Paul Rawson’s Post

Is there a standardised marketing playbook for recruitment? I doubt it, as each business is unique, but the underlying principles remain constant. The marketing teams under my guidance in three distinct recruitment firms were nominated for Marketing Team of the Year at the Recruiter Awards (3 nominations without a win, cry emoji) Three different teams / personalities Three different leadership teams Three different marketing budgets Three different types of recruitment firms Three different sectors Plenty of global differences - a difference between Leeds and Manchester for one. In all of that change, you must look to the fundamentals of good marketing. Here are the fundamentals that didn’t change. 1. Understand the lane Are you in vanity marketing, branding building or a demand gen lane? What is your mix and what do you want to achieve? You can’t expect marketing to generate 100s of leads when there is no system in place, no budget or no Account-based Marketing (ABM) strategy. 2. Only work with an Account-based Marketing (ABM) with clients Every month each marketing person should be tested on the total addressable market or HIT LIST and name ALL the companies on that list. How can you market with a sh## persona, when each and every recruiter knows 99% their target companies, accounts and NAMED people within them? 3. Marketing should be the voice of the customer and the market It’s called MARKET research for a reason. The real ‘brand managers’ manage the feedback on the brand, across all parts of the customer journey. They don’t count followers, likes or downloads. They might do, but they also count brand positivity, retention, service delivery and NPS. 4. Talk the talk of business Talk recruitment talk, talk finance talk. Know the average order values of your customers. Know the data. Move a way (a little) from marketing speak and more to the talk of commercial into your business = sales = finance. 5. Marketing own the long term in your business 99% of the 900 or so recruiters I’ve worked with over the years are top people, great recruiters and (actually) great at marketing. Marketing is about helping build the long term for the sales people, in the 95% of time that prospects are not in buying mode. Help the teams with the long term; build pipelines, build communities, re-engage lapsed customers – build, build, build. You don’t have to do all five at once, but shift your mindset; the top level message is: know your customers, capture their stories, capture their feedback, help them buy more from you, keep them close to you and only do all of this to a total viable (addressable) market. Marketing 101. 🔥 My name is Paul - 24+ years in marketing. I will help you grow your business through marketing. Recruitment Marketing Expert - 15+ years 👍 👍 Liked this post? Want to see more? Ring the 🔔 in my profile and/or follow my hashtag on LinkedIn #paulsmarketinginsights for marketing help, tips and hacks.

Recruitment marketing doesn’t have to be a guessing game. Whether you’re looking to generate more leads, place more candidates, or simply elevate your brand presence, our comprehensive guide covers everything you need to know to transform your agency’s approach. Build your Credibility Establish your Authority And, Elevate your Presence Here’s what’s inside: 🔍 Candidate Marketing (MPC) Campaigns Market your Most Placeable Candidates (MPCs) like a pro. Discover the tactics top agencies use to showcase standout candidates and create urgency among potential employers. This section is packed with actionable insights to help you boost placement rates and fill roles faster. Discover the power of adopting a "product marketing" strategy and eliminate the credibility threshold. ✍️ Creating Content that Converts Content is king—but only if it resonates with your audience. Learn how to craft messaging that not only captures attention but drives meaningful action. From social media posts to in-depth articles, industry reports, guides, whitepapers and more, our guide offers tips on building a content strategy that builds a tangible and future-proof pipeline. 📧 Email Marketing & Outreach Strategies Email marketing isn’t just about sending messages—it’s about making an impact. We’ll show you how to build email campaigns that stand out in crowded inboxes, with strategies for segmentation, personalisation, and automation that increase open rates and response rates. All without asking for anything. ❌ The 10 Strategies We Tried & Failed Marketing isn’t always smooth sailing, and we've had our fair share of lessons learned. Avoid common pitfalls with insights into tactics that didn’t deliver the results we hoped for. We’re sharing our missteps so you can skip the trial-and-error phase and focus on what truly works. 🤝 Bonus: Practical Templates and Checklists The guide doesn’t stop at strategies—it includes practical resources like templates for email campaigns, content calendars, and checklists for launching MPC marketing campaigns, making implementation a breeze. Stop wasting time on ineffective marketing tactics and start applying strategies that move the needle. 📈 👇 Comment "Guide" below to get your copy as soon as it's released next week. #RecruitmentMarketing #ContentStrategy #EmailMarketing #B2BMarketing

Are you looking for ways to spice up your recruitment? Try upgrading your marketing strategy. 📈 Check out these six game-changing ideas: embracing just-in-time marketing, focusing on niche markets, creating in-depth content, exploring Reddit ads, offering free online tools for lead generation, and positioning your agency as an industry news source. Understanding each strategy and implementing them will help you stand out in the competitive recruitment landscape! Read into each here: https://bit.ly/42I9V2l #Recruitment #RecruitmentTips #RecruitmentMarketing #HospitalityRecruitment

🚀 Launching Careers with Serve Recruit & Lead Genera 💼 In collaboration with Serve Recruit, a distinguished branch of Serve Talent specialising in recruitment for the IT and Manufacturing & Engineering sectors, we've established a digital presence that not only stands out but also effectively captures leads and enhances brand visibility. Serve Recruit's dedication to excellence in recruiting on both a contingency and retained basis required a website that mirrored their expertise and commitment to connecting talent with opportunity. ✨ What We Achieved: ➡️ Digital Branding: We crafted a unique digital identity for Serve Recruit that distinguishes them in the competitive recruitment landscape, ensuring that their brand resonates with both companies and candidates in the IT and Manufacturing & Engineering industries. ➡️ Web Design: Our team designed a visually appealing and user-friendly website on WordPress, focusing on creating an intuitive user experience that facilitates easy navigation and encourages interaction. ➡️ Web Development: We developed a robust website geared towards efficient data capture and lead generation, integrating features that allow Serve Recruit to manage inquiries and applications seamlessly. ➡️ Content Development: The website was populated with tailor-made content optimized for SEO, designed to drive brand visibility in search engine results and attract a targeted audience looking for specialist recruitment services. ➡️ Lead Generation Tool: Through strategic design and content placement, the website serves as a powerful lead generation tool, connecting Serve Recruit with potential clients and candidates, and fostering growth in the IT and Manufacturing & Engineering sectors. Elevate your recruitment strategy with a digital platform that truly represents your expertise and attracts the right talent and opportunities. Whether it's web development, SEO, or creating a unique digital brand, we're excited to explore how we can support your goals and contribute to your success. https://leadgenera.com/ #DigitalBranding #RecruitmentInnovation #ServeRecruit #SEO #WebDevelopment #LeadGeneration #ContentStrategy #ITRecruitment #EngineeringRecruitment #ManufacturingRecruitment #CareerLaunch #TalentAcquisition #BrandVisibility #WebsiteDesign #CreativeSolutions #DigitalTransformation #RecruitmentLeaders #IndustrySpecialists #TalentConnect #ProfessionalGrowth #ServeTalent

As a recruiter striving to guide candidates in the fiercely competitive job market, understanding the art of personal branding becomes indispensable. Personal branding is the craft of curating your professional image, showcasing your expertise, and distinguishing yourself from the competition. https://bit.ly/3UcxUUF #recruitingmarketing #talentacquisiton #staffingmarketing #candidatesearch #marketing #SEOnews #SEO #socialmediamarketing #blogging #staffingfirms #staffing #recruiting #recruitingfirms

Your recruitment business is like a club*. It has certain capacity. A max number of customers that can be serviced and get a great service. Every single job I’ve had in marketing. Across education, manufacturing, retail, law and recruitment in 20 years – in over 15 different countries – has been about selling capacity and/or filling business capacity. In the club analogy, your marketing is about filling that club. The flip analogy (for those slow on the uptake, is the club is your CRM, your ecosystem). In your club. You want a certain clientele. You want people to spend more money when inside. You want people to come back. Marketing for a recruitment firm is no different. Marketing needs to focus on both filling the club and getting the customers to spend more in the club. Each club has a guest list. Your recruiters hold your guest list. Get to know that list. Build a community around that list. Each club has a VIP list. This is your Account-based Marketing (ABM) list: the high-roller list, this should sit with marketing, but the recruitment teams fill your VIP guest list with their names. Everyone in your club should be qualified to be in there (like any good door-person), your CRM is no different. The quality of people of your list is a sales job. Communicating with that list is a marketing job. Focus on everyone that has been qualified to be in your club (your CRM) and those that are regular visitors to your club. This is your lifetime value list – clients and candidates. Don’t just be on the street handing out flyers and building awareness with people that are walking past. Be in the club. Market to people in your club and those people who’ve been before and may want to come back. Get the best out of the customers you already have. As well as building awareness with getting new VIP customers, as long as capacity allows. This is reviewing your guest list and VIP list with sales all the time, not randoms on the street. Be the top club in town. 🚀 Review your guest list 🚀 Have a VIP list (segmentation) 🚀 Be tight with who you let in 🚀 Make it a great experience *Age Disclaimer. I don’t know if it’s a club, nightclub, disco or discotheque. You get the gist. 🔥 My name is Paul - 24+ years in marketing. I will help you grow your business through marketing. Recruitment Marketing Expert - 15+ years 👍 👍 Liked this post? Want to see more? Ring the 🔔 in my profile and/or follow my hashtag on LinkedIn #paulsmarketinginsights for marketing help, tips and hacks

🚀 Launching Careers with Serve Recruit & Lead Genera 💼 In collaboration with Serve Recruit, a distinguished branch of Serve Talent specializing in recruitment for the IT and Manufacturing & Engineering sectors, we've established a digital presence that not only stands out but also effectively captures leads and enhances brand visibility. Serve Recruit's dedication to excellence in recruiting on both a contingency and retained basis required a website that mirrored their expertise and commitment to connecting talent with opportunity. ✨ What We Achieved: ➡️ Digital Branding: We crafted a unique digital identity for Serve Recruit that distinguishes them in the competitive recruitment landscape, ensuring that their brand resonates with both companies and candidates in the IT and Manufacturing & Engineering industries. ➡️ Web Design: Our team designed a visually appealing and user-friendly website on WordPress, focusing on creating an intuitive user experience that facilitates easy navigation and encourages interaction. ➡️ Web Development: We developed a robust website geared towards efficient data capture and lead generation, integrating features that allow Serve Recruit to manage inquiries and applications seamlessly. ➡️ Content Development: The website was populated with tailor-made content optimized for SEO, designed to drive brand visibility in search engine results and attract a targeted audience looking for specialist recruitment services. ➡️ Lead Generation Tool: Through strategic design and content placement, the website serves as a powerful lead generation tool, connecting Serve Recruit with potential clients and candidates, and fostering growth in the IT and Manufacturing & Engineering sectors. Elevate your recruitment strategy with a digital platform that truly represents your expertise and attracts the right talent and opportunities. Whether it's web development, SEO, or creating a unique digital brand, we're excited to explore how we can support your goals and contribute to your success. https://leadgenera.com/ #DigitalBranding #RecruitmentInnovation #ServeRecruit #SEO #WebDevelopment #LeadGeneration #ContentStrategy #ITRecruitment #EngineeringRecruitment #ManufacturingRecruitment #CareerLaunch #TalentAcquisition #BrandVisibility #WebsiteDesign #CreativeSolutions #DigitalTransformation #RecruitmentLeaders #IndustrySpecialists #TalentConnect #ProfessionalGrowth #ServeTalent

🚀 Launching Careers with Serve Recruit & Lead Genera 💼 In collaboration with Serve Recruit, a distinguished branch of Serve Talent specializing in recruitment for the IT and Manufacturing & Engineering sectors, we've established a digital presence that not only stands out but also effectively captures leads and enhances brand visibility. Serve Recruit's dedication to excellence in recruiting on both a contingency and retained basis required a website that mirrored their expertise and commitment to connecting talent with opportunity. ✨ What We Achieved: ➡️ Digital Branding: We crafted a unique digital identity for Serve Recruit that distinguishes them in the competitive recruitment landscape, ensuring that their brand resonates with both companies and candidates in the IT and Manufacturing & Engineering industries. ➡️ Web Design: Our team designed a visually appealing and user-friendly website on WordPress, focusing on creating an intuitive user experience that facilitates easy navigation and encourages interaction. ➡️ Web Development: We developed a robust website geared towards efficient data capture and lead generation, integrating features that allow Serve Recruit to manage inquiries and applications seamlessly. ➡️ Content Development: The website was populated with tailor-made content optimized for SEO, designed to drive brand visibility in search engine results and attract a targeted audience looking for specialist recruitment services. ➡️ Lead Generation Tool: Through strategic design and content placement, the website serves as a powerful lead generation tool, connecting Serve Recruit with potential clients and candidates, and fostering growth in the IT and Manufacturing & Engineering sectors. Elevate your recruitment strategy with a digital platform that truly represents your expertise and attracts the right talent and opportunities. Whether it's web development, SEO, or creating a unique digital brand, we're excited to explore how we can support your goals and contribute to your success. https://leadgenera.com/ #DigitalBranding #RecruitmentInnovation #ServeRecruit #SEO #WebDevelopment #LeadGeneration #ContentStrategy #ITRecruitment #EngineeringRecruitment #ManufacturingRecruitment #CareerLaunch #TalentAcquisition #BrandVisibility #WebsiteDesign #CreativeSolutions #DigitalTransformation #RecruitmentLeaders #IndustrySpecialists #TalentConnect #ProfessionalGrowth #ServeTalent

We all know that the world of marketing is constantly evolving. That's why it's crucial to adjust to our strategies as needed along the way. Here are a few practical tips to help improve your recruitment marketing strategy: → Keep an eye on key metrics like time-to-hire, cost-per-hire, and candidate conversion rates. These numbers can give you valuable insights into the effectiveness of your strategy. → Don't just collect data and let it gather dust on your virtual shelf. Website stats? Social media engagement? Dive into them, dissect them, and look for patterns and trends. This will help you identify areas for improvement and make data-driven decisions. → Marketing is all about trial and error. Don't be afraid to try new things and see what sticks. But remember, give your experiments enough time to generate meaningful results before making decisions. → Stay up-to-date with the latest industry trends and best practices. Attend webinars, read articles, and connect with fellow professionals in the recruitment marketing space. This will help you stay ahead of the curve and keep your strategies fresh. What's your favourite way to ensure your recruitment marketing strategy is always advancing?

The risks are rising. Costs are piling up. 💸 And recruitment agencies are becoming sceptical. Behind all of the scepticism, there's a need to reassess. Here's the deal: When an agency opts to handle email marketing in-house, complications arise. Resources that could be streamlined are diverted. The focus shifts from core recruitment activities to managing campaigns, crafting emails, and analysing metrics—a significant detour. One moment you're an efficient talent acquisition unit, and then suddenly you're an overwhelmed marketing manager. That stinks. No matter how integrated your team is, no matter how skilled your marketing manager might seem, no matter how promising the control over your campaigns appears... in the end? It's a resources decision. You're draining time and money. I've seen it. Is it efficient? Probably not. Is it costly? 100% The sooner recruitment agencies recognise this, the better prepared they can be. So, start evaluating. 🔍 If you're determined to handle email marketing internally, commence by investing in training and proper tools. But be warned: these are often costly and time-consuming. Consider leveraging specialised marketing platforms. Hire third-party agencies that breathe, eat, and sleep email marketing. They bring expertise, efficiency, and often a better ROI. 💡📈 Network like hell. Collaborate with marketing experts. Make your recruitment agency harder to overlook. Become synonymous with efficiency and quality in recruitment, not just decent at email marketing. If you're currently overwhelmed by your in-house efforts, don't slap on a "We've Got This" badge on your campaign. Instead, think about outsourcing—save resources, focus on what you do best, and let expert marketers enhance your reach and efficiency. Start making some wise decisions out there! Evaluate. Adapt. Outsource when necessary. And when you see the results, please don't revert to old methods. Always have a strategy. Always be resource-smart. 🧠