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These communication tips can double your recruitment agency client base

In the busy world of recruitment, agencies are often so fixated on the daily complexities of their jobs that they may miss out on the benefits of an effective communications strategy. Here’s just a few of the most effective communications tricks to double your recruitment agency’s client base:

Communications tips to double your client base

Blogs

Blogs are a fantastic medium for recruitment firms to demonstrate expertise, drive website traffic and generate leads. By consistently publishing quality content, firms can provide more value for leads and customers, which can in turn lead to improved conversions, higher sales, and better customer retention.

If you can publish a mixture of evergreen content – posts that stay relevant all year around – and topical material, you’re more likely keep potential clients and customers engaged.

Video

Alternatively, if you or your consultants aren’t great at writing, have you considered video blogging? When done well, videos can often attract more attention than regular text content.

There are many studies to show that a video on your landing page will increase your sales, while videos on blog posts will improve email opt-in rates. A survey by Usurv found that users are 39% more likely to share and 36% more likely to comment on an online video compared to a text article.

Social

In today’s digitally driven world, social media is a vital component for businesses looking to double their client base, with recruitment agencies no exception. However, a good social media strategy needs a lot more than luck for it to be a success. It takes thought, structure and tactics to produce content that raises awareness, generates meaningful engagement and creates leads.

No matter what you post, it must provide value to candidates and clients. Before you share anything ask yourself ‘why are we sharing this?’ and ‘what is the value for our target audience?’

Press coverage

Press coverage, or earned media, is an unparalleled way for recruitment firms to raise awareness and gain exposure – and something that can set you well on the way to doubling your client base. While the benefits of this probably warrant their own blog post – here are just a few of the advantages of earned media.

Builds awareness – Press coverages allows you to reach out to your wider target audience, opening you up to far more candidates or clients.

Heightens credibility – By producing thought leadership articles for relevant publications, you demonstrate your industry knowledge and build credibility.

Increases trust – Trust in advertising has been declining for a number of years. However, 92% of consumers trust ‘earned’ media, meaning that a continued presence in the press will boost your employer brand.

Boosts your SEO – Winning press coverage on industry-relevant sites that have good domain authority scores helps you rise up Google’s rankings.

SEO

Search engine optimisation (SEO) is the process of affecting the online visibility of a website on search engine ranking. While many see it as complicated, there are a number of simple ways that SEO can help you attract leads and drive website traffic.

To start rising up the rankings, it’s important to research your keywords. The easiest way to do this is by creating a keyword list using Google’s autocomplete function. Simply Google search the topic or theme of your website or content and you will see a selection of the most frequently used search queries pop up.

You can also boost your site’s rankings by republishing old blog posts. Agencies often have a wealth of useful content that has become out of date, particularly in fast moving sectors. Refreshing and republishing these posts will keep your content fresh and will have a positive impact on your search ranking.

The tip of the iceberg

Ultimately, these are just some of the communications strategies that can help your recruitment agency double its client base. To find out more about how marketing, PR and communications can help your firm, feel free to check out our other blogs on the topic.

This blog was provided by The Recruitment Network Gold Partners Blue Sky PR

BlueSky PR help professional recruitment consultancies and in-house departments engage with and source from the very best pools of talent. Helping RPOs and consultancies build their profile and credibility with senior HR decision makers. And they hold the attention of business leaders on all aspects of the human agenda.

“2020: The Era of the Agency Apocalypse!! Cool your jets, we’ve been here before…”

How many times has the recruitment agency apocalypse been predicted at this stage? Three? Four? The internet, job boards, LinkedIn & more recently, AI bots were all supposed to kill off the agency recruiter by making us humans redundant. But I don’t care how complex your algorithms are, people know people, and people buy from people. So here we are, alive and kicking.

Did these recent technological advances force us to adapt our way of working? Absolutely, but it didn’t kill our industry. In fact, more recently technology has assisted recruiters in certain areas, breaking down geographical boundaries to candidates, automating menial tasks and aiding a more streamlined approach to market penetration.

The global employment industry is currently worth a massive €491 billion and this is expected to grow well into 2020 because that’s the beauty of the recruitment industry! It’s being constantly threatened by the emergence of new technology but, in reality we evolve, adapt and overcome these threats utilising technology to its full potential.

Or at least most of us do.

The standard tech stack of a trainee recruitment consultant joining Sthree in 2002 consisted of a desktop computer with one system (EasyAccess), a desk phone and a folder of org charts (if you were lucky). Dare to imagine hiring for your business today and offering that as your starter pack? The trainee would have left by the time the internet dialled up!

Looking at the standard tech stack of a trainee recruiter today is more like looking at a spy kit with systems to organise, track, source, find and screen the ideal candidate. A mobile as standard, laptop, tablet, CRM and a host of software of which the list is practically never ending and yet, still growing!

With an ever-changing technology landscape and demands from clients increasing, it can be hard to know where to start.  But here’s a word of warning, if you’re still stuck at the “where to start” phase, just start! Because you’re almost too late.

The rate that technology is coming onto the scene is unparalleled to anything we have seen before but, what’s even more alarming is the rate in which we are adopting technology. The radio took 38 years to reach a market audience of 50 million. The television took 13 years and the iPod only took 3 years to reach a market audience of 50 million.

“How does that tie into recruitment?” I hear you ask. Well it’s simple really. Your competitors are embedding and utilising technology that is speeding up their workforce while you’re sat over there tuning in FM 104 to make sure you catch the job ads section.

So, where do you start. How do you navigate your way through this unknown technology jungle and how do you assess what technology is actually important for your business?

Ultimately that’s dictated by you and your business needs which sounds simple, but a lot of people get caught up in the next tech trend without considering “why” it’s going to be of benefit.

There are a couple of things to consider when looking at improving your tech stack; a checklist if you will.

  1. What am I trying to improve?

Whether it be a workflow or removing those administrative heavy tasks from your biggest biller, make sure you address this question keep the answer at the forefront.

  1. By embedding “X”, what improvements do I expect to see?

Set your own expectations. If you’re taking the time, money and effort to embed a new piece of technology into your business have a clear picture of what you want the objectives to be. Nobody likes taking on a cool, sexy piece of tech which nobody sees the benefit in. It’s futile.

  1. Will “X” make me more money or save me money?

These two lines are often crossed but there is a clear difference. Some pieces of tech can help you save money i.e. Accounting Software removing some payroll admin negating the need for an extra support staff member. Other pieces of tech can make you money i.e. Hinterview allowing your recruiters to offer a premium service (wink, wink!). Both saving and making money are positives when looking at your business, but it is important to know which one you are trying to achieve with each piece of tech you’re implementing into your business.

Don’t believe us? Lucky for you we control tested it with the youngest members of the Hinterview team. The control being anyone over the age of 25 while the “babies” of the group made for a much

 

My best advice is to audit your business and be harsh on yourself. A business rarely improves by looking at all the things you do great and congratulating yourself on them (though there is a time and a place for that!). Actively look for inefficiencies, gaps in process, sweet spots of inadequacy and then apply the checklist to each of the areas you identify as weak. If a piece of tech can satisfy them, then it’s time to start signing contracts.

 Author: Jessica Kilkenny Roddy – Head of Marketing & Operations Hinterview

Bio: Jess is the Head of Marketing & Operations at Hinterview, a leading video engagement platform working with recruitment agencies to enhance their market engagement with both client and candidates. Before joining Hinterview, Jess spent several years in recruitment specialising within the Governance market across the Financial Services industry. Her experience spans across both enterprise and SME recruitment business’, giving her an appreciation of the challenges faced by both. Jess joined Hinterview because of a common belief in the need to bring human interaction to the forefront of recruitment technology.

Hinterview are a TRN Gold Partner to find out more about Hinterview Click Here

The Customer Experience Calculator – What’s your CX worth Financially?

While we all know instinctively that it makes sense to look after clients and candidates, it can sometimes be difficult to quantify the financial impact of delivering a consistently excellent experience. If we don’t how what it’s worth, the chances are we won’t make it happen. 

Typically, when recruiters at any level are asked what great customer and client experience is worth, they’ll usually reply along the line of, ‘It’s priceless’. This works for a MasterCard advert, but in reality, this doesn’t inspire people to get on board or tell them what they need to be doing.

If our team are really going to put significant effort and energy into delivering a great customer experience across the board, then we need to have a clearer vision of how much it’s potentially worth.

Client and candidate retention, increased business from satisfied clients, reduced margin sensitivity and referrals all come from developing a strong reputation with clients on the back of delivering consistent experiences and meeting and beating expectations. But what impact will it have & how can we measure that?

Well, that’s where the Customer Experience Calculator comes in. It’s completely free and can be used as a very simple yet powerful tool to help all consultants understand the financial impact of getting this right.

We’ve produced a quick video going through the how to use the calculator. If you’d like to download your own copy of the tool, fill in the form below to do so:

Using the Tool:

  • Click on the tab at the bottom of the attached tool depending on whether you are looking at Perm or Contract Recruitment
  • Complete the grey boxes with average numbers
  • Look in the box on the top right-hand side to see how much it’s worth to you if you deliver excellence and turn a transactional placement into a long term relationship

Get a taste of the full Recruitment Network member experience in an afternoon.

Guest experts, like-minded peers, and insights to help you build a plan of action to make 2019 your best year yet.

80 Experience Touchpoints for Candidates & Clients

Enhancing the Client Experience

Provide every client with a consistently excellent experience. Develop a relationship and focus on the long-term success of the client. It’ll build your reputation, create client loyalty and stimulate referrals, and enable long term relationships with clients.  Here are a number of ways to stand out:

  1. Conduct and provide salary surveys

  2. Client entertainment -spend some social time with the client

  3. Invite clients on networking days and industry events

  4. Personalised gifts – research the client and send something meaningful

  5. Provide interview space and space for clients to train in

  6. Offer to sit in interviews

  7. Send handwritten cards -birthday/Christmas/anniversaries of working together

  8. Share market information

  9. Share relevant thought leadership blogs

  10. Seek consistent and systematic feedback

  11. Never compromise on the quality of candidates

  12. Maintain the same account manager

  13. Say no when you can’t help

  14. No bull – keep it honest at all times

  15. Research the employer branding – what do they stand for?

  16. Conduct video interviews of applicants and send to clients

  17. Spend a day in the clients’ offices to understand the business and culture

  18. Conduct a competitor Analysis – what are the clients’ competitors doing differently in terms of recruitment or employer branding

  19. Provide psychometric tests when presenting candidates

  20. Carry out role profiling to help client really understand what they are looking for

  21. Donate to client charity

  22. Donate a % of the fee goes to chosen charity

  23. Invite client to your company charity days

  24. Provide stats on the recruitment process

  25. Send out relevant third party promotional material

  26. Design and deliver value adding workshops

  27. Say thank you for their business

  28. Offer to conduct an employee engagement survey

  29. Train the clients in interviews

  30. Invite client to the company party

  31. Quarterly service review

  32. Buy something from the company to experience being the client’s client

  33. Coach client to understand client expectations

  34. Assist with brief writing

  35. Facilitate an assessment day for the client

  36. Set expectations about the process with the client

  37. Drop in post placement

  38. Provide the client with candidate’s feedback on the selection process

  39. Handwritten card to thank them for the business

  40. Deliver some relevant, value adding training for successful candidates

 

Enhancing the Candidate Experience

Provide every candidate with a consistently excellent experience. Develop a relationship and focus on the long-term success of the candidate or contractor. It’ll build your reputation, candidate loyalty and referrals, building your candidate pool. Here are a number of ways to stand out:

  1. Invest in preparing the candidate for the interview

  2. Send handwritten cards -birthday/Christmas/anniversaries of starting the new job

  3. Send seasonal gifts

  4. Invite to networking and industry events

  5. Provide them with market knowledge and salary benchmarking to help them understand salary ranges

  6. Invite to company socials to maintain the relationship

  7. Hold candidate or contractor events

  8. Provide advice and feedback on CV and their profile – Linked In/Twitter/Facebook

  9. First day at work – send them a little gift (cupcake)

  10. Take successful placements out to celebrate

  11. Take unsuccessful candidates out to talk next steps

  12. Meet after start date to check in – provide feedback to client

  13. Help with logistics and provide assistance with interview challenges

  14. Provide LinkedIn testimonials and recommendations

  15. Agree a responsiveness protocol

  16. Regular check in with all candidates – work out the appropriate frequency

  17. Provide payroll support to contractors

  18. Personal onboarding to support the client onboarding

  19. Be genuinely interested

  20. Keep candidates informed even if no news

  21. Provide career advice and coaching no just job advice – you’re looking for a long term relationship

  22. Take an interest in personal situation

  23. Provide discounts on training courses which would benefit them

  24. Refer to other recruiters and other companies if they are a better solution

  25. Share relevant industry news and blogs

  26. Give them membership of employee benefits schemes such as perk box

  27. Meet the candidate – invest in face time, including during the interview process

  28. Conduct appropriate research

  29. Check references as if you were the client

  30. Develop a robust briefing process and run through their understanding of brief

  31. Invite to the office to build the relationship

  32. Review and feedback on presentations if they have to do them

  33. Set clear expectations at beginning and provide good and honest feedback through out

  34. Follow up post placement and hold annual reviews with them

  35. Ask them for referrals and leads and reward them

  36. Coach for style and content of interviews.

  37. Send out regular bulletins to candidates

  38. Negotiate better packages on their behalf where justified

  39. Call them back in a timely and responsive matter

  40. Be honest about wanting successful candidates to become clients

  41. After 12 months, once you’ve established that the candidate is a success, drop a note to the client about how pleased you are