AN UNDERUTILISED GOLDMINE
Written By Nikki Ruocco
Nowadays, there’s a LOT of information out there offering advice on how to market yourself within the recruitment industry; whether you’re self-employed or otherwise, it’s quite the veritable minefield.
As we all know, embracing change and learning new methods is a good thing, an imperative thing in fact. Our industry is remodelling and developing rapidly; we know that AI is already playing an important role, resulting in us needing to adapt and concentrate more on social marketing and the human aspect of recruitment – not a bad thing.
My background is in social media and marketing, so I’m all for advocating the many advantages of utilising the abundance of tools available, but you don’t need to do it all, and you certainly don’t need to implement everything at once.
Now, I could write my whole 1,000 words on this alone, because I feel it’s an important subject. But today, I want to talk about a simple but effective marketing tool that is often overlooked, and that is your ‘list’. It’s old school, but it’s a tried and tested goldmine... And you should already have one.
AN OLDIE BUT A GOODIE
Firstly, anyone selling anything online – whether it be a product or a service – should have the option for customers to sign up to their newsletter – basic marketing 101. This may include some sort of incentive, maybe a discount or a giveaway. You know this, you’ve seen it a thousand times. The same applies if you make a purchase; you will likely be asked if you’d like to stay up to date by joining their newsletter.
And the simple reason for this is, it’s far easier to sell something to someone who has previously purchased from you or has shown a keen indication to buy.
SO HOW WOULD THIS WORK FOR YOU?
For our industry, this sort of newsletter could include news-worthy information specifically targeted within your niche, in addition to updates about you/your business and the current roles you are working on. Of course, you’re not just targeting candidates here but also clients. A good way to do this is with a feature on some of your current available candidates (personal data not included, of course). Not only is this informative, but it gives a good indication of the calibre of talent you are working with, which will be of interest to all parties. Keep it precise, let your personality flow and your readers will embrace it.
What you are also looking for here is referrals. People love to be the bearer of good news, so whilst you can’t place the same candidate over and over, it’s likely they will pass any relevant roles to people within their industry who would be interested, particularly if you have some sort of referral scheme in place. It’s just another way for you to reach a wider, highly targeted audience.
If you haven’t already, consider signing up to one of the free email marketing platforms like Mailchimp and get in touch with people to let them know you’re launching a newsletter that they’d likely be very interested in. Then just make sure you introduce it to any new contacts down the line. A successful newsletter won’t happen overnight – persistence and consistency are key.
YOU CAN PROBABLY BLAME AMAZON FOR THIS
Secondly, testimonials. No one is going to think less of you for asking for a testimonial; on the contrary, most are quite flattered by the request because you are asking for their validation, and it can do wonders for your business. With an increasing emphasis on reading reviews for anything and everything, it’s good practice for you to supply them. Both clients and candidates alike are looking for an endorsement to work with you, and the recommendation from others goes a long way to securing that.
Not only that, it’s a very legitimate reason for you to email your past candidates and clients; you can touch base, ask if they wouldn’t mind leaving a testimonial for you and, if you’re canny, introduce your newsletter (with a handy sign up link, of course).
TO REPUPORSE MAKES GOOD BUSINESS SENSE
This may all sound very simple and I’d never wish to sound like I’m teaching anyone to suck eggs, but it is something I’ve noticed being widely underutilised and something we all have readily available at our fingertips.
When you have spent time and energy forging relationships with clients and candidates in the past, it makes sense to go back to those connections, rather than consistently pushing all your efforts into forging new ones. You may be surprised at how much money you’re leaving on the table by not nurturing your previous contacts. After all, the candidates you place today could well be your clients tomorrow – but only if you remain on their radar.
1. Start a newsletter via Mailchimp or whoever you choose to use
2. Spend some time going through your previous/potential candidates and clients list
3. Consider starting a referral scheme
4. Pop an email or call out to ask for testimonials – LinkedIn is particularly good for this
5. Mention your newsletter and include the link to sign up for it (where possible)
6. Add a sign-up page to your website
7. Make sure you also market it across your social media platforms
One last word of advice: those pesky newsletters don’t write themselves. It will take a small portion of your time each month to compile one, but the return is, more often than not, very much worth it.