How to Market Internationally: A Graduate-Level Course on Marketing for International Recruiters

Recruiters from all over the world come to the United States every year to find talent for their organizations. Despite the fact that this country is viewed as the land of opportunity, getting hired in the U.S. can be quite the challenge.

With the world changing, the way we work changing, and the nature of global talent search shifting, how can professionals navigate the international waters when seeking employment?

We have put together a comprehensive course to teach you the ins and outs of marketing for international talent searches.

The Basics Of Global Marketing

Before you embark on your international career, it’s essential that you understand the basics of marketing. In order to do this, we have compiled a course that will teach you the fundamentals of marketing, including:

  • Brand identity
  • Market research
  • Product development
  • Market segmentation
  • Market share analysis
  • Pricing strategy
  • Operations management
  • Organization & structure of a marketing team
  • Marketing budgets
  • Account management
  • Performance measurement
  • Analytics

The Role Of Marketing In International Recruitment

As we mentioned above, recruiters come from all over the world to the United States every year. In order to attract the best in the world, employers must be seen as a paradise by potential employees. And what is the single most important factor in an employer’s appeal?

The answer is marketing. How can we market the U.S. and appeal to global talent when seeking employment?

One of the many challenges that international recruiters face is making their company logo and products recognizable across different markets. In some cases, a brand new logo can mean the difference between a client being pleased or dissatisfied with a company’s efforts. In other cases, poor quality control on the part of the company leads to customer complaints and the risk of losing a contract. These risks can be avoided with quality control measures and a clear brand identity.

The Importance Of Building A Brand In An International Environment

In today’s world, the line between marketing and selling becomes blurred. A company’s marketing team will work with the sales team to ensure that marketing efforts are driving sales and forming the basis of future marketing plans. And what is the best way to ensure that sales are doing their job?

Build a brand. If you want to attract top talent and clients, you need to create a brand that is recognizable and consistent across different markets. To put it simply, you need to build a brand for your company that customers and potential employees can associate with quality, trust, and respect.

In your graduate studies, you will learn a lot about marketing, branding, and the many different ways in which brands can be created. One of the best things that you will learn is that brands have many different forms. Even among established brands, you will find regional differences and special tactics that are used to appeal to particular groups of consumers. For example, P&S Hypermarkets, a Dutch family-owned retail company, creates a unique identity for each of their stores by using bright, colorful décor and placing emphasis on quality and value.

You will also learn how to establish and articulate a unique selling proposition (USP). A company’s unique selling proposition is the value that they provide to customers that is different from that of their competitors. In marketing, a brand’s unique selling proposition is often referred to as the “blue ocean” or the “golden path.”

How Can Marketing Make A Difference?

Marketing is a very important part of any business, whether you are an international recruiter looking to expand your reach or a small-scale entrepreneur seeking to make a difference. In order to do this, we need to dive a little deeper into how marketing can make a difference.

In general, marketing provides a snapshot of an organization’s offerings and communicates this information to potential customers. In a nutshell, marketing is about getting the word out there about your organization so that interested parties can find you. To put it another way, marketing is about bringing customers and potential customers to your business, converting these people into paying customers, and retaining this customer base over time.

Depending on the stage that your business is in, your marketing plan will change. However, almost all businesses will need to engage in market research, develop a brand identity, and create a marketing strategy before they can start to see real results.

If you are looking to make a difference, consider the following marketing strategies:

  • Inbound Marketing. Inbound marketing is about meeting people where they are, rather than where you are. The idea behind inbound marketing is to engage your audience using content that they value, and then, over time, convert these people into patrons who will eventually become customers. Inbound marketing focuses on creating value for customers rather than selling a product.
  • Customer Focus. Just because your product is good, affordable, or safe, does not mean that the customer will automatically like or love your business or brand. In order to gain long-term trust and loyalty from customers, you need to understand their needs, desires, and concerns.
  • Digital Marketing. With the way marketing evolves, many businesses cannot remain stagnant. In order to have a successful future, virtually every business will have to embrace digital marketing.
  • PR & Media Relations. Being ‘in-the-news’ can do wonders for a business’ image and credibility.
  • Social Media. Social media is a great way to connect with customers, develop a base of followers, and start engaging with potential customers. In a world that evolves at the speed of light, with the way online communities change and grow, it is paramount to stay abreast of the latest trends and information regarding your niche.
  • Affiliate Marketing. With affiliate marketing, you potentially earn a commission when someone clicks a link or buys a product that leads them to your site. In many cases, affiliate marketing is simply a way for businesses to make a little bonus money on the side, which can be useful for a variety of reasons.
  • E-Commerce. If you have a product that you want to sell online, you will need an e-commerce platform. Although this can be quite the task, you can outsource the task to an expert or build your own from scratch.
  • Branded Website. In addition to an e-commerce platform, you can also create a branded website for your business. On a branded website, you can integrate your social media platforms, e-commerce store, blog, etc. in order to have a complete, one-stop-shop for your potential customers. In many cases, a branded website can serve as a virtual store front.

While there are undoubtedly many ways that marketing can make a difference, above all else, it’s about having a clear understanding of what you are doing and why you are doing it. When marketing for international talent searches, it is important to bear in mind the cultural differences and the way that people around the world perceive marketing and branding.

Marketing Is An Evolving Process

Just because you have a business plan or marketing plan that you have fully executed, does not mean that it will remain the same. Just as technology and the way that people use it change at an amazing pace, so too does marketing. In order to have a successful, long-term relationship with customers, you need to continue to evolve and change with the times. In order to attract the best talent, you will need to be doing everything possible to stay ahead of the curve.