This document provides a summary of a webinar on digital marketing predictions and trends for recruitment in 2013. It outlines five key opportunities: 1) Leveraging candidate databases to create passive income through content marketing. 2) Regenerating candidates by identifying where they are in the recruitment cycle. 3) Using webinars to attract new clients instead of cold calling. 4) Differentiating the agency through content marketing to be seen as experts. 5) Maximizing LinkedIn which less than 1% of companies do effectively. The webinar will discuss implementing these strategies, their impacts on recruiters, and case studies of clients who have seen business benefits from these approaches.

1. “2013 Recruitment Digital Marketing
Predictions & Trends” Will Start
Shortly
For Recruitment Owners, Directors
and Senior Recruiters

2. In The Next 60 Minutes We Will
Cover The Following:

3. 1. Leveraging of candidate databases to create
passive income - this is overlooked by virtually
every agency despite their need for cash flow
2. Discover how to use webinars to win clients -
cold calling is dead. Webinars convert at 10-40%
3. Learning how to be the goto man in your sector -
differentiation and content will drive agency
success in 2013

4. 4. Regenerating candidates - know where the
candidate is in the recruitment lifecycle - are they
open to moving?
5. How to truly maximize the power of LinkedIn -
less than 1% of companies do this

5. What this webinar is not

6. • Detailed Training
• Not “How To” Webinar
• Not Step by Step
• Nothing to sell

7. What this webinar is

9. • If you are going to be strategic in recruitment, you must
be forward looking.
• Obviously forward-looking people stay aware of current
trends. If you are going to be strategic, you must be
forward looking.
• Obviously forward-looking people stay aware of current
trends.
• Definition of “a trend” means that a significant group of
firms have already implemented the practice.

10. • By the time your firm implements them, you will have
fallen behind the benchmark firms.
• If you are tired of simply playing catch-up and you want to
“get ahead” of your talent competition, you need to move
beyond current trends and instead identify “next year’s”
upcoming practices long before they gain wide
acceptance.
John D Sullivan.
Fortune 500 Recruitment Thought Leader

11. Who Are You?

14. How To Turn Your
Recruitment Business
into a Digital Goldmine
“Winning New Business
& Passive Candidates in
the New Digital Age”
Andy Whitehead
Digital2Recruit

15. Who Successfully Uses Digital Sales
Strategy Now?

16. For Each Prediction
Ask Yourself:
1. How Can We Implement In Business NOW?
2. Who In Business Needs To Implement It?

17. # 1 Opportunity
Leveraging of candidate databases to
create passive income - this is overlooked
by virtually every agency despite their
need for cash flow

18. The Opportunity
• Every recruitment agency has a hidden asset. It’s
database
• Your relationship with the database is key
• Content, positioning, authority, trusted advisor

19. Figures
• 10,000 database, 10% open rate, 5% CTR
• = 50 will get to sales page
• 10% buy = 5 buy
• £2,0000 SAP training = £10,000 Gross
• Commission 50% = £5,000 Net for sending 3 emails

20. Linked Career Campaign
• 50,000 database, 10% open rate, 5% CTR
• = 2500 will get to sales page
• 10% buy = 250 buy @ £100
• £LICC training = £25,000 Gross
• Commission 50% = £12,500 Net for sending 3
emails

21. Linked Career Campaign
• Build a relationship with your database
• Create a 12 month plan with monthly promotion
• Find a product / service relevant to market
• Create sales funnel
• Frame as “we have paid half” & mail

22. # 2 Opportunity
Regenerating candidates - know where
they are in the recruitment lifecycle - are
they open to moving?

23. Predictions & Trends
• As the world becomes “social” Candidate
databases will integrate with social platforms such
as LinkedIn
• Candidate databases can be used as primary
means to open communication with candidates
• Combinations of email, surveys and webinars will
identify passive candidates as ‘Hot candidates’ for
core roles

24. Predictions & Trends
• Adoption of new technology Email Job Mail Shots
to create ‘Hot candidates’ rather than scattergun
• Referral systems to become an automated process
driven by the candidate database

25. Impact To Recruiters
• Recruiters will be given a set of ‘Hot Leads’ with lists of
candidates interested in Role ABC removing the cold call
• Stats of 1 in 40 cold calls to be become more like 4 in 10
• Recruitment Agencies to use email marketing to set their
brand above their competition

26. Impact To Recruiters
• Increase in brand positioning will increase the number of
candidate referrals and client recognition
• Recruitment leaders will have clear metrics on all marketing
campaigns and outbound calls

27. Email Marketing System Outcomes
Remit: Implement an email marketing system which will create
instant results in response from our candidate database
Outcome: Implemented a new branded system with company
templates, banners, and the text template for consultants to
copy and paste. NOT just the role details.
Business Impact: Job mail shot was sent to 40 targeted
candidates. 12 responses inc CV’s (old system 1-2).

28. Client Outcomes
Remit: Implement email system to create leads for consultants.
Outcome: Implemented a system which gave the client details
of
1) who opened the email
2) when they opened the email
3) how many times they opened the email
Business Impact: Consultants have a list of candidates who
have demonstrated interest in a role. Rather than ‘hoping’ and
save time, resource and expenditure contacting those
interested immediately.

29. Client Outcomes
Remit: Identify what would drive a passive candidate to move
and create a referral program for passive candidates
Outcome:.
set up an incentive led survey system which identified the
drivers for candidates to move and incentivise referrals
Business Impact: Consultants converted warm leads survey
results to both existing passive candidates and obtained new
candidates through referrals.

30. # 3 Opportunity
Discover how to use webinars to win
clients - cold calling is dead. Webinars
convert at 10-40%

31. Predictions & Trends
• Webinars have swept across all
industries, recruitment is now catching up
• Webinars will be used to break into new
sectors, countries and niche sectors

32. Predictions & Trends
• Client Attraction Webinars will decrease the need
for cold calling and give consultants the golden
goose of “A valid reason to call the client”
• Candidate Gathering Webinars will bring new
candidates and CV’s

33. Impact To Recruiters
• Instant sector leading positioning
• Recruitment companies can brand themselves as
industry leaders by hosting webinars with
authors, industry leaders, celebrities at the
fraction of a cost
• Break into new markets without the need to make
hundreds of cold calls

34. Impact To Recruiters
• Recruiters now have a valid reason to call
potential new clients without cold calling
• Candidates are given great free value content
which creates know, like and trust with
recruitment agency

35. Client Outcomes
Remit: Position us as leaders in our niche and create
relationships with industry players so we can open doors
Outcome: Created a webinar which brought together 12 of the
top SAP speakers in the world
Business Impact: Formed relationships with VP of SAP, SAP
project managers, SAP programme managers, 1200 new
potential candidates signed up with contact details

36. How Did We Get 1200 New Candidate
Details & New Client Relationships?

37. 1. Define Business Objective
2. Create a Dream 50 if new clients is the goal
3. Survey Clients and/or Candidate for subject
matter
4. Attain 5-12 speakers
5. Create webinar

38. 6. Get registrants to webinar
7. Elicit as much as info as possible in webinar
8. Create lists of leads and information for
consultants
9. Follow up with speakers
10. Create products from the webinar as marketing
material

39. # 4 Opportunity
Learning how to be the goto man in your
sector - differentiation and content will
drive agency success in 2013

40. Rebranding Outcomes
Remit: Create a strategy to rebrand us to our existing
candidates and clients ‘without breaking the bank’
Outcome: Created a content strategy of videos and articles that
demonstrated to clients and candidates they are experts in
their niche. These were systematically sent out to a detailed
content plan.
Business Impact: Project managers called ‘in’ to the business
asking for advice.

41. “Sounds good Andy but we don’t have
the time. We are sales people.”

43. Step 1 – Define Category, Research Level, Type of
Writing

44. Step 2 – Title, Keywords, Key Word Frequency
(SEO), Words – Min/Max, Timeframe

45. Step 3 – Accept/Reject Article (4 Days)

46. Distribution Channels
1. LinkedIn 1st Connections
2. Tagging functionality on LinkedIn
3. LinkedIn Status Updates 1st/2nd/3rd
4. LinkedIn Groups (50)
5. Candidate Database
6. Client Database
7. Shares on LinkedIn/Xing
Time: 30 Minutes Per Week

47. Reach
• One article could easily hit 1-10,000
candidates with the assets you already
have to hand. Increase branding and
positioning.
Depth
• One article a week to your clients will
create the “know, like and trust” and
inbound leads.

48. SEO Benefits
• Articles with keywords – No1 way to rank on
Google
• e.g. “Growth of LinkedIn”
• LinkedIn – Profile No1 ranking social site to get
ranked in Google engines – check links
• Ranking at top of LinkedIn – positioning and
ranking

49. Impact To Recruiters
• Recruiters will become subject matter experts and increase
the trust with candidates and crucially clients
• Consultants will be attracted to work for the brand leaders
in their sector

50. # 5 Opportunity
How to truly maximize the power of
LinkedIn - less than 1% of companies do
this.

51. Company Strategy

52. “I have been privy to the
world’s best Recruitment
trainings and Andy’s strategies
astounded my private pinnacle
club directors”.
Mike Walmsley, The Quarter
Billion Dollar Recruiter

53. 1. Leveraging of candidate databases to create
passive income - this is overlooked by virtually
every agency despite their need for cash flow
2. Discover how to use webinars to win clients -
cold calling is dead. Webinars convert at 10-40%
3. Learning how to be the goto man in your sector -
differentiation and content will drive agency
success in 2013

54. 4. Regenerating candidates - know where they are
in the recruitment lifecycle - are they open to
moving?
5. How to truly maximize the power of LinkedIn -
less than 1% of companies do this.

55. LIVE Q&A

56. Free Strategy Call
andy@digital2recruit.com
www.andywhiteheadexc.com