What Is in Your Staffing Firm’s Marketing Strategy?
Promoting your staffing firm is an easy task if you are already well-respected in the industry and have a long history of successful placements and satisfied candidates, but what if you are just starting out? How do you go about marketing your services to potential clients and applicants if you have not already proven yourself or if you are struggling to come back from a less-than-successful period in your business? Have previous efforts resulted in a return on your marketing investment, or are you apprehensive to start a new initiative? In order to make your staffing firm stand out above the competition, you need to sit down and plan out a solid marketing strategy that addresses the following areas.
Differentiate Your Services
The key to designing an effective staffing firm marketing strategy is determining what services you are going to market. What makes your staffing firm stand out above the competition? Does your team go the extra mile for your clients and candidates? How have you succeeded in the past, and where do you see your firm going in the future? Why should prospective clients and candidates put faith in your brand and your team? Take the time to examine your staffing firm and figure out what you are trying to highlight through your marketing strategy. Create an editorial calendar that allows you to plan out your marketing strategy and hold your team accountable for meeting their deadlines.
Identify Your Target Audience
Never assume that you know all there is to know about your target audience. Make use of market research to learn as much as possible about your prospective clients and candidates. Find out which social media platforms they frequent and create company profile pages if you are not already active on those sites. Do they respond well to traditional mailings, email campaigns or individualized calls? Are podcasts, infographics, or other forms of multimedia going to promote engagement and open up the lines of communication? Once you have a clear idea of who you are marketing to and the issues that are important to them, it’s time to focus on
content.
Create Your Content
Now that you have determined what services you are going to market and who you are trying to attract, you must start making some decisions regarding content. What types of materials are you going to share with your target audience? Who is going to write your company’s blog articles? Identify areas of need and begin to gather content that speaks to those needs. Incorporate these issues into future blog topics, whitepapers and case studies. Ensure that you are producing high-quality content in order to attract the attention of your target audience and boost your website’s SEO ranking. Search for reputable industry leaders and link to their articles in order to drive engagement and increase your social media engagement.
Get the Word Out
When designing an effective staffing firm marketing strategy, the ultimate goal is always to generate leads and convert them into new business. In order for your target audience to trust your staffing firm and have confidence in your abilities, you must build up your brand and create brand awareness in your niche of the staffing industry. Design a comprehensive marketing campaign that includes various forms of outreach. Segment your mailing lists and schedule a multi-part email campaign. Get the word out by posting to your company’s social media profiles and encouraging your team to share them with their personal contacts. Establish trust with potential clients and candidates by hosting networking events in various different communities. Join online forums and engage with professionals by sharing helpful insights and linking back to relevant blog articles.
The End Result
Designing an effective staffing firm marketing strategy requires a dedicated team and adherence to an overall plan, but when it comes down to it, the true determination of success lies in the numbers. In order to assess whether your initiatives have been effective, you need to look at your marketing analytics. Are your lead generation efforts resulting in an influx of new clients and an overflowing talent pool? Has your website’s SEO ranking increased? Do you have more followers on your social media accounts, and are they engaging with your team on a regular basis? Be sure to collect relevant baseline statistics before you begin to put your marketing strategy into effect, and carefully follow the data to allow for modifications along the way.
Key Takeaways for What Is in Your Staffing Firm’s Marketing Strategy:
- Examine your services and figure out what you are trying to highlight in your strategy
- Study your target audience and create your marketing approach accordingly
- Develop content based on the preferences and needs of your target audience
- Spread your outreach efforts across multiple platforms
- Carefully track your analytics to determine whether your marketing strategy is proving to be effective
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.