One thing staffing and recruiting agencies know better than anybody is the difference between simply working and actually getting the job done.
When it comes to your brand, you could be working hard and doing everything right by:
- Starting from the ground up, creating a brand guide complete with all the elements of a cohesive brand that defines your agency
- Taking the time to define what you do and who you serve
- Log hours creating and broadcasting consistent messaging that resonates with your audience
- Build credibility by living into your company values every day
So how could it be, after all this time and hard work, this strategy still might not move the needle?
We’re wrapping up our 6-part series on brand credibility with one of the most crucial elements to building credibility: demonstrating your expertise.
Read on to learn about how demonstrating your expertise could be the most important ingredient to your brand strategy, the final step in building credibility and creating a winning and successful brand.
Expertise Puts the “-ability” in “Brand Credibility”
Can your staffing and recruiting agency solve persistent and complex employment problems for your partners? Of course you can! But how?
Simply telling your audience that you can create employment solutions and help their businesses grow is a good start. But stopping there accomplishes very little. It might be good news that you can create employment solutions, but unfortunately, your audience is less likely to choose your agency simply because you say you’re up to the challenge.
Your audience is looking for more than lip service. They’re looking for themselves in your content. Ideally, they’re looking for a story or a challenge similar to their own, like finding and hiring job seekers in a candidate-driven market. They’re looking for the solution you (and only you) can provide and how it not only solved the problem but was the beginning of a years-long, mutually beneficial partnership.
When you demonstrate your agency’s expertise, you demonstrate a clear ability to get the job done. Only those agencies who can clearly demonstrate proven results will attract the most clients and job seekers.
Why Demonstrating Expertise Can Be a Tricky Business
Expertise is like salt. Too little or too much can spoil a recipe.
In the same way, demonstrating your expertise can be a tricky business. Modesty in marketing is always good. On the other hand, leaning too heavily into your expertise, and you risk blurring the line between genuine enthusiasm for your work, and bragging.
The balance in developing and delivering just the right mix of expertise often comes down to subjective unknowables, like:
- Intuition to know what content works the best
- An ability to read an audience
- Tactfulness in how or where you tell those stories
- A moral compass to guide how much or how little to highlight your successes
Once you can create the right strategy, showing your work – from your process, successes, and even your mistakes – can build a potent back catalogue of expertise that is supported by the emotional weight of genuine storytelling.
Broadcasting Expertise With Your Digital Marketing Strategy
At Parqa, helping staffing and recruiting agencies demonstrate their industry experience is one of our favorite things to do. Nothing moves the needle like telling your story through authentic, relevant stories on platforms like your website, social media, email campaigns, and many more.
When it comes to your online marketing goals, we believe there’s an opportunity to leverage every digital platform available to broadcast your industry expertise. Here are some of the key tools and strategies we use to highlight your industry expertise in your marketing mix:
Primarily a tool to increase your agency’s brand awareness and direct more traffic to your site – a key SEO strategy can make your agency rank higher in search results. The search engines which deem those higher-ranking sites to be the most authoritative sources in their industry or subject matter will make them more visible to consumers who will then associate your company with industry expertise.
2. Social Media
Not just for pictures of the office dogs. Using your social media platforms to create engaging and useful content, interact with your target audience and answer their questions is a great way to promote your staffing and recruiting agency and a powerful tool in demonstrating your expertise.
3. Blogging and Guest Blogging
What better way to demonstrate your staffing and recruiting know-how than to share or interpret industry information, trends, and interesting articles? Actively blogging and contributing blogs to other sites not only keeps visitors coming back to your site, but is also a great way to position yourself as a modern and savvy staffing and recruiting business.
4. Reviews and Testimonials
Reviews and testimonials are the physical evidence of your industry expertise. Publishing your feedback from clients and employees to your website is a key strategy to adding their powerful endorsement directly to your site. But you shouldn’t stop there. Responding to positive and even negative reviews on Google or Glass Door is not only mature and thoughtful but demonstrates your commitment to following through on your commitment to excellence.
5. Customer Service
Providing excellent customer service is often not the foremost strategy in promoting industry expertise. But nowhere is word-of-mouth and strong relationships more powerful than in staffing and recruiting. When you go above and beyond to create a customer experience that is second to none, you’re laying the groundwork for associating your strong brand with positive, uplifting experiences.
6. Case Studies
What better way to demonstrate your expertise than by telling a true story about a real client, with a real challenge, and a real strategy that accomplished real results? These should be editorially written with plenty of data to support the outcome. It’s even better when you can get an authentic testimonial from your client at that specific organization to speak sincerely about the great experience they had with your firm.
It’s okay if creating a digital marketing plan that leverages all of these powerful tools sounds like a tall order. That’s where a digital marketing agency can help.
Entrusting your content strategy to a marketing agency – especially one that specializes in serving staffing agencies and recruiting firms – might be the best business goal you can set.
Everything Your Staffing/Recruiting Agency Needs to Know About Brand Credibility
Branding, maintaining your brand credibility, and demonstrating your industry expertise is an ongoing process. It’s one that takes attention to detail, savvy and consistent commitment.
For everything you need to know about brand credibility and the importance of your agency’s most powerful tool, check out our previous five episodes here:
- The Set-Up: Brand Messaging for Staffing and Recruiting Agencies
- The Follow-Through: Living Into Your Company Values
- Brand Your Way Out of the Summer Slowdown
- How Messaging Can Resonate or Repel Clients and Candidates
- The Core Components of a Brand Foundation
At Parqa, we’re big believers in the power of branding. We want your staffing and recruiting agency to be empowered to create and sustain a powerful brand.
We’d love to help you create content and a strategy that will:
- Project the trust and reassurance that is so critical to your industry
- Establish your agency as the leading expert
- Help you to rise above your competitors
- Create and nurture leads
- Ultimately, grow your business
For everything you need to create industry expertise and brand credibility for your staffing and recruiting firm, contact us today!