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Transcription:
Here’s a marketing strategy that not many recruitment companies utilise and it is excellent when it comes to really connecting with your audience and bringing in warm leads – and that is webinars! So that’s the subject of today’s podcast let’s get into it because I’ve got an awful lot to share with you.
[Sidenote; I have no affiliation with GoToWebinar apart from using their service; they just have the best images to illustrate a point ! ]
Image borrowed from gotomeeting.co.uk
This is Denise from Super Fast Recruitment and today’s subject is webinars. You might have been on them, you might have wondered whether you could utilise them in your recruitment marketing for your particular business and so that’s the subject of today’s podcast – webinars.
Let me just go through some of the things about them that are really useful for people like yourselves that are wanting to grow and how they can help you with connection. Now we all know, social media, social selling – it works. It’s the way of the world now with the World Wide Web and how you can pull people in and attract people into you.
So we know that it works and so why does it work then? First of all, webinars… a lot of recruitment owners don’t necessarily think… well, they go and attend them… but they don’t necessarily think about running them themselves as a lead generation tool. And that is why if you are listening to this podcast, you could be in a very enviable position. Because imagine if you were one of the recruiters that were actually creating useful content rich webinars for your clients and candidates, do you think that that might attract more leads into your business? Well, absolutely. I can tell you fundamentally it will because I’ve seen webinars as a lead generation system work in every single market around. Not just training markets.
Photo borrowed from gotomeeting.co.uk
We use them ourselves and we are a marketing company selling a service. So yes it definitely does work because what it does is it brands you as an authority. It differentiates you absolutely and makes you more distinctive because as you know, as I’ve said before, very few recruiters are doing it and it’s a great way to connect with people.
Now as we all know the best possible scenario is to sit down face-to-face with a potential client and so they visually can see you and they can hear you and then you can be much more powerful in front of them and the same with candidates. Now you know, with the best will in the world that isn’t always possible on a consistent basis and sometimes before you actually get to that face-to-face meeting with somebody, whether it be a candidate or a client, then a few things normally have to have to happen before so that that particular person is warmed up enough to see you unless they have a really specific need.
Now what is fantastic about webinars is I always say, they’re the next best thing to face-to-face because first all, particularly when you do them live because you can do them pre-recorded and we’ll come on to that in a minute, but if you do them live people get this sort of like connection with you because they know you are at the other end of the line, they can even ask you a question that you can respond to and with the different webinar softwares that are around at the moment then you can even display your image. As in you can be there online and they can see you while you are talking online to them.
If you want there is a particular web service called GoToWebinar where you can do that. There are Google Hangouts as well but I’ll come on to telling you a little more about the technology. So how do they work? So a webinar is fundamentally an online seminar where you are online and your screen is basically recorded and that you stream to whoever is watching you.
So could have a PowerPoint presentation, there could be a little icon of you in the corner that’s moving and you are imparting some form of information. You are sitting at your desk in your office or at home or wherever you may be and you are communicating this out to potential clients, candidates or whoever. It’s very easy to do and it’s done through using different software.
Now – two types of webinars, there are live webinars and there are pre-recorded webinars which became quite vogue I think the last sort of year, 18 months. Personally I like to do them live and I recommend to clients that they do them live as well because you really can answer questions on the fly there and it’s a very truthful way of doing them as well. So they can be pre-recorded as I’ve said or you can do them live.
Now what sort of software do you use and how does the whole process work? Well, basically if you have a look on the superfastrecruitment.co.uk/blog you’ll see a previous post that we made about landing pages and what landing pages are. So you want to invite people to go along and register for your webinar and the software that you use takes care of everything else.
So you may have for instance a specific page, a landing page on your website that tells people all about the webinar, why they might want to attend, what they’re going to get out of it and then they can click a link and go and register for your webinar. And then, the webinar hosting service takes that over and what happens is it will email them on a regular basis just to remind them about when the webinar happens.
Then all you need to do is you can make sure that you promote your webinar whether it’s to your candidate list or your client list, people that you might know. You can even make it a focus of something that you do in actually pulling people in. Then you just have to think about the content that you want to share on your webinar and that may be, let’s just say you know if it’s for a candidate or a client… let’s say it’s about writing job specs for a client for instance or it might be about you know, how they could utilise case studies to help when candidates are going to see them at their website to decide whether they are going to bother to turn up for the interview or whether that company is for them.
So it could be doing a bit of training for people. It could be interview skills training for your candidates. It could be how to put together a great CV, how to come across well at interviews and all of these things that you guys know really well and it is very easy to create a PowerPoint presentation about this and get people on the line to connect with you.
So you know, how many people might you want to have on the line when you’re doing your webinar? Well, you don’t need thousands and thousands of people. I know a number of our clients… we had one client actually, a few weeks ago she managed to get I think something like 60 people signing up for a webinar and of which because there’s always a… with things like this there is always something that crop up at the last minute so there’s a little bit of a dropout rate near the end but basically she got something like 40 people live on her webinar.
Now since that date she been able to talk to a number of clients that emailed her on the back of it and she’s had a privilege conversation with them and it has resulted in business. So for just that small amount of time creating the content and then delivering it, then that has made a huge difference for her.
Earlier I talked about technology, you know, what sort of technology can you use? Well there are various webinar providers online. There’s WebEx, the one that we use that I like is GoToWebinar. You probably heard of GoToMeeting. Slightly more expensive but you know, relatively speaking from cost point of view, it’s great, you can record it, it’s got all this system inside it where it will email people and tell people how to sign up and you know when the webinar is going to be taking place and it will even distribute the recording afterwards for you should you so want it to. Because all you need to do once you’re on the webinar and it is working and it is live is you just click a button and it records it.
So you know, just think about this as well. That is content for you and we’ve talked about content marketing before but imagine that you’ve run a webinar, you’ve got this great piece of content that then you can share to people, and what you could also do? Hey, you could even have it transcribed and use it. You might even be able to use it on your blog if you wanted to. These are all the different ways that you can leverage that content and it can make a huge difference.
So webinars – really useful to do. We do them for clients and if anyone is interested then get in contact with us because we might be able to help you around that. So if you are looking for a way to stand out above the crowd then running a webinar could be a definite way forward. They are relatively simple to do once you know exactly what you’re doing. You know there is a process and we took clients through that process exactly what we need to do and when and it can make a huge difference to the engagement that you have with your candidates and clients.
Because you know to be honest, I have yet to see and I may be proven wrong, I might get a few email. Now I have yet to see a recruitment company that is leveraging this as a possibility because it will work. Webinars will work in every single service-based business in helping to generate leads and to generate people that are interested in your content and they should be engaging with you because you know, if you imagine if you have not been able to get in front of somebody, you know, invite then to your webinar, or you got a recording of it afterwards and just say like “Would you like to have a look at that?” Because people do actually go back and watch things like this. So you can see how useful that is.
So this is Denise from Super Fast Recruitment. If you’re listening to this on iTunes, then head over to our website and head over to the blog and you will see this there and you’ll also see the transcription of it. So this is Denise saying “Webinars work!”… and bye for now.
Tweetables:
Click To Tweet: [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]Have you considered creating webinars to generate leads?[/inlinetweet]
Click To Tweet: [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]How do webinars help you stand out?[/inlinetweet]
Click To Tweet: [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]Webinars are the next best thing to face-to-face interaction with clients and candidates. – Denise Oyston[/inlinetweet]
This podcast was hosted by Denise Oyston. Follow us on Google+
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