Why on & offline marketing is essential to recruitment success Mike Ellingham

310 views
258 views

Published on

Presented by Mike Ellingham at the UK Recruiter Recruitment Industry Conference in November 2012

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
310
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Why on & offline marketing is essential to recruitment success Mike Ellingham

  1. 1. Mike Ellingham & Keith Robinson November 2012
  2. 2.  18 years working for recruitment businesses in Marketing roles Founder & Director of MESO Marketing - Recruitment Industry marketing research, strategy and marcoms specialists  Computer Weekly, Personnel Today and Totaljobs  Founder & Director of ECOM digital - content marketing agency which specialises in the HR and recruiting sector. © MESO Marketing Ltd November 2012
  3. 3. © MESO Marketing Ltd November 2012
  4. 4. i W W W S, S, Sp Md C D C © MESO Marketing Ltd November 2012
  5. 5. Energy Research/biotech Other Sectors are growing ? Health/ Medical Contract ForensicWhat Market Education Testing Food Growth PharmaWhat Skills will be needed ? Chemicals/FMCG Water 0 Market Share 40%Who/Which Clients are growing ?What are your Competitors doing ?What do your customers think of your Service ? © MESO Marketing Ltd November 2012
  6. 6. 100 90 87 Have a regular customer feedback survey 84 81 80  Clients and candidates 60 Not just placements – interviews ideally 40 Give incentive – charity or competition 20 Get feedback on key service elements 0 Overall Candidate quality Staff Knowledge Communication How you compare v competitors Analyze by team / consultant and reward “This survey has helped to position the Blue Pelican brand positively in staff my mind as I have never seen Invite staff to suggest improvements customer satisfaction surveys from Identify poor areas & address other recruitment companies.” Build on good areas Publish results “I think that its excellent that you do a Testimonials, case studies, referrals survey like this. Too many other agencies forget that todays candidate is tomorrows client.” © MESO Marketing Ltd November 2012
  7. 7. What Who Whyservices / skills are are you going are they goingyou going to supply? to sell them to? to use you ? Staff Services Purpose We are: The people resourcing excellence, which creates tomorrow’s world We are not:  Specialists  Generalists Structure Scope  Top of our game  Average  Joined up  Disconnected  Leaders (innovation)  Followers  Tenacious  At any cost  Fun and energetic  Work shy Formula for Excellence in Success Marketing Values People Success x Partnerships Together x Products Accountability x Processes Respect Goals Global £100m Sales 1000 active <25% staff Award 10% ROS Customers turnover Winning Ps How are they going to hear about you ? © MESO Marketing Ltd November 2012
  8. 8. Branding Website Video & Info-graphicCandidate E-marketing & newsletters Client Case Studies Brochures, e-brochures Job-board & Advertising management PR, Surveys and Award Entries Tenders & sales proposals / presentations Social Media Events © MESO Marketing Ltd November 2012
  9. 9.  What does your company stand for? Strengths, Values & Personality What do your clients want & like? Involve staff & clients Suitable for all media All at once – consistent and strong © MESO Marketing Ltd November 2012
  10. 10.  Design, functionality & content Specialist agencies can make website their key candidate sourcing tool – SEO What’s your google page rank? What’s your Alexa ranking compared to competitors? Website redevelopment projects take three times as long as you expect them to Use supplier with experience of recruitment  Broadbean / Logic Melon feeds, candidate application flow, candidate registration, jobs alerts by email © MESO Marketing Ltd November 2012
  11. 11.  Regular e-mail communication helps to prompt client/candidate action Make content relevant & targeted to your audience  Jobs / candidates  Information, trends, news Manage it correctly Reinforce brand – thought leadership Ensure appropriate follow-up (use tracking system so you can see who opens & what they click on) © MESO Marketing Ltd November 2012
  12. 12.  Info-graphics increase readability, understanding and prompts viral abilities – Maximus 14,907 views Video is an excellent medium for recruitment – culture and personality comes through © MESO Marketing Ltd November 2012
  13. 13.  Successful examples of your service Help re-assurance potential new clients Reminds current clients of what you’ve done! Each target sector / service / skill  Who  Their Need  Why you  What you did  End result  Positive impact for client  What client says  Would they recommend? © MESO Marketing Ltd November 2012
  14. 14.  Identify key audience – e.g. growing client sectors What should they remember from the brochure? Design for audience – not for you Get e-version (page turning) created that you can embed on your website Digi-print small numbers – update regularly © MESO Marketing Ltd November 2012
  15. 15. Candidates placed by jobboard careers4a Don’t spend a penny until you have some Jobs4DD form of success monitoring Monster Website Track placements – where did candidates Jobserve Pharmiweb come from ? Cwjobs 0 5 10 15 20 25 30 Job-boards, website, aggregators, social media, banners, Google ppc Traditional off-line – noticeboards, print media Train staff on how to write adverts Track effectiveness © MESO Marketing Ltd November 2012
  16. 16.  Build & Maintain a regular profile in target sector publications and websites  News  Views  Surveys  Case Studies Use surveys to generate facts  Client market trends  Candidate client views  Salary trends Awards can be good for general awareness, reputation and staff attraction © MESO Marketing Ltd November 2012
  17. 17.  Ensure social media channels are updated and relevant Tailor to reflect branding and feel of the channel More personal approach than website – pictures and personality Monitor and encourage/train correct staff involvement Linked-in ownership policy Consider advertising Most comprehensive databases in the world! © MESO Marketing Ltd November 2012
  18. 18.  Industry conferences & exhibitions can be great opportunities to meet & network Plan well in advance Pre, At, Post Have a traffic generator  Competition (make it relevant)  Latest research or white paper Get most senior / experienced staff to attend Give them challenges / run a sales competition Post event follow-up / communication © MESO Marketing Ltd November 2012
  19. 19. What Who Whyi services / skills are you going to supply? are you going to sell them to? are they going to use you ?p Staff, Services, Structure Plan Branding Website Case Studiesd Candidate Brochures, e-brochures Video & Info-graphic E-marketing & newsletters Job-board & Advertising management Client PR, Surveys and Award Entries Tenders & sales proposals / presentations Social Media Events © MESO Marketing Ltd November 2012
  20. 20. 3 things to take-away © MESO Marketing Ltd November 2012
  21. 21. 3 things to take-away 100 84 81 90 87 50 1. Get insight 0 Overall Candidate Staff Knowledge Communication quality 2. Have a plan 3. Start Sharing © MESO Marketing Ltd November 2012
  22. 22. Mike EllinghamMeso Marketing LtdTel +44 1344 636312Mob +44 7922 231023mike@mesomk.com@mikeellinghammesomarketing.co.uk/ Keith Robinson ECOM Digital Tel +44 2920 451115 Mob +44 7796 523355 keith@ecomdigital.co.uk @siteadvisor ecomdigital.co.uk/ © MESO Marketing Ltd November 2012

×