why on & offline marketing is essential to recruitment success mike ellingham
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Presented by Mike Ellingham at the UK Recruiter Recruitment Industry Conference in November 2012TRANSCRIPT
Mike Ellingham & Keith Robinson
November 2012
18 years working for recruitment businesses in Marketing roles
Founder & Director of MESO Marketing - Recruitment Industry marketing research, strategy and marcoms specialists
November 2012 © MESO Marketing Ltd
Computer Weekly, Personnel Today and Totaljobs
Founder & Director of ECOM digital - content marketing agency which specialises in the HR and recruiting sector.
November 2012 © MESO Marketing Ltd
November 2012 © MESO Marketing Ltd
W W W
S, S, S
M
C C D
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p
d
November 2012 © MESO Marketing Ltd
What Sectors are growing ?
What Skills will be needed ?
What are your Competitors doing ?
What do your customers think of your Service ?
Who/Which Clients are growing ?
Market Share
Research/biotech
Pharma
Other Health/Medical
ForensicFood
Water
Chemicals/FMCG
Education
ContractTesting
0 40%
MarketGrowth
Energy
Market Share
Research/biotech
Pharma
Other Health/Medical
ForensicFood
Water
Chemicals/FMCG
Education
ContractTesting
0 40%
MarketGrowth
Energy
Have a regular customer feedback survey
Clients and candidates
Not just placements – interviews ideally
Give incentive – charity or competition
Get feedback on key service elements
How you compare v competitors
Analyze by team / consultant and reward staff
Invite staff to suggest improvements
Identify poor areas & address
Build on good areas
Publish results
Testimonials, case studies, referrals
November 2012 © MESO Marketing Ltd
84 81 90 87
0
20
40
60
80
100
Overall Candidate quality Staff Knowledge Communication
“This survey has helped to position
the Blue Pelican brand positively in
my mind as I have never seen
customer satisfaction surveys from
other recruitment companies.”
“I think that its excellent that you do a
survey like this. Too many other
agencies forget that today's candidate
is tomorrow's client.”
November 2012 © MESO Marketing Ltd
The people
resourcing excellence,
which creates tomorrow’s world
We are:
Specialists
Top of our game
Joined up
Leaders (innovation)
Tenacious
Fun and energetic
We are not:
Generalists
Average
Disconnected
Followers
At any cost
Work shy
Excellence in
Success
Global £100m Sales 1000 active
Customers
<25% staff
turnover10% ROS
AccountabilityTogether Respect
Purpose
Scope
Formula for
Success
People x Partnerships x Products x Processes
Values
Goals Award
Winning Ps
The people
resourcing excellence,
which creates tomorrow’s world
We are:
Specialists
Top of our game
Joined up
Leaders (innovation)
Tenacious
Fun and energetic
We are not:
Generalists
Average
Disconnected
Followers
At any cost
Work shy
Excellence in
Success
Global £100m Sales 1000 active
Customers
<25% staff
turnover10% ROS
AccountabilityTogether Respect
Purpose
Scope
Formula for
Success
People x Partnerships x Products x Processes
Values
Goals Award
Winning Ps
What services / skills are
you going to supply?
Who are you going
to sell them to?
Why are they going
to use you ?
How are they going to hear about you ?
Staff
Services
Structure
Marketing
November 2012 © MESO Marketing Ltd
Candidate Client
Branding
Website
Video & Info-graphic
E-marketing & newsletters
Case Studies
Brochures, e-brochures
Job-board & Advertising management
PR, Surveys and Award Entries
Tenders & sales proposals / presentations
Social Media
Events
What does your company stand for?
Strengths, Values & Personality
What do your clients want & like?
Involve staff & clients
Suitable for all media
All at once – consistent and strong
November 2012 © MESO Marketing Ltd
Design, functionality & content
Specialist agencies can make website their key candidate sourcing tool – SEO
What’s your google page rank? What’s your Alexa ranking compared to competitors?
Website redevelopment projects take three times as long as you expect them to
Use supplier with experience of recruitment
Broadbean / Logic Melon feeds, candidate application flow, candidate registration, jobs alerts by email
November 2012 © MESO Marketing Ltd
Regular e-mail communication helps to prompt client/candidate action
Make content relevant & targeted to your audience
Jobs / candidates
Information, trends, news
Manage it correctly
Reinforce brand – thought leadership
Ensure appropriate follow-up (use tracking system so you can see who opens & what they click on)
November 2012 © MESO Marketing Ltd
Info-graphics increase readability, understanding and prompts viral abilities – Maximus 14,907 views
Video is an excellent medium for recruitment – culture and personality comes through
November 2012 © MESO Marketing Ltd
Successful examples of your service
Help re-assurance potential new clients
Reminds current clients of what you’ve done!
Each target sector / service / skill
Who
Their Need
Why you
What you did
End result
Positive impact for client
What client says
Would they recommend?
November 2012 © MESO Marketing Ltd
Identify key audience – e.g. growing client sectors
What should they remember from the brochure?
Design for audience – not for you
Get e-version (page turning) created that you can embed on your website
Digi-print small numbers – update regularly
November 2012 © MESO Marketing Ltd
Don’t spend a penny until you have some form of success monitoring
Track placements – where did candidates come from ?
Job-boards, website, aggregators, social media, banners, Google ppc
Traditional off-line – noticeboards, print media
Train staff on how to write adverts
Track effectiveness
November 2012 © MESO Marketing Ltd
0 5 10 15 20 25 30
Cwjobs
Pharmiweb
Jobserve
Website
Monster
Jobs4DD
careers4a
Candidates placed by jobboard
Build & Maintain a regular profile in target sector publications and websites
News
Views
Surveys
Case Studies
Use surveys to generate facts
Client market trends
Candidate client views
Salary trends
Awards can be good for general awareness, reputation and staff attraction
November 2012 © MESO Marketing Ltd
Ensure social media channels are updated and relevant
Tailor to reflect branding and feel of the channel
More personal approach than website – pictures and personality
Monitor and encourage/train correct staff involvement
Linked-in ownership policy
Consider advertising
Most comprehensive databases in the world!
November 2012 © MESO Marketing Ltd
Industry conferences & exhibitions can be great opportunities to meet & network
Plan well in advance
Pre, At, Post
Have a traffic generator
Competition (make it relevant)
Latest research or white paper
Get most senior / experienced staff to attend
Give them challenges / run a sales competition
Post event follow-up / communication
November 2012 © MESO Marketing Ltd
November 2012 © MESO Marketing Ltd
What services / skills are
you going to supply?
Who are you going
to sell them to?
Why are they going
to use you ?
Staff, Services, Structure
Plan
Candidate Client
Branding
Website
Case Studies
Brochures, e-brochures
Video & Info-graphic
E-marketing & newsletters
Job-board & Advertising management
PR, Surveys and Award Entries
Tenders & sales proposals / presentations
Social Media
Events
i
p
d
November 2012 © MESO Marketing Ltd
3 things to take-away
November 2012 © MESO Marketing Ltd
3 things to take-away
84 81 90 87
0
50
100
Overall Candidate
quality
Staff Knowledge Communication
1. Get insight
2. Have a plan
3. Start Sharing
November 2012 © MESO Marketing Ltd
Mike Ellingham Meso Marketing Ltd Tel +44 1344 636312 Mob +44 7922 231023 [email protected] @mikeellingham mesomarketing.co.uk/
Keith Robinson ECOM Digital Tel +44 2920 451115 Mob +44 7796 523355 [email protected] @siteadvisor ecomdigital.co.uk/