Why is Marketing Important for Recruitment Companies?

Many recruitment companies rely on cold outreach to get new clients and candidates. However, that’s becoming harder than ever, as people are increasingly bombarded by advertisements and sales messages and are therefore tuning out. If you want to stand a better chance of converting the people you’re cold-calling, you should invest in recruitment marketing for your company. 

What is recruitment marketing? 

The term ‘recruitment marketing’ refers to marketing for recruitment companies and the talent acquisition department of a larger organisation. This blog is about the former, focussing on how recruitment companies can better market themselves. In that context, recruitment marketing often includes activities like brand awareness, sales enablement, and value propositions. These marketing methods will be structured in a funnel that creates awareness of the company, builds trust with its audience, and helps your consultants convert them into clients and candidates. 

The Benefits of Brand Awareness

As we mentioned earlier, cold outreach on its own doesn’t have a great conversion rate. However, if the people you’re calling know about you or your company, they’re more likely to entertain your pitch when they pick up the phone. Brand awareness essentially warms up your leads before you reach out to them, making them easier to sell to. If you’re regularly posting good content, you’ll stay top-of-mind when your ideal clients are ready to hire, making them more likely to reach out to you. 

How to Blend Marketing & Sales 

There’s a common misconception that marketing and sales should be separate departments. But, if they work together, they can create something special. The job of any marketing department is to help the rest of the company bring in revenue. Pairing them with your consultants will help them understand the challenges your sales team is facing so they can create content that helps solve those challenges. 

For example, if potential clients are telling your consultants that they don’t see the value of your services, your marketing team can create more case studies that demonstrate the impact that your services have had on similar companies, increasing the perceived value of your work. Your marketing team can also create sales enablement pieces like pitch decks and brochures, which look professional and make it easier for your consultants to send over more information after a call. 

Basically, blending your marketing and sales departments is the best way to improve your conversion rates. 

Reaching Consultancy Status 

When the economy dips and companies stop hiring new people, recruitment companies need a way to stay relevant. By positioning your company as a consultancy firm, you can advise your clients on things like onboarding, training and development, diversity, etc., which prolongs your relationship with them and continues to add value beyond the hiring process. 

To position yourself as a consultant, you’ll need to create thought leadership content. That’s the perfect task for your marketing department, who can produce whitepapers and testimonial videos to promote your wider services. That content will present you as a strategic partner rather than an expendable supplier, therefore future-proofing your company until hiring increases again. 

Conclusion 

Recruitment marketing is essential for any agency that wants to succeed in the current economy. It increases your conversion rates by building trust with your potential clients, as well as positions you as a strategic consultant who can continue to add value to your customers’ companies, even beyond the hiring phase. Marketing is often the first department to experience cutbacks during harder times, but it’s the place you should invest in the most. 

To find out how we can help you market your recruitment company, contact us for a free consultation with one of our directors.