How to Keep Your Social Media Efforts on Target
Social media provides a direct link to qualified candidates and top clients, but is your staffing firm truly using this medium to your advantage? Are you making an effort to build relationships and establish your firm as a trusted resource? By building up your online network and cultivating those relationships, you are helping to stimulate the growth of your business. In order to keep your staffing firm social media efforts on target, you must remain focused and always provide relevant information to your audience. In order to ensure that your social media efforts are productive, you must take the following points into consideration.
Target the Right Audience
In order to ensure that you keep your staffing firm social media efforts on target, it is essential that you take the time to identify the correct target audience demographics. Make use of market research to gather statistics on your ideal candidates and clients and build a customer profile. What age range do most of your candidates fall into? Do your typical clients come from a particular industry? Are there geographical limitations that require certain marketing considerations? As part of your customer profile, be sure to also include psychographic information to help you better relate to the interests, values and lifestyle of a typical candidate or client. This type of information allows you to better plan your marketing efforts and determine which social media platforms to target.
Set Your Sights
Now that you better understand who your target audience is, you need to use that insight to determine the best way to reach out to them. Which social media platforms do they visit and what types of material do they like to engage with? Become thoroughly familiar with the social media platforms and understand how to make the best use of your business profile. In addition to larger social media sites such as Facebook, Twitter and LinkedIn, remember to make your presence known on smaller industry-focused sites that promise a more focused audience. Once you have a feel for where your target audience is, you are better able to focus your marketing strategy and keep your staffing firm social media efforts on target.
Aim for the Bull’s Eye
Don’t waste your audience’s time by sharing unimportant information or content that does not provide any value. Content marketing materials always need to be relevant and designed in such a way as to help potential candidates or clients. When creating your social media posts, keep your message focused on your target audience. Encourage engagement by making use of visual imagery and posting beneficial material that is easily shared. Adhere to an editorial calendar, and build your social media brand by posting material that is attractive to potential clients and candidates.
Build Relationships into Your Marketing Goals
When your client sends you a job requisite, do you have access to a pool of qualified candidates to fill the position? Keep your staffing firm social media efforts on target by building up relationships with top talent in order to satisfy your clients and fill their vacancies. Leverage the networks of your sales and recruiting teams by asking them to share your updates on their personal profiles. Although the goal of social media marketing is to expand your online reach, remember that quality is more important than quantity. Place an emphasis on building relationships with your followers so that your social media outreach is reaching people who are truly interested in your content.
Quid Pro Quo
As the saying goes, one good turn deserves another. While building up your social media network, always be open to helping others where possible. Establish your staffing firm as an industry influencer by answering questions in online forums and providing insight within your area of expertise. Make an effort to post repurposed articles and share advice when appropriate. If candidates regard you as a relevant source of staffing information, they are more likely to sit up and take notice when you post new job openings.
- Take the time to identify the correct target audience demographics and psychographic information
- Determine which social media platforms offer the best access to your target audience
- Keep your message focused on your target audience
- Build up relationships with top talent in order to satisfy your clients and fill their vacancies
- Always be open to helping others where possible in order to establish your staffing firm as an industry influencer
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.