Many business recruitment agencies rely on online marketing to identify and attract their clients and candidates. However, crafting a suitable advertising strategy can often be a challenge. Fortunately, help is at hand. By attuning yourself to your industry requirements, you will be able to utilise the most appropriate marketing tools to entice suitable clients and candidates.
Here are some of the online marketing tactics you can adopt in your recruitment campaigns.
Build a reputable brand that will attract clients and candidates
You need to stand out from the competition. Of course, you have probably heard this advice many times before, but how do you go about achieving this objective? Well, you should begin by building a brand that everyone will recognise and trust.
Although this is a strategy that can take some time, it will be well worth the effort. This is why your brand message needs to be consistent.
1. Optimise your recruitment website
Your recruitment website is an important tool in your online digital marketing strategy. If you are using other digital methods, such as social media platforms or job boards, you will need to ensure they lead to your site.
Your site should provide jobseekers with detailed information about your company and job offers. Moreover, it is imperative that your application process is smooth and straightforward. You must also optimise the site and make it user-friendly:
- It should promote an enjoyable user experience
- The design should be simple but professional
- The web design elements (e.g., colours and fonts) should be appealing
In addition, people will have more confidence in your site’s trustworthiness if there are no ads or aggressive CTAs. It is also important to remember that Google has labelled HTTP sites as not secure so you need to switch to HTTPS if you haven’t already done so. Finally, your website must comply with the General Data Protection Regulation (GDPR). This will reassure candidates that their data will be protected.
2. Create eye-catching and enticing content
When you write content for your website, always keep in mind your goals and your target audience. If your content is aiming to attract jobseekers, it should contain information that will be useful to them.
By incorporating blogs, you will be able to attract readers and explain to them how they should proceed with their application. You can also provide answers to their most commonly asked questions, such as:
- What can I expect during an interview?
- What should I include in my CV?
- Do your job offers match my skills and qualifications?
Posting blogs will help your online readers and increase your site’s online traffic.
Besides blogs, you could also include a frequently asked questions (FAQs) page. Another way of building trust is to publish podcasts and videos that focus on your company’s mission to provide better employment opportunities to jobseekers.
3. Research and incorporate the most popular keywords used by your target audience
Keyword research is a search engine optimisation strategy that will allow you to identify and analyse the most popular search terms used by jobseekers.
a. Outline your company information
You can use your business details as a research guide and inspiration for the type of content you need to create. Make sure you include the following information:
- The type of services you offer
- Your target clients and candidates
- How people can find your services online
- Why they need your services
b. Create a topic list
Once you have identified all the relevant company information, you can now create relevant topics, such as:
- How to apply for or succeed in a job interview
- How to attract or interview new candidates
- Frequently asked interview questions
c. Compile a list of all the relevant and possible keywords
After you have completed your topic lists, you should try to identify the most popular search terms used by clients and job candidates. For instance, the keywords may include the following:
- Job interview questions
- Employment tips
- Recruitment tips
You should use research tools such as Google Keyword Planner to determine the popularity of a search term. The more popular a keyword, the more challenging it will be to rank for organic and paid searches. Instead, you should look for specific keywords that are less competitive. However, you need to avoid words that have meagre search volume as you may not attract sufficient searchers to your website.
d. Check your competitors’ keywords
Remember, there’s absolutely no harm in evaluating your competitors’ keyword research strategies. For instance, if rival agencies are ranking for valuable keywords and you aren’t, perhaps you need to adjust or improve your keyword strategy. The keywords they use can also lead you to other useful keywords that are not difficult to rank for.
Although you can use paid tools, Google can help you manually search for keywords based on your competitors’ ranking.
4. Always include a powerful CTA in your online offers
Once you have boosted your online traffic, it’s time to turn these visitors into leads, or better still convert them. How can you achieve this? Well, why not offer them something enticing such as an eBook or a free consultation? You need to use whatever resources are available to you to grab the attention of your visitors. This will encourage them to complete your forms and provide their information.
You can close your offers by creating a powerful call-to-action (CTA) button that will entice people to click on your landing page. You can place your CTA anywhere on your site that will attract interest from your visitors.
5. Share your content on relevant social media platforms
Social media platforms such as LinkedIn, Facebook and Twitter are excellent tools for communicating with your target market. For example, you can interact with your candidates while offering helpful advice. LinkedIn is a popular platform that will enable you to identify prospective clients and candidates. Meanwhile, you can use Facebook and Twitter to share your content and job offers.
If you run a business recruitment agency, online marketing will be a vital aspect of your hiring campaigns. Therefore, you need to implement a digital strategy that will suit your particular business. The first thing to do is optimise your website as this is where your prospective clients and candidates will initially make a connection with your job offers. You can attract them to your website by creating enticing content through blogs and FAQs.
Relevant keywords can also lead searchers to your website. However, you will first need to identify them through paid tools, organic methods or both. Don’t forget to include a powerful CTA on your site and make sure you share your content on social media platforms such as LinkedIn, Facebook and Twitter.