by Amber Loach

How Much Should You Pay a Marketing Manager at Your Recruitment Agency?

As a Recruiter, hiring a Marketing Manager for your recruitment agency can feel a bit out of your comfort zone. Hiring salespeople is straightforward – as you know they will have to meet their targets or hit the road – but hiring a Marketer can be a whole different ball game.

If you’re in the process of hiring a Marketing Manager for your recruitment agency you’ve come to the right place. But before you even get to the part where you’re thinking about how much to pay them, there are several questions you need to ask yourself.

What is Your Marketing Manager Going to be Responsible For?

The first thing you need to do is identify exactly what the responsibilities of your marketing hire will be – and there are a few aspects to think about!

Ask yourself which of these areas is a priority to your recruitment agency because realistically, one person cannot manage all of these to a high standard – there just aren’t enough hours in the day!

  • Marketing strategy
  • Social media management
  • Pay per click (PPC) ads
  • Graphic design
  • Email marketing
  • Automation
  • Social media advertising
  • One-off projects such as a new website
  • Copywriting
  • SEO (Search Engine Optimisation)

Do You Want a Senior Marketing Person or a Junior?

Much the same as Recruiters, Marketers are often categorised into two areas: generalists or specialists. Generalists will have an overview of the various marketing areas above but will not be an expert in everything, which is not always a negative.

A specialist Marketer will be an expert in their niche. Social Media Manager, PPC Specialist and Brand Manager, for example, are all standalone job titles and these people tend to have a much more in-depth knowledge of their specialism but will likely be unfamiliar with everything that goes into a successful marketing strategy for a recruitment agency.

The most common marketing hire for recruitment agencies is a generalist who oversees a bit of social media, some email marketing and perhaps a little bit of graphic design. They may also do some administrative work. Additionally, they may manage a few external providers for technical resources such as PPC ads.

Larger agencies may hire a senior who can oversee strategy and then a coordinator below them, again still relying on third-party support for complex items or larger graphic design items.

What’s Your Marketing Budget?

Global data suggests that your overall marketing budget should be 7-8% of your recruitment agency’s gross profit. Obviously, this can vary greatly depending on the size, marketing position and future plans of the business.

Once you have worked out your overall marketing budget, you should be able to work backwards and figure out how much you should pay your new marketing hire.

Bear in mind that your marketing budget should include the following items:

– Jobs board spend

– Cost of hiring a Marketing Manager

– Paid advertising spend (Google Ads, Social Media Ads etc.)

– Additional outsourcing needs (graphic design for example)

It’s worth noting that if your budget is limited you shouldn’t spend it all on one marketing hire. Having a separate budget for paid advertising, events, collateral, etc is just as important.

What is the Average Salary of a Marketing Manager?

If we use Indeed data to benchmark your marketing hire’s salary, you’re looking at anywhere between £27,000 up to £70,000 per year, per hire in the UK, and from $83,000 (AUD) to $144,000 (AUD) in Australia. We would suggest that the average for the recruitment industry is on the lower end of this scale.

How Much Should You Payc_UK

*Indeed UK as of July 2022: https://uk.indeed.com/career/marketing-manager/salaries

How Much Should You Pay Australia

*Indeed Australia as of July 2022: https://au.indeed.com/career/marketing-manager/salaries?hl=en

In an ideal world, every recruitment agency would have a Senior Generalist Marketer to create a marketing strategy and consult with the senior leadership team on the overall business goals, plus a couple of Junior Specialist Marketers in the team to get stuff done – but as you can imagine, this is where things start to get expensive!

Of course, there is also always the option to hire someone part-time, but as we’re sure you’re aware – half the time means half the output and you’re unlikely to see a huge ROI. If you were just looking for someone to write a couple of blogs and manage your social media profiles, for example, this would be more than sufficient.

The Other Option: A Marketing Agency for Recruiters

If you’ve read through the above, and you’re thinking “I just want someone to do it all and not have it cost the earth?!” you’re in luck.

Prominence is a marketing agency for Recruiters, which means that for everything discussed above, we have a team of specialists that can do it all. From marketing strategy to graphic design, paid advertising to social media management, our team are expert in all things marketing for recruitment agencies.

The best bit? Our costs are on par with hiring a Junior Marketing Manager. PLUS, we have all the knowledge of recruitment that makes our onboarding process super smooth.

So, if you want to see results quickly but don’t have the budget or the time to hire an internal marketing team, we’re your guys.

Get in touch with one of our Directors or fill out our contact form to get the ball rolling.

 

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Tracking & Measurement

Monthly analytics reporting on campaign performance through platform analytics, data includes impressions, click rate, conversion rate, specific advert performance, landing page results and call metrics.

×
Conversion Rate Optimisation

It’s the most important element in a successful campaign, and the old saying ‘you snooze, you lose’ is very apt, and it’s where most fail. Using the analytics data, we continue to test and refine the campaigns to increase conversation rates and therefore the results for your recruitment business.

This includes:

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Phone Call Tracking

A large percentage of Social Media Advertising campaigns generate phone calls to your recruitment business or individual recruiters. Because of this, usually this is where the ability to track return on investment ceases. However, on all of our campaigns we enable a proprietary piece of technology that tracks and records each phone call. Not only can we now track the success of each call, we can give you access to the call recording platform to use the calls as training and service improvement tools.

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Customised Landing Pages

A social media advertising campaign without a landing page is a bit like a candidate with an unexplained gap in their CV. There is a chance it will be ok, but also a big risk that it won’t. We use our own landing page tool to create customisable experiences that are centered on generating outcomes.

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The success and failure of a social media advertising campaign often relies on the quality of the advert itself. Using our in-house design and copywriting teams we’re able to create the very best visual and copy based adverts. This is across a range of mediums, from text and static images to moving GIF/HTML5 files, Facebook Canvas adverts and even video.

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