Listen to Your Target Audience
It’s just impossible to overstate this one major cornerstone of marketing: listen to your target audience.
The best ad campaign in the world is not going to result in new business for your staffing firm if the message does not hit home with your prospective clients and candidates. Every aspect of your marketing campaign, from the design, to the message, to the mode of delivery, must be well thought out and demonstrate that you understand your staffing firm target audience and their needs.
When it comes to both personal and business relationships, the same philosophy applies; in order to be successful, you need to listen more than you talk. Truly connect with your target audience by conducting market research and analysis. Listen closely to what your clients are looking for, and do not waste their time by sending them unqualified candidates or individuals who are not going to enhance their company culture. Confirm that your recruiters are taking the time to meet with your candidates to gather information about their career aspirations. In order to build your brand and ensure that your clients and candidates are satisfied, remember that the details count.
When trying to ascertain what is important to your target audience, assign responsibilities to your team and adopt a social listening approach. Monitor online discussion boards and make note of important trending topics. Pay attention to posts made to your clients’ social media accounts and design marketing campaigns to address those topics. Even negative feedback has the potential to yield helpful information and generate ideas for possible future campaign headlines.
Social media must be viewed as an opportunity to engage in a conversation, rather than simply as a vehicle for pushing out your content. In addition to monitoring what is being said on social media, it is essential that you identify with your staffing firm target audience and prove that you are truly listening to them. Connect with potential clients and candidates by responding to their questions and concerns in a timely manner. Nurture these relationships and gain insights into what is important to your target audience by interacting through social media.
Distinguish Your Firm
In order to allow your staffing firm target audience to relate to your firm, you must feature the most important aspects of your services in all of your marketing campaigns. Identify your unique selling proposition (USP) and explain why clients and candidates should choose your staffing firm over the competition. Highlight your points of differentiation and build a more personal connection with your target audience.
Speak to Them
With all of the options available to them, it is important that you speak directly to your potential clients and candidates, rather than casting too wide of a net. People tend to ignore messages that are too general, or ones that they perceive as being targeted at everyone. Looking for millennials with Java programming skills? Searching for an environmental health and safety specialist? Design a message that allows those who are qualified to hone in on your marketing campaign and encourages them to reach out to your recruiters.
- Conduct market research and analysis and listen closely to what your clients and candidates are looking for
- Assign responsibilities to your team and adopt a social listening approach
- Respond to your target audience’s questions and concerns in a timely manner
- Identify your unique selling proposition and highlight your points of differentiation
- Speak directly to your potential clients and candidates, rather than casting too wide of a net
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.