Marketing tips to make your Recruitment Business

punch above its weight

RMI Owner/Director Forum15 November 2013

Mike EllinghamEmma Mills

© MESO Marketing Ltd 2

• Help recruitment businesses grow, develop and flourish Provision of advice, guidance and consultancy Hands-on management and delivery of specific projects and activities

• Give directors/managers of private businesses the benefits of a dedicated & experienced Marketing department Retained number of days per month Specific project related scope Overflow / as and when required

MESO Marketing

© MESO Marketing Ltd 3

Insight

Strategy

Delivery

© MESO Marketing Ltd 4

Insight

What Sectors are growing ?

What Skills will be needed ?

What are your Competitors doing ?

What do your customers think of your Service ?

Which Companies are growing ? Market Share

Research/biotech

Pharma

Other Health/Medical

ForensicFood

Water

Chemicals/FMCG

Education

ContractTesting

0 40%

MarketGrowth

Energy

Market Share

Research/biotech

Pharma

Other Health/Medical

ForensicFood

Water

Chemicals/FMCG

Education

ContractTesting

0 40%

MarketGrowth

Energy

© MESO Marketing Ltd 5

Strategy

• Company Vision and Values

• Business Plans

• Marketing Strategy & plans

What services are you going to supply?

Who are you going to sell them to?

Why are they going to use you ?

How are they going to hear about you ?

© MESO Marketing Ltd 6

Delivery

Branding

Websites

Content marketing & social media

Case Studies

Brochures, e-brochures

Direct & e-marketing campaigns

Advertising

PR, Newsletters, Surveys and Award Entries

Tenders & sales proposals / presentations

Events

Punch Above Your Weight

© MESO Marketing Ltd 8

• Survey your clients and candidates

• Identify your strengths & weaknesses

• Rescue dissatisfied clients

• Identify supporters/case studies

• Drive referrals

• Reward staff

• Brand it - Look like a big company

PAYW1 – Turn feedback into fees

Overall Candidate quality Staff Knowledge Communication

0102030405060708090

10084 81

90 87

“This survey has helped to position the Blue Pelican brand positively in my mind as I have never seen customer satisfaction surveys from other recruitment companies.”

“I think that its excellent that you do a survey like this. Too many other agencies forget that today's candidate is tomorrow's client.”

© MESO Marketing Ltd 9

• “Inch wide mile deep”

• Be the expert in your field(s)

• Use your candidate & client network to develop information that is unique and of interest

• Use information as hook to set-up meetings and / or get vacancies from new clients

PAYW2 – Be the specialist in your niche

© MESO Marketing Ltd 10

PAYW3 – Broadcast your knowledge

© MESO Marketing Ltd 11

PAYW3 – Broadcast your knowledge (2)

• Over 2,000 hits

• Discussion on LinkedIn

• First on Google rankings

• New client

• Increased candidate registration

© MESO Marketing Ltd 12

PAYW3 – Broadcast your knowledge (3)

• Jobs

• Market views

• Trends

• Client advice

• Candidate advice

• New starters

• Achievements

• Rare candidates

• Technical content

© MESO Marketing Ltd 13

The Theory – Content Marketing

© MESO Marketing Ltd 14

PAYW4 – Make your website big

© MESO Marketing Ltd 15

• Successful examples of your service

• Help re-assurance potential new clients

• Reminds current clients of what you’ve done!

• Each target sector / service / skill

PAYW5 Case Studies – everybody likes success stories

© MESO Marketing Ltd 16

• Page-turning software is now cost effective for most businesses

• Nicely designed e-brochure version (page turning) can be embedded onto your website

• You can digi-print small numbers – 50 at a time

PAYW6 - Digi-brochures are cost effective

© MESO Marketing Ltd 17

Summary

UseFeedback

Specialise

BroadcastBig Website

Case Studies

E-brochure

Marketing tips to make your

Recruitment Businesspunch above its

weight

© MESO Marketing Ltd 18

© MESO Marketing Ltd 19

Contacts

Mike Ellingham Twenty years Marketing Manager & Director for leading Business

Services, Outsourcing & Recruitment businesses. Also Sales, business development & operational expertise

Strategy, Insight, Marketing Communications

Emma Mills Fifteen years Marketing Manager – agency and client side Insight, Branding and Marketing Communications

www.mesomk.com

Tel: 01344 636312