Whether you are a new recruitment agency or one that has already existed in the market for a long time, perhaps you can refer to the marketing strategy example, and maybe one or more of the strategies will be useful for you. Note that all strategies will NOT be applicable to all agencies due to resource constraints, location constraints and other process constraints.
If you need more information on how you can generate great marketing ideas and strategies for your agency, please do not hesitate to contact me via email@example.com
Marketing Strategy Examples for Recruitment Agencies
Goal: To be the top service provider in an executive search (middle to high level) within Singapore and Asia in the Oil and Gas, Construction, Medical, Education, and Legal industries.
Index – Recruitment Business Online and Offline Marketing
- Search Engine Optimisation
- Adwords Marketing
- Facebook Advertising
- Twitter Marketing
- Blog Marketing
- Facebook FanPage
- Collecting Emails & Email Marketing
- Adding Backlinks
Utilize online and offline marketing and advertising platforms to cover all areas of the market. In the long run, at least 80% will be based on online branding and advertising, as most users will be moving to online.
Part 1 – Online Marketing
Search Engine Optimization
Utilization of Google, Yahoo, Bing, and Baidu as platforms for potential clients and candidates to search and allow your website to be listed on the first page. This will allow the name and brand to be positioned on the first page of Google, Yahoo, Bing, Baidu and other major search engines so that more relevant visitors can visit your website and know who you are and what you are doing. This will create more client inquiries and more candidates will send their resume to you.
SEO is the process of optimization your website to the page 1 of Google and by doing so, will have more people goes to your website and by doing so, more people will get to know you and become a customer.
The idea is that if you have more “eyeballs” to more people who research on the specific topic, the more your shows in front of the users, the more people will visit your website.
When more people visit your website, this will happen:
- There will be people that become your candidates.
- There will be people that become your clients.
- Your branding will improve.
- Some people might join you as recruitment consultants or recruitment manager.
- When your website brand goes side-by-side with giant brands like hays.com and robertwalters.com.sg, public impression on your company will be different!
- Your pricing and positioning will increase compared to other recruitment agencies in Singapore.
Some may be skeptical on SEO but I can tell you ONE BIG secret, all of my clients comes from Google SEO, even if I am in Singapore, I have clients from USA, UK, Middle East and even Australia.
This is a PAY-PER-CLICK platform by Google that allows advertisements on Google’s front page. The advertiser will only pay based on “PER CLICK” by the user. Such advertising will create immediate traffic, branding, and awareness for the public.
Similar to Adword Marketing, use Facebook as a different platform to reach a different market.
Bring technology to another platform where it can reach other countries easily and provide an instant connection with clients and candidates. A special software is needed for such a marketing strategy.
Creating and generating news, articles, and reports that create awareness, in-depth knowledge, trustworthiness, and expertise. This will indirectly generate great traffic in the long run while also generating trust and reliability. New articles should be posted regularly, at least three times per week.
By creating a massive FanPage count of at least 20,000–50,000 for the company, we will be able to generate interaction, updated information, and create trust and branding.
Collecting of Email Data
Ok, here is the deal.
You have thousands of people coming to your website, and all of them love your website and after that, they leave and move on to another website, aren’t you wasting the traffic coming to your website?
Can you somehow use a landing page and collect their name and email addresses?
Or even just an email, by giving them something they might want and just collect the email data every single day?
Here is the idea, most of the people who visited your website likely will not visit again, your goal is to collect about 2-3% of the visitors to leave down their email.
When 1,000 people visit your website, let say 20-30 people leave down their email, you will have easily 10,000 databases and I can share with you that this is a GOLDMINE, I will explain to in the next point.
A traditional method to reach out to a huge number of clients with a minimum cost. This creates plenty of clients, candidates, and awareness. A special software is needed. Suggested mailing size is about 500,000 – 1,000,000 per project.
Email marketing works. Period. There is no need to go through a lengthy debate about it. I have used them easily 15 years ago and I am still using it. It works.
80% of your revenue will come from here, be it you are looking for clients or even candidates, the source is here.
Do not need to spend too much time or money in placing advertisements or even getting Facebook ads or Linkedin Ads, the money is in the list that you have collected.
Regularly update the list of the database on your offering and what you have for them, do not need to sound too pushy but just email the group on the latest information.
There will be a small percentage will be converted.
And those will be the one that brings you the 80% revenue.
Add a backlink to your website
So you have emailed your database about the offering and information, make a URL link back to your website about the information or offering.
Why are we doing this?
This reason is we want to send the JUICE back to your website.
This JUICE is for GOOGLE to smell that your website is ACTIVE and IMPORTANT.
When 500 people visit your website and stay for a few minutes reading your post or page, it is DIRECTLY telling GOOGLE that your page is very very important and able to retain readers.
So how does it helps me?
In return, Google will rank your website HIGHER compared to other recruitment agencies that are still doing Facebook ads, Linkedin ads, and cold calling…
When your ranking goes higher and more people visit your website and stay longer, your ranking in Google will continue to spike to another level and the ultimate you will be in number 1 of Google.com.sg with little or no effort.
It is so cool, isn’t it?
Social Media and Bookmarking Explosive – By using third party personnel to generate interest, awareness, and activities in Google +, Digg, StumbleUpon, Twitter, Facebook, LinkedIn, and YouTube, this will create plenty of noise in the social media platform and will have direct benefits in SEO, branding, Facebook Fan Page, etc.
Massive advertisements on job portals to generate resumes and public awareness and to lure in consultants to join our company. This can create more resumes, more clients, and benefits to SEO as well.
Write articles on HR-related issues and submit to a major newspaper, online major magazines, blogs, etc.
Post the jobs in your website
So you will have a website with your corporate profile, who you are, what you are and why people must do business with you…. (If not, get a good website designer and a good copywriter to help you, this is the basic you must have.)
When you get the job orders from your clients, make a point to post them in your website, there should be a section where there are all the job listing of all the jobs, do not delete the jobs even if the jobs are expired.
The point is that to make your website looks very very “wordy” so that Google will find many pages to be indexed, with more pages indexed in Google, more potential candidates will see your recruitment agency name, and more candidates will send in their resume to you.
When more people visit your website, your website will deem to be “popular” in the eyes of Google and your ranking on Google will improve as time goes by.
Directly making it more popular and more people will come to visit your website. This will increase your popularity and branding in the long run.
When you have more candidates, directly you will also have more clients as a small percentage of them will become a “buying” client when they have upgraded to another level.
- Organize free talks and workshops for existing HR personnel to improve their skills and ability. This allows the company to expose themselves to more HR personnel and in return, potentially generate more valuable job orders from the attendees.
- Organize free talks and workshops on investing. This allows the company to meet the top management, Managing Director, CEO, COO, Operation director, etc. This will create a good rapport with the team.
- Organize free talks on interview skills, personal grooming, CV writing, etc. for job seekers to generate awareness for candidates and to collect candidate resumes.
- Organize career talks on becoming a recruitment consultant / Executive Search Consultant for the company.
- Attend SCCCI, SBF functions, conventions, events, exhibitions and other activities.