For any recruitment agency, the first stage of developing an effective digital marketing strategy is building a strong brand, and this is typically broken down into six key components:
Firstly, you need to look at your purpose, this is essentially the ‘why’ of your business. You need to be able to communicate why your agency exists and have an in-depth understanding of the recruitment industry and what it is that you think your company can fix or improve about it.
The next stage of the branding process is to formulate your brand’s ‘core’ – this is essentially the defining characteristic of your recruitment agency and the one thing you will want your brand to be associated with.
The third step of the branding journey is to establish clear organisational values that should be implemented in everything you do
Next, you will want to identify the key features and benefits of your recruitment agency. Here, you really need to be specific; think about what sets your agency apart from the competition.
Your brand personality is key for consistent communication and will help to build your brand image and establish an emotional connection with your audience. The simplest way to understand brand personality is to think “if my recruitment was a person, who would they be?”
Lastly, you will want to look at your visual identity. This is perhaps what most commonly springs to mind when people think about branding, and includes the visual elements of your brand such as your logo and brand colours.
Having an effective SEO strategy is essential for your recruitment agency to stand out from your competitors. With an increasing number of people using Google to help solve their problems, it’s vital that your website is being presented as a top recommendation (which essentially means, your website needs to be ranking highly on relevant search engine results pages). When it comes to SEO, there are three key areas to consider, which are on-page optimisation, technical optimisation and link acquisition.
One thing we have seen over the years is that good content can really boost the success of a brand. The content you post is what will provide value to your audience and prove to them that your recruitment agency is beneficial to them. By regularly posting insightful and informative content, you will not only help to establish strong relationships with your audience and encourage loyalty, but you will also be establishing yourself as an industry leader, building trust and authority for your brand whilst differentiating your agency from your competitors.
When it comes to developing your content strategy, there are three key things to consider:
It’s all very well publishing high-quality content, but if it’s not of interest or value to your customers, then frankly, you are wasting your time. You need to ensure you are posting content that is relevant to your audience and benefits them in some way.
This is all about being aware of your own resources and having the capability to adapt key content effectively. There’s no point wasting your time re-producing content you already have, or spending hours creating something from scratch that you could’ve spent just an hour tweaking.
Each piece of content you create should be clearly aligned with one (or more) of your company goals and contribute in some way to the growth of your recruitment agency. When it comes to creating your content strategy, be ambitious and creative – think about how you can meet your objectives in an innovative way that will help differentiate your agency from your competitors.
Aside from Google, when it comes to recruitment, more and more people are using social media. Whilst LinkedIn should be a fundamental part of your social media strategy, you should also consider the value of other channels, such as Instagram and Facebook. For each social channel you choose to use, you should develop a unique strategy, as you are likely to find varying audiences, preferences and content formats across each platform. An example of this would be to compare LinkedIn to Instagram: typically, LinkedIn follows a formal and informative approach, whereas Instagram is more focused on visuals and tends to adopt a more informal and lighthearted tone.
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