[Please excuse any typing errors this is a direct transcription for your benefit.]
The easy path to selling more in your recruitment company? A question every business owner wants the answer too, especially at this time of year as one-year slides into another and the question whizzing round in our heads; ‘how can I make more placements next year?’
This isn’t going to be a long post. It doesn’t need to be.
Work on these five elements and you are gold.
It’s a straight forward formula:
- 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.
Nothing happens without a goal. Period.
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.
If you have a big goal will the sector you have chosen deliver the revenues, you want?
If you are in technology or the commercial sector the answer is probably yes.
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 I came across when preparing for this post from O2; from the data it presents, you probably wouldn’t want to be in printing and the manufacture of basic metals ☹
Can you sector command higher fees? Is it more specialist? What about longer-term growth?
The markets are changing and specialists’ rule.
Google and the World Wide Web has changed what is possible for all of us.
What about verticals? How many could you have in your sector?
Now this often stumps recruitment owners.
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?
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 an outstanding service and watch all the dominoes fall in your direction.
This leads me onto leads; excuse the pun!
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 chat bots.
- Social channels; LinkedIn, Facebook, Instagram.
- Paid advertising LinkedIn, Google, Job adverts, Facebook.
- Email lists
- Referrals….. and the list goes on.
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 buyers 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.
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.