Check out our updated post on marketing tips for staffing & recruiting in 2016
2013 has been a great year for the staffing industry. Almost every segment saw growth and all signs continue to point upward for 2014. We are thankful to be part of such an exciting industry and grateful to have worked with all the innovative clients that partnered with us this year for their branding, web design and marketing efforts.
As a staffing agency or recruiting company, it’s more important than ever to ensure your customers and candidates can find you online, that your brand resonates with them and that they can engage with you in easy, convenient ways. And now, more than ever, it’s time to get competitive! I can assure you there are a lot of staffing companies in the industry investing in their brand, their talent and their marketing efforts. If your company hasn’t done the same, 2014 is the time. Or not. Your choice!
2013 changed the marketing landscape for staffing and recruiting firms in several ways – new social platforms and enhancements of more established social sites, further advancements in mobile technology and new strategies for online marketing success. So what does 2014 have in store for staffing companies? Here are some marketing ‘secrets’ we know successful staffing companies are implementing right now as part of their 2014 marketing strategies.
1. Mobile is no longer an option. In 2011, we were telling people you still had time to be early in mobile. Now, in 2014, I can tell you with certainty that if you don’t have a mobile recruiting strategy – sorry to say it but – you’re behind. With most of our customers, we see website traffic from mobile devices anywhere from 25-62%.
But it’s not enough anymore to just have any mobile strategy, you need the right mobile strategy. Native apps and dedicated mobile websites are no longer best practices. What your staffing or recruiting agency needs is a responsive mobile site. In June of 2013, Google announced that starting in 2014 they are going to start demoting and penalizing sites that are not mobile and in fact, not designed properly for mobile.
Your clients and candidates are mobile. Your website should be to. Every day you don’t have a mobile website in 2014 is a day your content is being demoted by Google and turning away potential clients and job seekers.
2. Video content marketing is HUGE. Actually it’s GINORMOUS. In the past year, video content marketing surged in popularity. YouTube (the internet’s most popular video sharing site) is now the second largest search engine behind Google. In addition, ever since Google started giving more attention to its blended results, your staffing or recruiting agency now has an incredible opportunity to jump to the first page of the search engines by creating video content.
Studies have shown that videos are over 50 times more likely to appear on the first page of search results as part of these blended results. That’s an AMAZING!!!! opportunity for staffing companies of all shapes and sizes to market their brand.
3. Keyword SEO is dead. Technical SEO is Alive and Kicking. Ok. Keyword SEO isn’t really dead – it’s just basic. If you want to see real SEO results, you have to go beyond keyword research. Google is constantly updating their algorithms for search and this year was no exception. In a major change this year, they basically removed the keyword research tool leaving us only with mere scraps of insight. They are now placing a much greater emphasis on technical aspects of your website. These things include such things as sitemaps (HTML/XML and Video!), proper code placement, dynamic and relevant content, page load times (site speed), and proper redirects.
Keyword SEO is basic. Technical SEO is advanced and produces real results.
4. Customer service is the new marketing. If your company isn’t focused on delivering exception customer service, it’s focused on the wrong thing. These days, customer service is everything and in 2013 we worked with several staffing agencies that focus more on their internal culture than many other aspects of their business. Why? Because truly, happy teams make happy customers. By focusing on a positive work environment and encouraging your employees to provide unparalleled customer service, your staffing business will be rewarded by lasting customer loyalty.
From providing quick responses to customers, to measuring overall customer satisfaction, focusing on customer service should be a key part of your brand in 2014.
5. Social is getting sophisticated. Still don’t have a social strategy? Sorry to say it again, but – you’re behind. These days, your social marketing strategies should be reaching a point of sophistication, not just be getting started. What do we mean by that? More and more job seekers aren’t just looking at company social sites to browser jobs, they are using social media to find out more about the brand, culture and work environment of a company to see if they feel they are a good fit. This is a much different strategy than searching for a job.
Job seekers also want new, relevant and engaging content from your social sites and don’t want to have to work hard to get it. If a potential job seeker is visiting one of your social sites and can’t find what they need or the content relevant, they’re going to look at one of your competitors.
If your staffing or recruiting firm is using social media to recruit employees, it’s critical that you maintain these sites with full time employees or outsource the efforts to say…I don’t know… maybe…Staffing Robot!
6. It’s time to rebrand. Look at your brand. Start with your logo. Look at it. LOOK. AT. IT. Seriously, it’s time for new look right? That logo that you paid very little money for all those years ago isn’t doing you any favors and again, sorry to break it to you – but your brand recognition isn’t as strong as you think it is. Not strong enough that a new brand is going to lose you business. Also, transitioning from an old look to a new one is easier than you think.
Innovative staffing and recruiting firms recognize that their reputation matters, and this includes the look of their brand. Your staffing company’s brand strategy needs to communicate all the vision, passion and ideals of your company. That can’t happen with an outdated look and logo.
7. Improved website design. I’m going to follow this post up with another specifically talking about website redesign trends for staffing companies in 2014, but let me give you a quick summary here. Your site needs to be simple – easy to navigate and no unnecessary content, useful – full of relevant content and action items your audience will take and creative – following current design trends to get a polished, professional, friendly look that will help you stand out.
In 2014 your site needs to be simple, useful and creative to compete for top talent and attract new clients online.
8. Onsite, mobile, properly SEO’d Job Boards. Of all the tips in the list this one is by far the most important. Why? Because this single item alone effects your website, mobile strategy, social and SEO.
As we’ve mentioned, your ATS is great…and it’s necessary. However, let it be good at what it’s good at – managing your candidates and your jobs internally. But don’t force it to do what it wasn’t designed to do – promote your jobs on your website. Yes, unfortunately, your ATS is killing your SEO and turning away candidates because of it’s poor application process, improper job integration and the fact that it isn’t mobile.
But don’t worry, this year we created a solution. It’s called Jobbee. Jobbee is a service that sits between your ATS and your website. It pulls job data from your ATS to display on your website in a customizable way that looks good and is properly SEO’d. Jobbee lets candidates subscribe to job alerts via email or text message and sends their resume or application data back into your ATS. Jobbee also lets you push jobs to sites like Indeed, LinkedIn and Facebook, and tracks the referral source of your applicants by website, job board, profession, skill, city and state. Best of all – Jobbee is completely mobile, helping you create and deliver an exceptional mobile candidate experience.
In 2014, the staffing companies that implement a proper job board on their site, strategically SEO their job data and go mobile, will win big!
9. It’s all about the text message. More and more, candidates are proving their preferred form of communication is text messaging. If your staffing company or recruitng firm is still measuring your teams performance by the number of calls they make and time on the phone you could be missing a huge communication opportunity with your staff. Smartphones now account for over 55% of the mobile market in the U.S. and over 1/3 of adults prefer to be reached via text message more than email or calling. From jobs to every day conversations – text message communication is where it’s at.
Staffing companies who learn how to restructure their business to support text message communication with their staff will find much success in 2014.
10. Job Aggregators. These days it’s most common for staffing companies to be getting job leads from job boards, VMS systems and MSP programs. Retrieving, organizing and imputing data from these multiple systems and distributing them to other job boards, social sites and your internal ATS can be challenging. Speed is everything in the staffing/recruiting industry so you need systems and tools that automate as much of this process as possible. Job service options like our product Jobbee do this very thing. If you haven’t taken a look at Jobbee yet, give us a call.
Automating your job entry and job distribution – from and to – multiple systems is key to understanding your staffing business and placing more candidates into new opportunities.
2014 is going to be a great year for the staffing industry and even better for those companies that invest in their brand, their technology and their marketing efforts. Make 2014 the year your staffing agency or recruiting firm commits to implementing a strategy that utilizes modern methods, technologies and techniques in order to produce real results. If you want some help getting started or simply want to discuss any of these items further, contact us and lets talk!
Here’s to a successful 2014!