What makes your business run? And don't say electricity.
It's leads! Leads and marketing are the two things that make any business a success or failure. No matter the industry, lead generation is important. This is especially true when it comes to lead generation for recruiters. To be effective at getting leads for your recruitment business, there are two things you have to focus on. The first is the "how" of the equation, and the second part is the "who". How are you going to attract clients to your recruitment website, as well as attract the right candidates for the positions that you need to fill for your current client’s open positions?
Fortunately for you, we're going to cover those two points in detail throughout this article. By the time you're done reading, you'll have a solid plan for your recruitment lead gen strategy.
Let's get going!
Part 1: Lead Generation For Recruiters
Alright, now we get down to the "meat and potatoes" of this whole thing. What are going to be the best strategies to find new clients?
You need to be thinking about where companies who need your service would be "hanging out" on the internet. The best way to do this is to do research and build a "buyer persona". Basically, build out an example of what type of person, or business, would be perfect for your services.
The key with any marketing is not to stick to only one channel. You want to get your message in front of your prospects across as many effective channels as possible.
Now, we're not saying invest in a million and one different marketing strategies. There's a saying in marketing that goes "fire bullets first, then cannons". In the beginning, you'll want to test the water with several different strategies. But after a while, you'll start to get clients. At that point, you'll have data to analyse.
From there you'll be able to hone in on the handful of marketing strategies that are the most effective for your business. To help you get started, we're providing a list of 5 ways to generate leads in recruiting.
Let's get into them below.
1. Search Engine Optimisation (SEO)
SEO is the practice of optimising your digital presence to rank higher in search engines like Google. The benefit of this marketing channel is it provides something known as "organic traffic". It means traffic will come to your recruitment site naturally based on Google's algorithm.
If you're effective with SEO, you can achieve a stream of leads that you don't have to pay for. All that's required is a little bit of elbow grease.
An effective SEO strategy has two main components. On-page SEO and off-page SEO.
On-page SEO revolves around your content. See, Google is constantly crawling the web with little computer "spiders" called web crawlers. These algorithms basically "read" the internet. What they're looking for are certain keywords around every industry.
For example, if you owned an Italian restaurant, a keyword might be pizza. Effective On-page SEO involves tailoring your content to rank for those keywords. You do that by working them into your content in a natural way.
This means any copy on your service pages, informative pages, location pages, etc.
In addition to your copy, there are other elements of SEO like optimising your titles, optimising for Google's Core Web Vitals, optimising for Google My Business, and Google Search Console.
Here, at Digital Assembly, we specialise in SEO for recruiters. SEO can be a powerful tool if it's done properly but there are a lot of aspects that require your attention.
To do it effectively, it's advisable to work with the pros. This way you know your marketing money invested will be effective in bringing you new clients that need your recruitment services.
Off-page SEO covers everything that your website users can't see. The most common off-page SEO strategy is link-building.
Think back to our "spider" example. For a spider to crawl its web, the strings have to connect. Linking is the process of connecting the copy on your web page to other useful sites in your industry. The idea is you want to link to more established web pages that can provide your website visitors with useful information.
If you don't know where to begin, a great starting point is by asking to guest post on another website. You know this industry that others can benefit from. Sharing it in a guest post might be the best way for you to start to build some "link juice".
Pros of SEO:
There are a lot of pros to SEO. Once you get the ball rolling, you can have a nice stream of incoming leads virtually for free. You'll also start to be seen as an expert in your field.
People go to Google for almost everything these days. If a potential client is interested in your recruitment services, chances are they're going to Google you to do their own research.
A proper SEO campaign will put you high on the first page of Google. When a client sees you there, it puts you in a seat of power and helps you to gain their trust.
Cons of SEO:
Depending on your market, you may need to write a lot of content and create a lot of links. Writing and optimising this amount of content can take a lot of time. Especially if you have older blog articles you've written without any SEO strategy.
If you have it in your budget, it might be worth bringing someone on to help you with this. The important thing is to look at SEO as an investment. Not an expense.
2. Google Ads
Google Ads, or PPC ads, are another effective strategy for getting yourself seen on the web. They are similar to SEO, but Google Ads is a paid service.
You are paying Google to rank for certain keywords that people are searching for in your industry. The plus side is that Google Ads are always toward the top of the page on Google. This makes it easy for users to click and visit your website.
What makes Google Ads so neat is that they're powered by all the data Google has been collecting for decades. This allows you to do some really "dialled-in" targeting on your potential prospects.
This type of lead generation is easy enough to set up on your own, but if you're ranking for the wrong keywords, it's not going to be effective. If you like the idea of implementing PPC in your recruiting business, you may want to talk to the professionals.
You may want to talk to our team at Digital Assembly about setting up a Google Ads campaign. We can get your account on track for exactly what you need in the recruitment space.
Pros of Google Ads:
Google Ads is a unique platform. It can target users based on their needs at that specific moment in time. When someone searches on Google, they're looking for information they need in that instant.
Advertising on Google's platform allows you to put your ads in front of potential clients at the exact time they're in need of recruitment services. You also have the ability to tailor your Google Ad headlines to exactly match a user's search query.
For example, if a potential client searches for "London HR Recruiter", you can change your ad to read something like "London HR Recruiter - Your Recruiting Specialists". The advantage here is that it makes your clients much more likely to click your ad.
Cons of Google Ads:
As we mentioned, Google is paid advertising. If you're not careful, Google's default settings can cause you to blow through your marketing budget rather quickly. The cost-per-click (CPC) can be incredibly high.
To ensure your best results, you may want to work with a professional agency on launching your campaign.
3. Social Media
A marketing channel that isn't to be overlooked is social media. Platforms like Facebook and LinkedIn give you access to a virtually unlimited amount of data on your potential clients.
These platforms also give you the ability to dive into groups and organizations centred around the perfect clients for your recruitment business. Use the client persona you've already created for other marketing channels to find out which groups your clients are most likely to be found in.
Once you find those groups, actively engage in them on a consistent basis. It's one of the most overlooked methods for organic traffic through social media.
You can also use platforms like Facebook and Instagram to do paid advertising on social media. This can be a really powerful tool. The amount of data Facebook collects on its users allows you to really narrow down your marketing.
You can market to clients based on geography, interests, and financial status. If you have a list of clients you've already worked with, you can upload that into Facebook and create a Lookalike Audience.
Once that Lookalike Audience is created, Facebook will market to people and businesses who match the profiles of the clients you've already worked with. How powerful is that!?
Pros of Social Media:
If you're not using social media, you should be. It's where millions of your clients are in today's market. That's one of the biggest pros. The fact that it's giving your advertising exposure to tens of millions of potential clients.
Another pro is that the paid advertising for Facebook can be more cost-effective than a Google Ads campaign. Facebook allows you to set your campaign budget at a certain dollar amount per day.
It's helpful when you're first starting because you can spend a minimum of $5 per day on new campaigns to see how effective they are.
Cons of Social Media:
One of the downsides of social media is that you really have to work hard on your creative. When we say creative, we mean the content of your ads. Whether it's video ads or photo ads, you only have a very short window of time to catch users' attention.
As time goes on, social media platforms are being filled with more and more ads. You need to do something special to not get lost as your potential clients scroll through their feeds. You have to think about what you can do to stand out.
Another downside to social is that it’s very peripheral compared to something like SEO or Google Ads campaigns which work to get in front of users already searching for recruiting talent or work. Social media ads have to capture the users attention when they aren’t actively searching for your specific recruiting solution and put something compelling enough in front of them that they take action.
4. Recruitment Blogs
A blog is essential to your online presence. You don't really think about it, but every answer you've ever searched for on Google was found on a blog page. Recipes, how to change a spare tyre, etc. The results that pop up and give you the information you need are blog articles 9/10 times. People are searching for recruitment-related content and asking recruiting questions every day.
Pros of Blogs:
Blogs are a multi-edged sword. They help improve your brand perception and credibility, positioning you as the trusted recruitment expert; they’re proven to help your site rank higher for relevant keywords on search engines, and they provide content to share and recycle on your social media channels.
Having a blog section that is informative for both potential clients as well as candidates will help with building your authority within Google. More sites will organically want to link to your posts as well as your website. This strategy will show Google that your site is an authority figure when it comes to certain topics. This will increase your organic rankings within Google.
Cons of Blogs:
Writing blog posts that you are intending to publish to your website can be time-consuming. There is the research for trending topics, writing the content, optimising the post for specific keywords to rank for as well as editing images. If you are prepared to put in the time and effort to ensure that this strategy is done effectively, then you will have a winning strategy on your hands. If not, it is advisable to have a company do this work for you.
5. Workshops and Meetups
Put yourself out there! Find local meetups and attend. Bring business cards and pass them out until you have none left at the end of the night. One powerful key for in-person workshops and meetups is regular attendance. You'll want to find a few that you like and keep going to them regularly. That way people there can develop a relationship with you. That's how business gets done.
No one is going to remember the guy who showed up one time, three months ago, and is now in their inbox for new recruitment clients.
These can also be a powerful tool for obtaining clients. One technique is to host networking breakfasts or "lunch and learns". You can teach other companies in the area about your industry, or the services you provide. You're positioning yourself as the professional. That's what makes people more likely to use your service when the time comes.
Pros of Workshops and Meetups:
If done correctly, you will again be able to put the company at the forefront of potential clients. Clients will come to know your company well and be more likely to call your company if they have any recruitment needs.
Cons of Workshops and Meetups:
If not planned and executed correctly, it could leave a bad impression on potential clients. It could also be a time-consuming endeavour. This route, however, if executed correctly could be quite effective. Therefore it would be beneficial to ensure adequate planning and strategising around this is completed.
Bonus Tip - AI Technology!
Another quick tip you can implement in your own recruiting business involves leveraging new technology on your website. That technology is live chatbot technology.
Website chat is different now than it used to be. Companies have created smart apps with AI technology that can have extensive conversations with prospective clients via chat without you having to lift a finger.
This is huge in the recruitment space. It essentially allows you to intake prospective clients 24/7. How far ahead of your competition would you be if you were available to meet with clients 24/7?
Part 2: Your Audience. Who Are These People?
As a recruitment agency, who exactly are you looking for? Well, to find that out, you're first going to have to get to know your client's needs, as well as their industry. From there, you can apply what they're looking for to the talent pool at large.
This is an effective way to impress new and returning clients to ensure that they are happy with your services (and an effective way of turning new clients into a larger pool of returning clients).
Client pool vs Talent pool
In the recruitment world, your clients are the businesses that need talent. And talent refers to qualified candidates who wish to upload their CV/resume to your recruitment firm's portal. As a recruiter then, you need to look at yourself as a marketer matching clients with talent. And what's a marketer's number one job? To create leads.
Your goal should be to create as many leads as possible. For you, that means giving your clients access to as many perfect candidates as you can. Sit down with your client and have a conversation. Ask them to give as much detail as possible as to what they're looking for in an ideal candidate. In the marketing world, this is called your buyer persona.
You're essentially building a buyer persona, to match up to your talent pool, for what your client's company is "selling". Recruiters and HR professionals need to supply their clients with as many high-quality candidates as possible. The right person for the job could mean more gets done with fewer resources taken away from your client. That's how you get the holy grail of any business, repeat clients.
There you have it. 5 great tools you can use to start to get client and talent leads knocking down your door. If you need help with the digital side of your marketing plan, Digital Assembly is here to help. Our team can offer expert advice on both on-page and off-page SEO, as well as an effective Google Ads campaign.
If you have any other questions about lead generation for recruiters, contact us at any time. We are always happy to help.