The fortune is in the follow up and one of the easiest ways to get more business is to stay top of mind to your existing customers and prospects.
This will lead to increased referrals and repeat business.
One of the common mistakes I see recruitment businesses make is always looking to connect with new clients.
Your next assignment can come right from the audience you have now.
This is a simple fact that most seem to forget about.
Our clients and candidates are busy, so it isn’t realistic to think that they are thinking of us naturally when their needs arise.
One of the most basic marketing principles out there is to stay in touch with people on your list so when their needs do arise we are the most obvious and relevant choice.
So, now is the time to ask yourself a question:
Have you done everything possible to stay top of mind with your audience?
If not, here is a top of mind strategy that is actually getting recruiters new business:
Relevant Content
I get asked all of the time, what type of content should I post? The answer is simple, yet complex. The simple answer is to post what your market wants and needs to hear. The complexity of this, is figuring out what that is. The best way to start is by knowing who you are trying to stay top of mind to. You have to know your market inside and out. What are their common pains and problems? What solution do you provide that solves them? These are just a couple of ways to create relevant content. But- if you are pushing content that the end user doesn’t see value in, then your message is falling on deaf ears. Finding ways to be relevant is crucial for top of mind awareness.
Multi Platform
One of the biggest mistakes recruiters make is relying on one platform to deliver their message. For example, they might do a decent job of emailing their list. Let’s talk about this specifically. Email delivery is becoming harder and harder. Let’s say you have a list of 1,000 people and you send out an email that gets a 20% open rate which is not bad. But what about the other 80%? That is 800 people that did not see your message. So the solution is to target your messaging in your email, blog and all of your top social media platforms. This helps us ensure that we uncover every rock and reach as much of audience as possible. With congruent messaging across multiple platforms, we increase top of mind awareness.
Engage on Social Media
Posting on social media is one the best activities you can invest in, if you know your audience is engaging with you there. But posting is not enough. You need to comment and get in discussions with your clients and candidates on their posts and posts that they are commenting on. The goal here is to build a relationship with our market and social media interaction is one of the most efficient ways you can do that. Recently, I commented on one of my prospects posts on LinkedIn congratulating them on their success. It wasn’t more than an hour later that the guy booked a time on my calendar because his success was causing new challenges for him that I could solve. My engagement on his post kept me top of mind and possibly earned me new business. So get out and like, comment and share on other’s stuff.
Retargeting Makes It Easier
Our clients and candidates are busy and loaded with messaging throughout the day. We not only are competing against our competitors but we are competing for our prospects attention so we need to show and show up often. By implementing retargeting strategies in your digital campaigns, you now have an effective tool that can keep pace with your prospects busy life. What is retargeting you ask? Retargeting is online ad placement or display ads, which targets users who have interacted with your website in specific ways. We all know that not everyone is hiring right now, so hiring decision makers might visit your website but not take action. You need to extend the customer journey so when the need arises we are the most obvious and relevant choice. Retargeting is a very effective way of recalling those hiring decision makers back to our website with the intent to engage.
Build Your Content Publishing Schedule
Every recruiter needs a plan to consistently engage with clients and candidates. You need to develop a routine that engages with clients, daily, weekly, monthly, and quarterly.
Below you will find an example of how you can develop your own routine to stay top of mind.
Daily:
Weekly:
Monthly:
Quarterly:
- Write eBook for your clients or candidates
This is just an example of what your schedule can look like. You need to create this for yourself and your market. Your commitment to this schedule and showing up consistently is the main key to staying top of mind.
When in doubt, just post it and get your message out there.
Remember, the fortune is in the follow up.
