Digital Marketing Plan
For HR Agency
A short & simple introductory guide on implementation of
Digital Marketing Techniques for your Business
Problems faced by Recruitment Agencies while
• The most common business for he former HR
Highly Competitive area
• Clients are not too loyal, new entrant to the market
can grow quickly and disappear within few months
Difficult to differentiate from competitors
• Most agencies need to specialize and find their
recruitment market niche
Business Dictionary defines it as the promotion of products or brands via
one or more forms of electronic media.
Internet marketing is a major component of digital marketing.
Small Businesses are adopting Digital Marketing techniques
•After the success seen by larger players to build their brand loyalty and
increase sales, small businesses are embracing this concept.
Indian Online Advertising Industry
• The total online advertising market in India, comprising
search, display, mobile, social media, email and video
advertising was valued at INR 1,750 Crores in FY 2011-12
and has grown to INR 2,260 Crores in year FY2012-13.
Why Digital Marketing?
Increase brand awareness
Reach new customer segments
Drive customer engagement
Identify usable customer insights
Save money/improve productivity
Popular Digital Marketing tools for small business
Social Media Marketing
Content Marketing Strategies
Search Engine Optimization (SEO)
Search Engine Ads (SEM)
Email Marketing - Benefits
Simple and Low Cost
Global yet Personal
Social Media Marketing - Benefits
Content Marketing Strategies - Benefits
Relatively cheaper than paying for website traffic
Stronger customer relationships
Educated and empowered customers
Search Engine Optimization - Benefits
Target a local demographic
• Helps increase number of leads or
Helps bypass competition
• Helps find new market and explore
Search Engine Ads (SEM) - Benefits
Capture a captive audience
ROI focused Investment
Great way to test interest
Provides measurable results
How will we use Digital marketing tools & it’s
- It is not hard to start up an email marketing campaign. You just need software to
deliver the emails.
- Signing up with a dedicated service like Mailchimp which makes the whole
- Creating an ‘ethical bribe’ to encourage people to sign up to receive emails. This
could be an ebook, mp3, or something else of value that you give away free to
recipients. In recruitment, job alerts work really well.
- is cheap to set up and maintain.
- allows you to provide real-time updates for new jobs and important information.
- is an excellent way to improve your brand image and boost your reputation by
providing valuable content.
A recruitment agency CAN be the fulcrum of great topical content, ideas and
innovation within an industry/geography, etc -- How you build a talent community
or pool, monitor them, cajole them, and keep them focused on your agency.
Linkedin for recruitment:
Talent finder lets you access every single Linkedin profilebe it 2nd degree or 3rd
degree connection. The InMail feature allows you to send direct mailers with your
job vacancy to promising candidates.
Search for keywords- Identify the core skills that your job requirement calls for and
search for exactly those words.
Linkedin Groups- A very powerful tool is groups that talk about the job you are
posting . For instance if you are looking for job candidates in healthcare industry, a
Linkedin group of medical students is the best place to look.
Sponsored jobs- With a premium price and least effort source the right talent by
placing job vacancies across Linkedin and target people identifying the passive
Facebook for recruitment:
1. Facebook for directory pages- The yellow pages of Facebook gives you access to
the entire list of people on Facebook.
2. Facebook Market place- A key feature of this ability to post a job without cost on
this platform. The ad requires basic info such as location, job category, title,
description. Add in an image for the extra push.
3. Facebook Ads- A level better than market place but availed at a cost, these ads
come in ranges of sponsored ads, premium ads and stamp ads and you can target
ads to people using demographics, age, gender & result of your job posting are
remarkably better & help accumulating more applications & a database .
4. Facebook Brand pages- Creating a brand page that consistently posts data is an
eminent method of social recruiting to reach out to the right people. This
combined with ads portrays a stronger brand image and gathers more fans thereby
higher visibility of the content posted.
Publish your thoughts in publications your ideal employee is reading- Target a
publication that your ideal employee reads and will respect. This gives you a
credibility boost against other companies they may be applying to, and it could
pull in other potential candidates who happen to find the article organically on the
Write about the things that make you unique- Don’t rewrite your job description
into an article, instead tell a story about the way your values are reflected in your
company culture and allow potential candidates to determine whether they would
be a good fit within your organization.
Share your articles with your networks- Adding an article to a job description is
not the final step. People sometimes feel uncomfortable recommending friends if
they aren’t 100 percent positive the person will be a good fit. Encourage them to
share content about your company from a third-party source of the article, rather
than the career page of your site, and we guarantee you’ll have more candidates
Good search engine optimisation (SEO) is a huge advantage to help you improve
your website’s visibility on Google:
1. Plan your meta data- Your content management system (CMS) will ask you to give
each page of your website a title , a description & keywords (or “meta title”, “meta
description” and “meta keywords”). They don’t seem to appear anywhere obvious
on your website, but they’re really important to Google.
Google considers your page titles as a summary of the content on your page, and
it uses them to help figure out whether or not your website is relevant to
2. Encourage people to link back to your recruitment website- The best place to
begin with link building is your clients. Ask them to link back to your website. Not
only will you reap the benefit of referrals from their site, but your SEO should also
Three types of online advertising that would be great for staffing agencies include
Google Adwords, LinkedIn Ads, and Facebook Ads.
1. Google Adwords allows you to create ads and choose keywords that relate to your
business. When people search using one of your keywords, your ad may appear
next to the search results.
2. LinkedIn Ads are a great web marketing tool for staffing agencies since LinkedIn is
a professional social networking site. The beauty of LinkedIn Ads is that you can
target a specific audience.
3. Facebook Ads- According to Facebook, people who like your page spend an
average of 2 times more as your customers than people who aren't connected to
you on Facebook. You can target individuals based on location, age, gender, and
even interests. They are easy to create and manage. Just like Google Ads, you can
run multiple ads to determine which type of ads are the most successful at
reaching businesses and job seekers.
-- By utilizing different web marketing strategies, staffing agencies can reach not
only more individuals, but more importantly, qualified individuals who are seeking
placement services and employers with positions to fill.