How to boost your recruitment agency's profits through marketing

1. 8 Marketing Essentials
for Recruiters
How to boost your
recruitment
agency’s profits
through marketing

2. Take the time out of timesheets
Marketing is no longer an optional extra
Etz is a leader in
technology solutions
that streamline and
make the back office
of recruitment
agencies more efficient
Marketing is another
area where
technology is a major
factor in delivering
efficiency and
increasing profitability
In this slide deck we give
an overview of some of
the key considerations and
concepts for successfully
marketing recruitment
businesses today

3. Take the time out of timesheets
1. It all begins with the Marketing Strategy…
It is essential to start by developing a Marketing Strategy, as
it is the plan for tactical activity that schedules what you
are doing and when, it also sets out why you are doing it
Resist the temptation to rush the strategy and initiate ad-hoc
tactical marketing with no real plan of structured activity
The strategy ensures that three key elements are considered
and that marketing is joined up – analysis of competitors and
the target market, and campaign development

4. Take the time out of timesheets
2. Brand Matters
A brand is more than just a
logo - it incorporates
values, positions you
against your target
audiences, and conveys
who your company really
is and what it stands for
Supporting elements
include visual design
style, the copy or
written language style
and the narrative
contained in About Us
or Mission statements
Website must integrate
these elements
because it is often the
first touch point with the
agency and the brand
needs to be consistent
when it is translated to
other media

5. Take the time out of timesheets
3. Focus marketing activity on your website
Websites are now the
focal points of
promotional activity on
digital (and non-digital)
channels ending the
domination of print and
broadcast media
This is to the advantage of
smaller and mid-market
businesses because
modest budgets yield
greater value and
performance is almost
completely measurable
Follow the conventions of
structure and content,
clearly identify the
expertise that supports your
USP and drive content
marketing campaigns with
data capture

6. Take the time out of timesheets
4. Google is a friend worth knowing well
More than 90% of UK web
searches are conducted
through Google so learn
how SEM (Search Engine
Marketing) works, including
SEO and PPC, such as
Google AdWords
SEO tunes your website to
be friendly to Google,
especially its closely
guarded search algorithm
which it uses to determine
the quality and rank of
website pages
To beat SEO cheats Panda
and Penguin updates mean
the algorithm favours good
quality, unique content and
penalises poor quality
elements such as 'spammy'
backlinks
90%

7. Take the time out of timesheets
5. Content is King and Helps you Rule the Marketplace
Content is the information on your website and content
marketing is the practice of using it to develop new
business through engaging content and digital technology
Showcasing your expertise through content such as white
papers, blogs or newsletters attracts clients and
candidates to you because your content is of value
Data capture of visitors that access content builds a
database of prospects that you develop through email
and social media content marketing campaigns

8. Take the time out of timesheets
6. The Role of Social Media
Social media lets
businesses tap the
potential of personal
and professional
networks but there are
differences in the
social media tools for
clients and candidates
LinkedIn is the first
choice for attracting
clients and recruiting
candidates, but
Facebook and Twitter
are also extremely useful
for spreading the word
and locating experts
Use social media to
identify, listen to and
engage corporate HR
or decision makers;
simply using social
media for HR speaks
positively to those that
value the channel
HR

9. Take the time out of timesheets
7. Use Automated Marketing Systems
Automated marketing
systems execute email
marketing campaigns with
CRM data, and are
available as online software
(SaaS) and paid by
subscription and/or PAYG
Marketing automation is the
delivery mechanism for
regular content marketing
campaigns that help to
cultivate your prospective
clients and candidates
A typical automated
workflow could capture
email addresses of visitors
to a marketing system
landing page and use
the data to power email
marketing activity
PAYG
SUBSCRIBE

10. Take the time out of timesheets
8. Sell More to your Current Customers
Given the cost of
acquisition of new clients,
up-selling and cross-selling
are essential objectives of
the sales function many
businesses and this applies
to recruitment too
It’s highly likely you can
expand the business with
existing clients and digital
marketing newsletters are
excellent for content
curation, showcasing your
range of services
Deploying special offers is
an excellent tactic for
capturing attention and
converting clients to switch
or try additional services

11. Take the time out of timesheets
Etz
Find out more about Etz on our website: www.etzbackoffice.com
Australia
Telephone: +61 2 9375 2362
UK
Telephone: +44 (0)870 460 2698
Find out more and download our free white paper: 8 Marketing
Essentials for Recruiters: http://goo.gl/Id1bmc