Marketing tips to make your Recruitment Business punch above its weight RMI Owner/Director Forum 15 November 2013 Mike Ellingham Emma Mills
Marketing tips for recruitment business owners
May 15, 2015
A presentation by Mike Ellingham and Emma Mills of MESO Marketing to RMI Recruitment business owners and directors forum.
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Marketing tips to make your Recruitment Business
punch above its weight
RMI Owner/Director Forum15 November 2013
Mike EllinghamEmma Mills
© MESO Marketing Ltd 2
• Help recruitment businesses grow, develop and flourish Provision of advice, guidance and consultancy Hands-on management and delivery of specific projects and activities
• Give directors/managers of private businesses the benefits of a dedicated & experienced Marketing department Retained number of days per month Specific project related scope Overflow / as and when required
MESO Marketing
© MESO Marketing Ltd 3
Insight
Strategy
Delivery
© MESO Marketing Ltd 4
Insight
What Sectors are growing ?
What Skills will be needed ?
What are your Competitors doing ?
What do your customers think of your Service ?
Which Companies are growing ? Market Share
Research/biotech
Pharma
Other Health/Medical
ForensicFood
Water
Chemicals/FMCG
Education
ContractTesting
0 40%
MarketGrowth
Energy
Market Share
Research/biotech
Pharma
Other Health/Medical
ForensicFood
Water
Chemicals/FMCG
Education
ContractTesting
0 40%
MarketGrowth
Energy
© MESO Marketing Ltd 5
Strategy
• Company Vision and Values
• Business Plans
• Marketing Strategy & plans
What services are you going to supply?
Who are you going to sell them to?
Why are they going to use you ?
How are they going to hear about you ?
© MESO Marketing Ltd 6
Delivery
Branding
Websites
Content marketing & social media
Case Studies
Brochures, e-brochures
Direct & e-marketing campaigns
Advertising
PR, Newsletters, Surveys and Award Entries
Tenders & sales proposals / presentations
Events
Punch Above Your Weight
© MESO Marketing Ltd 8
• Survey your clients and candidates
• Identify your strengths & weaknesses
• Rescue dissatisfied clients
• Identify supporters/case studies
• Drive referrals
• Reward staff
• Brand it - Look like a big company
PAYW1 – Turn feedback into fees
Overall Candidate quality Staff Knowledge Communication
0102030405060708090
10084 81
90 87
“This survey has helped to position the Blue Pelican brand positively in my mind as I have never seen customer satisfaction surveys from other recruitment companies.”
“I think that its excellent that you do a survey like this. Too many other agencies forget that today's candidate is tomorrow's client.”
© MESO Marketing Ltd 9
• “Inch wide mile deep”
• Be the expert in your field(s)
• Use your candidate & client network to develop information that is unique and of interest
• Use information as hook to set-up meetings and / or get vacancies from new clients
PAYW2 – Be the specialist in your niche
© MESO Marketing Ltd 10
PAYW3 – Broadcast your knowledge
© MESO Marketing Ltd 11
PAYW3 – Broadcast your knowledge (2)
• Over 2,000 hits
• Discussion on LinkedIn
• First on Google rankings
• New client
• Increased candidate registration
© MESO Marketing Ltd 12
PAYW3 – Broadcast your knowledge (3)
• Jobs
• Market views
• Trends
• Client advice
• Candidate advice
• New starters
• Achievements
• Rare candidates
• Technical content
© MESO Marketing Ltd 13
The Theory – Content Marketing
© MESO Marketing Ltd 14
PAYW4 – Make your website big
© MESO Marketing Ltd 15
• Successful examples of your service
• Help re-assurance potential new clients
• Reminds current clients of what you’ve done!
• Each target sector / service / skill
PAYW5 Case Studies – everybody likes success stories
© MESO Marketing Ltd 16
• Page-turning software is now cost effective for most businesses
• Nicely designed e-brochure version (page turning) can be embedded onto your website
• You can digi-print small numbers – 50 at a time
PAYW6 - Digi-brochures are cost effective
© MESO Marketing Ltd 17
Summary
UseFeedback
Specialise
BroadcastBig Website
Case Studies
E-brochure
Marketing tips to make your
Recruitment Businesspunch above its
weight
© MESO Marketing Ltd 18
© MESO Marketing Ltd 19
Contacts
Mike Ellingham Twenty years Marketing Manager & Director for leading Business
Services, Outsourcing & Recruitment businesses. Also Sales, business development & operational expertise
Strategy, Insight, Marketing Communications
Emma Mills Fifteen years Marketing Manager – agency and client side Insight, Branding and Marketing Communications
www.mesomk.com
Tel: 01344 636312
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