruitment problems and therefore much more likely to be remembered by them in the future.

Learn more about the benefits of writing blogs here.

3. Create A Clear Path To Conversion
In this instance, a website conversion is defined as turning an unknown website visitor into an identifiable lead or prospect. Creating a clear path to conversion means every page needs to have an obvious next step, with the precise aim of collecting web visitors’ information. By collecting web visitors’ information, you can identify who they are and what services they might be looking for. This will make it easier for your business development team to qualify website leads and decide whether they are worth following up.

For example, a typical client journey might be searching Google for: “What are the best questions to ask a candidate during an interview?”. They may then visit a blog on your website which answers this question and gives them exactly what they are looking for.

The most relevant next step might be to direct these visitors to a downloadable guide “5 Steps to Conducting A Successful Interview”. By putting this download behind a form on your website, you can harvest lead information whilst also providing your target audience with even more valuable information.

How Do You Attract More Candidates To Your Website?

The strategy for attracting more candidates to your website is very similar to attracting more clients but, instead of focusing on client service pages, you will need to optimise the pages that attract candidates.

Optimise Your Job Adverts
Your job adverts should always achieve two goals; be clear and engaging to the candidates who it is aimed at; be clear to Google and other search engines what content is on-page.

Recruiters are often guilty of writing “one-size-fits-all” job adverts which consist of complicated and ambiguous terminology and fail to create a clear representation of what the job will be like. By clarifying the role, what candidates will be expected to do on a daily basis and giving some insight into the employer, you stand a better chance of attracting candidates and converting them into applications.

Learn more about optimising your website’s job ads in our blog.

Create Targeted Content For Candidates
As for your clients, you need to know what your typical candidates look like and more importantly what they search Google for and engage with on social media. By identifying their interests, problems, goals and challenges, you can begin to write content that will attract candidates. However, this content will entirely depend on who you’re targeting because, as you can imagine, recruiters targeting graduates will need to write entirely different content to agencies who are targeting finance directors.

For example, if you are targeting graduates, you might want to write a blog post entitled:

7 Expert Tips For Your First Interview

Whereas, when targeting finance directors, you might want to write a blog post entitled:

7 Finance Trends That Will Impact 2018

Create A Clear Candidate Journey
Creating a clear candidate journey which gives every opportunity for candidates to get in touch or apply for roles is essential to making your website a success. As with clients, by making the next step as relevant as possible, you are more likely to capture lead information and identify who your content is attracting.

Who Should Your Website Attract?

This will completely depend on your business. You may have enough clients, but not enough candidates to fill the vacancies you’re recruiting for. On the other hand, you may have a healthy talent pool of active and passive candidates but not a dedicated client base.

For the majority of agencies, you will want to optimise your website to attract both candidates and clients and you can do this at the same time. By devoting time to focusing on the key pages of your website and writing blog posts that your audience want to read, you can attract and convert both candidates and clients simultaneously.

Want your website to become a lead generating machine. Learn how you can implement inbound marketing into your recruitment agency by downloading our free guide.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

Why Local SEO Is Essential For Recruitment Agencies

As a new or established recruitment agency, one of your ongoing business objective is building or increasing your agency’s online brand within the market. A way that you can achieve this is by considering adding local SEO to your website.

Local SEO has become more and more prominent over the past few years due to Google’s rapid shift to champion local search results; the idea being that local search results will be more relevant to the user and more likely to provide the most useful answer. This is backed up by HubSpot’s survey which shows that, “76% of local search result in a phone call.”

The beneficial thing about local SEO is that, as a recruitment agency, you can implement these simple tactics cost effectively and appear in the top search results for candidates and clients who are searching in your area. Effective local SEO can, therefore, drive more and higher quality traffic to your website. So, what is local SEO and why should it be a priority for you?

NB: Even if your target clients and candidates are national rather than just local, a strong local SEO presence should be an important component of your online strategy because you still need to show Google where you are operating from.

What Is Local SEO For Recruitment Agencies?

In a nutshell, local SEO comprises of optimising your online presence for local searches in Google and other search engines. As long as Google can identify where the search is being performed from, whether that is through a registered IP address or on a mobile or tablet, the search results provided will give preference to local businesses. Therefore by sending strong signals to Google that your recruitment agency is operating from a particular location, you can improve the chances of your agency appearing higher up in local search results.

How Does Local SEO Work?

Here is a simple example: You own a recruitment agency called LegalEx Recruiters based in Birmingham, UK and your primary focus is to build a healthy client and candidate base within the city and surrounding area. With a optimised website, you employ local SEO tactics which clearly espouse to search engines that you are a legal recruitment agency operating in Birmingham, UK.

LegalEx Recruiters are now more likely to appear in local searches not just for “Legal Recruitment Agencies in Birmingham” but will also compete for generic search terms such as “Legal Recruitment Agencies in the UK”.

Attracting only clients or candidates in your local area may not only be your business objective, but as we’ve mentioned local SEO can still prove beneficial. By sending SEO signals to Google about the nature and location of your business, you should start to see your site boosted in rankings for relevant search terms in general.

What Are The Benefits Of Local SEO for Recruitment Agencies?

1. Less competition

By focusing on local SEO, you’ll be dealing with less competition – a stark comparison to national search, where you’re vying for the attention of your target audience along with every other recruitment agency in your specialist sectors.

Optimising your website for local search may reach a smaller population, but they will be more targeted and therefore higher quality searchers which should translate into more inquiries from both clients and candidates.

2. Save money

Implementing local SEO can be a more cost-effective way to spread the word about your recruitment agency. Once you have optimised your website for local searches, all you have to do is monitor, maintain and review – which will require minimal resources. The more time your website is optimised for local searches, the more high quality traffic your website should attract from local searches.

Google AdWords and online adverts may be a tempting alternative route to try, but the expense is continuous and rarely sustainable.

3. Gain more visibility

As a new or established recruitment agency operating in a local area, one of your key challenges is gaining visibility to the market. To create visibility, you may be more inclined to try more traditional methods like speaking or sponsoring local events or advertising in print media. While these can be successful, they often take a lot of time, considerable investment and there are no guarantees as to how successful they will be.

When local SEO is implemented correctly, it will provide you with more online visibility to your target audience and can be easily measured on Google Analytics.

How To Implement Local SEO?

It can be relatively straightforward to start implementing local SEO tactics, especially with the wealth of information online about the subject. A particularly useful resource that you can use is the comprehensive Local SEO Checklist from Moz. This will take you through the steps you need, from checking how easy it is for candidates or clients to find you right through to each individual criteria to ensure that you’re appearing in localised results.

 

SEO is a key building block of inbound marketing, but to be effective, it needs to be supported by a wider strategy. Find out how you can get started with inbound marketing by downloading our free eBook today.

The Ultimate Guide To Inbound Marketing For Recruitment Agencies

 

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

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 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