Recruitment News
If digital marketing is the art of getting your business noticed online, it follows that you’ll have to sweat blood and tears just to get your brand in front of people… Or do you?
We’ve had our fair share of ‘uncertain times’ in recent years and marketing is often first on the chopping block as a ‘non-essential’ business item when it comes to cutting costs.
Recruitment agencies across the globe have felt the squeeze of job board advertising prices with in recent years.
Launching a marketing campaign can be an exhilarating moment as you watch your creative baby head out into the world.
Building a marketing strategy for your recruitment agency is an essential step in aligning your sales and marketing teams, but it isn’t always a straightforward task.
Wow, where do we start with an article titled “what is digital recruitment marketing”?! Firstly, it is important to debunk some of the myths that exist around digital versus regular recruitment marketing: 1. Contrary to popular belief, offline (job ads, events, etc) and online marketing both still have a place in a recruiter’s marketing toolkit. However, over the last 10 years or so, digital has definitely become the shiny new toy. 2. Digital is not one single thing. This means that whilst automation can be considered digital, so can things such as inbound marketing, social media marketing, email marketing and, of course, paid online advertising. So, What is Digital Recruitment Marketing? In its simplest form, digital recruitment marketing is the use of digital channels to reach either candidates, clients, or potentially recruiters themselves, to get them to engage with a recruitment brand, with the end goal of generating more placements. Digital channels utilised for recruitment marketing include:
One of the most commonly cited assumptions is that the balance of power has shifted from candidates to clients almost overnight, and therefore all marketing efforts should be geared towards clients. There is most definitely a degree of reality here as there are fewer roles in the market and finding and securing them is going to be tougher. However, I believe, for most sectors, one of the biggest challenges is going to remain: convincing high-quality candidates to consider a new opportunity. Speaking to several recruitment leaders who have managed through previous crises, they all agree that risk aversion takes a while to wear off for candidates, with many electing to stay put when they may have previously considered a move. As a recruiter, it is essential to reach these people ahead of time so they are engaged with your brand and ready to move when your clients need them. This issue is going to be compounded, as client expectations will have changed and they will now expect to be able to attract higher-quality candidates far more easily than they may have done before. In other words, it is going to be far harder to convince them to take a ‘7 out of 10’ when they think there are lots of ‘10 out of 10s’ flooding the market. Therefore, my advice (perhaps contrary to what others are saying) is that marketing efforts most definitely need to be weighted towards clients, but it is essential to continue marketing to good quality candidates as well. To be clear, not all candidates, as this has the potential to distract and waste time, but the very best people in the market who you know will be high value to your clients. Timing It has been really interesting to watch how different businesses have responded. Businesses in different sectors are taking different approaches, but we are also seeing seemingly-identical businesses taking approaches that are the polar opposite of each other. I believe this is due to sheer panic and uncertainty, with reactive decisions at the forefront for most of us. We are going through an incredibly quick, multistage process that has been changing on a weekly basis, however, this speed of change is already beginning to slow. Marketing Crisis Stages
