Digital tools in any industry aren’t necessarily a new thing. In staffing and recruiting, you’ve already taken advantage of many tools like CRM and ATS to simplify your life. Digital marketing is an area where many firms aren’t sure how to start.
Even firms with experience in digital marketing may not realize its full potential and how it is changing the landscape in our industry. Recently, Parqa published an eBook about how you can use digital marketing to get more candidates and clients, but here are a few reasons why it’s essential that you adopt the latest tactics in digital marketing:
Clients and Candidates are Doing More Research
When I started Versique, not many recruiting firms had embraced digital marketing. I began investing in SEO and making sure we were easily found on Google. When we got to the top of the search engine results, we had clients calling in simply because we were the first option. As time went on, and more firms got into digital marketing, our tactics had to change. While I don’t sit up at night obsessing over search rankings anymore, they are still relevant. What’s more important now is convincing leads why you are the best firm for them.
Ranking high in search engine results isn’t enough anymore. Buyers are more informed than ever before, and staffing and recruiting firms need to follow suit and provide the info buyers are searching for. Your website and your social media profiles need to contain educational content that provides value to visitors, whether they are working with you or not. Positioning yourself as a helpful resource is the first step to getting a call-in from a potential client. If you can address their challenges with the content you produce, they will be more likely to trust you with their budget for their next talent search.
Reaching Multiple Generations
In terms of age, today’s workforce is more diverse than ever. That can present many challenges to hiring managers and search professionals, but digital marketing enables us incredible accuracy when reaching different audiences. Whether you’re trying to reach potential clients or candidates, you need to have an ideal buyer in mind for your marketing programs. The location, messaging, and frequency all change for different people, so knowing your ideal audience’s goals and motivations goes a long way in digital marketing.
Marketing needs to appeal to the multiple generations that make up the workforce currently. Each of them spends their time in different places online, is interested in different things about positions, and also responds to different messaging. For instance, the newest addition to the workforce, Generation Z, has many different habits than Baby Boomers or even Millennials. They spend less time on places like Facebook and LinkedIn, and are searching for different things in a career. While Millennials may be interested in flexible work and perks, Gen Z is searching for more meaning in their work. All of these things should factor into your marketing to ensure your budget is being used effectively to reach the right audience.
Saving Time with Automation
In a world full of jam-packed calendars and multi-tasking, saving time is paramount. For staffing and recruiting firms, digital marketing automation aims to take time-consuming processes like nurturing out of the hands of recruiters, freeing up time to focus on making placements, and business development. In addition to saving time, automation is allowing staffing and recruiting firms to capture more candidate and client leads as well as identify past contacts that you could re-engage for future searches.
At its core, marketing automation may seem very straightforward. If done well, it becomes more than just automated emails to people who submit their information. Based on information your site visitors provide, a well-built automation program can serve them with resources and information that is relevant to their current situation to nurture them toward the decision-making phase. As these qualified leads move through a program, a mixture of calls from your team and automated contact keep them engaged and actively involved in your sales process.
The tools for successful marketing automation are becoming more robust and readily available every day, giving even small teams the ability to automate menial tasks and give them more time to engage with clients and candidates in a more personal way. Tools like Herefish, who was recently acquired by Bullhorn, integrate with the tools you’re already using, streamlining your processes and increasing efficiency.
Staying on Top of the Trends
Tools for digital marketing and digital recruiting are more available than ever. With these tools, hiring managers can better promote their postings before they ever engage a recruiter. Does this mean they won’t require a recruiting or staffing partner? Not necessarily, especially if they don’t have the time to integrate cutting-edge tools. Your firm can be an expert who is ready to help them use the tools they have to the best of their ability. By being well-versed in the latest digital tools, your team is positioned to act as a resource and expert to help hiring managers to fill positions with the right hires the first time.
If you’re looking for an expert partner to help build your digital marketing, you’re in the right place. Parqa specializes in building and implementing digital marketing strategies to get staffing and recruiting firms more clients and more candidates. Contact us today to learn how we can help your firm.