There is no denying that the last two years have taken a huge toll on the recruitment sector. Some would argue that Covid-19 has been the catalyst for the majority of changes, creating huge shifts in the job market and exacerbating the skills shortages noted across sectors. However, we have also seen rapid developments in new technology that has also impacted recruitment.
Although we are now seemingly approaching a stage where Covid-19 no longer dominates our everyday lives, there can be no denying the impact the pandemic has had on us all. For recruiters, navigating multiple quarantines, finding effective solutions to being isolated from team members and reshaping their workforce in order to adapt to remote working was just one of the challenges to face. On top of this, they’ve had to navigate a particularly difficult and increasingly competitive hiring landscape. And while businesses are now focussing on getting back to normal, the job market is on the verge of a crisis with 2021 being labelled the “Year of the Great Resignation”.
So, what does your recruitment business need to stand out from the crowd?
Find the channels you should invest in
Marketing mailers, media relations and website content are all valuable comms tools for most recruitment businesses, though the types of messages distributed across these will vary. However, when it comes to social media, the platforms that will work for you will depend on your business’s objectives and target audiences.
Social media is arguably the most engaging tool that can be used by recruitment agencies in order to show the uniqueness and the personality of your business but only if that’s where your target audience spends their time; hence the need to find the channels that work for you! If, for example, you’re recruiting engineering professionals, your target audience is more likely to be active on Facebook. In comparison, IT Directors will be more engaged on LinkedIn.
Identifying the right platform is just the first step, managing the community you create, however, is another hurdle to overcome.
Here are some of our social media tips
- Engage with trusted third-party sources
- Use multimedia
- Revamp your follower lists
- Invest in paid marketing as well as organic
- Pick the right channels for your business
Read our blog on the social media trends you need to follow for more advice.
Speed and timing are crucial
In this ever-digital age, it is more important than ever to respond to trends and developments as quickly as possible. According to new research from PharmaEx, the first two hours are the most crucial when it comes to commenting on events. Social media can ignite or put out a crisis in a matter of minutes so it’s of vital importance to have team members who are solely focused on current events. However, with that being said, it is important to not confuse commenting on important trending subjects with simply commenting for the sake of it. Your audience should always be your top priority. If there is no relevance to your audience/clients, do not comment. There is nothing worse than responding to a topic for the sake of it. Your audience will not appreciate it.
Understanding the role of PR & marketing
When it comes to external communications, the PR and marketing mix can be hugely valuable, whether that’s through utilising media relations to raise your profile in third party media outlets or producing whitepaper content for your website. However, it’s important to highlight that PR is less about shouting louder than the competition, and more about being smarter in how you say things.
Balance your business marketing mix. Don’t just stick to one form of communication: incorporate organic and paid social media, rethink your SEO strategy, prioritise announcements and thought leadership content, repurpose media coverage and make it easy to be found.
Less is more
Respecting your customers’ time, energy and attention is key when it comes to effectively communicating with your audience. Taking the “less is more” approach can greatly aid recruitment firms whose goal is to strike up a long term and authentic relationship with their customers.
Before any communication is issued across any of your channels, ask yourself what the purpose of the activity is and what value it adds to your target audience. And consider if there’s anything you can tie together to give the end-user the most valuable information they need: a whitepaper download accompanied by a short video of your spokesperson outlining the main take-aways, for example.
Recruitment marketing: standing out from the crowd
While the above provides an outline of some of the recruitment marketing trends and tips that staffing firms need to be aware of today, the landscape is constantly changing, so staying ahead of the latest developments impacting PR, marketing and communications in recruitment will be key over the rest of this year and beyond.
What do you think will be the biggest recruitment marketing trends this year?
Let us know!