As a recruitment marketer, you have a direct impact on the volume of clients and candidates your agency reaches – this makes you indispensable to your team!
But if you want to keep on delivering, you need to put in the work to get to the top of your game. So what can you do to become an expert recruitment marketer?
Add these extra focus areas into your day alongside your regular marketing tasks each week for 4 weeks and you’ll really up your game. Here’s how…
Week 1: Master your candidate personas
If you want to attract the right type of candidates, it’s essential you know exactly who you’re talking to and what makes them tick. To do this you’ve really got to get to know your audience.
Spend time researching and creating marketing personas – this will help you laser-focus every part of your marketing strategy, from the way you write your job ads to where you advertise roles for each candidate group.
Mastering your candidate personas early will ensure you hone in on the right type of candidates straight away, and this will ultimately bring you more returns for your efforts.
Week 2: Dive into the data
Developing a successful marketing strategy isn’t about taking a shot in the dark – it’s about making well-informed decisions you know will pay off. But to do this, you first need a bank of knowledge to work from – this is where data can help!
Both your CRM and Google Analytics are full of information that can give you a deeper understanding of the tactics that work for your agency. Dive into the statistics behind any current marketing activities: What’s working and what’s not, what channels are bringing good ROI and which are draining budget?
This will give you a clearer picture of your position and help you focus your tactics on the areas that need improvement.
Week 3: Run a competitor analysis
In this competitive industry, you need to make a lot of noise to get noticed. But if you don’t know what you’re up against, how can you expect to stand out above the competition?
Competitor analysis helps you identify and evaluate your competitors’ strengths and weaknesses and how they compare to your agency. Start with 3-5 competitor agencies and run an analysis (HubSpot has a great tool for this).
Analysing them side by side will bring to light any gaps in their marketing strategy that you can take advantage of, as well as strong points you can learn from and implement into your strategy. By doing this you’ll go from being 'great' at what you do to being better at it than your competitors are!
Week 4: Align your goals with your recruiters’
As recruitment marketers we work fairly independently, yet our job is to help recruiters reach their goals. So if you don’t work with them, how can you expect to truly serve them?
To make a direct impact on revenue and help your team reach their targets, you need to align your goals with the recruiters around you. Knowing what they need from you will help you focus your marketing efforts on the right tactics. And remember, they are recruitment experts, so the more collaborating you do, the better! Working together will deepen your understanding of the industry even further.
Bonus tip: Be ready to adapt
After all your hard work getting your recruitment marketing tactics to the top of their game, you might be tempted to sit back and relax. But we all know the industry is prone to change - it's your job to be reactive and adaptable. So to stay ahead, you need to keep your finger firmly on the pulse.
Continue to educate yourself on industry and marketing trends and you’ll always be one step ahead of the curve. By continuously improving your marketing tool kit, you’ll be better positioned to react to industry change when it happens (which it always does!).