Traditional, outbound marketing methods such as cold calling just aren’t as effective in gaining the leads you need to stay ahead of your competitors anymore. As a recruitment agency, you need to ensure that your digital marketing skills are of the highest quality, especially in today’s ever-competitive market.
Sometimes, it’s really difficult to know where to start, and the workload ahead of you can seem overwhelming. So, whether your recruitment agency is just getting started with digital marketing or you want to optimise your current strategy, this guide will help you set up and implement a successful digital marketing strategy for your recruitment agency, step by step.
Inbound marketing is a great strategy to use to help you structure and deliver successful digital marketing. It starts with developing your target personas, your key target candidates and your core client persona types. This helps you to understand who your ideal candidates and clients are and how you can cater your content to help them.
The next stage of the inbound marketing methodology is conducting keyword research. Start by asking yourself what your target personas are searching for online - do they need advice on how to get that perfect job in a niche industry? Do they want to hire the hottest talent in their space? Once you know your target keywords, you can create amazing content that helps solve their problems.
You then need to start optimising this content for search engines, sharing it on your social channels, and promoting it via paid ads. You could also share it with your existing audience via email to create digital word-of-mouth - just watch the traffic to your website go through the roof!
The next major phase of the inbound marketing methodology is converting these visitors into new contacts for your agency. Offering your website visitors something they just can’t refuse is a great way to do this; for example, you could create helpful downloadable guides or offer free CV clinics. To get access to these offers, your website visitors will need to fill in a form, which then captures their data. Once they’re contacts for your agency, your sales team can then engage with them directly.
As well as this, you can use automated email marketing to nurture these leads into new placed candidates or clients for your recruitment agency. Of course, while this all sounds pretty straight forward, getting it done and making sure all the pieces of your digital marketing puzzle fit together to get great results can be tricky. But don’t worry! That’s exactly why we’ve created this guide to help get you started on your digital marketing journey.
1. Create amazing content
By creating engaging, relevant, and helpful content that’s targeted specifically towards your audience, you’ll not only attract visitors to your website but also help turn those visitors into valuable clients and candidates that are perfect for your agency.
How do you do it? By starting a blog. Easier said than done, right? But a blog makes your website more dynamic by automatically injecting new content every time an article is published. Plus, Google loves websites that are always adding fresh content, rewarding them with higher rankings.
What do I write about?
Well, if your aim is to attract new candidate applications, then you need to write blog posts that will help this audience in some way. Think of the most common questions and problems candidates have when they come to see you: are they struggling with interview nerves? Not sure how to write the best CV? Worried about what sort of jobs to apply for? Answer these concerns in a series of blog posts, and you’ll see an uplift in traffic.
Alternatively, if you want to increase the number of clients you work with, use the same approach to attract them: create your ideal persona, ensuring you include the challenges they face, and what you can do to help overcome them.
To learn more about creating a successful digital marketing strategy for a recruitment agency, how to create content effectively, and how to use topic clusters, read this blog post.
2. Optimise your website
The next step of a great digital marketing strategy is SEO (search engine optimisation). SEO involves implementing a range of techniques to help you attract visitors, such as potential candidates, to the content on your website. It involves two sets of tactics: on-page and off-page SEO.
On-page SEO includes everything you do within your website to optimise it, for example, the strategic implementation of relevant keywords. Many people will want to rank first on Google’s results page, but in order to do so, you need to choose a term that you want to be number one for. Therefore, you need to research the most common questions your candidates and clients ask you, and see if there are any keywords relating to this so your keyword is as relevant and as helpful as possible for new prospects who are searching for a recruitment agency.
Off-page SEO refers to improving your website’s overall authority on the web. One key way to do this is by getting other websites to link back to yours. The more high-authority sites linking to your website, the stronger your authority becomes, and the more likely your website is to be found by potential leads.
- Include your keyword within your SEO page title, as close to the beginning as possible. This tells Google that the content on this page is relevant.
- Implement your keyword throughout your web content, ensuring that what you’re posting is engaging and helpful for your readers. For example, writing candidate-focused content, such as interview or CV writing tips, will be useful and worthwhile for your target audience and therefore will enhance your credibility as a recruitment agency.
- Knowing your candidate’s persona will enable you to do better keyword research, so ensure you conduct research into your target audience and what really matters to them.
- Write a meta description for every page of your website and each blog post you publish. This is a short summary of your page’s content that will display in the search results. Make sure that your meta description is compelling and engaging, and that it also includes your keyword.
- Use keywords within headings! Headings are pieces of text that appear larger and bolder on the page. Within the HTML coding of your text, use <h1>, <h2>, or <h3> tags. Keep in mind that <h1> tags give the text more weight as keywords than <h2> or <h3> tags. Therefore, only use the <h1> tag once so you don’t dilute the text.
- Optimise your job pages – after all, this is the page you want your candidates to end up on!
- Images on a web page can enhance user experience. When inserting images into your website, however, you should ensure that you use the ‘alt text’ HTML attribute to provide relevant text descriptions of the image and that you use your keyword in the file name.
To find out more tips on how to improve the digital marketing strategy for your recruitment agency, download our in-depth guide. It walks you through everything you need to know to implement a killer marketing strategy that will help you attract the candidates you need.
3. Share on social media
To have the best chance of your content being seen, you need to share it on social media. Social media platforms such as Facebook, Twitter, LinkedIn, and Instagram are great ways to directly communicate with your prospects!
Use social media to grow your audience by actively interacting with candidates, sharing other people’s content as well as your own, and offering advice. Don’t forget that different platforms suit different audiences. For example, LinkedIn is a great place to find potential candidates and clients, whereas Twitter and Facebook provide a fantastic opportunity to share your content to help achieve better coverage. Investing in paid social media ads can also be hugely beneficial to reaching more candidates. These ads can be targeted towards your ideal target audience so, again, knowing your candidate persona is paramount!
4. Create CTAs
Now that you’re attracting people to visit your website, you need to turn them into leads. How do you do this? Well, you need to offer them something they can’t refuse! This could be anything from a useful eBook or resource to a free consultation… whatever works for your agency, catches the attention of your website visitors and gives them a reason to fill out a form to collect their information.
Once you have decided on your offer, create a call to action (CTA). This is a button that your web visitors click to take them to a landing page. They can be placed anywhere within your website and will trigger lead generation. On a landing page, your website visitor will be asked to fill out a form in order to get access to your offer. Remember to include a thank-you page that your leads are redirected to!
5. Nurture your leads
Lead nurturing is the process of developing relationships with your potential customers by sending targeted, relevant, and valuable messages to them in a timely manner. This includes automated emails that offer them useful and engaging information so that, when the time comes, they will choose to register with your agency over your competitors.
Each one of your marketing campaigns should have a goal. Make it clear what recipients are supposed to do once they open your email. Are you asking them to share an offer on social media, or inviting them to download your new eBook? Whatever it is, remember to use a CTA that links to a landing page where they can further engage with your company.
6. Evaluate the results
Of course, to find out how successful your campaigns are, you need to measure them! You can do this by monitoring your click-through rate (CTR) which indicates the number of people that clicked on your links. This will show you how compelling your email messages are.
The unsubscribe rate measures the percentage of recipients who opted out of your email communications. Of course, this isn’t ideal and may leave you feeling a little deflated, but don’t worry - the unsubscribe rate isn’t a completely reliable picture of your email list’s health. Many subscribers won’t bother to go through the formal unsubscribe process but will just stop opening, reading, and clicking on your messages.
Here’s how to get started...
Now that you’ve read the points in this post, you hopefully have a pretty solid understanding of how to create a great digital marketing strategy for your recruitment agency and how inbound can work for you. However, if you want to find out more about digital marketing for recruitment agencies, download our free guide. It contains an in-depth walk-through of everything your agency needs to do to start getting your marketing strategy off the ground.
In the meantime, learn how other recruitment agencies have revolutionised their digital marketing and how this agency used inbound techniques to outperform 9 out of 13 core job boards.