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Doing Social Media Right: Examples of Social Media ROI for Staffing Agencies

What is your social media ROI?

Every staffing agency is different. For example, one agency might measure success by engagement rates like comments or likes on individual posts. While other agencies may only be concerned about click-through rates, some of the most inspiring and motivating agencies work in connecting and engaging with their target audience. Some businesses are even getting scientific with our Technology & Automation team with in-depth marketing attribution reports that provide much deeper insights into the real value of their social media marketing efforts.

Whatever success looks like to you, we find something for everyone in our client’s quarterly business reviews. And every quarter, we learn something new about social media marketing and that elusive ROI that reminds us of the power of social media and why it’s so critical to the staffing industry.

Below are some of our favorite highlights, including the things we loved and what we learned from some top staffing agencies that are excelling on social media these days.

Video Content

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What we love about posts with video:

Posts with video elements, like this post from ICS, help create that “thumb-stopping” moment for your content.

What we learned about videos:

It’s hard to beat video marketing when you need to cut through the noise. Even posts with moving or animated elements get a much better rate of engagement and attention. [/vc_column_text][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_separator][vc_empty_space][vc_cta h2=”Want to learn more about social media for staffing and recruiting?” shape=”square” add_button=”right” btn_title=”Read More Here” btn_style=”gradient-custom” btn_gradient_custom_color_1=”#f76e34″ btn_gradient_custom_color_2=”#faa125″ btn_link=”|||”]Click Here To Read More Content On Social Media Marketing [/vc_cta][vc_separator][vc_empty_space][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_column_text]

Employee Spotlight/Employee of the Month

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What we love about employee spotlights

Your employees are perhaps your biggest asset. Few things on social media feel better than shouting out your team for their hard work and valuable contributions!

What we learned about employee spotlights

Culture posts like employee spotlights are always top performers for engagement. But did you know that employee spotlights are one of the most effective ways to show (versus “tell”) why it’s great to work at your company? [/vc_column_text][/vc_column][vc_column width=”1/2″][vc_raw_html]JTNDaWZyYW1lJTIwc3JjJTNEJTIyaHR0cHMlM0ElMkYlMkZ3d3cubGlua2VkaW4uY29tJTJGZW1iZWQlMkZmZWVkJTJGdXBkYXRlJTJGdXJuJTNBbGklM0F1Z2NQb3N0JTNBNjkxNDY2MjI4MTgzMDE1ODMzNiUyMiUyMGhlaWdodCUzRCUyMjgxNCUyMiUyMHdpZHRoJTNEJTIyNTA0JTIyJTIwZnJhbWVib3JkZXIlM0QlMjIwJTIyJTIwYWxsb3dmdWxsc2NyZWVuJTNEJTIyJTIyJTIwdGl0bGUlM0QlMjJFbWJlZGRlZCUyMHBvc3QlMjIlM0UlM0MlMkZpZnJhbWUlM0U=[/vc_raw_html][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_separator][vc_empty_space][vc_column_text]

Socially Conscious Content

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What we love about socially conscious content

Talk is cheap. But demonstrating how you’re actually driving change regarding DE&I initiatives, gender parity, or otherwise lifting up underrepresented workers — that’s content your audience wants to see.

What we learned about socially conscious content

Real talk, this content can be hard to write. Keep it classy and genuine, like this post from Harvey Nash USA. This is your chance to stand up for what you believe and demonstrate how you’re making a difference. [/vc_column_text][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_separator][vc_empty_space][vc_column_text]

Salary Guides and Gated Content

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What we love about gated content:

Promoting gated content like this annual salary guide from ICS is one of the best ways to give your followers three things they love to see in their social media feed: something tangible, valuable, and free!

What we learned from gated content:

We found posts promoting gated content are far more likely to motivate users to interact with and share the content. [/vc_column_text][/vc_column][vc_column width=”1/2″][vc_raw_html]JTNDaWZyYW1lJTIwc3JjJTNEJTIyaHR0cHMlM0ElMkYlMkZ3d3cubGlua2VkaW4uY29tJTJGZW1iZWQlMkZmZWVkJTJGdXBkYXRlJTJGdXJuJTNBbGklM0FzaGFyZSUzQTY4ODUyOTg5OTgxODY0Mzg2NTYlMjIlMjBoZWlnaHQlM0QlMjI1NzglMjIlMjB3aWR0aCUzRCUyMjUwNCUyMiUyMGZyYW1lYm9yZGVyJTNEJTIyMCUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRCUyMiUyMiUyMHRpdGxlJTNEJTIyRW1iZWRkZWQlMjBwb3N0JTIyJTNFJTNDJTJGaWZyYW1lJTNF[/vc_raw_html][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_separator][vc_empty_space][vc_column_text]

Testimonial Posts

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What we love about testimonials

Don’t take our word for it – no, really. Nothing gets the word across like letting your clients speak for themselves!

What we learned about testimonials

One of the most important strategies in social media is allowing your audience to drive the conversation. Statistics indicate testimonial posts, like this recent post from ITAC Solutions, help to build brand credibility from an outside source, especially when internal employees share testimonials on their channels. [/vc_column_text][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_separator][vc_empty_space][vc_column_text]

Culture Content

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What we love about “culture” posts:

Even if culture and internal employee content—like this recent post from ICS—tend to perform the best, it’s just plain fun to highlight the internal culture and the things we love about where we work.

What we learned about culture posts:

Any time you can tag people/organizations, it can help drive genuine excitement and engagement for the post. [/vc_column_text][/vc_column][vc_column width=”1/2″][vc_gallery type=”image_grid” images=”7289,7295,7288,7291,7292,7293″][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_separator][vc_empty_space][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

The Quarterly Business Review and Social Media ROI

If your marketing agency isn’t walking through a quarterly business review of your marketing efforts, you’re missing out. How else will your staffing agency understand or measure your social media ROI?

More to the point, QBRs are a time to celebrate the campaigns that are working. And for those campaigns that could use some love and attention, QBRs can provide highly useful feedback and suggestions on opportunities to more effectively reach your audience and deliver the meaningful content they’re looking for.

If you’re looking to better understand your social media ROI and dial-in your marketing efforts, we can help. Contact Parqa today![/vc_column_text][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_cta h2=”What’s your social media ROI?” shape=”square” add_button=”right” btn_title=”Contact Parqa today!” btn_style=”gradient-custom” btn_gradient_custom_color_1=”#f76e34″ btn_gradient_custom_color_2=”#faa125″ btn_link=”|||”]Contact Parqa to find out! [/vc_cta][/vc_column][/vc_row][/vc_section]

How to Grow Your Staffing Agency

We’re always on the lookout for the best advice on how to grow your staffing agency. We’ve found the best strategies often come from our industry friends and leaders who are truly exemplifying success and profitability.  

We want to know — what have they done to improve their staffing agency? 

Even in one of the most competitive employment markets we’ve seen in years, staffing leaders use some key strategies to expand their market access while delivering an industry-leading candidate experience.  

A special thank you to Pankaj Jindal and Sense for hosting their recent informative webinar on how top staffing agencies outperform the competition and accelerate their revenue growth year after year. Pankaj is a staffing industry veteran and the co-founder of Sense, the first candidate engagement platform designed specifically for the staffing industry. 

How to grow your staffing agency by sticking to the basics 

Stick to the basics. It can be easy to chase the newest, shiniest technology or trend to accelerate your staffing agency’s growth. But leading recruiting agencies all agree that the simplest, tried-and-tested strategies are getting the best results. Here are some of the things they all proposed: 

  • Embrace the flexibility and remote working needs of your employees 
  • Develop a mature tech stack that supports a dynamic staffing environment 
  • Take the time to understand the experience of your clients and what employers need 
  • Support your recruiters to evolve and adapt to change 
  • Leverage automation to remove administrative tasks from the day-to-day so recruiters can be 100% people-focused 

Get creative in attracting talent 

Beyond highlighting remote work options and committing to recruiting underrepresented candidates to build a more diverse workforce, here are some creative strategies some recruiters are using to grow their agency: 

  • Recruit veterans 
  • People from diverse geographic locations 
  • Give your candidates choice, options of various employers, and contract/full-time openings 
  • Match the skillsets of your recruiters to the positions for which they are recruiting 
  • Put less importance on “short-term” work history 

That last point is becoming increasingly important. Previously, recruiters and employers used to see a candidate’s previous position that was only one year as a red flag. But the pace of change in several industries, especially within the tech sector, is becoming so rapid that many full-time employees are exiting their positions in a year and sometimes even less.  

Another factor that is driving high turnover after one year is pay raises. Many candidates have found they can negotiate for a better wage increase at a new position rather than convincing their current employer to give them a good pay raise. Their high rate of turnover is your gain. 

Focus on building a great employer brand 

The “employer brand” is such a big buzzword these days for a reason. Building and strengthening your employer brand is one of the most important things a staffing agency can do to attract clients and valuable leads. Some of the best steps to take in building your employer brand is to deliver a white-glove candidate experience by: 

  • Provide staffing with an on-demand immediacy of a consumer experience 
  • Be responsive to answer the questions and problems your candidates are experiencing 
  • Clearly define every step of the recruiting and hiring process and keep them up to date along the way 
  • Use chatbots or automation to get them what they need, when they need it 
  • Leave your candidates with a feeling of surprise, delight, and the desire to work with your agency again 

Stay tuned for new ways to engage your talent pool 

There are so many new and evolving ways to stay in touch with your talent pool. The biggest key is automation. By automating the manual tasks like sending one-off messages, your recruiters spend much less time on tasks that are taking away their ability to be more people focused.  

A good rule of thumb is for any task your recruiter must do more than five times, automate it! 

Few things can help grow your staffing agency like clean data 

Who on your team is cleaning your leads with data management? If you don’t have anyone, you should consider someone right away. There has never been more data at our fingertips about our candidates, what is important to them and where they’re at in their buyer journey.  

The staffing agencies that can capture that data and use it wisely will be positioned to grow their agency like nobody else.  

How can we help you grow your staffing agency? 

All these suggestions not only sound effective, but they’re proven to work. What’s more, when your staffing agency can go all-in with these tips from the most successful firms, not only can you grow their business in similar ways, but you can have a lot of fun and help job seekers improve their lives along the way.  

Let us know how we can help. Whether finding the time or the expertise or developing the overall strategy to grow your staffing agency, Parqa will help you find a way to beat the competition. Contact our team today.

Parqa and Digital Marketing for the Staffing Industry: An Interview With Tony Sorensen

When Tony Sorensen began Parqa Marketing, he wanted to create a digital marketing agency that could meet the highly specialized needs of the staffing industry. Because Parqa began as an offshoot of Versique Search & Consulting, we started with niche expertise vital to serving our client’s unique needs. As a result, we have been able to help our clients grow their businesses and expand their market share in ways that nobody else could. 

We recently sat down with Parqa’s CEO and Owner, Tony Sorensen, to discuss the beginning of Parqa, what we’ve been able to accomplish for our partners, and where we’re headed in a rapidly evolving industry.

Why Choose the Staffing Industry?

At first, it was just dumb luck. I was single. I was working for a big company then, my first job right out of college.

I moved up fast with that organization. But I didn’t want to work for a big company. And I wanted to be responsible for where I was going, be in control of my job, and grow my career like I thought I could. But most of all, I wanted to help people.

I was able to take an opportunity in staffing and recruiting, which was a perfect fit even though I was nervous about the pay being 100% commission. But thankfully, I took the opportunity because, you know, it really worked out for me, and it gave me my start in the staffing and recruiting industry.

In January 2013, Chris Ohlendorf and I launched Versique with a simple vision. It was going to be two things: 

  • We were going to hire really great people.
  • We were going to own the internet.

We wanted to own the internet so that anytime anybody searched for “staffing and recruiting” in Minneapolis or the Twin Cities, they would find us. And if we were going to own the internet, we knew we’d have to invest heavily in digital marketing. That heavy investment in marketing would eventually pave the way for Parqa.

We’d already got a taste for what a solid investment in digital marketing could do for our staffing agency, Versique. Big things. Incredible things. So, we began Parqa because we wanted to really give back to our industry and start helping other staffing firms around the country to grow just like Versique did.

What are some of the Challenges Parqa Has Faced In The Past?

The beginning of Parqa was not without its challenges.

For starters, we were signing contracts with so many smaller companies that weren’t willing to invest in their brand. Also, we thought anybody could do what Versique did. But what I didn’t realize was internal marketing at Versique was investing heavily – a lot of time and energy – in building our brand through content marketing. And while that worked very well for Versique, we found many companies weren’t interested in making that investment.

The early years of Parqa were decent, but we were struggling to find our passion and ideal customer profile. When Jared began running the business, he was able to lock us into a path that we haven’t wavered from, which has allowed us to attract some very high-end talent and, in return, helped us bring on some of the largest staffing firms in the world as trusted partners.

Challenges help us to learn, and some of the biggest things I’ve learned are:

  • To hire experts. 
  • Surround yourself with people smarter than yourself.
  • Surround yourself with mentors and learn from them.
  • Admit when you’ve been wrong and move on to a better solution.

One of the most important things I’ve learned is that the place where Parqa is going, we’ve never been there before. The best way to get there is to hire the right people and give them the confidence to take you there.

Is it working? Over the past 12 months, Parqa has hired 33 people, and we’ve had the lowest turnover ever. So yes, so far, it’s working very well.

What Did Parqa Learn During the Pandemic?

With COVID and the pandemic, we learned a thing or two about flexibility. Chris and I probably grew more in the last two years than probably the previous seven years combined.

It was hard for us to make the shift to working from home. It was hard for us to come around to the idea of people not being in the office five days a week.

But, I had to listen to what my team was saying and what my leaders were saying. I had to believe that just because my team isn’t in the office doesn’t mean that they’re not productive. So that was a big change.

But you know what? While working remote – and more recently, working a hybrid situation – we had two record years, not just in growth, but in how we’re changing to serve our clients and employees better.

We learned that if you take off the old-school hat and really build an organization around trust and accountability – which I think we have done over the last seven years – you build a culture of trust. We still love the people we work with, and we want everybody to be part of a close-knit company, and I was so afraid that we would lose all that during COVID.

What is the future of Parqa?

We realized we really need to focus on forward-thinking staffing firms. Firms that understand how critical it is to invest in their brand, invest in and organize their technology, invest in the best tools that will really help them grow value in their organization, and ultimately, grow a legacy for what they’re trying to do.

And now we’re working with some of the biggest staffing firms in the world. That’s a big deal for us to see how far we’ve come and how far we’ve yet to go. 

But we’ve seen Parqa evolve and grow to become more of a technology and performance marketing company. And the Parqa name is out there. We are owning the internet.

What’s more, our Parqa team is learning so many things from all of our industry associations and partnerships. So, the tide has kind of turned.  Where other firms had wanted what Versique had, now Parqa is learning so much at conferences and collaborating with industry leaders across the globe that we really feel like it will be one of the main driving forces in Versique’s growth into the future.

Do You Have Advice for Staffing Agencies?

We’ve heard from several sources that 60% of business in the staffing industry will be some sort of contingent labor. This means there is no better time than now to really build your marketing strategy and invest in your brand as a staffing agency.

If you’re going to win, and we want you to win, you need help. And we can help you get there.

Women’s History Month: Celebrating Women Leadership in Staffing

March is Women’s History Month. In recognition and celebration of the vital role of women everywhere, we wanted to pull five relevant and top takeaways from a recent Fireside Chat in which Parqa’s Vice President of Sales, Kelli Schutrop spoke with four leaders in the staffing industry:

Kelli’s candid conversation was a refreshingly revealing assessment of leadership in staffing and recruiting with some of the most inspiring women in the industry. Here are five crucial takeaways from their conversation:

1) The benefits of an inverse support system

Many leaders in the staffing industry have become scrappy and resourceful. That’s the nature of the work. One key discovery in becoming more resourceful was learning how to utilize an inverse support system. They’ve discovered new ways to build community and to contribute to the community that’s around them.

Sometimes, everything goes wrong, whether it’s childcare falling through, something at your kid’s school, a nanny calling out sick. This can be especially stressful for the many women who don’t live close to family – then what’s your backup?

This became especially critical during COVID, when many women came together to build an untraditional support network, such as coworkers and neighbors. And even though, in some cases, they couldn’t be more different from one another, they learned to lean on each other for everything – from parenting tips to professional strategies.

2) Spoiler alert: you’re going to let some people down (don’t let it be your family)

If we’re going to be models for others in the industry, we have to be genuine and vulnerable about the reality that we don’t have it all together all the time. Many of us struggle to maintain this thin veneer of perfection.

That isn’t genuine. To admit that can actually be very humanizing. Learn to share those vulnerabilities and stop glorifying the “grind.” Life isn’t about just being busy.

Women especially have so many spinning plates, and sometimes, it’s okay to let a plate drop. And that’s okay. You’re going to disappoint somebody, you just have to disappoint the right people. Be choosy and, if it can be avoided, disappoint someone who isn’t your family.

3) Prioritization and adjusting household expectations (and, thank goodness for nannies!)

Understand the importance of childcare and the ramifications when you don’t have access to childcare – especially for working parents.

Many of us are fortunate enough to have a nanny on whom we can depend in times when we really need the extra help. It’s a critical component to giving us the space we need to prioritize what’s important and what we can let go of.

One thing we’re finally beginning to realize is how important it is to make yourself a priority. Don’t feel guilty about adjusting your household expectations to make yourself a priority. That is one thing we’ve truly learned, to take time for ourselves. When we allow ourselves “me time,” we can not only be better, happier moms, but better at our job as well.

4) Keep an open mindset and ability to learn

Jenny brought up a great point with Pride Global’s Dojo program. The idea is modeled after a dojo in karate. If you’re new to karate, or any sort of martial arts, you begin as a white belt. You’re not expected to know moves. You’re not expected to know the basics. You’re just expected to be open-minded and to learn. 

This translates to so many people’s professional careers as well. Whether you’re just starting a job as a new administrative assistant or as a senior-level market lead, everyone comes in on the same playing field. Over time, we all have the same opportunity to elevate ourselves and advance.

By being open and always willing to learn something new, we’re taking the first step toward doing great work and bettering ourselves and our professional careers. 

5) Celebrate your accomplishments!

Historically, many women still find it difficult to be frank about their accomplishments and their potential. Even in 2022, many women are still not encouraged to promote themselves. This needs to change.

Kelli asked each of our contributors to discuss something they’ve accomplished that they’re proud of and has helped others in the staffing industry and/or their organization. 

  • Emma: Founding Women’s Leadership Council. Emma helped to revolutionize the maternity leave experience at Insight Global and with the Women’s Leadership Council, helped professional women come together, and empowered other women across the industry to create new support systems.
  • Brindy: As a co-founder of the Women’s Leadership Council, Brindy was able to bring a community together and support women, help them advance in their careers, and formed groundbreaking partnerships with other people in the organization and industry.
  • Kaltrina: Launching Decidedly Diverse at Pride Global which addresses obstacles that disproportionately affect underrepresented people and companies of diverse backgrounds. Kaltrina says, “It’s just been awesome to be part of that, and thinking through diversity, equity inclusion, and how that is really in everything that we do as an organization.”
  • Jenny: Advocating for women and motherhood in the marketplace and a feature in a recent Vanity Fair article.

How Attribution Delivers A Clear Marketing ROI for Staffing Agencies

Do you know where your leads are coming from? Are your marketing efforts even working? Before marketing attribution, these very simple questions had very complicated answers. 

When Toby Hoskins joined Parqa, we weren’t just looking for someone with impeccable taste in hot sauces and hamburgers around the Twin Cities. We needed an industry expert in marketing technology & automation who could answer those questions for our clients.

Toby and his team soon took Parqa years ahead of our time in understanding and implementing data and analytics to create better marketing – marketing that works. In doing so, we got a peek at the future of marketing that looks much different from what many companies are doing now. 

Current Marketing Vs. Marketing With Attribution

It’s fair to say, there has always been skepticism around marketing. That’s likely due to an unclear or confusing ROI on marketing efforts. Those were the days before attribution, gathering the real ROI of a $2,000 monthly spend on digital marketing could be very difficult. Even harder would be linking a precise cost-per-lead to those efforts.

With only vague and sometimes misleading information, many decisions for future marketing and strategy were based on a hunch or intuition. The infographic below demonstrates what many staffing agencies are currently working with – a lead responds to an ad on Monster or Indeed, after which their candidate profile is created or they’re placed in a role with little or no tracking.

Did the lead come from Monster, or Indeed? What campaign were they responding to? If you were able to glean any data from that placement, it would have to be gathered and input manually, which is a tall order for an already overworked staffing agent.

But with marketing automation, leads are created in Bullhorn upon application, tracked along the candidate journey and ultimately provide insights of how your marketing is working. And it’d be automated to boot.

Imagine what you could do with the time saved and all that rich data! You could:

  • Pull resources from a campaign or platform that is underperforming, or delivering unqualified candidates
  • Allocate those resources to double-down on the efforts that are delivering results
  • Quantify what marketing is doing for lead generation and help define a baseline cost-per-lead
  • Deliver an on-demand staffing experience with rapid turnaround and screening

On a higher level, you’ll create a better overall candidate experience with attribution. You’ll give your leads the opportunity to drive the conversation by replicating messaging that got a positive response. And for candidates who want to know their status in the screening/interviewing/hiring process, you can actually track them in your ATS and give them an accurate answer.

What Attribution Taught Us About Our Marketing ROI

In only the short amount of time since Toby began pulling marketing attribution for our clients, we’ve uncovered a wealth of information about the campaigns we’re creating for our client, and the platforms on which they publish. 

Four our quarterly business reviews, we now have the capability to not only deliver a much clearer picture of the ROI for their marketing efforts, but which campaigns are working the best, and which platforms are delivering most, high-quality leads.

It’s important to note the current market right now, in which many staffing agencies are having a hell of a time finding quality leads for their clients. If ever there was a time to create better marketing that can connect with more leads of a higher caliber, it would be now. 

And we see a huge potential to discover so much more with attribution.

And that is not even mentioning the time and money saved from moving away from campaigns that aren’t yielding results, and concentrating those efforts on the campaigns or platforms that deliver.

What Are The Tools For Marketing Attribution?

For marketing attribution, your ATS such as Bullhorn is going to be your source of truth. Bullhorn powers automation, attribution, and makes delivering a better candidate experience possible with on-demand staffing.

From your ATS, are two more crucial tools:

  • DaXtra Capture
    • Cleans data, makes data useable in your database for automation
    • Tracks the source of your lead (attribution)
  • Herefish
    • Powers marketing automation (depending on your data)
    • Uses your data and your ATS to build scaleable communication
      • Communication on behalf of your organization (thought leadership, blog, traditional marketing)
      • Communication on behalf of the recruiter (recruiter emails that are personal, relevant, and timely)

Even though marketing attribution is just one component of a bigger marketing strategy, it becomes essential when you see, as illustrated below, without a clear ROI, your agency will have a difficult time understanding what campaigns and platforms are delivering results.

Work With Parqa For Better Marketing Attribution

At Parqa, we believe in the power of marketing. And we’re prepared to put our money where our mouth is and deliver not just the results your staffing agency is looking for, but a clear picture of what’s working, and how we can make it better. 

For better results in attracting and engaging with your clients and candidates, contact Parqa today, and get a more clear return on your investment with better marketing. 

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