The easy path to selling more in your recruitment company? A question every business owner wants an answer too; especially as this strange year rumbles on!
This isn’t going to be a long post. It doesn’t need to be. At some level, this is going back to basics and that might just be what you need right now.
Work on these five elements. It’s a straight forward formula that will focus your mind.
- Goal
- Market
- Offer
- Leads
- Conversion mechanism
Of course, each of these elements has a few more ‘bits’ to it though these are the big chunks to consider.
Let me drill down to each in question.
Goal
Nothing happens without a goal. Period. It might be that you want to get back to your income level from 2020, stabilise your revenues now or plan for growth in 2021 again or move across to another sector or add a new verticle. Fact is you have to get your head around having something to aim for.
It will also inform the other parts of the process. You must know why you have this goal too; it always helps.
I know it sounds woo woo and all of us need a why to drive us. Whether that is to fulfil the potential we have always known we have, to be a great provider for our family, to have a business that makes a difference in the world, and the list goes on.
If you have a big vision you will need to factor in time too. If you want to turn over £3 million then you need to consider the sector, time, and resources to make that happen.
Which leads me onto your market or sector.
Your Sector
Will your sector recover in the next quarter year or is it going to be a struggle. Have you realised you are vulnerable and now need to bolt on a sub-vertical?
Not sure? Then it is critical to do your own due diligence and research especially as you want to have a business building plan for a minimum of 5 years.
Google is your friend on this one. Here is a useful report from O2 I came across some time ago and ironically it is as relevant today; fascinating that it predicted the music and travel industry as volatile.
The markets are changing again which might mean you need to adapt too.
Your Recruiting Offer
Now, in this past, this would often stump recruitment owners and yet over the past couple of months, I have had a number of conversations with clients about how can they adapt, add to or improve their offer.
What is your offer?
When it comes to clients you have a recruiting service? How comprehensive is it? Is it on the lines of RPO or an amazing service where you work closely with the client from scoping out a project to arranging behavioural testing, video screening and the whole 9 yards?
What service would your client value and want now?
If it’s possible, then scope your offer around this and then charge them for it.
So many people miss this point.
Know what your client’s value then work out how you can deliver it well and make a profit.
Fact: Higher value clients will pay more for a service they want.
Ditto with your candidates too. If you can help a candidate with their career, particularly in a role where they might later become a client, deliver outstanding service and watch all the dominoes fall in your direction.
This leads me onto leads; excuse the pun!
Leads
When you know what your ideal clients and candidates want attracting leads becomes easier. When you communicate through content and by phone and email that you understand your market more of those clients and candidates take your calls and get in touch.
Leads can come from multiple sources and because you know so much about your market it’s easier to presell them on your recruiting service.
Here are a few examples:
- Your website blogs, free reports, contact forms, chat boxes and chatbots.
- Social channels; LinkedIn, Facebook, Instagram.
- Paid advertising LinkedIn, Google, Job adverts, Facebook.
- Email lists
- Referrals….. and the list goes on.
Conversion
Marketing is about creating awareness and demand for your recruiting service and expertise. Once people start to know, like and trust you they are easier to convert.
The buyer’s cycle means that a small percentage are ready to work with your straight away the rest will over time.
Historically conversion takes place through a conversation be that on the phone, face to face or is a presentation setting.
Get all the other four elements ‘right’ and this part of the process becomes easier.
What Next?
Jump into action. If you don’t have all the answers to these questions, then that is your starting point. If you haven’t yet downloaded our marketing checklist you can do that here.
If you want our help nailing your marketing next year get in touch by dropping us an email here.
Thanks
Denise
