(Prefer to read? Here is the transcription. Please excuse any typo’s.)
Would you like to potentially increase your candidate and client conversion by over 80%? Then you might want to watch this short video. Hi! I’m Sharon Newey from Super Fast Recruitment with a recruitment marketing update.
So here’s the thing, I was reading a report recently for marketing professionals and I saw this statistic that 83% of consumers are more likely to buy a service or a product from a company that they had some kind of engagement with on social media. Then that could be LinkedIn, it could be Twitter, it could even be Facebook. Now how do you take this fact and convert it into a strategy and a tactic for your recruitment business to implement in your marketing?
So if you want to move a potentially interested candidate or client through to one who makes that decision to say “All right. Okay. I want to work with you to find me a new job” or “I want to work with you to help us find the right person for this job”, then you need to engage with people.
You need to build and nurture a relationship and online there’s a little process that you can use and it’s called the “know-like-trust process”. The beauty about using all the different communication options online is that you can move people through that process pretty quickly and I want to share with you some top tips on how you can do that in your recruitment business.
One thing I do want to say to you though before we get into the top tips is that we often have conversations with recruitment business owners about their recruitment marketing and we talk about engagement and they say “Well yeah! We’re doing that. We are using Twitter, and LinkedIn” and then when I go and have a look, what I noticed is they’re using LinkedIn, Twitter and Facebook just to post job ads.
Now, let me be really clear just posting job ads as your way of communicating and engaging with your audience will not work to the degree that you want it to. So, what is it specifically that you can do to mix up content in with those job ads?
The first thing to remember when you’re looking to build relationships online is that it’s going to take a little bit of time and a number of touch points. This means between 5 and 12 contact points with people.
Now the beauty and the great thing about marketing online is that because of the different ways you can communicate with people, it really accelerates that process and moves people through “know-like-trust” really quickly.
Now the other thing to remember is to go online. Go on to LinkedIn, Facebook and Twitter and have a look at the kind of conversations that people are having. What are the things they’re talking about? What are their problems, frustrations and challenges? Use that information to start building really good quality relevant content that helps them to solve those problems. Help them sort out all those frustrations and challenges.
Now what happens when you do that is your potential audience – your candidates and clients, begin to see you as an expert and an authority. The jargon word is “thought leader” and that is what you want to begin to profile yourself as in your particular recruitment sector.
And the final thing is when you are this “thought leader”, it’s about being authentic. So here I am, outside, gorgeous sunny day, a little bit of sun in my eyes but there’s a breeze blowing isn’t there? But so what? I really want to share this content with you so we’re just going with it.
So, quick summary — Think about the number of contact points you need to have. Use as many different ways of communicating with people as you can to move them through “know-like-trust” really really quickly. Look at what people’s problems and challenges are. Create fabulous relevant quality content. Make sure you are a “thought leader” or an expert in your particular recruitment sector, and just be yourself. I’m Sharon Newey from Super Fast Recruitment with a recruitment marketing update and I’ll see you soon.
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