Many recruitment, search and staffing business owners believe focusing on one marketing channel is enough. They post on LinkedIn once or twice a week or send a monthly email blast, then wonder why they’re not getting the response they want.
In any market, you need multiple options to be in front of your audience more frequently.
[Below is a summary of the podcast recording.]
Multiple Touch Points Matter
Statistics show that candidates take 8-12 touch points to consider a new opportunity, depending on the market. For larger clients, you need between 6-18 meaningful interactions before they trust a new recruitment partner. These interactions include the content they see online, as research shows over 70% of candidates investigate potential employers across multiple platforms.
Using just one marketing channel restricts market visibility and limits volume creation. You miss out on clients and candidates who prefer other channels, have no backup plan when one channel goes quiet, and can only nurture people over time in one way.
Learning From Major Brands
Take Booking.com as an example. They started purely online but realised they were missing connections with different groups. Now, they advertise in magazines, on TV, and even at the Super Bowl with Tina Fey and Glenn Close. If a company that size knows it needs multiple marketing channels, it’s worth considering for your recruitment business.
Creating An Integrated Marketing Approach
Your marketing strategy should include:
- Regular LinkedIn content posting
- Direct outreach on LinkedIn
- Presence on Facebook and Instagram
- Email campaigns
- Building personal relationships
- Industry event attendance
- Running your own events
- Traditional marketing materials like brochures and pitch decks
Consider LinkedIn as a major channel. Use it for multiple purposes: post value-added content, personal branding content, direct outreach, newsletters, Live LinkedIn sessions, webinar promotion, and advertising. Start by auditing your current activities to identify gaps, then choose one new complementary channel. Create a 30-day plan and monitor progress.
Thanks
Denise
How We Can Help
Our clients are solo, micro, and small SME recruitment, search, and staffing owners just like you. Even though they are time-strapped, they have multiple marketing strategies in place.
Get in touch if you want to find out how we support them.
