The Future of Relationship Marketing & Technology Clair Bush, International Marketing Director, Bullhorn Recruiters are clearly comfortable with technology. The reliance to keep track of candidates and relationships is deeply embedded within most recruitment processes, but how is the use of technology changing and how will this affect recruitment? More importantly, how will this affect relationship marketing and how can you leverage these trends to stay ahead? Join Clair as she walks through trends and technical innovation, which is already starting to have an impact on how we engage and communicate in this more joined-up world.

1. Recruitment Marketing &
Technology Trends
Clair Bush
International Marketing Director

2. Clair Bush
International
Marketing Director
Bullhorn
clair.bush@bullhorn.com
@clairbush | in/clairbush

3. DELIVERING AN
INCREDIBLE
CUSTOMER
EXPERIENCE

4. Are you digitally mature?

5. New(ish) Candidate Journey
Moment of Truth Marketing
Source: Google Squared Digital Marketing Diploma

6. Strategy Development
& Technology
Who? (Segmentation)
Where? (Channels)
How? (Content)
What? (ROI)

7. Why?
Why do you need to consider
technology with your marketing
strategy?

8. 60
%
“We’re seeing more
counter offers with too
many agencies competing
in the same market pool.”
Increased competition
“Too many recruitment
companies are 'spamming'
CVs before talking to
candidates.”
Poor industry practices
“Increase in candidates
looking for contract only
roles.” And “less
candidate loyalty.”
Candidate market shifts
“Fewer firms using agencies and
instead using in house
RPO/internal teams.”
Client market shifts
“Low candidate supply
and availability; client
budgets haven't grown
with the skills shortage.”
Inadequate budgets
Working Smarter or Just
Harder?
Source: Bullhorn UK Recruitment Trends 2017

9. Who?
Let’s talk about
Segmentation

10. Talent Shortages

11. • Bring to life your existing clients
• Relate to their motivations
• Internal buy-in into the strategy
Use the data in your CRM!
Persona Mapping

12. Focus, target
high-yield accounts
Used to take an
enormous amount of time
Predict which
activities perform
Advances in
digital marketing
Technology, vision,
data sources & automation
Curate the best
messaging
Benefits of Account Based Marketing

13. Where?
Let’s talk about
Engagement

14. Reach
Visibility
Accuracy
Long term
Cost-effective
Efficiency
Consistency
Re-purpose
Frequency
Reputation
Following
Brand loyalty
Growth
Integrated
Benefits of a Multi-channel
Engagement Strategy
SEO, Text Ads, Banner Ads,
Retargeting, Affiliate networks, Social
Networks, Emails, Texts, Websites,
Mobile, Print and TV

15. “Existing candidates are ranked
as THE BEST SOURCE, but
ACCOUNT FOR LESS THAN
HALF of placements for
58% of UK agencies.”
Source: Bullhorn UK Recruitment Trends 2017

16. How?
Let’s talk about
Content

17. Content should be:
• Compelling
• Concise
• Consistent
• Call to Action
Tell a story to build trust and
boost your reputation
Relationship Development
through Content
Adverts, blog, website, collateral,
events, presentations

18. What?
Let’s talk about
Analytics

19. Things to measure:
• Traffic & Goals
• Campaign success
• Application process
• Placement results
• Candidate engagement
• Account penetration
• Share of jobs / sector / industry
Measure your
effectiveness
CRM, ATS, Google Analytics,
Social Sharing, CMS

20. ”Look to delight in
every experience!”
Peter Linas,
International Managing Director
BULLHORN

21. Thank you!
Clair Bush
International Marketing Director
Bullhorn
clair.bush@bullhorn.com
@clairbush | in/clairbush