Social Media for Recruiters

Marketing Strategies for Recruiting Firms

by Sarah Freiburger

Today’s guest blogger is Colin Smith from Loxo. 

Recruiting firms offer a vital service and are constantly in demand, but with so many recruitment companies out there, it’s easy to get lost in the crowd. A good practice to have for your firm is a well thought out marketing strategy for client acquisition. Whether you’re running marketing ops yourself, or have a team, it’s good to have an idea of the work involved in building a great marketing strategy for your firm. Marketing agencies can be used to achieve a number of goals such as getting more traffic on your website or getting an article published in a nationwide outlet, but there are plenty of marketing ideas for recruitment firms that you can implement on your own that we cover in this post.

Incremental Client Acquisition

Everyone wants to hire agencies that have worked with big names in your industry of focus, and getting some big names on your client roster can be a huge boost to your agency’s stature. The tricky part, is getting your foot in the door.

To land a contract with a serious player in the industry or industries you serve, you need to follow an incremental client acquisition plan, wherein you leverage client relationships to elevate your stature to a level where best in class companies feel comfortable contracting you.

It can take a while to achieve this goal, so create a long-term plan for landing a big fish and you’ll be on your way, step by step, to reeling them in.

  1. List the most prestigious companies in the industry you serve and the major partners, vendors, contractors and service providers they do business with.
  2. Then, make a list of the runners up (fairly prestigious companies but not top tier) and their major partners, vendors, contractors and service providers.
  3. Finally, make a list of the most prestigious companies companies remaining in the industry you serve and their major partners, vendors, contractors and service providers.

Now that you’ve identified the big fish you want to land, start working your way towards them by leveraging the work you’ve already done in your industry. Even if you’re starting from below the runners up category, there’s no reason that you can’t make your way to the top!

Here are some strategies for marketing staffing companies to increase the prestige of the clients you serve:

  • Explore LinkedIn and other social networks to see if:
    • Your company has worked for companies that provides services to or does business with a target top tier or runner-up company.
    • You, a partners or an employees has a connection to a decision maker within a top tier or runner up company.
  • Leverage past work with clients in the industry you serve in the form of customer satisfaction surveys, case studies and company/recruiter satisfaction ratings, all of which can be used in your pitch to more prestigious companies.
  • Focus on securing the business of companies that are just above the level you are used to working with, not the top companies you want to reach eventually.
  • Prioritize contracts with companies of a similar size/focus as your target companies, to build up a portfolio you can present to target top-tier companies.
  • Work your way up slowly, focus on your ultimate goal and build your stature organically as you take on more prestigious companies and complete more challenging recruitment projects.

Creating Content for your Target Audience

Creating content is a great way to provide value to potential, new and existing clients alike.

Here are some examples of content your recruitment agency can create to make your clients happy and impress potential clients.

Resources

The baseline content you create should be resources targeting the industry you serve.

For example, if you primarily hire for companies in the healthcare industry, you could create a white paper like “How to Create Job Descriptions for Nurses” or “How to Assess and Interview Visiting Physicians.”

Even if you don’t have a huge following online, creating resources can be quite helpful to your clients and can be shared through word of mouth if it saves time for them or otherwise provides them with some value.

Sponsored Content

Sponsoring a study, an info-graphic or another valuable asset can be a great way to increase stature in your industry. If you can provide statistics or a study that make it into a major publication or becomes the month’s top shared piece of content, then your agency can be front of mind for the exact companies you want to be in touch with.

For example, if a tech recruitment company was able to publish a study on the growing number of business models that rely on data scientists, companies relying on analytics are likely to see this article and contact them in hopes of connecting with data science talent.

Social Media Marketing

Social media is a great (and free) marketing tool you can use for marketing staffing firms and

increasing awareness of your agency in the industries you serve.

Through posting, following and engaging, you can build your brand on social media and make your profiles a powerful attractive force for new clients considering your agency.

Brand Building

Social media platforms are a great place to build your brand as a skilled recruitment firm. The following are all great brand building activities that you can conduct on various social platforms.

  • Posting pictures of recruiters hard at work in your office, having fun during team building activities/outings, attending industry meetups, etc.
  • Posting video interviews with your recruiters discussing their favorite part of serving clients in your industry or videos of your recruiters talking with executives about the finer points of hiring in their industry.
  • Sharing relevant content that is on-message with your firm’s focus, and adding your company’s voice to the conversation with the caption or introduction of your post.

Audience Engagement

Unlike other advertising channels, social media gives your audience a platform to interact with your brand and the content you post, so don’t miss your chance to engage with your audience.

  • Replying to comments, mentions, etc. as quickly as possible (social media time is measured in seconds and minutes, not hours and days).
  • Tagging clients and candidates in relevant posts or in pictures taken at industry meetups.
  • Sharing content that’s put out by your clients and give them a shout out.

Content Distribution

Your social media profiles are excellent platforms for marketing for recruitment companies through the content you distribute, allowing you to engage, inform, assist and even entertain potential clients.

  • Posting thought leadership posts on LinkedIn.
  • Sharing newly released industry studies on Facebook.
  • Sharing a video interview with a popular executive or thought leader in your industry on Instagram.
  • Linking to content your agency has co-authored while Live Tweeting a conference where your co-author is speaking.

By marketing your recruitment company using these strategies, you can increase awareness of your agency to start getting more and better clients.


How to Create Your Personal Brand in 2019

by Veronica Blatt

Today’s guest blogger is StemX CEO Dominic Chapman. StemX is a video interviewing platform to make recruiting more efficient, user-friendly and far more convenient, allowing employers to be able to choose from a larger pool of candidates in much less time.

I’ve recently been doing a lot of research on marketing and how recruiters can turn themselves into a personal brand to enable them to be seen by more people, improve trust and ultimately grow their business. I am still finding that a lot of recruiters still take the old school approach to recruitment by picking up the phone and utilising their network. This still works great, but these things aren’t going to disappear. Read the rest of this entry »


How and Why Recruiters Should Optimize Their Websites for Voice Search

by Veronica Blatt

Today’s guest blogger is Sam Ajam of BuzzRecruiter.com. Founded in 2006, BuzzRecruiter.com creates design and marketing buzz that serves the recruiting and staffing industry nationwide. Based in Silicon Valley and run by BizzwithBuzz, Inc, BuzzRecruiter.com specializes in using the latest graphic design, web marketing tools, and technology to boost your brand’s web presence and outshine the competition. At BuzzRecruiter.com, they always put the client first. BuzzRecruiter.com offers top notch customer service, one-on-one consultations, and custom solutions in responsive web design, graphic design, search engine optimization (SEO), web and interactive marketing, social media branding and content writing solutions.

At BuzzRecruiter, their motto is Connect, Communicate, and Compete – they are committed to helping recruiters connect with clients and top talent, communicate with them through savvy design and marketing communications, and compete to place those top candidates with leading companies in a variety of industries. Recruitment is an active process and they can help you hone your public image for the best results.

BuzzRecruiter.com is proud to serve the NPAworldwide organization and its affiliated members. To learn more, please visit www.buzzrecruiter.com

Optimizing a Website for Voice Search

More web surfers than ever are choosing mobile search, making voice search more important than ever. Here’s why recruiters need it, and how to get started. Read the rest of this entry »


Building Your Online Recruiting Presence

by Veronica Blatt

In recent years, we’ve seen a plethora of brick-and-mortar stores go extinct as more and more shoppers venture online. Toys R Us, J.C. Penney and Brookstone are all recent victims. Even Mattress Firm is considering filing for bankruptcy, according to Reuters. Online mattress startups have people opting for free shipping and no-hassle returns from over going to a physical store and testing mattresses out. Staying competitive requires companies to ramp up their online presence, from the retailer’s website to it’s social media platforms. This is not only true for retailers, but for recruiters too. Just like you research clients and candidates, they will be scouting out your online recruiting presence, as well.

Many recruiters consider themselves “old school” – still doing things as they did them 10, 20, 30 years ago. And while nothing can ever replace meeting a candidate face-to-face, or weekly phone calls with your clients, it’s important to keep up with the times and trends… especially when it comes to you and your firm’s online presence. Read the rest of this entry »


3 Benefits to Social Media for Recruiters

by Veronica Blatt

I recently read an article pondering whether social media for recruiters actually works. (Full disclosure: the author is an NPAworldwide member.) The premise is that perhaps the “social” aspect of social media has been lost, with many people focused more on “likes” than on meaningful personal interactions. I don’t disagree with that, but I do feel strongly that social media is an important tool for recruiters. A long time ago, I recall a webinar about social media that said simple/low-cost transactions are much easier to convert online than complex/expensive transactions. Read the rest of this entry »


What Does Your Super Bowl Ad Look Like?

by Liz Carey

For the 2018 Super Bowl, marketers paid more than $5 million per 30-second spot to capture the attention of more than 110 million viewers, according to Sports Illustrated. Advertisers vied to win over audiences with memorable messages… similarly, recruiters do the same thing. How do you differentiate your message so yours is the one clients and candidates are talking about at the water cooler the next day?

You want to be talked about and remembered like the Budweiser Clydesdales ads, or this year’s NFL ad with New York Giants quarterback Eli Manning and wide receiver Odell Beckham Jr. performing the choreography from the movie “Dirty Dancing.” If your ad isn’t noticed, you’ve wasted your time and money.

If you’re trying to attract top talent who are already employed (passive job seekers), then it’s critical that you stand out from the crowd. Read the rest of this entry »


How Text Messaging Can Improve Your Overall Recruitment Process

by Veronica Blatt

Today’s guest blogger is Ken Rhie, CEO of Trumpia, which earned a reputation as the most complete SMS solution including user-friendly user interface and API for mobile engagement, Smart Targeting, advanced automation, enterprise, and cross-channel features for both mass texting and landline texting use cases. Mr. Rhie holds an MBA degree from Harvard Business School. He has over 30 years of experience in the software, internet, and mobile communications industries.

The job of your HR department is multi-faceted. From managing benefits for current employees to recruiting new staff, it’s time to improve how your HR department communicates through text messaging. You will be able to recruit more efficiently with SMS, and reach a wider audience of potential job candidates. When you add text messaging to your recruitment strategy, you make collecting information easier. Read the rest of this entry »


Social Media for Recruiters Q&A

by Liz Carey

We recently held a topical call where NPAworldwide members and staff gave tips and answered questions on social media best practices for recruiters, such as when and why to use Twitter, what venues are best for finding passive candidates, the effectiveness of video communication, recruiter tools, and more. Here are some of the questions and answers from that discussion: Read the rest of this entry »


Are You Connecting With a Potential Candidate, or Just Spamming?

by Veronica Blatt

Today’s guest blogger is Laura Schmieder of Premier Placement Inc., specializing in manufacturing especially engineering, operations, supply chain, sales and marketing roles globally. She currently serves on the NPAworldwide board of directors.

Just last week, a recruiter friend of mine lamented about the connections list of a candidate she had just recruited…and “friended” on LinkedIn. She was amazed at how many other recruiters were on the list. Her comment was that candidates must get bombarded with email, InMails and phone calls. What can she do to differentiate herself?

In the last month I have been demo’ing new ATS and CRM companies – many talked about downloading huge numbers of profiles and resumes from job board sites, using AI to find “matches” and then sending targeted emails – without ever looking at the actual resume or profile. I get that there might be keyword matches, but if you don’t even look at the resume or your notes, how do you KNOW the candidate is a fit for your search? If a particular potential candidate gets impersonal email after email from you, will they bother to respond or will they consider it spam?

Yesterday I read an article which flat out questioned Does Social Media Work in Recruitment? The gist was that with the high volume of postings and tweets, a very small percentage actually get more than cursory attention. Is paying for clicks worth the cost if nothing is actually read or retained?

Then again, get any group of recruiters together and the subject turns to what can you do to get a potential candidate’s attention? Phone calls, voice mails, emails and texts go unanswered.

I don’t have all the answers…I listen to the experts and try to keep my LinkedIn and Facebook company pages, as well as my own profile and postings, updated and interesting. AND since it takes so much time, am finding outsourcing that activity appealing.

When candidates are ready to make a change, they will start looking for and at postings as well as responding to my inquiries. I may even get a phone call from someone who turned down previous opportunities. In the end, I still believe that it’s not about how many emails, tweets or texts I send, it’s how can I create a bond…and relationship…a true connection…a level of trust.

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3 Ways to Use AI in Marketing for Recruiters In 2018 and Beyond

by Veronica Blatt

ai in marketingToday’s guest blogger is Sam Ajam of BuzzRecruiter.com. Founded in 2006, BuzzRecruiter.com creates design and marketing buzz that serves the recruiting and staffing industry nationwide. Based in Silicon Valley and run by BizzwithBuzz, Inc, BuzzRecruiter.com specializes in using the latest graphic design, web marketing tools, and technology to boost your brand’s web presence and outshine the competition. At BuzzRecruiter.com, they always put the client first. BuzzRecruiter.com offers top notch customer service, one-on-one consultations, and custom solutions in responsive web design, graphic design, search engine optimization (SEO), web and interactive marketing, social media branding and content writing solutions.

At BuzzRecruiter, their motto is Connect, Communicate, and Compete – they are committed to helping recruiters connect with clients and top talent, communicate with them through savvy design and marketing communications, and compete to place those top candidates with leading companies in a variety of industries. Recruitment is an active process and they can help you hone your public image for the best results.

BuzzRecruiter.com is proud to serve the NPAworldwide organization and its affiliated customers. To learn more, please visit www.buzzrecruiter.com

As technology continues to advance at an exponential rate, the world and how it operates changes, as well.

Artificial Intelligence (AI), for instance, is no longer confined to science fiction. AI is even making its way out of the tech sector and into other areas of business, such as marketing and recruiting.

In this post, we’ll discuss three ways AI in marketing is changing the way new talent is recruited through human resources. Read the rest of this entry »