Read how I helped to give a recruitment consultancy a strong voice in a crowded marketplace and which marketing activities I used to bring their brand to life.
The agency had been in business for several years, supplying national firms with specialist talent ranging from ground staff to senior managerial employees.
Most of their clients came from word of mouth recommendations. Following an uptake in hiring in their respective sectors they were looking to work with a qualified content marketing specialist to lead their marketing activities. The aim of these activities were three fold; attract more experienced candidates, strengthen relationships with existing clients and build awareness with media outlets to become an authoritative voice on all things recruitment.
My first task was to undertake a complete marketing audit to discover what marketing activities they had done in the past and what their clients and candidates thought of their current branding.
This audit uncovered that they had very little online presence, they had little or no relationship with leading industry media and that their clients and candidates thought their branding was out of date and didn’t showcase their unique service offering.
Summary of what I did for them:
1. Worked with the graphic designer to refresh the company’s branding. This included producing a new logo, creating brand and tone of voice guidelines
2. Worked with the web designer and other third-party agencies to build a new website that included the ability for candidates to upload their CV online as well as sign up for job notifications
3. Sourced stylish and fresh images for use on the website and social media
4. Put together a rolling month-on-month content calendar, that included a weekly blog article and details on how these would be promoted across the company’s social media networks, including details on best times to post and relevant #’s
5. Optimised the company’s social media profiles
6. Managed the company’s social media presence – connecting with clients, candidates and media outlets
7. Built up a comprehensive database of media contacts
8. Secured a space in a weekly newspaper for articles covering tips for jobseekers
9. Partnered with leading trade magazines for features, supplying information on wages, hiring trends and giving their expert option on all matters relating to recruitment and hiring
10. Implemented a blog outreach programme with articles being published in leading business magazines such as Real Business
11. Produced the company’s internal quarterly newsletter
12. Analysis of ROI
- A staff member was shortlisted as a finalist in a national awards programme
- Built close relationships with journalists / editors of national magazines and papers
- Increased applications from social media channels. Thus enabling the company to spend less money on third party advertising
- Streamlined the internal job posting process. This reduced the amount of time that consultants spent on this task each day. Giving them more time to talk with clients and sourcing candidates
- Improved ROI on marketing activities. This saved the company money by reducing their marketing spend on activities that weren’t producing good results