Whether you're selling ice cream to the neighborhood kiddies or hiring services to large and medium-scale firms, the basics for promoting your products stay the same. The difference is in how you develop them into working strategies that maximize business. Clients in the recruitment industry have more difficult needs . Unlike little kids who can be pleased with an ice cream pop on a hot afternoon, your customers are looking for a person with the right abilities, experiences, connections, characteristics and attitudes that best fit their company requirements and culture. That's a lot more difficult than brandishing an ice cream pop from the ice box . Let's take a look at these marketing basics and how you can create marketing methods from them.
1. Create a niche market.
When you're a recruitment firm in a smaller community, you can easily get away with dominating the market share because there's less competition for clients. However, let's say you are based in London. There are countless thousands of recruitment agencies in the area, including the top multi-national firms with offices in the U.K. How can you possibly rise above this type of competition? The secret is to find yourself a niche where you can focus on your offerings and specialize your recruitment services for a selected kind of customer . For example, you may decide to target the health niche and offer staffing for infirmaries, , clinics and other sorts of enterprises in the health-care industry . Possible customers can also include those in the fiscal, legal, manufacturing and information technology industries.
2. Get marketing consent.
Cold-calling isn't anymore hot. At the very best this marketing tactic can get you around a couple of new clients per each 20 calls; at worst, you can irk potential clients for interrupting their precious time . To put it in layman's terms, long gone are the days when recruiters can show up unannounced and still effectively win clients. Companies and the people that run them are busy. With around 3,000 advertising messages that constantly barrage the senses every day, how does one expect to stand out and be distinguished ? Ask their permission . By providing new , useful and engaging rewards, you win potential clients who have actively selected to hear what you have got to say. Rewards can be anywhere from a monthly industry newsletter, instant notifications about top candidates or free placement for one person .
3. Build and nurture client relationships .
Traditional marketers focus on developing the product. More advanced marketers work on expanding the focus on the product to create more value for customers and creating robust and long-lasting relationships with them. Remember, it is six times costlier to win a new customer than to keep an old one. Communication is a key component in good client relationships . It doesn't stop once you have made a placement. It keeps going, whether by telephone, e-mail or in real life, and should aim to provide your customer with important information helpful to his business. A recruitment database lets you keep and organise all sorts of information about your clients and candidates . This may help you keep track of all instances of communication with them. Little things also , like dropping them a note for the holidays or sending thank-you gifts after a particularly successful transaction, also increases customer satisfaction and loyalty.
4. Make your customers feel valued.
Your clients have many concerns to attend to and would only enjoy conversing with you if you have got something that will help them ease these concerns. Now is not the time to advertise your services to your customers . Chances are that they have also heard the same from other recruiters . To set yourself apart from the competition, you've got to demonstrate to your customers and potential clients you are genuinely concerned about them. Open a meaningful dialogue with them and pose questions that will help you provide the hardest impact for their business. Furnish them with up-to-date and specific information that may help them to deal with the difficulties of their business. Existing clients also find useful information that educates them on how to utilize your services so that they can get the most out of them.
In the recruitment industry, people are your main concern. The objective is to shift attention away from you as a business and work on interacting with people as clients and candidates . (One day, one of your candidates may become a possible client, so treat them all with respect.) The more they feel that you are listening to them rather than round the other way, the more they regard you as a partner for long term success as opposed to a one-off sales call.
1. Create a niche market.
When you're a recruitment firm in a smaller community, you can easily get away with dominating the market share because there's less competition for clients. However, let's say you are based in London. There are countless thousands of recruitment agencies in the area, including the top multi-national firms with offices in the U.K. How can you possibly rise above this type of competition? The secret is to find yourself a niche where you can focus on your offerings and specialize your recruitment services for a selected kind of customer . For example, you may decide to target the health niche and offer staffing for infirmaries, , clinics and other sorts of enterprises in the health-care industry . Possible customers can also include those in the fiscal, legal, manufacturing and information technology industries.
2. Get marketing consent.
Cold-calling isn't anymore hot. At the very best this marketing tactic can get you around a couple of new clients per each 20 calls; at worst, you can irk potential clients for interrupting their precious time . To put it in layman's terms, long gone are the days when recruiters can show up unannounced and still effectively win clients. Companies and the people that run them are busy. With around 3,000 advertising messages that constantly barrage the senses every day, how does one expect to stand out and be distinguished ? Ask their permission . By providing new , useful and engaging rewards, you win potential clients who have actively selected to hear what you have got to say. Rewards can be anywhere from a monthly industry newsletter, instant notifications about top candidates or free placement for one person .
3. Build and nurture client relationships .
Traditional marketers focus on developing the product. More advanced marketers work on expanding the focus on the product to create more value for customers and creating robust and long-lasting relationships with them. Remember, it is six times costlier to win a new customer than to keep an old one. Communication is a key component in good client relationships . It doesn't stop once you have made a placement. It keeps going, whether by telephone, e-mail or in real life, and should aim to provide your customer with important information helpful to his business. A recruitment database lets you keep and organise all sorts of information about your clients and candidates . This may help you keep track of all instances of communication with them. Little things also , like dropping them a note for the holidays or sending thank-you gifts after a particularly successful transaction, also increases customer satisfaction and loyalty.
4. Make your customers feel valued.
Your clients have many concerns to attend to and would only enjoy conversing with you if you have got something that will help them ease these concerns. Now is not the time to advertise your services to your customers . Chances are that they have also heard the same from other recruiters . To set yourself apart from the competition, you've got to demonstrate to your customers and potential clients you are genuinely concerned about them. Open a meaningful dialogue with them and pose questions that will help you provide the hardest impact for their business. Furnish them with up-to-date and specific information that may help them to deal with the difficulties of their business. Existing clients also find useful information that educates them on how to utilize your services so that they can get the most out of them.
In the recruitment industry, people are your main concern. The objective is to shift attention away from you as a business and work on interacting with people as clients and candidates . (One day, one of your candidates may become a possible client, so treat them all with respect.) The more they feel that you are listening to them rather than round the other way, the more they regard you as a partner for long term success as opposed to a one-off sales call.
About the Author:
Jane
Clements writes for eBoss Solutions, a leading company in recruitment databases
and producer of eBoss recruitment software. For more information about how to market
and manage your recruitment firm, please visit eBoss Solutions or send an email
to jane.c@eboss.co.uk.
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