What is Marketing? A very short introduction for Recruiters

Recruiters are absolutely brilliant at sales. However, they are generally not very hot on marketing for some reason. My personal explanation for this is down to the way we are trained to do cold calling and face-to-face sales from day one.

However, marketing is straightforward at its core. Primarily it is communicating to your target audiences in a manner that builds a relationship towards a sale.

Of course, I know that in real life things are always easier said than done. So what the critical components of marketing?

4 Key Components of Marketing

  1. Identifying your target marketplace, audience or tribe.
  2. Understanding the wants and needs of your target marketplace, audience or tribe.
  3. Creating and plan and then executing a plan that creates relevant offerings, messages and appeals that suit the target audience.
  4. Engaging with customers to form a brand image and awareness in your target marketplaces mind and building this relationship to the point a sale is made.

These four steps are significant as they form a mesh that creates effective marketing campaigns.

Example for Recruiters

Examples are always helpful. Below is a model for a typical recruitment agency.

Step 1: Identify target Marketplace.

The Typical Recruitment Agency focuses on Accountancy and Finance placements within the Insurance sector in London. So the target audience is going to be hiring managers at insurance firms, HR at insurance firms and candidates who have a background in accountancy and finance generally and with insurance companies in particular.

Step 2: Understanding the needs of the audience

The typical Recruitment Agency has essentially three segments to understand. One, hiring managers, human resources and candidates. The candidates can be split into, but for our example, we will keep it simple.

Now that the Typical Recruitment Agency has its three audiences it can begin to understand there needs through market research, or as it is also known. Asking people stuff. At this stage, they need to understand the pain that each of these groups has.

Step 3: Creating and Executing a plan

This is one of the more difficult steps as it requires messages to be crafted, plans to be made and action to be taken. But mostly, it is: what letter, to who, how often and in what medium.

So Monthly marketing campaign may include

Weekly video on pain points to be shared via social media.

Monthly mailshot hiring managers

£xxx spend per day on Facebook adverts that draw in candidates to the agencies weekly jobs newsletter

Step 4: Engaging Customers to build the relationship.

This is the bit of the marketing when it goes from being about messages to a constant process of email marketing, social media advertising, personal contact, direct mail, print adverts and public relations to build a brand, and ultimately create the sales. Mostly it is doing step three each week and month until the messages become a brand in decision makers minds.

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If you are looking for more recruitment hints, tips and tricks why not try our book “Recruitment Hacks” available on Amazon.



The three marketing book that every recruiter should read – RIGHT NOW!

Recruiters. We all know we are excellent at sales. However, we are very, very, poor at marketing. Awful. Horrendus even.

For this reason, this is why we have complied the three best books (in our humble opinion) on marketing.

The Absolute gems are outlined below for your enjoyment and hoefully benefit.

Just click on the link to be taken to Amazon to purchase.

  1. Purple Cows

No list would be complete without the marketing master Seth Godin. Seth Godin has written numerous books on marketing and this is his best.

2. 500 Social Media Marketing Tips

This is a brilliant book and really helps me master the game of marketing in the twittersphere and on the ‘gram.

3. Ultimate Marketing Plan

I personally use this book for my own recruitment business and read it once a year. Such a bloody good book. Buy, Buy, Buy. Or borrow from the Library.

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Thank you as ever for reading. If you have any questions please feel free to email me at joseph@thenakedrecruiter.com 

The Three Key Tasks

Before I delve deeper. Why three? Three is a magical number that is not too small to feel uni-focused and not too big that we get lost in procrastination. Three is easy for everyone to keep in mind and think about clearly during a working day.

So as a recruiter I have sat down and thought out what are the three most important tasks that I need to focus on every day. As I mused about this, it was easy to say the most important task I need to work on was getting placements, putting candidates into jobs and issuing invoices.

But on deeper reflection, I realised that getting placements is actually a by-product, the result if you will, of doing the most critical tasks – daily. So with this in mind, it becomes comfortable in the end to figure out what the three most important functions are for a recruiter like myself each day.

  1. Business Development
  2. Marketing
  3. Candidate Generation & Screening

Simple really. CV submissions, Jobs, Interviews, Placements. All of these critical KPI’s, in the end, come down to these three tasks.

Using the power of 3 important tasks in your daily recruiting

When using the 3 important tasks in your daily recruiting, I suggest you first work out what are the three most important tasks for your recruitment, your desk, your business. Then focus on them and work them into your daily schedule. Each day set three goals for each important task. So, for example, Business Development

  1. Make 10 business development calls
  2. Add 5 new contacts to the system
  3. Make 2 relationship building calls

Then all you have to do is work on the job you do not want to do. It is that simple. Try it for 30 days and see how it might change the way you work. As ever, any questions or thoughts, please email joseph@thenakedrecruiter.com  

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It is a tool that has saved me dozens of hours.

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