What is Digital Recruitment Marketing?

Wow, where do we start with an article titled “what is digital recruitment marketing”?!

Firstly, it is important to debunk some of the myths that exist around digital versus regular recruitment marketing:

  1. Contrary to popular belief, offline (job ads, events, etc) and online marketing both still have a place in a recruiter’s marketing toolkit. However, over the last 10 years or so, digital has definitely become the shiny new toy.
  2. Digital is not one single thing. This means that whilst automation can be considered digital, so can things such as inbound marketing, social media marketing, email marketing and, of course, paid online advertising.

So, What is Digital Recruitment Marketing?

In its simplest form, digital recruitment marketing is the use of digital channels to reach either candidates, clients, or potentially recruiters themselves, to get them to engage with a recruitment brand, with the end goal of generating more placements.

Digital channels utilised for recruitment marketing include:

 

What is Digital Recruitment Marketing?

LinkedIn

Digital marketing in the recruitment sector will nearly always include something to do with LinkedIn. This is because the social media platform is the primary channel for business users. Marketing on LinkedIn could include a mix of both organic content posted to a recruiter’s LinkedIn company page and paid advertising targeted to specific user groups.

Email Marketing

The granddaddy of digital marketing, email has been around for so long now that it doesn’t feel like it should belong in this group. However, it is still one of the most successful recruitment marketing tools. These days, email has morphed into automation platforms (see the next point).

Automation

Automated recruitment marketing is quickly becoming the next big thing for recruiters who are looking to maximise value from their own databases. Setting up campaigns to re-engage existing candidates or actively develop new clients are all possibilities these days.

Google Search/PPC Digital/Social Advertising

This category is broad but each of the approaches has one thing in common: that recruiters will pay for the visibility of their brand either by click or the volume of users they reach. Search-based advertising can work well for some recruitment agencies, but often, PPC advertising is the more effective technique, especially through emerging channels such as Google Custom Intent.

SEO

This is another topic that has been around for a long while (and one that is also getting significantly harder to master). Search engine optimisation (SEO) for recruitment agencies can be a massive benefit, especially when recruiting for a specific niche in a specific area. Our advice is to focus on the two or three high-value recruitment areas and gear this towards either clients or candidates.

Digital Marketing Strategy for Recruitment Agencies

The areas mentioned above are only the main digital marketing channels that are available for recruiters – there are many others to consider. However, it is wise to not spend too much time looking for new and unique channels and instead to think more about crafting the right digital marketing strategy for your recruitment agency.

As with most marketing, success comes down to the specific messaging that is being pushed out to your audiences through these digital marketing tools. If you are unsure where to start, work backwards – think first about your goals, then determine the type of content that will engage the relevant audiences and, lastly, pick the one or two channels that you feel resonate with you and will most likely yield success.

How to build a digital marketing strategy:

Digital Marketing Strategies for Recruitment Agencies

Digital marketing doesn’t have to be complicated. If you are looking for a proven digital marketing strategy built specifically for recruitment agencies or would simply like some honest advice on what works, we would love to hear from you.

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Tracking & Measurement

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

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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 both Display and SEM generates 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 digital 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. They also allow us carry out conversion rate optimisation (CRO), to increase Google Quality Scores and to split (A/B) test different concepts.

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Advert Design & Copywriting

The success and failure of a digital 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 and even video.

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Research & Analysis

We use all the available tools and our recruitment industry experience to ensure we fully understand your business goals. As a certified Google Partner we are also able to produce industry insights created by our dedicated Account Managers within Google, which are directly passed on to you.

×
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:

×
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.

×
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.

×
Advert Design & Copywriting

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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