How Recruiting Companies Can Leverage Their Online Brand to Generate More Placements
Are you looking for more ways to make more placements for your recruiting business?
I’m going to share with you how you can leverage your online brand to generate more placements and it’s probably not what you think.
What I’m about to share with you here is exactly how I helped John Randolph, Renee Frey, Ben Bonnell, Jessyca Shuttleworth and Katie Marriott build an online brand that are attracting their ideal clients to them.
One of the things you need to understand right away is it’s no longer the best recruiter, the best staffing company, the best search company that gets the business. It’s the one that can sell in the market best, because with technology at our fingertips now, some of the old traditional approaches just don’t have enough firepower behind them. Modern people are coming up and they know how to market and sell better than you know.
Keep in mind that it’s no longer the best recruiter that wins, it’s the one that can sell in the market the best.
One of the things that you need in order to sell in the market is having a quality brand. I know that branding in the recruiting industry has never really been on the top of mind, it’s always been an afterthought because it’s about the people that you place now when it comes to the tactical part of recruiting that doesn’t change.
What your brand could do for you, is it can attract your ideal clients to you and that puts you into a huge position of power because then we can create enough demand for you to be able to pick and choose your clients.
What I see with my best clients is that they’re actually working on less job orders and less searches than the next recruiter because the searches they’re working on are very focused. They’re in their ideal sweet spot and they’re getting exclusive retained opportunities.
Online brand allows you to do this as you can position yourself as actually being an authority in the marketplace. The authority position can generate more opportunities for you to make those more placements.
You can position yourself as being the authority, or you can position yourself as being the low price leader in the marketplace. It depends on what you want to do and how you want your market to perceive yourself but if you’re looking to make more placements consistently, I think you probably want to be on the side of authority.
What is a brand? Basically it’s what people are saying when you’re not around because everything was always done transactionally in the recruiting industry – over the phone. If we could get somebody on the phone, we can convince them that we can do the work.
Now, we have so much opportunity to actually warm our prospects prior to getting on the phone with our online marketing and that’s where having a solid brand can make a massive impact.
Once you decide that you want to position yourself as an authority in the market, the next most important thing is really the exposure to this brand.
You don’t want to work to build out how you want to be viewed in the marketplace. You need to expose the marketplace as to who you are and what you’re about and the best way to do that is actually through some content marketing, making sure that you’re up and running on all your social media channels, making sure that your brand from Facebook to your website until LinkedIn is all congruent so that no matter where anybody finds you on your Google website, it’s the same message and it’s the same brand.
Making sure that your brand is relevant across all your channels is incredibly important, expressing this brand through your content and creating content consistently is really the new way of doing business development.
Now, I’m not saying that you need to create a bunch of content, or you need to be a blog writer in order to get new business, but if you can create some strategic pieces of content that helps your market understand that, you understand their pains and problems at a higher level than they even do. That’s when your brand really becomes effective.
So, your opportunity in 2021 is to go all in on building a personal brand for either your independent recruiting business or building a brand for your recruiting agency. If you haven’t done this, now is the time.
You need to be going all in on your online presence, go all in on your brand and make sure that we know exactly who you’re building that brand for. For example, my brand is all built geared towards recruiting and boutique agencies because anywhere between one to 50 employees is gonna be my sweet spot. That’s exactly how I build all my marketing, all my content and how I want my people in my brand to resonate the most.
I’ll tell you this one little secret, they’re not getting more leads so they can chase more, they’re getting more leads so they can find out which ones they can weed out and work on the ones that are in their sweet spot.
