Does your agency struggle to differentiate itself from your competitors? Are you still utilizing cold calling to reach out to candidates, only to leave more voicemails that go unreturned? Do you find yourself frustrated in the war on talent, because you're not sure what strategy works best today?
If you answered yes to any of the questions posed, it's time to begin leveraging a sound, well-planned inbound marketing system in your recruiting agency. Inbound marketing refers to recruiting/marketing activities that bring candidates in, rather than recruiters having to go out to get the prospect's attention. Inbound marketing earns the attention of potential candidates, makes the company easy to be found, and draws these individuals to your website by producing interesting content.
Creating a successful inbound marketing program in recruitment requires extensive planning, testing, and implementation; once initiated, it allows firms of all sizes to recruit and/or market on auto-pilot.
Staffing agencies need to capture the contact information of potential candidates. To accomplish this goal, it's critical to offer candidates who visit your website something of value to them, at no cost. Here are just some of the ideas you can incorporate into your inbound recruitment program to capture leads:
1. Email newsletter
2. Special 'state of the industry' report
3. Candidate white papers
4. Video interview preparation techniques
6. Candiate fact sheet
7. E-book focusing on the interests of your targeted prospects
8. How to 'ace the interview' webinar
9. Tele-seminar on writing a winning resume
10. Coaching conference calls
Creating an inbound recruitment plan requires making changes to your agency website. Your webmaster creates and adds a lead capture form and installs it on your site, the candidate enters his/her information, and after clicking submit--will be redirected to the free report, podcast, etc. Once you have the lead, you're able to pick-up the phone to learn more about that person, and gain additional intelligence about career goals, time frame for job change, and relocation.
Inbound marketing may extend to areas besides your recruiting agency website, too. Successful recruiters regularly use their blog, Facebook, Twitter, LinkedIn, Instagram, and other forms of social media to productively capture important candidate contact information, while providing those prospects with information or services that interest them.
Conversion: From Prospect to Candidate
The success of any inbound recruitment marketing plan hinges on your ability to convert the prospect from website visitor, to your candidate. To ensure you reach the desired outcome, recruiting agencies must include 'Calls-to-action'. Calls-to-action buttons or links encourage your visitors to take action, such as “Download a Whitepaper” or “Attend a Webinar.” If you don’t have enough calls-to-action or your they aren’t enticing enough, the probability of you generating leads diminishes.
Implementing a quality inbound recruiting and marketing system is crucial in today's war for top talent. In order for staffing agencies and executive recruiting firms to differentiate themselves from their competition, it's critical they align the content published with their candidate’s interests.