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Marketers who feel “unloved” or “worked” in the wrong way will totally get this blog, and likely forward to their leaders and recruiters. Recruitment Leaders and recruiters need to read this blog if hey feel that they are not making money from marketing!
Recruitment Marketing and Sales are Disconnected
I recently had dinner with a recruitment leader (anonymous) and we were talking about her goals for the year…
Profit, Effectiveness, ROI, CRM Upgrade, Marketing…
Or rather she said:
I want to get more ROI from my colouring-in department!
In my recruitment marketing mentoring programs I often come across Recruitment Marketing departments who are disconnected from Sales – disconnected enough to warrant a (healthy) scepticism. This is often demonstrated by graphs showing community sizes rather than fees generated from marketing activities.
Why? I often find that this is due to a complete lack of understanding (by Sales) of what Marketing is there for. Marketing are often not expected to generate leads, and if they do, Sales sometimes don’t stop cold calling long enough to convert them, or feedback to Marketing on improving the lead criteria.
Who Cares About Your LinkedIn Followers? I Want Candidates to Apply for Jobs, and Clients to Pay Invoices
We all know Greg Savage. We even had a webinar dedicated to (our invented) Greg Savage day. He has numerous sound bites, one of which is so pertinent to this:
Those of you getting your staff to compete over cold calls are competing over who can piss off the most prospects… Cold calls? Warm calls are better.
Now warm calls are not generated by radiators or working in hot climates – they are generated by marketing (delivered by Sales and Marketing).
Marketing is all about being in the peripheral vision of your talent and clients – content, events, great job adverts…
Marketing should rule lead generation – not simply colour it in!
If you agree with Greg (as my clients do) that this year is about recruiters being more focused marketers, and you agree with me…
If you’re a marketer it’s about recruiters… if you’re a recruiter it’s about marketing.
Then you need to either radically change your perception of your colouring in department, or hire a new more sales-focussed one. It’s all about ROI!
5 Things You Can Do to Get Your Marketing Department to Put Their Crayons Down (and Generate ROI)
Tell them who your target clients are – seriously, they’ll love knowing and they’ll get super giddy when they see these clients surfing your website and engaging with their content.
Give them a budget to generate leads. Even as an IT Director in my younger days, my Commercial Director said “I’ll give you £1 as long as you make me £2!”
Put down the cold call and demand a list of warm calls.
Stop jumping out of your cave with your club looking for the Woolly Mammoth and start looking to be stroked. Are you so busy chasing that you can’t see who’s looking at you?
Get a lead from your marketing department and it’s not worth your time? Feedback and demand better (nicely).
Marketing ROI is About Perception and Expectation
Recruitment marketers need to “get” Sales, generate leads, demonstrate value and get into the thick of growing a business.
Recruiters need to “get” that Marketing (with a big and small m) is intrinsically part of the sales process, not simply a pretty logo, website, LinkedIn Recruiter Licence sign off, etc…
And when Marketing generates super leads for you, convert them into sales please, then tell Marketing how much money they have helped you take home that month, say thanks, and don’t be surprised if they log that somewhere and remind you of it regularly.
I train and mentor recruitment marketers to generate the 4Cs: candidates, clients, colleagues and cash.
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Wayne Barclay
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Automation for Recruitment Managers: WIIFM?
Automation can be about data health, email marketing, candidate and client care, and "de-administration" of recruitment. But often, the focus is on individual processes, or people (candidates, clients, colleagues), and not on the recruitment business itself.Hence, I want to explore things from a recruitment leaders "selfish" perspective - the "WIIFM" - what's in it for me?Or rather, what's in it for managers?Automation ROIAs part of the over 400 automation projects we've delivered, where we train, coach, and do hands-on automation building, we're often asked about ROI - return on investment. There's focus on leads, sales, re-generating candidates, increasing website visits, reduced costs elsewhere (eg. LinkedIn / Job boards). We're also asked about how automation can "do more" and give our clients the edge over their competition and help them get ready for AI, and how it can help them run their businesses.3 Ways Automation Can Help Recruitment Leaders1. Create Focus on Revenue-Generative TasksWith so much data, and countless systems and processes, you'll often need to rely on the organisational capabilities, will, and skill, of your recruiters and resourcers. On a crazy-busy day, or a tough market, and with perhaps inexperienced recruiters, that may be too much to ask.Hence leaders - use automation to focus your recruiters and resourcers on the things that matter. For example:Who to call and when.Proactively managing accounts before they become "at risk".Lead conversion.Driving the job management process and not leaving it to the candidate and client to "mess it up".Generating referrals from newly placed candidates, and newly invoiced clients.2. Tracking / Managing / Escalating Poor Performance / ActivitySometimes, recruiters can focus on the wrong activities, drown in "admin", or waste time on external systems, and recruitment process becomes too busy to be effective. Or perhaps they just lack experience to proactively manage their pipelines.Also, with WFH and hybrid, activity can be difficult to see / measure.Hence, leaders ask us to help build automations to track activity, drive performance. For example:Ensuring jobs are being proactively managed and notify management of the ones that are being forgotten.Tracking who is engaging with your brand, visiting your website and opening your emails.Understanding loyalty of your candidates and sales contacts.Removing irrelevant data that you no longer work with, which can slow your recruiters sourcing process.3. Navigating / Mitigating LeaversRecruiters leaving can often be distracting, time consuming, and risky - and it can often be a sucker punch!Hence leaders can use automation to "shift" data, clients, candidates, relationships, and pipeline to other recruiters. Data and pipelines are managed and current relationships are secured. For example:Reassigning placements to another recruiter or desk to continue nurturing.Identifying and re-assigning high value, active and engaged sales contacts to a new or existing team member.Closing old and inactive jobs to ensure you have an accurate view of your current pipeline.Automation - What's in it for Managers?For those of you with automation - how are you using it to drive your business?For those of you without automation, take a moment to consider how the 3 use cases above could help you navigate the next 30/60/90 days and beyond, and help you strengthen your data, people, pipelines, and business.Automation BuddyWe are Bullhorn and Automation experts set on helping ambitious recruitment businesses who want to increase speed and sales.READ ABOUT OUR BULLHORN VISION SERVICEREAD ABOUT OUR AUTOMATION BUDDY SERVICE
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Rose Megson
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Bullhorn Tip - Quick Icons for Speedy Screening, Interviews, and Sales Calls
Try this iconic 1-minute Bullhorn tip to help you prep like a star for screening calls, interviews, and sales calls. We know that being on the phone is a key part of a recruiter and resourcer's job. Being prepped for your screening, interviews, and sales calls is key!Quick Icons for Speedy and Efficient RecruitmentBullhorn's quick icons have always been there, but when we train recruiters to use Bullhorn, we often find that not all of you use them.These icons are super handy to help you prep. The Google, Linkedin and Map buttons can help you make light work of your research.Use these icons to help you speedily find out crucial intel on your candidates (and of course clients too!)Something to really be aware of is that your candidates and clients will be researching you, and each other - so get there first! Use these icons on you - what results do you get? Then use them on your candidates, prospects and clients.Watch this 1-minute Bullhorn tip - then log in to Bullhorn and try it.Watch Our 1-Minute Bullhorn Tip to Help you Screen, Interview and SellNeed more LinkedIn / Bullhorn / Automation / Recruitment Tips?Try our 1-minute tips.Be sure to sign up for (or watch the recordings of) our regular free Bullhorn and Automation webinars.CHECK OUT OUR WEBINARSBullhorn ROI + Trained Happy Recruiters = More SalesWe pride ourselves on helping recruitment leaders achieve Bullhorn ROI. We create a Bullhorn1st vision, reduce the need for other tech, optimise Bullhorn, automate their sales-prevention processes and data, and train recruiters to trust it and use it.ARRANGE A FREE CONSULTATION NOW
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