The word January comes from the Roman God Janus who had two faces – one looking forward the other back. It is a month of reflection but also an opportunity to set goals and objectives for the year ahead.
Use this time to take stock of your social media footprint and set goals for the coming four quarters.
Personally, I look at three key metrics to measure social media:
The simplest way to assess these first two metrics is in the analytics tools on each social platform. For example on Twitter go to their analytics tool.
To measure the third (Business Outcomes) depends on the specific goals you or your business have. For most organisations undertaking recruitment marketing it would be applications, CV submissions or clients contacting you. Your LinkedIn contact should be able to provide these or you can access them via your dashboard. Your job board account manager can assist or you can track via tools like Broadbean or BullHorn. Don’t forget that you can track this on your own website by setting up Goal Conversions in Google Analytics.
If you want a quick snapshot of your overall social footprint you can also use tools like Klout.
Klout gives you a score to benchmark yourself against others and measure changes and trends over time.
Setting your social media goals.
Once you have taken stock of your current footprint it now time to look at what you plan on achieving this year.
For me this year I want to achieve the following:
Views. Grow my Follower base on Instagram for the Guildford Sourdough Club to at least 12,000. Grow my Twitter Followers to 8,000. Increase my blog views by 500% year over year.
Engagement. Improve my Twitter engagement to 1% consistently. Improve the volume of content and commentary I share on LinkedIn. Drive up my LinkedIn profile views. Improve my Klout score to 65. Start to hit 500 Likes ❤️ per post on Instagram consistently.
Business Outcomes. Drive more business opportunities via Instagram. Drive more business opportunities via new and existing contacts on LinkedIn.
At this point I feel these goals are ambitious, but achievable. Expect some follow ups on a quarterly basis where I can review and assess how each of these is progressing.
What are your social media goals for 2017? Leave a comment below.
Building a social media presence that delivers results requires a consistent approach to posting and sharing. In every blog, podcast, social media presentation on the topic regular and consistent posting is mentioned.
Look at consistency in two parts: consistency of message and regularity of post.
Consistency of message.
Consider the content you want to be known for and the problems you can help people / organisations solve. By posting about these topics consistently you have a better chance of ranking within searchs when people look for these key terms.
In addition to increasing the chances of being found you will also make it clear what your interests and expertises are. This is what builds your brand.
Regularity of posts.
With each social media site there is a different expectation of frequency of posting. If blogging the expectation is not that you post daily, but if you aren’t posting daily on Twitter then it doesn’t look great.
Establish how frequently you should be posting and make a note in your calendar as a reminder of when you need to be posting.
When posting on social media or writing content it is important to ensure you aren’t posting for postings’ sake. Only post when you have something to say or when the quality of the content going out can be assured. As mentioned above, you want to be known for something – don’t let it be for sharing poor quality content! (Read this blog to see how frequently you should post)
I’m not one for New Years’ resolutions, but moving into 2017 I do wish to make a change.
Over the past ten years I’ve written sporadically across social media, industry websites and on several blogs – either my own or for an employer – but never with much consistency. This is where the plan to change comes.
In 2017 I plan to be more intentional with my writing, more consistent and, hopefully by the end of the year, a better writer.
Digital marketing is measurable and you can scale up from a small start. You can test to your hearts’ content.
Dip your toe. Try this. Optimise that. Tweak this.
Dip your foot. Optimise. Tweak. Try a bit more.
Dip your ankle…
“Don’t bunt. Aim out of the ball park. Aim for the company of immortals.”
When your competitors tested it a while back and are today using it successfully what are you actually “testing”? Are you testing the platform, the product, the channel? Or are you testing your own ability to use them effectively?
Digital marketing doesn’t need more testers of the mainstream – especially not in saturated markets. Marketing needs a hero to do it bigger, better and have more impact.
So when they are swimming laps and you are still dipping your toe it is unlikely that you are going to win the race.
Halfway through a conversation I had to refrain from punching myself in the face as I realised I was falling victim to the buzzword de jour, and in doing so devaluing my job, experience and that of my team.
The conversation went something like this:
“So this new process will mean less time spent doing X and more time spent…”
I paused… and slowly saw a smile creeping onto the face of the person with whom I was speaking.
“You were about to say ‘adding value’ weren’t you?”
“I was, and now I hate myself,” was my reply.
Like most buzzwords over time they lose their meaning and start to drift further into the ether of abstract corporate waffle. Adding value could literally mean anything. When I talk about my team and what we do on a day to day basis “adding value” is possibly the weakest way of describing it.
We aren’t “adding value” – we are working with our clients to help them use complicated tools in simple ways. We are helping them to achieve their goals through intelligent marketing. We are sharing the experience and knowledge that we have amassed over years of study, from countless books read and from the tens of thousands of client interactions.
Is that adding value? Of course it is! But to belittle ourselves by referring to it in such an abstract and feeble manner is not self-deprecating; it is bloody ridiculous.
Despite statistics demonstrating that posting and sharing content helps build your brand, drives engagement with your target audience and actually leads to more conversions (applications to jobs or clients getting in touch) the vast majority of recruitment businesses haven’t invested in content marketing training or hired content experts. This is huge lost opportunity.
Over the last 12 months my team and I have spent many hours educating our clients on how to make creating content simple. Here I’ll share a couple of tricks which will save you time and effort.
So what can you do today to save time, create more content and have an instant impact?
It starts with the way your structure your content. Since school we’ve heard about building stories with the right Beginning, Middle and Ending. When it comes to content creation and content marketing think of these three steps as chapters titled Problem, Solution and Resolution.
Chapter one. The Beginning – Problem:
Highlight a problem that your target audience of candidates or clients face. This could be a problem that they are very aware of (how do I prepare for an upcoming interview) or something that is news to them (did you know the job of a marketing director will become redundant because of “Growth Hackers”).
Conversations between recruiters and their candidates or clients should raise challenges that these individuals or businesses face. Build a process in your business where marketing and front line recruiters speak regularly to share what the hot topics of the day are.
When highlighting problems that your clients and candidates might not be aware of – such as changing market factors which could impact their career progression, or legislation changes which might mean hiring certain candidates becomes difficult – try to add statistics or data from third party sources to validate the issue.
Chapter two. The Middle – Solution:
Explore what your clients and candidates can do to solve these problems. In the earlier examples this might include a vide tutorial on how to act in an interview and some tips for the most common questions, or training courses and book recommendations for marketers looking to learn about “Growth Hacking”.
The more comprehensive your solution, the better you demonstrate how well you understand your business and the market. For years now recruitment consultancies have been talking about the “value added service” which they offer alongside their standard recruitment offering. Here is the opportunity to deliver on that promise.
Content with a framework or process which is easy to follow will often be more successful and increase the number of social shares you receive.
Chapter three. The End – Resolution:
Having highlighted a problem, explained how it can be fixed you now have an opportunity to share examples of people / businesses who have followed these recommendations to see success.
Showing real life examples instantly builds credibility. This is like a case study on what your business has done and therefore what you can do for other clients or candidates.
Going back to the earlier examples you might show how someone managed to get their dream job as a result of your interview advice, or how “Growth Hacking” has changed your client’s marketing department.
Well does it work?
Heck yes! In fact this process is used across case studies, self-help books, adverts and infomercials.
Take the recent advert on television from AO. They highlight a problem shared by many parents; children get dirty, and occasionally washing machines break down. Then they describe the solution which involved contacting AO. Finally the entire video is a resolution because it is narrated in the first person by the family involved.
In a recent session with clients in the LinkedIn office several recognised this formula from articles they had read or had written themselves unknowingly.
Even this blog post takes the format of Problem, Solution, Resolution. Problem: “Content: It is important but difficult to pull off.” Solution: “It starts with the way your structure your content.” Resolution: “Take the recent advert on television from AO.”
Please let me know if you try this formula and if you have success with it. Any feedback is welcome.
For more information check out this slide deck below…
The best recruiters act like marketers. The best marketers act like sales people.
The challenge modern businesses face is that whilst the roles of marketing and sales are on their way to converging, the day to day activities each party undertakes are still distant cousins. According to HubSpot the tools that marketers prefer are predominantly inbound lead generators – like social media, whereas sales professionals lean more towards outbound tools – like the telephone and email.
Inbound activities such as social media and content marketing are like marketing with a magnet whilst cold calling and untargeted traditional advertising is marketing with a proverbial sledgehammer smashing your prospect over the head with your message regardless of their interest or relevancy. Thoughtful and targeted still works when it comes to advertising and cold calling. Take for instance the practice of calling companies who are posting job adverts; if you are recommending the perfect candidate the client is more likely to listen to you. That is smart and relevant. Your prospect has an obvious business problem which you can fix with your candidate.
In the above example I say “more likely” because the fact of the matter is that this prospect has probably had a dozen calls this morning already and two dozen emails with the “perfect candidate” being speculatively pitched.
Rather than extol the virtues of inbound marketing and sneering irreverently at telesales professionals I truly believe that both have a place and should work in conjunction for maximum impact. Having started my career making cold calls (a job / challenge that I absolutely loved!), I believe that there is a still a place for telesales and cold calling. However cold calling without the support of marketing is like bringing a knife to gun fight.
One person, one phone, how many calls?
It is impossible to make unlimited calls within a finite timeframe, and although training and coaching can help people to hone the skills of a sales person on each call it is still a lot of investment with a variable return.
Whilst I would never say that marketing generates 100% returns I will say that the equation of sales and marketing working together is better than the sum of their parts.
Sales + Marketing = <Sales only OR <Marketing only.
“The whole principle came from the idea that if you broke down everything you could think of that goes into riding a bike, and then improved it by 1%, you will get a significant increase when you put them all together.” Dave Brailsford
Mr. Brailsford was on to something. The fact his cycling teams won 59 World Championships and multiple gold medals at the Olympics was no fluke. Make everything you do more effective and your business will be more successful.
Training makes each call better.
Good call lists and research make every call more relevant.
Fantastic candidates to pitch increase the likelihood of a close.
Warmed-up contacts who have been marketed to make for better calls and conversations.
An inbound lead makes for the quickest of turnarounds.
Maximise your calls
In the same way that untargeted calls get little return it makes sense to have a targeted approach to marketing. Focus your energies and resources on a specific audience which is manageable (by manageable I mean reasonable within the means of your time, budget and skills). Select the audience you want to influence and begin to market to them.
Business courses and marketing qualifications talk about the “buyers journey”,” sales funnel” or “marketing funnel”. Familiarise yourself with it. Understand who needs to see your business and start to build up awareness with this target audience, deliver a message that makes them consider you and your services. If that message is good enough and resonates that target audience will start to generate a preference or bias towards you compared to other businesses and competitors. At that point you may well drive conversions directly through inbound leads, but equally you should be targeting these people with traditional sales methods like telesales. Calls to a warmed up audience are substantially more likely to drive returns.
According to the Harvard Business Review 57% of a decision to buy from a business happens before contact with a sales person. That top of the funnel marketing activity dictates the success at the bottom of the funnel.
The Cold Call
Killing the cold call starts when you warm up the audience with marketing. A colleague of mine worked for a well-known recruitment agency (the one where everyone wears blue suits and brown shoe wearers would historically be sent home to find more appropriate attire). In his years at this agency he never once made a cold call. The reason being that every person he interacted with already knew the business, the brand and had made their mind up if they were good or not. The quality of the recruiter rarely came into question as quality was assumed based on the brand’s reputation in the market. When this colleague moved to a start-up he finally learnt what cold calling was. Introducing a new business or a new concept is hard when your target audience has no frame of reference to work with.
If you ask him where he preferred working he can’t deny that life was easier at the well-known agency.
Make your life easy. Be a well-know agency. Start marketing now.
LinkedIn is one of the most laid-back companies I’ve worked at from a dress-sense perspective. I’ve seen people wearing shorts in the office. Actual shorts. Sometimes even with flip-flops.
Whilst I have adapted my old-fashioned ways and developed a fondness for Casual Fridays (heck, I’ve been spotted in a t-shirt and hoody) I will never see a client in a t-shirt. And neither will the majority of my colleagues.
But why not?
A t-shirt in a business meeting doesn’t deliver the right message. No matter how laid back your company or your client, if you are discussing a professional solution the industry standard is to wear something professional. Not necessarily a suit. Suits are no longer the by-word for professional. That isn’t expected in this day and age. But you need to wear something that meets the standards of a professional company.
Your clients and candidates expect to see you in a certain way; and whilst you may wear shorts and flip-flops in the office when no-one is around, you need to be dressed to impress online. How are you positioning your business across your website or social media? Is it shorts or a shirt?
Having a minimum standard is essential. A website and social media presence today is how you are dressed when no-one is looking. Button up or risk the chance of failing at the first impression.
In recruitment marketing people seem to see the Active Candidate as a dirty word. We just forget about these folks. The fact is some of my best friends are Active. Probably 25% of them in fact…
25% active – 75% passive
These active candidates who only make up between 20-25% of the talent out there have nothing wrong with them. They may still be able to do a good job for your business, and we shouldn’t forget about them.
When I started as a recruiter I focused on purely active people. During that time I placed my now-wife (she ruined my profit margins by negotiating an extortion pay-rate), as well as friends and family in roles when they were looking. I was a hero to them.
As I became a better recruiter I realised that only tapping into those who were looking wasn’t going to allow me to fill every role I picked up. This is when I went Passive. I was finding the best people in the market, not just the best on the market. I was a hero to my clients.
Today I am not a recruiter; I haven’t been for years. But I still get emails and InMails from contacts asking if I can help them with their next job. Some of these contacts I placed previously, many of whom I didn’t and for years I’ve been completely useless to them… but suddenly I am useful again when they become active.
Why contact me? Why not Google a recruiter?
Because all I do, all day, every day is talk, share, blog, Tweet about recruitment. They see me as the expert in this field. I have managed to stay top of mind for several years and my brand is such that I am still a trusted advisor. I will say this: there are much better recruiters than me out there (the best I worked with was probably Elleni) – but why would someone go and look for them when they know exactly where I am? Let us not forget that not everyone trusts recruiters, and in fact the recruitment industry in general still doesn’t have a great name . People go where they see an expert and avoid a cowboy.
No matter how well known you think you are, how many candidates you have placed or how big your database is you can’t guarantee that your target audience is thinking about you right now or at the moment they want a new job. Ask yourself: when was the last time my target audience thought about me in terms of their career or their next job?
When friends and family contact me for advice on their CVs or interviews I am more than happy to help. In fact, most of the time I am flattered if not a little surprised. But when you think about my social footprint I seem a pretty logical choice. Recently whilst on holiday with my wife in Mexico I had a bracelet made. I shared it on Instagram…
Recruitment consultancies need to constantly get their message out to market to promote the fact that they are experts in recruitment and experts in the industries in which they work, otherwise they won’t see the applications, registrations or inquiries when people finally become active.
The investment of time, resource and skills upfront may seem large, but it generates a never ending cycle of potential talent. Build your brand, build awareness and build a following and you can reap the rewards long term. Stay top of mind as your ideal candidate may just be becoming active…
In business we spend our time solving problems. Most of us are thinking about fixing or improving something before we clock off at the end of the day. This probably means we are thinking tactically. Thinking tactically isn’t a bad thing as it would be terrible to think strategically all the time; nothing would ever get done.
But in a business there needs to be a combination of strategic thinking and tactical decision making.
How can you tell the difference?
Ask yourself what your current problem is.
“I need more CVs from accountants”
Tactically you might do a dozen things; post some jobs, ask for referrals etc. But if you probe deeper and ask “Why” you’ll unearth something new. A bigger problem.
“Why do I need more CVs from accountants? Why don’t I already have them?”
It might be because you aren’t known in this market or it is incredibly competitive.
“Why aren’t we known? Why is it so hard to attract these candidates?”
It might be because your brand isn’t recognised or respected in that market.
“Why isn’t my brand known? Why don’t people care about us?”
If you have a problem then ask yourself “Why” at least three times or until you come to the root of a problem. These are your strategic problems. A strategic problem when solved should help to improve your business for the long term and understanding your strategic problems will help you know the best tactics to use.
Start by asking “Why” more.
Update to post…
Tim Grogan kindly shared this framework called “The 5 Whys”.
“If each of us hires people who are smaller than we are, we shall become a company of dwarfs.
But if each of us hires people who are bigger than we are, we shall become a company of giants.”
I love recruitment. I love it because the talent you hire builds your business