How to Create a Successful Recruitment Marketing Campaign in 2020

It’s been a tough year for the HR industry with many high profile job cuts and restructuring. One area that didn’t get as much attention but was still affected was the recruitment marketing and job search industry. Companies shut down, changed hands and new technology emerged making the tasks that marketing recruiters and search strategists used to perform much more complicated.

Now is the perfect time to get back in the game and create a successful recruitment marketing campaign. Here are some tried and tested tips on how to do just that.

Tip 1: Update Your Online Content

The first and most important step to creating a successful recruitment marketing campaign is to update your online content. It’s amazing how many companies still rely on out-of-date websites, social media platforms and unoptimised content to draw in potential customers and leads. Even worse, many of these platforms require you to update your content manually which is both time-consuming and frustrating. Investing in an automated content scheduler to ensure your content is always up-to-date and looks fresh is essential for boosting your marketing success.

Tip 2: Build A Brand

One of the primary reasons why many businesses fail in their marketing endeavours is due to a lack of focus on brand building. Before you start any kind of marketing campaign, you need to have a clear idea of what your brand stands for, what your product offers and how you’ll measure its success. The same goes for your campaign. You can’t just throw together some marketing material and expect it to work. At the end of the day, you’re just selling something and you need to ensure that your brand identity is tied firmly to your campaign.

Tip 3: Generate, Measure, Optimise, Repeat

The first step to any marketing campaign is generating as much interest as possible in the product or service you’re promoting. To achieve this, you need to carry out adverts, conduct seminars, host webinars, develop social media platforms, create YouTube videos, write blog posts and so on. The list is endless. Whatever it may be, you need to do it (and do it well) until you meet some very specific goals. From these goals, you can work out how to measure the success of your campaign and improve your efforts to achieve greater success in the future. The same applies to your recruitment marketing campaign. You need to set yourself a series of goals and metrics to assess your progress. If you’re not measuring it, you have no chance of improving. The more you measure, the better you can improve. For example, you might measure the click-through rate of your adverts to determine how effective your campaign has been. You can also look at the number of times your website is mentioned in search engine results to see how well your content is performing.

Tip 4: Target The Right Audience

You need to target the right audience for your campaign. Before you begin, you need to ask yourself several questions to work out who you’ll approach with your marketing message and how you’ll go about doing so. These include but are not limited to:

  • Who is your target audience?
  • Where do they hang out?
  • What do they care about?
  • What do they want?
  • What are their needs?
  • What will encourage them to action?

For example, if you’re a fitness business, you might target male audience. If you’re an e-commerce business, you might target the 18-24 year old demographic. Once you’ve got your target audience, you can craft an evangelism campaign that speaks to them, resonates with them and encourages them to action. You don’t want to pitch to the masses because they won’t have the same effect as reaching out to the people most likely to be interested in your product. Once you’ve got your target audience, you can begin to design your strategy. What will you use to attract them to you? What will you say to persuade them to action? What do you need to do to earn their trust?

Tip 5: Measure The Success Of Your Campaign

You need to measure the success of your campaign. Without measurements, you have no idea if your efforts are producing results or not. The good news is, Google Analytics and other similar tools make this very easy. Simply navigate to your Dashboard, click on Acquisition in the left-hand column, then follow the prompts.

On this screen, you can see a graph displaying key performance indicators. These include the number of conversions (i.e. leads, signups or whatever metric you may use), the amount of revenue generated, the number of pageviews and the amount of time spent on each webpage (this can be measured using Google Analytics ‘Events’ feature).

As you can see, these indicators are very easy to understand and measure. You don’t need a business or marketing degree to understand how to use Google Analytics. Simply follow the prompts and enter any relevant details. Once you’ve entered your website’s details, you can begin to assess the success of your campaign.

Tip 6: Learn From Mistakes

The last step to any successful marketing campaign is to learn from your mistakes. When you’re in the middle of a campaign, it’s very easy to make a small mistake that has big ramifications. If you want to create a better experience for your customers and prospects, you need to learn from these mistakes and ensure that they don’t happen again. For example, if you discover that you’ve made a major blunder in your targeting and you’ve reached out to the wrong audience, you have two choices. Either you can do nothing and hope that this problem doesn’t surface again or you can take action. The first option may be the easier route but the second one could prove to be the more effective one. Ultimately, it’s up to you.

If you’d like some help getting started, don’t hesitate to reach out. Perhaps you’re looking to revamp your whole marketing strategy. Do you need help creating an actionable marketing plan? Or perhaps you need help with specific tasks such as SEO, content creation or social media marketing. No matter what stage you’re at, we’re here to help. Just give us a call or send us an email and we’ll get started.