How to Evaluate Your Staffing Firm’s Marketing Strategies
Staffing firm marketing initiatives need to be flexible in order to adapt to the changing needs within the industry. Both your business and the staffing market are constantly evolving, so it is imperative that you perform regular self-evaluations to assess your company’s strengths and weaknesses. Monitor the effectiveness of your marketing efforts, and make adjustments as required to ensure success. When looking to establish a constant stream of new clients and candidates, you must constantly tweak your lead generation campaigns to create long-term relationships and build your talent pool. Current industry trends and innovative marketing tools are also important factors to consider when evaluating your staffing firm’s marketing strategy.
Back to the Basics
When evaluating your staffing firm’s marketing strategy, you must get back to the basics and re-examine all aspects of your marketing plan. Who is your target audience? Have your services changed over time? If so, your target audience must be re-defined and updated to ensure your efforts are properly focused. Confirm that you are providing high-quality services and you are sharing valuable knowledge in order to attract the top talent and most desirable clients. If your evaluation turns up some areas in need of improvement, don’t hesitate to make the necessary changes.
Monitor Your Analytics
Without data to analyze, it is impossible to determine the effectiveness of your staffing firm’s marketing strategy. Measure the success of your content marketing efforts by recording engagement rates and gathering insights from your social media platforms. Monitor website data from Google Analytics to see how visitors are interacting with your site. If your website is not optimized for mobile, consider making this a marketing priority to ensure that clients and candidates are able to easily view your content and move throughout your site with their mobile devices. Conduct market research and track conversions to help measure the ROI of your marketing priorities. Ask current clients and candidates to rate various areas of your staffing firm, and use this data to help streamline your service delivery process.
The best marketing strategy in the world is never going to compensate for poor quality service, so it is important to look within and be honest with your assessment. What are your current statistics for lead follow-up? Does your team understand your expectations regarding lead nurturing, or is additional training required? Are the lines of communication open and do you regularly ask for input from your sales and recruiting staff? Ensure that all departments are working together and delivering integrated services, in order to create brand ambassadors and best meet the needs of your clients and candidates.
Staffing firms rely on strong brand recognition within their target audience in order to attract new candidates and instill confidence in their clients. Is your brand accurately communicating your company’s identity, or is it time for a brand overhaul? Carefully evaluate your branding efforts to ensure that you are capitalizing on new technologies and recent social media developments. Strengthen your brand by gathering client testimonials and proudly displaying them on your website as well as in your online content postings. Focus on what differentiates you from the rest of the staffing world to carve out your specific niche and establish your firm as an industry influencer.
Revisit Your Objectives
Now that you have laid the proper groundwork, it is necessary to circle back and revisit your staffing firm marketing objectives to decide whether they are leading you in the right direction. Did you meet the goals and expectations you set for your previous campaigns? How reliable is your data and are there ways to improve your tracking process for future initiatives? Was the marketing budget you established adequate, and are you able to calculate the ROI of your staffing firm marketing efforts? How many new leads were generated, and how many of these led to new business opportunities? Be sure to use flexible marketing strategies when designing future lead generation campaigns, in order to appeal to the changing needs of your clients and candidates.
- Get back to the basics and make sure that your marketing efforts are properly focused on the correct target audience
- Track relevant data and continually review the statistics to qualify the effectiveness of your efforts
- Conduct a thorough evaluation of your staffing firm to ensure that you are delivering high-quality service
- Determine whether your brand is communicating the true identity of your business
- Reassess your marketing objectives and make changes as necessary.
About S.J.Hemley Marketing
S.J.Hemley Marketing is a marketing and sales consulting firm focused on driving tangible results for professional services firms. Brand matters, but not without ROI. With over 20 years of sales and marketing experience within staffing and recruiting, we have helped to drive successful branding, sales training, lead generation activities as well as defining marketing strategy for top organizations.