What’s so hard about this?
When you’re trying to grow your staffing agency a robust online presence is a must. It’s the most important tool for engaging with high-quality candidates and winning more business. Many of my clients already know that, but they worry about how to get there. Getting it right in the digital world is challenging; you’re a staffing expert, not an online marketing expert, and there are so many options, so many (so-called) experts and gurus telling you what to do. And you’re worried that you’ll sink a great deal of time and money into digital marketing without seeing the results you want. That’s a legitimate concern, because if you’re not focused, your results won’t be, either. So here are 5 Keys To Growing Your Staffing Agency In The Digital World.
Your key: Find a niche
Too many staffing agencies try to be all things to all customers and all candidates. They’re afraid that by narrowing their market, they’re losing out on opportunities. But market targeting is actually the key to growth. Clearly defining your market gives you a few advantages: you’re not wasting time and money chasing customers that aren’t a good fit or can’t afford you; you can directly address your customers’ needs and challenges because you know what they are; you can present case studies of other customers in the same niche.
Once you have a niche, establish yourself as an expert
“Become an expert” sounds like a daunting task, but it’s easier than you think. It’s mostly a matter of delivering informative, thoughtful content to your clients and prospective clients on a regular basis. You’re probably thinking, “but what would I write, that people would want to read?” Lots of my clients worry about that, but your base of potential topics is literally endless. Start with the low-hanging fruit: send out your current job openings. Then move up the ladder: how about a tip sheet on selecting candidates? A weekly e-newsletter with the latest news in your market niche (now that you have one)? Keep track of the questions that your customers ask over and over; turn them into tip sheets, blog posts, and social media updates. And watch your reputation as an expert grow.
Use your website as your home base
Your website is your online home base; that’s where you want to drive traffic. Your online presence extends far beyond your website, but you always want to bring prospects back to your site. Do this website checklist: Does your home page clearly state your specialty in one sentence? Does it tell clients how you help them and what problems you solve? Remember, clients aren’t interested in you (sorry!), they’re interested in what you can do for them. Instead of telling your life story, show the client what’s in it for them. Does your website have a landing page or e-mail signup form to capture these valuable leads? Do you have a blog or educational resource center to demonstrate your expertise and communicate with your customers? Do you have a job board or list of current openings for prospective candidates? Get going on these checklist items right away, so that your website can truly be your online home base.
Leverage your digital rental space
With your website in shape, it’s time to think about your digital rental spaces: for most of my clients, that’s Facebook, LinkedIn, and Twitter. First, make sure that you have a consistent brand image across all of those platforms; the same logo, the same tagline, the same statement of specialty. Make sure that your online profiles are sales pages, not resumes. Many clients come to me because they’re not getting much traction on LinkedIn; but when I look at their profiles, they’re written like an online resume, as if the person were looking for work as an employee. Remember that you’re a business owner; your online presence, across the board, should reflect that. Once you’ve chosen your online platforms, post to them regularly in order to build your brand awareness. I can help you set the ideal frequency and content to make the most of these spaces.
Why? The Bigger Picture
If you don’t see the bigger picture of digital marketing, your heart won’t be in it, and it won’t be successful. Why are you doing this? For one reason: to get results. It’s important to build your brand and build awareness. But what you really need is more leads coming in the door. Digital marketing brings qualified prospects—clients who need you, understand what you do, and can afford you—knocking on your door rather than the other way around. How would it feel to check your messages and have prospective customers asking you for meetings? That’s what digital marketing does. Finally, digital marketing is trackable, so that you know where your results are coming from. You’ll know what your prospective customers best respond to, and where every marketing dollar is going.
Let’s get you started
I help staffing agencies grow their businesses using a proven digital marketing system (not spaghetti against the wall, a system). Using my very specific methodology, I help staffing agencies and recruiters cultivate a steady stream of qualified clients that come to them, rather than the other way around. If you’d like to see those results for yourself, let’s talk. Schedule a free strategy session using the button below, and let’s make this your best year yet.
