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Marketing for job agencies
From the perspective of the employer reporting to the Agency in Poland, the timeframe in which the Agency is able to recruit and deploy an employee is extremely important.
From the perspective of the Agency – it is very important to have a database of candidates or to quickly acquire new ones in order to give an answer to the employer.
Where to get these candidates?
How to build a strong online presence for your company?
How to be recognizable?
How do you recognize the need for
for the right candidates?That’s where marketing helps us.
And how do you do results-oriented marketing?
Marketing for an Agency looks different than activities for other branches of business. The purpose of these services is not only to get the user to visit the website, but to get clients who want to cooperate with the Agency. The employer is establishing a long-term relationship, for him it should be a reliable business.
You also can not ignore employer branding. Shaping the image of your organization as a reliable and solid contractor is very important in the environment! A good advertisement is of no use if the opinions about your company are negative. Moreover, the bigger gap a candidate sees between what the agency “advertises” and what people write, the worse for the organization. Such negative marketing may decide “to be or not to be” of the company.
- How to effectively lead online marketing activities?
- Lead them yourself or with an agency?
- How should employers see us?
Answers to your questions can be found later in this article.
Already have a your own website?
If you don’t – a website should be the start of your company’s efforts. If you have one – it’s worth a closer look.
“Nice websites” are not enough.
Is your website loading fast?
I’m sure you’ve had occasions where you’ve nervously glanced at your screen because websites were loading too slowly. Or you really wanted to read an article on your phone, but it wasn’t possible. You already know how frustrating and discouraging this is. Will good marketing then help your business? No, because you ultimately left the website.
Take care of the Customer Experience.
Make your website a better experience. Take care of Customer Experience.
Your website can be based on the popular CMS WordPress.
Test it on several devices and browsers. Send it to friends, family, trusted people potentially interested in your services. Gather feedback and analyze it. This is marketing, too.
Testing
Remember that testing by friends is not everything. You should use professional tools such as Google Page Insight. Using this tool will give you the answer to the question, what else can you do to make your website more visible by Google?
Core web vitals
Core web vitals, or factors “considered by Google” when indexing a page, are very important. Google keeps its algorithms secret, but a good searcher will find some hints.
Core Web Vitals are three metrics that affect a user’s experience on a website. As of May 2021, they will be added to Google’s ranking factors. In other words, they will affect your position in Google search.
1. The first indicator is page load performance, which is the speed of rendering the largest piece of content or image.
2. The second indicator is FID, the speed of the browser’s response to user interaction.
3. the third indicator is how much the page layout shifts during loading.
How to check Core web vitals?
Audit the whole website using Search Console report or use the services of a specialist. After receiving the result you will receive tips according to which you should improve your site.
Nitropack.io
It is worth helping yourself and using advanced tools.
Such tools include Nitropack.io – increases PageSpeed scores and reduces page load time. This will increase your conversion rate and give you an edge over your competitors.
Do you know what action to take by the user of of your website?
Sooo, he’s supposed to send in an application…or call us….
And does this User know this? A clear path is essential.
Very often we think that the website is clear, transparent, but in reality
user it is unreadable and difficult to use.
The process of acquiring a candidate should be written down even before we start working on the website. It is worth asking ourselves a question – what action should the candidate take?
- Is he/she supposed to call us?
- Should he/she send his/her application using the contact form?
- Should he/she use an agency?
- Is he/she supposed to come to us in person?
Once we define the goal for our user, we design a website for it.
We create appropriate sections with information, add buttons with calls to action, make sure that contact details, phone numbers, forms are visible.
Remember!
Good advertising will bring in candidates –
but poor site navigation will effectively scare them away.ATS – start with good tools!Is it worth implementing an ATS
ATS – start with good tools!
If we already have a company website and we are ready to receive our first customers, it is worth thinking about systematizing certain activities and creating appropriate databases.
The Internet will very quickly tell us which systems are worth attention.
To make this process effective and fast, you need an ATS, or Application Tracking System. A good system will help us go through the entire recruitment process, from
and publication of an announcement, through the introduction of an employee to the position, employee evaluation, vacations, to the stage of ending the cooperation.
The main functionalities of such a system include building your own application database, communication with potential candidates, building the scope of recruitment announcements, security of data storage and processing, project management.
All processes are closed in one place. With access from any place in the world. An example of such tool is HR Link.
Is it worth implementing an ATS into an organization? What does the Internet say about it?
86% of the recruiters we asked who have started using ATS believe,
that they recruit faster.
Modern system will help you not only in the recruitment process, but also in marketing. It will facilitate the preparation of mailing database, allow you to collect address and contact data.
and contact data.
Acquiring new customers is always more expensive than marketing to existing customers. Therefore, create a base of interested people from the beginning, so that your marketing will be more effective and at the same time cheaper.
Do you have a profile?
in Google My Business?
Google My Company is another great way of advertising that affects the credibility and position of your business on the Internet.
Through a well prepared and completed profile, you will decide which information about your company will appear in the search engine and on Google Maps. You will also have the opportunity to receive and respond to reviews issued by consumers.
In turn, the appearance of your business in Google Maps will allow you to be found more quickly and will give credibility to the actual existence of your business. Google My Business can be a good advertisement for you.
For your customers, this is very important!
To help yourself, use Surfer Local – a tool that allows you to position your business card effectively.
Announce yourself!
For potential candidates, the credibility of your company matters. The more often the Internet sees your ads, logo, color scheme, Brand Hero, your company name the better. Therefore, be everywhere where your target group is. Place job ads on popular job boards. The more recognizable the portal, the better for you. Remember to include as much key information as possible in your job ad, but avoid clichés such as developmental work, friendly team, etc. Examples of portals where you should advertise are praca.pl, pracuj.pl, jooble.com, Olx.pl.
Placing ads on free portals, on the other hand, is a good way to advertise cheaply in the early days of your business.
Be where your target group
target audience. Be on Social Media!.
You can have the best offer on the market and the best business but if you don’t reach out online and reach your prospects – you won’t get clients.
Your prospects are spending a lot of time on social media – you should too!
Start by setting up and maintain a fanpage. Create activating posts, build credibility and recognition. Invest your budget in Facebook Ads, contribute to groups related to working abroad, host Facebook Live, share tutorials, give interviews, write articles, make others see you!
Reach for Content Marketing
Internet users are not looking for products, they are looking for solutions to their problems.
Make them find them on your website.
Well-run content marketing builds credibility and the image of an expert, increases user interest, affects the growth of brand awareness and, consequently, allows you to gain new candidates and customers.
Create interesting materials – text, video, webinars, promotional videos, tutorials.
Examples of effective content can be SEO-optimized blog articles, tutorials, interviews and videos. The key to good advertising is, of course, proper promotion and sharing of materials in social media.
Do you know what Google Ads is and how to measure Internet marketing?
Google Ads is an advertising system that allows anyone to create a campaign and appear in Google’s search engine paid ads panel.
In Google Ads, you have a huge range of ad format choices. These can include effective search engine text ads, call-only ads, product ads, banner ads or flexible ads in the ad network, YouTube ads, Gmail ads, among others.
Also, the method of targeting and the number of people the ad will reach can be dynamically modified. You can choose standard targeting by keywords tailored to your audience’s expectations, you can choose geographic targeting, demographic targeting, targeting by interests and topics and even bargaining for specific devices.
A very interesting solution is remarketing, i.e. following an advertisement after the recipient. Remarketing gives you the opportunity to reach out again to people who already know your services but have not had the opportunity to use them.
1.
You target advertising to people potentially interested in your service.2.
You pay only for the effect – for clicking on the ad or displaying it.3.
You display the ad on a variety of devices.4.
You show up right away in Google search, in the paid ads panel.The marketing lead module is available to anyone, which means you can create advertising for your site yourself.
However, if you have no experience and are not familiar with this tool then consider getting help from a trusted expert. With him you will create much more interesting and effective ads.
Do you position
your website?
Surely you know how the Google search engine works. You type in a phrase you are interested in and Google gives you results. Surely you would like your website not to be found at the ends of the Internet, but for your candidates to be suggested by Google. Unfortunately, it won’t happen that fast.
It will take at least six months before your website appears on the first page of searches. Six months of intensive marketing efforts. So called SEO involves a number of actions taken by experts. It is very difficult to do it by yourself. Of course it is worth the effort and treat positioning as one of many actions aimed at increasing the reach of the site.
How do you know if your activities are effective?
Measure them. And compare them with your assumptions. The Internet provides a huge opportunity to use the tools and applications available.
When undertaking any marketing activity you should be able to measure it. Determine the purpose of these activities, describe them, determine the schedule and budgets. After the end of the promotion you will know whether the advertisement was effective or not. You will know the cost of acquiring one lead, budget spent, number of actions taken by potential customers.
Google Analytics will help you effectively track conversions. By properly setting goals, you will know where your potential customers are coming from, which products/services they are most interested in, how many forms they submit, how many inbound calls and callbacks they make. Tracking conversions will give you the answer to which campaign is most effective? Which one is the most profitable?
You can set up Google Analytics on your own or ask a friendly marketer. If you use add-on tools like callback24, you can also configure them with analytics.
How do you turn website visitors into potential customers?
Give them the opportunity to contact you quickly. Use the right tools. A contact form and a phone number in the header are not enough anymore.
The Internet gives us great opportunities to choose among applications that improve contact with the customer.
First, – install Callback24.
Callback24 will allow a recruiter to contact a potential candidate by phone within 15 seconds!
You install a widget on your website, potential candidates give you their phone number, at the same time the application rings on the recruiter’s phone and the recruiter can call the candidate back.
You can integrate the contact tool itself with your CRM, so that the data acquired goes to a single candidate database.
Secondly – install chat.
Chat is also a great option for quick contact. Admittedly, it doesn’t give you as many options as a phone call, but it can also help with recruiting.
Installation of both tools takes a few minutes.
Investing in modern possibilities of dialogue with a client is also marketing. In this way you also gain additional leads.
Internet advertising – by yourself or with an agency?
You’ve already learned about the different ways to attract customers to your organization.
Now you should ask yourself – am I capable of conducting effective marketing myself?
Would I want to hire an expert? How about taking advantage of a quote for marketing efforts?
Ask yourself some follow-up questions:
1.
Is the cost of acquiring a customer equal to 5 GBP a lot or little?
2.
Is it better to run campaigns on Facebook or Google Ads?
3.
Should there be 5 or 20 posts on FanPage?
4.
Is the cost of promotion equal to 250 GBP a lot or little?
The answer to all the above questions is – it depends 😃. Depends on your industry, depends on your target audience, depends on your product/service, your budget.
Without proper knowledge and experience, it will be difficult for you to determine whether a given advertisement is good.
Below I have outlined the pros and cons of each solution.
Self-directed marketing
- time (preparation, defining the plan and budgets, campaign optimization);
- experience (which you will not acquire in two months);
- tools;
- work on yourself and your product;
- promotion of company products;
- money (trial and error method can cost you more than working with an agency).
Hiring a marketing specialist
- if you are not familiar with marketing then finding a good specialist can be difficult;
- if you haven’t done any marketing before, you don’t know what to expect or what results to expect;
- hiring one specialist does not solve the problem – you need a graphic designer, SEO/SEM specialist, copywriter, sometimes several services together and sometimes separately;
- the cost of retaining and training an employee may be higher than being able to use selected services at an agency;
- the advantage of hiring an employee will, of course, be their presence on site at the company’s headquarters.
Using the agency’s offer
- agency offers a broader range of services to companies than a single employee;
- agency employees do not need training and apprenticeship for their duties, they will start real activities faster than an employee;
- you get access to a team of experts for whom preparing marketing for companies is a matter of course;
- experts care about good promotion and effective marketing;
- you pay for the best results – content, graphics, campaigns, communication, conversions.
Marketing management is not just about coming up with and incorporating creative. Marketing management is the advanced analysis, proper planning, execution and control of the marketing processes adopted. Advertising itself is only one component of this process. For marketing management to make sense, we must have access to the knowledge and materials necessary to carry out effective solutions.
So how do you start marketing?
Test Callback24 and receive a free marketing consultation!
You already know what marketing can do and how many opportunities you have.
It’s time to move on to action and promotion.
Create your Callback24 account today and get
a free marketing consultation.
During a 20-minute conversation with an expert, we will discuss your business situation, check whether your website address is easy to remember and related to your industry, verify the correct configuration of Google Analytics and examine whether the effects of your marketing are satisfactory. During the call, we will also provide a plan of action and marketing ideas.
Learn more about the free consultation here. Sign up today!
On a daily basis I am responsible for the development and marketing of the product, I care for relations with clients and partners.