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TDM Academy - Week Eight - How Can Recruitment Consultants Influence Marketing?

20/07/18
Posted by: Christopher Ruddick

The recruitment world is like many other industries in a state of constant change with new entrants, but more importantly in the 21st century, technological change.

TDM has always, and will continue to do so, find digital marketing an essential element of our overall marketing strategy, alongside appropriate traditional marketing.

A number of years ago that statement would have probably been in reverse, but such is the pace of development and the importance of digital marketing that the reality is for many that digital marketing strategy is better value for money over more traditional methods of marketing.

Our trainees despite only being only 8 weeks in have had their heads filled with significant levels of information from the experienced mentors about the overall property sector, their particular sectors and the best industry leading methods to achieve recruitment success.

But, where for a recruitment consultant does marketing come in? or more to the point where does digital marketing become critical to the success of a consultant?

Well quite simply without the job adverts on our website (and suitable job boards!) they are likely to be missing a significant potential number of candidates and clients. Therefore, by ensuring that the job adverts they write and refine the most attractive, descriptive and interesting possible.

But, this goes further than just writing a quality job advert. It is pointless having a fabulous job advert if no one is viewing it and therefore not converting into an applicant.

So, beyond the requirement to gain an understanding of the market, sectors and recruitment marketing does play a part in ensuring that recruitment consultants create job adverts with good, accurate and utilising best practice of digital marketing.

In this particular case for our trainees that means learning some basic Search Engine Optimisation (SEO) crafted specifically to their sectors and roles they deal with. For example, ensuring that Title, Locations, Salaries which are the main elements of the job advert include the most appropriate keywords.

But, further than that there is more subtle elements such as ensuring that the meta descriptions are edited from any automatically created ones to get better engagement from potential candidates.

A decent quality job advert done correctly will deliver candidates (and possibly even clients) whilst live, and more critically long after expiry if it is ranking well in search results (in many cases this simply might as well say Google!)

Furthermore, a critical other element for a recruitment consultant in the 21st century is of course good networking via social media. For many in the recruitment world that may be quickly followed by social media equals Linkedin.

But, the reality of the matter is that companies and consultants need to diversify more and target specific content and strategies to the audience that are most likely to be utilising those platforms.

Linkedin is bluntly, still and will likely remain for a long time a very important source of candidates and clients. Our recruitment consultants, including our trainees, regularly utilise their own private linkedin pages to push adverts, industry news alongside other TDM blogs and news to engage with our candidates and clients alike.

Although, I will admit, many probably know TDM on Linkedin for unusual imagery which is driven in part by us having a deep understanding of our ideal candidates. This means for example using imagery that fits the aspirations and lifestyles of our candidates, instead of simply finding a boring image of another house.

Ultimately, what can be said for recruitment consultants is that they can help shape the activity of executing a digital marketing strategy at a number of points via different marketing channels.

A well crated and executed short training period with your team of recruitment consultants or split into multiple sessions can help improve and build your marketing strategy across different sectors effectively, efficiently whilst having on the face of it minimal direct marketing team input.