News flash: Providing a tofu-smooth hiring and job seeking experience today serves as a no-brainer fundamental of a recruitment business.
If you’re reading this, you’ve probably got a business sales target you’re not meeting and your team is close to exhausting your cold call list.
It’s convenient to revisit your list, but here are two possible consequences:
- An unmotivated sales team
- Annoyed, cold-called recipients who will remember you – for all the wrong reasons
In other news, most companies today already have a recruitment firm of choice that they turn to in times of need, as with job candidates. Until absolutely necessary, your compelling sales pitch alone is no longer enough to move them.
Today, most recruitment business strategies still revolve around the direct business audience – the active employers and jobseekers. When we look past them, there lies an oft-neglected crowd who does not need you yet, that you should set your sights on.
Of course, there are many ways to bring attention to your business – attending events and conferences, sales calling and advertising. But there are also other less intrusive and subtle alternatives to get the job done.
The trick is to gather gather leads – to get people interested in what you do and to know what you can do for them.
But I’m already spending heaps on advertising?
Great job! Advertising is a surefire way of raising your brand’s visibility by leaps and bounds.
But did you also know that people are increasingly discerning about the content they consume, and that the use of ad-blocks is the heaviest amongst the millennials – the very people who are likely to be considering a career switch some time in the near future?
Now picture a portion of your marketing budget getting flushed down the toilet.
Make people come to you
To do that, you would first need to give people what they need, and by that I don’t mean another sales pitch.
People know you’re a recruitment firm. It’s time you venture deeper into this relationship with some quality content pieces, sans the jargons.
Shy away from sales speak, and instead try telling people something they don’t already know about your business; perhaps IT is not the highest paying job in Singapore this year? Maybe wearing a floral shirt to a job interview is the worst idea ever? Should employers begin looking beyond paper qualifications when it comes to hiring?
What’s a hot topic to chat about right now? What do people want to know? Or even better still, bring about attention to a lesser known or discussed about topic.
Knowing how to effectively communicate these thoughts to your intended audience is crucial, and a great way to build trust for your brand – essentially generating more leads for your business.
Stretch that content
To get the most out of your content, spread it like wildfire across various platforms and formats. In one of our previous blog posts, we share in greater detail about how you can do more with a piece of your content by plastering it everywhere in a meaningful manner.
How are people responding to your content?
Leaving your content untouched once it goes live on your website is the biggest mistake you can make. You need to share it with the world.
Be sure to set time aside to monitor it’s performance and make use of free tools such as Facebook or Google Analytics, or even your back-end website analytical tools.
Some pointers to keep in mind:
- What is the % increase of site traffic since the first content piece was published?
- Who came through to your content via organic searches?
- What is the best or worst performing content?
- How long are people staying on your page for?
- Where did they click next after landing on a piece of content?
While these clicks or figures do not always have a direct impact on sales targets, it speaks volumes about the level of engagement people have with your content, taking them one step ahead in their consideration process.
At the end of the day, it’s really about how you utilise the data to better tailor your content and business strategy to reach your target crowd, in this case, the dormant folks that matters.
Need help with your content? Drop a message to firstname.lastname@example.org