As a small recruitment agency or start-up, it can feel daunting to know where to begin when it comes to marketing your company and yet it is vital in order to attract both top talent and clients to your business and your jobs. To help, we’ve compiled a few tips, from a recruitment website and good branding to creating and promoting content. Some might take a bit of time but many are budget-friendly with an extremely high ROI if done right.
Focus on your website
The first thing you need to do is start a website. All recruitment agencies, whatever their size, need a website. What do you do when you need a service or want to find information on something? You’ll open your computer or reach for your phone and do a web search. This is even more important for recruitment agencies because a website provides another platform on which to advertise your jobs. A candidate may find your website in their search for a job and contact you even if they don’t find a suitable position. An online presence helps to build trust and is one of your best forms of marketing. If you already have a website, analyse what does and doesn’t work and redesign or update it if necessary.
Invest in your brand
Branding is vital for any company. The colours and shapes used in your logo, the images used on your website, the tone you employ in your content – all of this tells prospective clients and candidates who you are, what you do, what you stand for and how you operate. It communicates the core of your business and is what people will come to associate you with – both visually and emotionally. Brand messaging is powerful and, executed well, an incredibly effective marketing tool. Ensure your brand is woven throughout your website so that each page reinforces it and the messaging you want to deploy.
Ensure your website is optimised for search engines
If clients and candidates can’t find your content, your contact details or your jobs, you’ll struggle to grow. Ensuring your recruitment website is optimised for search engines is an essential part of your digital recruitment strategy. Implementing SEO tools on your website is useful as it will help you to optimise your jobs, blogs, page titles and meta descriptions, allowing you see how each page will appear on Google. Do keyword research relating to the services and jobs you offer and then thread those keywords into your copy. Ensure your jobs are fully optimised so that they are Google for Jobs ready. Check your website is optimised for mobile devices (even more essential now that Google indexes mobile versions first). We have further SEO tips for recruitment agencies on our website.
Write – and repurpose – killer content
A regular blog can be an incredibly effective marketing tool, not to mention a boost to SEO. Writing articles about the industry you recruit in and current news that is relevant to your clients and candidates can help to establish you as a thought leader and an expert in your field, as well as creating another avenue for people to find your website and your business. Write regular content and visitors will return to your website, plus Google will reward you with a higher ranking. As a small business, you may not have time for brand new content all the time, which is where repurposing can be a lifesaver. Use your best work and turn it into something else to use on social media – a podcast, a vlog, a social media post. Not only will this save you time, but it will also increase your reach.
Another way to reach both current and prospective clients and candidates is to send regular newsletters. Encourage visitors to your website to subscribe to your newsletter via strategically placed calls to action and add them to your mailing list. Your newsletter doesn’t have to be long but it must be relevant, informative, engaging and branded. You may want to send separate ones to candidates and clients which focus on relevant topics for each. Include any company news and recently published blogs. Make it visually interesting and ensure it reads well, breaking the copy up into short chunks.
This may seem like a daunting undertaking but with a bit of thought and research, a webinar can be a great and incredibly cost-effective way to market your agency. Choose a topic (interview techniques, D&I, a topic related to the industry you recruit in, etc.), a format (Q&A, panel discussion, single speaker presentation, interview, etc.) and a tool (Zoom is popular) and then decide whether to air it live or pre-record it. Whatever you decide, ensure that you promote it before and after it airs to get the most publicity from it.
Engage with social media marketing
Increase your reach by utilising social media, from Tweet threads, to an Instagrammable image and quote, to a thought-provoking question prompting discussion on LinkedIn. There are many ways you can use social media to your advantage without spending a chunk of your marketing budget on adverts. It’s a great way to engage passive candidates, get your name out there, get people talking, and drive traffic to your website.
It’s a good idea to compile a basic marketing plan to make the most of your efforts as some elements will tie in together and it won’t feel so overwhelming if you have a strategy in place and know what you’re doing when. Use your recruitment website as the platform to send viewers/readers/listeners to, to link back to, to publish content on and you’ll also be making the most of your investment in your website.