With over 10 years of experience helping businesses transform their digital marketing, we have the knowledge and expertise to streamline your recruitment firm’s online strategy.
A strong and strategic online presence is essential for your recruitment company to stay ahead of the curve in the dynamic professional services sector.
We provide bespoke services for ambitious recruitment firms who wish to build their brand, enhance their online presence and transform their lead generation.
When you work with us, it’s like having your own internal team of recruitment brand experts, copy writers, designers, developers, search marketing experts, social media specialists, and data analysts, only with no overheads and a fraction of the wage bill. We take complete ownership of your digital marketing and will work on-site where required.
Above all, we understand that the impact of everything we do needs to be measured in pounds and pence. This is about results. Enquire today for more information.
Before jumping head first into digital marketing, its important to think about the following strategy considerations:
Recruitment companies tend to be guilty of a number of things when it comes to their marketing:
– Vague and generic brand identities.
– A lack of any real content strategy.
– An over dependence on paid advertising and outbound sales models, and a lack of inbound channel activity, particularly social media and SEO.
Implementing a bespoke digital marketing strategy across these channels can transform your recruitment company’s online presence and greatly increase your inbound leads.
The simplest way to consider brand is to break it up into its component parts:
– Purpose – this is about understanding your “Why”. Why is it that you exist? What is it about the industry that you believe is wrong and that you intend to fix?
– Core – what’s the one characteristic that will define you above everything else? What is the one word that you want your customers and the industry as a whole to associate with you?
– Organisational values – what are your organisational values? Are they clearly documented? How do you reinforce them in day to day life? How do they affect the recruitment process and pay reviews? If they are not built into the entire DNA of the company then they are not worth the paper they are written on.
– Service features and benefits – what are the key features of your service that set you apart, and how do they benefit your clients?
– Brand personality – if the brand was a person, what would they be like? How would they talk, what job role would they hold, what would their interests be outside of work? By building a rich personality for the brand you will find it far easier to communicate on an emotional level with your audience.
– Visual identity – from your logo to typeface, and colour palette to user imagery, it’s essential there is a clear framework for your marketers to operate within to ensure consistency over time (and brand reinforcement is absolutely dependent on consistency).
Once the brand identity is created, the next step is to build a content strategy that enables you to engage with each of your target audiences.
A content strategy should always be spearheaded by what we call a Big Idea – something that truly differentiates your brand and behind which all of your day to day content activity can be aligned.
One example within the recruitment sector, would be to set out to build a community among your target audience by interviewing leading business people and experts from within that sector and sharing their insight freely via a blog, although rather than calling it a blog you would almost certainly sub-brand it to something more engaging.
There also needs to be a detailed content framework, with clearly defined subjects and objectives, along with the channels that they correspond to.
By building a strong brand identity and clear content strategy you will be in a fantastic position to start generating leads organically, however that does require a clear channel strategy:
– Organic search – a common mistake made by recruitment agencies is that they have their jobs displayed dynamically. In other words, there aren’t static URLs for the search engines to index. This is a huge error as most people will search specifically by job, sector or region, so if there aren’t corresponding landing pages with rich detail then your website is casting its keyword net far too narrowly.
– Social media – having fantastic content is one thing but you also need to be clear on the social channels through which it will be distributed and how you will promote the content with targeted media plans so that it reaches its intended audience.
– Email marketing – email is one of the most important channels for recruitment companies. Not only is it essential for distributing job opportunities to candidates and CVs to companies, but it is also key for promoting your sector content. In fact, often you’ll find that most of your content engagement and social shares come via your email list, as counterintuitive as that may sound!
You will want to implement an effective search engine optimisation (SEO) strategy to boost your website’s visibility in search engine results. Ultimately, Google wants to rank the best content from the most trusted recruitment brands, so those should be your priority focus throughout your SEO strategy. Other considerations for effective SEO include:
– Keyword Research – identify relevant keywords and phrases used by potential candidates and employers in job searches.
– On-Page Optimisation – optimise website content, meta tags, and URLs with targeted keywords for job postings and informative pages.
– Local SEO – create location-specific landing pages and ensure accurate business listings on local directories.
– Link Building – build quality backlinks from reputable sources to improve your website’s authority and search engine rankings.
– Mobile Optimisation – ensure your website is mobile-friendly for a seamless user experience across all devices.
– User Experience – improve website navigation, load times, and accessibility to enhance user experience.
Frequently Asked Questions about Digital Marketing for the Recruitment Sector
Social media is a great channel for recruitment firms to engage with their target audience, build relationships, and share valuable industry insights. It also serves as a powerful channel for promoting your content and job opportunities to a wider audience.
Yes, recruitment companies effectively reach passive job seekers through targeted online campaigns. By understanding your target audience’s preferences and interests, you can create compelling content and job opportunities that appeal to passive candidates and encourage them to consider new opportunities.
Digital marketing can be measured through various metrics, including website traffic, lead generation, social media engagement, and conversions. Tools like Google Analytics and social media analytics will provide valuable insights into the performance of your campaigns and help you optimise your strategies for better results.
Local SEO is a great way to target and attract candidates and employers within a specific geographical area. By optimising your website and content for location-based keywords, creating location-specific landing pages, and ensuring accurate business listings across local directories, you will improve your visibility in local search results, connect with nearby talent and employers, and become prominent in the local job market.
Content you create could include insightful industry articles, career advice and tips, client success stories, job market trends, interview tips, video testimonials, and thought leadership pieces to establish your expertise. You should also promote relevant job postings, showcase your company’s culture, and share updates about the recruitment process.
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