In an era where it feels like everyone, including the neighbour’s dog, has a podcast, it’s tempting to dismiss the idea as just another marketing trend. That, however, would overlook the immense potential podcasts hold for BD in recruitment. We love podcasts for their versatility, their ability to be consumed anywhere and as a vehicle for demonstrating your subject matter and industry expertise.
As a recruitment marketing tool, podcasts aren’t just about the number of listeners per episode, the size of your subscriber base or the number of clicks. Podcast marketing gives recruiters that essential foot in the door in BD campaigns and gain plenty of other hot leads besides. We’ll explain how.
Give Recruiters a Reason to Pick up the Phone
Think about the typical recruiter approach to a business development call. It often starts with something along the lines of, “Do you have any vacancies you need filling?” Now, while that question might get straight to the point, it’s hardly the kind of opener that’s going to blow their socks off.
But imagine flipping the script entirely. Instead of the usual pitch, what if you reached out to a potential client with a question like this: “We host a podcast focused on the (insert your recruitment specialisation here) industry, and we’d love to have you as a guest to discuss the challenges in developing the future workforce.”
Suddenly, you’re looking at buy-in. What would usually be a cold call can quickly become a warm one – and make for a faster connection with your prospect. You’re not just another recruiter trying to win placements, you’re a thought leader offering them a platform to share their insights – a flattering proposition!
This approach is far more engaging and offers potential clients something of real value. They get an opportunity to raise their brand awareness among candidates and demonstrate their expertise.
Before trying this approach, you will of course do solid research on your prospect and be ready to explain why they would make a good guest on your podcast.
Spice Up Your Lead Generation
With well-crafted podcast content, you’re creating a goldmine of recruitment marketing material that can be repurposed across multiple channels, expanding your lead generation potential. Key moments from a compelling podcast episode can be turned into snippets and used virtually anywhere. Highlighting a thought-provoking quote, a surprising statistic, or a powerful insight is perfect for bite-sized content.
By transcribing your episodes, you can easily identify these highlights and transform them into punchy graphics with quotes, video clips, or text posts to drive engagement on social channels – and attract more clicks to your website. Podcast episode highlights are also excellent material for your blog posts, newsletters, and email marketing.
When launching an email campaign centred around a specific theme, you could highlight snippets from a podcast where the same issue is discussed. Used in this way, podcasts can really add depth to your messaging and reinforce your authority as a subject matter expert.
Direct Listeners to Purpose-Built Resources
Landing pages pair with podcast marketing like wine does with cheese. Throughout your podcast episodes, make it a habit to guide listeners to a dedicated landing page where they can access free and valuable guides.
Think salary reports, whitepapers, how-to guides for hiring managers or candidates – the sky’s the limit! These resources are just a quick form away – listeners simply enter their name and email address to download the content.
This simple step turns casual listeners into potential leads. Once they’re on your list, you can nurture these connections through targeted email marketing, using newsletters to engage and convert them.
Use Follow-Ups and Collect Feedback
Following up podcast episodes with surveys is another way to produce solid leads. After each episode, you could send out a brief survey that includes a question like “Are you planning to hire in the next three months?”. Those clicks are currency! (Even if they’re not hiring immediately, you’ve planted a seed.)
Invite listeners to complete polls and give feedback on each episode – e.g. “Who should we bring on as a guest next?” This can also draw in guests who become your clients.
Tools to Get Started with Podcast Marketing
The cost of producing a podcast will vary, but there is no need for overkill, especially for your first few episodes. When you’re just starting out, aim for clean audio and tight editing without extra frills.
Investing in a couple of professional-quality microphones is easier than ever – your typical tech retailer will have a range of affordable options to choose from. Make sure you buy two, so you can record your host and guest properly!
There are plenty of affordable editing software tools out there for turning out polished recordings. If you’re willing to engage a freelance editor, you can save time and get a truly professional-sounding result.
Finally, you’ll need a reliable hosting platform that gives your listeners easy access through a range of devices.
Get Tailored Advice on Creating Your Podcast
Podcasts for recruiters are an excellent channel for demonstrating all that valuable expertise you’ve built up over years in the industry, whilst developing a connection with your audience – and warm leads! At Prominence, we’ve helped dozens of clients successfully launch podcasts that have helped them smash their marketing goals. Contact us today to get help with developing your podcast marketing strategy.
