Leveraging Inbound Marketing for Candidate and Client Engagement

1. Leveraging
INBOUND MARKETING
for Candidate and Client Engagement
Sean Anderson
sean@hoxomedia.com
@SeanAndersonCEO

2. I am Sean Anderson
7 years as a Recruiter
CEO & Founder of Hoxo
Media
Inbound Marketing Agency
exclusively helping
Recruitment Agencies
2

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WHYshould you listen to me?

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Founded
in March 2017

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With a vision to help connect Marketing and Sales
teams across recruitment agencies
GLOBALLY

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worked in marketing before
NEVER

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contact data or social
connections in the
recruitment marketNO

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but began
INVESTING
in content daily

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2.5 years later..

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2 x Global Recruiter
AWARD WINNERS

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PodcastTHE
RAG
3.5k
monthly
listeners

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400k+ content
VIEWS PER MONTH

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Recruitment Agency
clients - Globally47

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Inbound leads
DAILY

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OVER £1.5m
in sales from inbound
leads

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Current state of
RECRUITMENT
AGENCY
marketing

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● Marketing Results are often focused on the
CV and Vacancy Level
(Bottom of the Funnel)

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● The content produced by most agencies is
Super safe - can come across vanilla...

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● Lots of content is focused on what we do - not
what we know

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● Recruiters have the MOST Complex audience
landscape of any industry

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● Lack of buy-in from Recruitment / Sales teams

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● Lack of Budget / Systems / processes to justify
ROI

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Why do you
NEED
a wider presence
online

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Recruitment has always been dominated by Outbound sales activity, heavily
reliant on phone calls.
Whilst there is still a massive need for this - and you can certainly make money
following proven practices - the way our candidates and clients want to
interact with us has changed.

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In 2019, your
CANDIDATES & CLIENTS
have all the power

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ONLINE
BEHAVIOUR
The way we consume information and buy
products has changed forever

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10k Average amount of links we
receive per day on our
smartphone devices alone

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HOW CUSTOMERS
WANT BRANDS TO CONTACT THEM

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28,220 in 2018UK based Recruitment Agencies VAT Registered
9,465 in LondonMore agencies than the next 100 cities combined
59%More agencies from 2012 - 2018

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for your market’s attention
There has never been a bigger
FIGHT

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So..
what is
INBOUND
marketing

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According to HubSpot - Inbound Marketing is...
The process of utilising SEVERAL marketing elements such as
content marketing, SEO, and social media marketing in
order to ATTRACT new leads and help them transition
through each stage of their buyer journey

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Our most simple solution for Recruitment Agencies to follow
is the process of taking target candidates or clients from
'Eyeball' online to 'Phone call' with your team.
Ultimately turning reach and awareness into leads
generated against a desired objective.

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How does
INBOUND
actually work

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It starts with your audience in mind...

36. WHAT
is an audience?

37. A target audience is the demographic of people most
likely to be interested in your product or service.
To drive inbound results, each audience ideally needs
their own Content Strategy.
Most recruitment agencies simply break this down into
Clients, Candidates, and New Talent (Recruiters).

38. HOW
many audiences do
you have?

39. EXAMPLE
CASE STUDY

40. UK CONTRACT
Existing Clients
New Clients
Existing
Candidates
New
Candidates
UK PERM
Existing Clients
New Clients
Existing
Candidates
New
Candidates
EU CONTRACT
Existing Clients
New Clients
Existing
Candidates
New
Candidates
EU PERM
LONG TERM FUNNELS
UK Careers
Experienced Recruiters
Trainees
Experienced Recruiters
Trainees
EU Careers
22 Content Strategies
Existing Clients
New Clients
Existing
Candidates
New
Candidates

41. TOP TIP
Pick one audience
and focus for 1 x
Campaign

42. Next…
CREATE a buyer persona for
your chosen audience

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According to HubSpot
Buyer personas are a crucial component of
successful inbound marketing, particularly
for the sales and marketing departments.
Truly understanding your customer leads to
creating effective content that will drive
audience engagement.
”

44. Procurement - James Wales
● Strategic sourcing buyers -
i.e. squeeze the hell out of
you
● Complete due diligence on
all suppliers
● Review suppliers process,
ability to complete, finances
etc.
● Sign-off costs
● Stern
● Negotiators
● Detail oriented
● Value for money from all suppliers
● Seek full detail in all proposals
● Need a supplier who can fulfill and
control the supply chain
● Need staff to be fully compliant and
eligible for work in UK (or beyond)
● Demand systems that work - 3rd
party buying systems can be painful
● Need invoices that work and be
reconciled
● Require back end and front end is
working
● Processes that need to adhered to
● Slick operations
● Multiple coverage across regions and
disciplines
● 40-60
● Well paid
● 90% male
● Play golf
● Accountancy and finance
backgrounds
● Well educated
● Strong LinkedIn presence
Demographics
Role
Style
Pain Points

45. FREE TOOL
HubSpot Persona Generator
www.https://www.hubspot.com/m
ake-my-persona

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Value first
CONTENT
plan

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Create high value assets
designed to capture the
attention and pull your
persona/target audience in,
like a MAGNET.

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Focus content on..
What your agency
knows
NOT
What your agency
does

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These can be in the
form of:
● Whitepapers
● Templates
● Ebooks
● Guides
● Surveys

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Multi channel
DISTRIBUTION
plan

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Paid Social is cost effective way to
BROADCAST your valuable content to the
newsfeeds of the exact audience

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When targeting a niche audience your
agency recruiters should have an
ORGANIC reach already

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Use the data in your CRM to re-engage
lost contacts and offer regular and
meaningful content to your existing
audience

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Recruiter-led
SALES
ENABLEMENT
plan

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1.
Ensure the leads are tracked
in a CRM
Spreadsheets aren’t scalable

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2.
Provide content for
sales teams to lead
with when engaging
with contacts

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Incorporates tools like lead
management and
marketing automation to
increase efficiency and
track engagement3.

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Your recruitment team can focus on
reaching out to leads that are ready to be
contacted… but with
CONTEXT

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Driving WARM conversations with prospects
for your recruitment team.

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How to accurately
MEASURE
your return on
Investment (ROI).

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MEASURE MARKETING & SALES ACTIVITY
REACH
TRAFFIC
CLICK THROUGH RATES
CONVERSION
CONTACTS ENGAGED
EMAIL OPEN RATES
SALES CALLS MADE
FURTHER ACTION?

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Manage campaigns with reports from
‘content reach’ to ‘sales call’ tracked in
ONE SYSTEM

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Sounds great!
HOW fast can you
get RESULTS?

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Success doesn’t happen
OVERNIGHT, although in some cases
you’re able to score some quick wins
inside 4 months.

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According to HubSpot
companies that automate lead
management see a 10% OR GREATER
increase in revenue in 6-9 months
“
”

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What
SKILLS
do you need to execute a
campaign?

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An effective Inbound Marketing
Campaign requires the following skills:
● Project Management
● Copywriting
● Graphic Design
● Paid Media
● Videography

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What
BUDGET
do you need to execute a
campaign?

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Consider the following costs when
embarking on an Inbound Marketing
Campaign
● Marketing Salaries
● Potential Outsourced Costs (agency
retainers or freelancers)
● Paid Media Budget
● Software

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case study

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Brief:
To engage and attract
EXPERIENCED
Recruiters across London & NYC

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Campaign title
“Are you a
Biller or a
Manager?”

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Campaign OVERVIEW
DURATION
6 Months
SOCIAL POSTS
60
PAID SOCIAL
ADS
LinkedIn
Facebook
Instagram
REACH
85k views

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Total Campaign INVESTMENT
£30,000K
£

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Campaign RESULTS
ENGAGED
LEADS
350
BILLERS
HIRED
3
INTERVIEWS
25

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Potential Campaign RETURNS
£2,000,000
£

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Any Questions?
Thank you!