recruitment predictions & trends vsn 5.0
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Recruitment trends and predictions 2013.TRANSCRIPT
“2013 Recruitment Digital Marketing Predictions & Trends” Will Start Shortly
For Recruitment Owners, Directors and Senior Recruiters
In The Next 60 Minutes We Will Cover The Following:
1. Leveraging of candidate databases to create passive income - this is overlooked by virtually every agency despite their need for cash flow
2. Discover how to use webinars to win clients - cold calling is dead. Webinars convert at 10-40%
3. Learning how to be the goto man in your sector - differentiation and content will drive agency success in 2013
4. Regenerating candidates - know where the candidate is in the recruitment lifecycle - are they open to moving?
5. How to truly maximize the power of LinkedIn - less than 1% of companies do this
What this webinar is not
• Detailed Training
• Not “How To” Webinar
• Not Step by Step
• Nothing to sell
What this webinar is
• If you are going to be strategic in recruitment, you must be forward looking.
• Obviously forward-looking people stay aware of current trends. If you are going to be strategic, you must be forward looking.
• Obviously forward-looking people stay aware of current trends.
• Definition of “a trend” means that a significant group of firms have already implemented the practice.
• By the time your firm implements them, you will have fallen behind the benchmark firms.
• If you are tired of simply playing catch-up and you want to
“get ahead” of your talent competition, you need to move beyond current trends and instead identify “next year’s” upcoming practices long before they gain wide acceptance.
John D Sullivan.Fortune 500 Recruitment Thought Leader
Who Are You?
How To Turn Your Recruitment Business into a Digital Goldmine
“Winning New Business & Passive Candidates in the New Digital Age”
Andy WhiteheadDigital2Recruit
Who Successfully Uses Digital Sales Strategy Now?
For Each Prediction
Ask Yourself:1. How Can We Implement In Business NOW?2. Who In Business Needs To Implement It?
# 1 OpportunityLeveraging of candidate databases to
create passive income - this is overlooked by virtually every agency despite their
need for cash flow
The Opportunity
• Every recruitment agency has a hidden asset. It’s database
• Your relationship with the database is key
• Content, positioning, authority, trusted advisor
Figures
• 10,000 database, 10% open rate, 5% CTR
• = 50 will get to sales page
• 10% buy = 5 buy
• £2,0000 SAP training = £10,000 Gross
• Commission 50% = £5,000 Net for sending 3 emails
Linked Career Campaign
• 50,000 database, 10% open rate, 5% CTR
• = 2500 will get to sales page
• 10% buy = 250 buy @ £100
• £LICC training = £25,000 Gross
• Commission 50% = £12,500 Net for sending 3 emails
Linked Career Campaign
• Build a relationship with your database
• Create a 12 month plan with monthly promotion
• Find a product / service relevant to market
• Create sales funnel
• Frame as “we have paid half” & mail
# 2 OpportunityRegenerating candidates - know where
they are in the recruitment lifecycle - are they open to moving?
Predictions & Trends
• As the world becomes “social” Candidate databases will integrate with social platforms such as LinkedIn
• Candidate databases can be used as primary means to open communication with candidates
• Combinations of email, surveys and webinars will identify passive candidates as ‘Hot candidates’ for core roles
Predictions & Trends
• Adoption of new technology Email Job Mail Shots to create ‘Hot candidates’ rather than scattergun
• Referral systems to become an automated process driven by the candidate database
Impact To Recruiters
• Recruiters will be given a set of ‘Hot Leads’ with lists of candidates interested in Role ABC removing the cold call
• Stats of 1 in 40 cold calls to be become more like 4 in 10
• Recruitment Agencies to use email marketing to set their brand above their competition
Impact To Recruiters
• Increase in brand positioning will increase the number of candidate referrals and client recognition
• Recruitment leaders will have clear metrics on all marketing campaigns and outbound calls
Email Marketing System Outcomes
Remit: Implement an email marketing system which will create instant results in response from our candidate database
Outcome: Implemented a new branded system with company templates, banners, and the text template for consultants to copy and paste. NOT just the role details.
Business Impact: Job mail shot was sent to 40 targeted candidates. 12 responses inc CV’s (old system 1-2).
Client OutcomesRemit: Implement email system to create leads for consultants.
Outcome: Implemented a system which gave the client details of 1) who opened the email2) when they opened the email3) how many times they opened the email
Business Impact: Consultants have a list of candidates who have demonstrated interest in a role. Rather than ‘hoping’ and save time, resource and expenditure contacting those interested immediately.
Client Outcomes
Remit: Identify what would drive a passive candidate to move and create a referral program for passive candidates
Outcome:. set up an incentive led survey system which identified the drivers for candidates to move and incentivise referrals
Business Impact: Consultants converted warm leads survey results to both existing passive candidates and obtained new candidates through referrals.
# 3 OpportunityDiscover how to use webinars to win clients - cold calling is dead. Webinars
convert at 10-40%
Predictions & Trends
• Webinars have swept across all industries, recruitment is now catching up
• Webinars will be used to break into new sectors, countries and niche sectors
Predictions & Trends
• Client Attraction Webinars will decrease the need for cold calling and give consultants the golden goose of “A valid reason to call the client”
• Candidate Gathering Webinars will bring new candidates and CV’s
Impact To Recruiters
• Instant sector leading positioning
• Recruitment companies can brand themselves as industry leaders by hosting webinars with authors, industry leaders, celebrities at the fraction of a cost
• Break into new markets without the need to make hundreds of cold calls
Impact To Recruiters
• Recruiters now have a valid reason to call potential new clients without cold calling
• Candidates are given great free value content which creates know, like and trust with recruitment agency
Client Outcomes
Remit: Position us as leaders in our niche and create relationships with industry players so we can open doors
Outcome: Created a webinar which brought together 12 of the top SAP speakers in the world
Business Impact: Formed relationships with VP of SAP, SAP project managers, SAP programme managers, 1200 new potential candidates signed up with contact details
How Did We Get 1200 New Candidate Details & New Client Relationships?
1. Define Business Objective
2. Create a Dream 50 if new clients is the goal
3. Survey Clients and/or Candidate for subject matter
4. Attain 5-12 speakers
5. Create webinar
6. Get registrants to webinar
7. Elicit as much as info as possible in webinar
8. Create lists of leads and information for consultants
9. Follow up with speakers
10. Create products from the webinar as marketing material
# 4 OpportunityLearning how to be the goto man in your sector - differentiation and content will
drive agency success in 2013
Rebranding Outcomes
Remit: Create a strategy to rebrand us to our existing candidates and clients ‘without breaking the bank’
Outcome: Created a content strategy of videos and articles that demonstrated to clients and candidates they are experts in their niche. These were systematically sent out to a detailed content plan.
Business Impact: Project managers called ‘in’ to the business asking for advice.
“Sounds good Andy but we don’t have the time. We are sales people.”
Step 1 – Define Category, Research Level, Type of Writing
Step 2 – Title, Keywords, Key Word Frequency (SEO), Words – Min/Max, Timeframe
Step 3 – Accept/Reject Article (4 Days)
Distribution Channels
1. LinkedIn 1st Connections2. Tagging functionality on LinkedIn3. LinkedIn Status Updates 1st/2nd/3rd
4. LinkedIn Groups (50)5. Candidate Database6. Client Database7. Shares on LinkedIn/Xing
Time: 30 Minutes Per Week
Reach• One article could easily hit 1-10,000
candidates with the assets you already have to hand. Increase branding and positioning.
Depth• One article a week to your clients will
create the “know, like and trust” and inbound leads.
SEO Benefits• Articles with keywords – No1 way to rank on
• e.g. “Growth of LinkedIn”
• LinkedIn – Profile No1 ranking social site to get ranked in Google engines – check links
• Ranking at top of LinkedIn – positioning and
ranking
Impact To Recruiters
• Recruiters will become subject matter experts and increase the trust with candidates and crucially clients
• Consultants will be attracted to work for the brand leaders in their sector
# 5 OpportunityHow to truly maximize the power of
LinkedIn - less than 1% of companies do this.
Company Strategy
“I have been privy to the world’s best Recruitment trainings and Andy’s strategies astounded my private pinnacle club directors”.
Mike Walmsley, The Quarter Billion Dollar Recruiter
1. Leveraging of candidate databases to create passive income - this is overlooked by virtually every agency despite their need for cash flow
2. Discover how to use webinars to win clients - cold calling is dead. Webinars convert at 10-40%
3. Learning how to be the goto man in your sector - differentiation and content will drive agency success in 2013
4. Regenerating candidates - know where they are in the recruitment lifecycle - are they open to moving?
5. How to truly maximize the power of LinkedIn - less than 1% of companies do this.
LIVE Q&A
