To be frank, every business (especially now) should be working towards building a strong organic presence in the search engines, whether in-house or outsourcing to an expert (hint hint…).
Properly done with user intent in mind, SEO can often work more effectively than most other digital marketing strategies, so read on to see how SEO can be used to grow your business and its profits.
Fun fact… Every day your website is not optimised for the search engines you are losing money to your competitors.
Allow me to explain:
1. Your services are being searched for ON LINE.
There are millions of people doing billions of searches daily, and if you’re not optimising your site and content properly for search terms relevant to your services, you don’t stand a chance of being heard through all the noise. As a basic strategy if you are just starting out, don’t try and rank for ultra competitive keywords such as “recruitment”. Although search volume for (as an example) “fintech recruitment agency Manchester” may only show 15 people searching per month, the INTENTION of these searches is high, meaning if you’re optimised for that “long tail keyword”, your chances of conversion are significantly higher.
2. Quality over quantity of traffic every…single…time.
People are actively looking for what they search for, whether their need be immediate or for future reference. If you rank on page 1 for their search, you’re almost guaranteed to get their attention. If you’re page two… who are you?? Proper SEO will ensure that the RIGHT people are hitting your site through effective targeting. There’s no point in attracting people to you business who will NEVER be interested in, or in a position to secure your services.
3. Traffic from SEO converts more.
Most websites analytics show that their organic traffic is the one with the highest conversion rate, as mentioned above… it’s all about the search intent. Rank for the right keywords and people will come and convert.
4. Increase your sales and leads with SEO
Before revenue comes leads. And SEO is fantastic for INBOUND lead generation. A properly optimised site with properly optimised landing pages and an enticing Call To Action (CTA) will result in additional leads. An individual leaving their details for a call back, is already a more qualified lead than a cold call, as they’ve found their way to your site with INTENTION to engage you.
5. SEO can lower your Cost Per Acquisition (CPA).
Compared to paid ads (Google PPC etc) CPA is generally lower with SEO. Even when outsourcing the SEO, in the long run you often pay less than you might spend on ads to get the same amount of clients.
6. SEO is organic, you don’t pay for each click.
Pay Per Click advertising (PPC) can be massively expensive for firms starting out or with restrictive budgets. Although SEO can take some time to kick in, it will bring you a constant flow of leads and traffic without having to pay for ads on Google Ads or Social Media per example.With PPC, once your budget is gone and ads stop running, that’s it, game over, no more leads. With SEO, it’s much easier to stay in the search engines for vastly longer without exponential costs!
7. SEO makes buying decisions easier.
As I’ve said before, SEO isn’t always about revenue generation. Brand awareness is a major benefit too. People will automatically believe that you are a trusted, relevant and authoritative name within your space PURELY because you’re on page 1 of Google etc. That awareness, that exposure will often reassure any potential clients that you’re a firm worth reaching out to, making their decision to engage easier.
8. SEO boosts Social Media Traffic
Quite simply, the more unique, relevant visitors you get to your site, the more people have the opportunity to engage with your social media platforms. Another chance for you to keep prospective clients and candidates “warm” that all starts with them finding you via search engines!
9. Good SEO will improve your website strength.
SEO will help your website (well, the domain actually) build strength as it grows through SEO best practices. A strong domain is made up of a number of factors including relevance, trust worthiness and authority, all factors which are impacted by SEO. By building good quality backlinks using content outreach for example (producing and pushing high quality, informative articles etc), you can easily improve how Google sees you as an influencer within your space.
10. SEO can help you get foot traffic (offline visitors)
For businesses that have a high street presence and physical location, or who have multiple offices in several locations, optimising your website for “Local SEO” can pay dividends. “Recruitment agencies near me” for example, will show your site in that search and allow people to easily find your address (assuming you’ve got a Google My Business page) and read reviews (assuming you have them).
SEO should absolutely be one of your main marketing strategies. In fact, if I really try hard, I struggle to see any downsides to SEO.
The only thing I can think of, and this is scraping the barrel, is that it can take a couple of months to see tangible results. But that even depends on how your site is structured. If your site already employs best practice in terms of structure, navigation, content etc, it IS possible to see tangible uplifts sooner.
This snip is from a report for a new client, who saw these increases within a little under 8 weeks. This particular client did not have an optimum site structure and still saw fantastic results.
The point being SEO is hands down the best long term strategy for revenue generation and brand exposure. Do it, but do it properly. If you can’t, reach out to me and find out how I can help you.
Thanks for reading (assuming you have!)
It always amazes me how often there can be so much friction between clients and providers of niche services such as SEO. I’ve definitely encountered it and I know for a FACT I’m not the only one.
The friction can be two-fold, from the business owner directly and/or their in-house marketing function, whether that’s a single person or a team.
I get it, as a business owner you’ve employed a person/team who are there to handle your marketing efforts, you’re already paying them for this so why on Earth would you fork out for a third party to work the “same tasks”? Or as the in-house marketer, this is your bag. Why should someone else steal your thunder or even threaten your very existence within your company??
A little disclaimer – I am not, for even a millisecond trying to bash on in-house teams. At all, so bear with…
My point is this, you wouldn’t go to a sculptor for a new tattoo.
I can hear you thinking “what is he talking about?!” It’s pretty simple, whilst both sculptors and tattooists are classed as artists, their individual skill set is highly specific, and completely different. Now I’m not saying that a tattooist couldn’t pick up a lump of clay and turn it into a jug, or that the sculptor can’t draw, but it’s unlikely that the level of knowledge, the application and execution of their respective skillsets and the results they can achieve will be on par with each other.
So what has this got to do with my original point?
Marketing is a wide term, encapsulating a massive variety of different skills and experiences. It even includes print (remember that?!). Even if we drill down into Digital Marketing – again, it’s an umbrella term which covers a multitude of services. Take my skills for example – Recruitment SEO – how much more specific can you get?
Again, I know that there are some “general marketers” who have experience in SEO. I know that a LOT of Digital Marketers have a semi-basic working knowledge of SEO which is fine. The difference is when you deal with a specialist, that expertise can pay dividends. SEO is like a Mastermind specialist subject in itself, when you niche down like we do at Kaizen Digital with recruitment SEO, that level of industry-specific knowledge, where we intimately understand your business operations can be invaluable.
So the takeaway from this? If you’re a business owner with no internal marketing function, there’s a chance that you could do your own SEO, but it’s unlikely – at least in terms of achieving decent results. If you’re an in-house marketer, perhaps your expertise, your “specialist subject” is more social media, email marketing, or content creation, it might not be SEO. But I’m not trying to step on your toes as it were. Quite the opposite in fact. I’ve worked extremely well alongside internal teams, and that collaboration, that partnership can be extremely useful to your employer, often our expertise compliment each other for a more…holistic approach to gaining traction. We’re after the same end results after all. We can be friends.
Kaizen Digital work exclusively with recruitment and search firms to ultimately increase visibility in search engines through effective, recruitment-focused SEO campaigns.
If you are considering SEO, or have any questions about our solutions, please get in touch. You can email my team on firstname.lastname@example.org or call me directly on +44 (0)7486 571 264.
Thanks for reading,
I’m not looking to say one is actually the better option than the other here, this is simply me saying “this is where apps can add MORE value than your website!”
Right now, mobile usage will be SOARING. With the sheer amount of people unable to work from office premises, it’s all too easy for people generally to pay a little more attention to their smartphone. If there was EVER a time to be utilising mobile channels to attract new clients or candidates – its now!
Larger firms might be able to have the luxury of both web and app platforms, whereas some may have to make a choice, and that choice will ultimately come down to factors of cost, usability, target audience and the relevant features required.
Having said that, there are studies that suggest people prefer app over sites (generally) which is a strong case for the creation of such apps for your business.
There are other reasons too, reasons that in my “humble” opinion make apps better that websites (my own app is currently in development at the time of publishing).
So, without further a due, here’s my top 10.
#1: Personalisation Is Better With Mobile Apps.
Mobile apps make it easy for your users to have a personalised experience, especially if you create functions that are customisable by the user.
You can also observe/track usage, and data is king when it comes to targeted marketing.
#2: Sending Notifications Is Easy!
Email…so last year!
Over-emailing leads to loss of effectiveness – opening and click rates are less than overwhelming!
Enter push and in-app notifications… the non-intrusive, instant way to reach your audience. Push not’s can have open rates in excess of 40%!
And so on…..
#3: Exploiting Mobile Features
Apps make it easy to create an interactive experience, utilising the phone’s GPS, camera, contact list, etc etc.
Also – these features can be used to reduce users’ efforts, uploading ID from within the app for example.
#4: Offline working ability
One of the most fundamental differences is apps allowing basic content and functionality offline. Obviously the available features will depend on the audience, the point being that a connection isn’t always required.
#5 Design Freedom
Apps can be designed to use a variety of elaborate gesture-based functions, swiping, pinching, dragging, etc, the benefit of which translates to an innovative experience for your user to perform tasks better than on a website.
6#: Fresh Branding
Thinking about relaunching your brand or launching a new entity and want to test the water with different styles/appearances etc? Do it with an app.
You can experiment because, as a separate entity to the website, the app won’t impact the design/structure if existing websites.
Want to play around with the internal linking/structure/nav of your site without jeopardising SEO? Roll out your ideas via the app for feedback.
7#: More Time Is Spent On Apps.
According to Forbes, mobile users spend 86% of there entire mobile time on apps, compared to (obvs) 14% on mobile websites!
Build an app, capture that screen time!
#8: New Conversation Opportunities
Because of the nature of apps (the targeted audience) it can be easier to drive engagement, and in turn feed users through a conversion funnel.
Mobile/Browser websites on the other hand will typically reach a more diverse audience. With clients and candidates in mind, the content each user sees can be tailored. Have different content in different user profiles. Easy!
#9: Presence Of Your Brand
Subconsciously, the presence of your little app logo on your user’s phone will “brand” your business into their psyche. You never know when they might be in a convo discussing the services a firm like yours can provide then BAMMM, “I’ve got an app that could....”
This presence can in some ways be linked to Signal Detection Theory – which basically says that people can process in their minds, ads that they’ve in some way ignored previously.
Load speed, connection speed, task execution speed, can all work quicker on apps.
Storing preferences for example will reduce the time of some tasks to complete.
Locally-stored data is quicker to access so load times are generally faster.
So while the background is optimisied for speed, it means the front-end experience is often quicker ‘n’ slicker!
So, given all that, what choice should you make?
IF you can do both, do both. If you’re restricted by budget or business goal, you’ll likely have to choose.
Both have pros and cons but in terms of conversion and personalisation – apps FTW.
If you want to know more, get in touch, or go to https://kaizen-digital.com/mobile-app-development/ for more info.
If you know anyone who needs to see this give it a share.
Take care, stay well!
Is your SEO bod good or bad??
If, like most recruitment businesses you don’t have an in-house SEO function, you’ll need to outsource that to a 3rd party. You can’t not do SEO; you probably don’t have the skillset yourself – so it gets farmed out.
BUT…if you don’t understand SEO, and the best practices for it, it can be hard to find the best recruitment SEO partner for your firm. How do you know their work is healthy SEO and not “Black hat”? SEO is difficult to implement effectively and as a concept to non-techie people is often confusing! Sounds more like something way technical rather that a useful marketing tool!
“SEO? Isn’t that something to do with websites??” is typically question asked by those who aren’t familiar. IFKYK, and if you DO know, you might get that properly done SEO can increase a website’s Google rankings. Very rarely does anyone except an SEO expert understand specifically how the process works.
Bad SEO practices can actually do damage to your online visibility, and a lack of knowledge in tur processes behind SEO can often leave businesses vulnerable to bad practices. If the damage to your visibility is bad enough, it can even mean that ranking on Google could be impossible – not just more difficult! When you’ve built an impressive, effective website, the last thing you need is to be invisible due to shoddy SEO.
How Do You Monitor Your SEO Contractor?
Ideally when you hire an SEO, you’ll need to understand SEO at a basic level, both as a tool and a concept.
As I’ve said before, SEO is nothing more than a process. A process that is used to (usually) positively affect your website’s position in the results pages on Google for example. Good SEO practices can boost your positions and in turn offer exposure of your brand, attracting new clients and candidates. For example, if you’re a finance recruiter, you want your website to appear before your competitors’ when someone searches the words, “finance recruitment” or “finance recruitment agencies” etc. You can increase your search rank by implementing certain good practices like including keywords and internal linking. Hiring an experienced SEO agency or consultant can help to boost your rank subsequently increasing your visibility.
Could Hiring an SEO Threaten Your Current Rank?
To understand how a person hired to increase your rank could actually harm it… think about what motivates an SEO. Our job is to make your website rank higher than your competitors’. It’s literally our one and only objective. Everything that we do serves that purpose.
The problem is, Google doesn’t make this easy. AT….ALL. It looks at hundreds of factors to decide on its rankings, and some of those factors are difficult to change.
The enterprising SEO, who wants to keep their job or not jeopardize their contract, feels a lot of pressure to get Google to bend to their will. The quicker the SEO can get results, the better. If an SEO discovers a way to cheat Google – to lie about the factors Google considers to make rankings – then there’s very little to stop the SEO from trying it out. When these tactics are employed, they’re called “black hat” because they go against Google’s guidelines.
Google spends a lot of time searching for black hat offenders. When Google finds them, they tend to punish the websites by penalising sites, removing them from the results pages, even sometimes even taking down websites completely! In to the abyss! So, you may pay an SEO to boost your site in the rankings only to later find your website hit by a Google penalty that removes it from the results pages entirely!!
How Do You Know If the Tactics Your SEO Expert Implements Are Black Hat?
To evaluate if your SEO tactics are white hat or black hat, you need to analyse them from Google’s point of view.
Google WANTS to show the best pages first. If somebody searches “finance recruitment,” Google wants to show the searcher a list of finance recruitment firms organised with the best choice at the top, whether that means the recruiter who is physically closest or the best rated. This is true of any search. Google prioritises the person searching, not the business the searcher is looking for. It provides the very best result it can, every time.
If a tactic your SEO implements seems to be tricking Google into thinking your website or your business is better than it is, that tactic is likely black hat. For example, your SEO might tell you that links are powerful indicators of a website’s worth, so the SEO suggests buying other domains, building a network of other websites, and using them to link to the one you want to rank. Google would see those links and think your website is particularly good – look at how many other websites link to it!
This tactic is sometimes referred to a PBN… “private blog network”… and would be black hat. Those links weren’t created by other websites because they legitimately thought your site was good. They were created solely to make Google increase your rankings.Building links by adding your website to listings or writing articles with links for other sites would be white hat practices.
Your SEO expert shoud suggest that you create strong, follow-links on different sites to support your own domain – this is how I do it! Your SEO will also explain how you need keywords in your target search terms on the page. Still, your SEO might advise a black hat technique. For example, if you’re a finance recruiter in Manchester, your SEO could suggest putting the words “finance recruiter Manchester” all over the website.
To prevent people from thinking that looks spammy, the SEO will say to make the words “finance recruiter Manchester” white on a white background so they’re invisible to visitors and are only visible to Google.Again, this technique is tricking Google into thinking your website has a lot to offer about “finance recruiter Manchester,” when a human visitor wouldn’t see it that way.
You’d be lying to Google about what’s on the page, so that would be a black hat technique.Aaaaaaand, even if you visibly add in too many keywords for no apparent reason, Google could count this as “keyword stuffing,” which would be considered black hat.
Ensure Your SEO Practices are Executed Effectively and Correctly
You don’t really need to know all of the specifics of SEO to determine whether or not an SEO’s tactics are black hat. You’d just need a basic understanding of SEO and to ask questions about certain tactics to ensure your hired SEO is not trying to trick Google.If you don’t, Google will find out and punish your site. Like most crime, black hat SEO doesn’t pay…at least, not in the long run. Protect yourself from Google’s penalties and your website will enjoy a lifetime of traffic, leads, and revenue.
If you’re ever on doubt, and want an impartial bit of advice I’m more than happy to chat to you and offer my opinion, freely of course.
Any questions on anything in this piece drop me a line either on 07486 571264 or email me directly at email@example.com
As you know there are so many different ways to market your agency but ranking high on Google using SEO is one of the highest ROI, powerful ways to generate more business.
If you’re a complete noob to SEO, fear not…I’m about to break down what SEO is and why it’s important.
So, “What IS SEO?”
Search Engine Optimisation (SEO) is nothing more than a process. The aim is to increase the amount and quality of organic (not paid for) traffic (visitors) to your website from ranking in search engines by optimising your site so that it’s recognised and favour by the search engine. Sites that appear higher up the results page on Google (as an example) will generally get clicked on more than those further down.
Studies show that 30% of people will click on the 1st result on the page, 15% on the second and approx. 10% on the third. Positions 4-10 get around 2-5%.
SEO shouldn’t focus only on the getting more traffic, the magic is getting more WELL-TARGETED visitors to a site, visitors that have an interest in the content of the site!
OK…Why is SEO Important?
Google alone receives more than 3.5 BILLION search per day!
SEO is useful in several ways, paramount is to increase your agency’s revenue. Also, you can save time with business development or cold calling for lead generation, you can actually reduce overall marketing spend and also grow your brand’s exposure.
With SEO, you can attract targeted visitors to your firm’s website, and ideally you want to aim for your site to be ranked in the first 3 spots on the 1st page of google. That’s the prime real estate and where your competitors are aiming for, even if you’re not!
Achieving that presence will drive qualified leads to your agency, people who have an express intent/interest in what you have to say and/or offer.
For example, people searching for “technology recruitment London” on Google are very likely to either be a candidate looking for representation or a client with a requisition.
If your firm does tech as a vertical in London, then ranking well for that term when someone searches for “technology recruitment London” will send you targeted leads that are already qualified.
These leads, generated from free search engine traffic could well result in an increase in billings. I’ve said it before – it’s no overnight success and it does take resources and time to achieve webpage ranking for competitive keywords, but when successful, your site could have ongoing, valuable visitors!
By creating more web pages, more blog/content creation etc, and continuing to SEO that content, you will continue to drive targeted traffic over time, aiding in business growth.
So then, how does it work?
Here’s a really quick summary…
Step 1 – Keyword Research
Before executing an SEO campaign, you need to decide which keywords you want to rank for in the first place. You need to find keywords that will send targeted traffic to your site and also have enough search volume to be worth your efforts.
Google Keyword Planner is the most popular keyword research tool because the data comes directly from Google. After creating an account, you simply enter a keyword or phrase that you think people might use to find your content. Keyword Planner will show the search volume for that keyword along with related keyword phrases and their search volumes.
Keyword Planner does have some limitations. Since it is designed for Adwords users, it doesn’t provide much data on long-tail keywords, i.e., keywords with low search volume.
For this reason, people sometimes also use other keyword tools to discover more keyword opportunities. Some other popular keyword tools include KW Finder, SEM Rush, and KeywordTool.io.
Once you have decided on which keywords to pursue, you are ready to create and optimize your content.
Step 2 – On Page Optimization and Content Creation
When planning out content creation, start by doing a quick search to discover what content is currently ranking for the keywords you are targeting. Take notes on what makes those pages good and areas where you think you can create something better or different.
Try to create web pages that are of higher quality than what is currently ranking. Higher quality content will attract more people, receive more links, and have increased chances of ranking higher in the search engines.
Asides from focusing on quality content creation, you also have to optimize your content by including keywords in it.
The title tag is an important field as it tells search engines what your web page is about. Make sure to include your keywords at least once in the title tag.
Also, include your keywords in your meta description field as this description sometimes appears in the search results under your title tag. The meta description is not used as a ranking factor but can encourage people to click your link and visit your website.
Your keywords should also appear on the actual web page at least once. Write your content naturally and then look over it to make sure the keywords you are targeting are included at least once on the page.
Step 3 – Off Page Promotion and Link Building
Creating content is not enough. You also need to promote your website and your content so that people find out about it.
One important factor that search engines use to determine a website’s quality is the number of inbound links to the site. A link from another website is like a vote of confidence that your site contains quality content. Getting a lot of links to your site shows search engines that you are trustworthy and creating content that people want to see.
Not all links count the same. A link from a site like BBC is worth a lot more than a link from your friend’s personal blog that only has a few subscribers. BBC has a lot of traffic and tons of inbound links from other sites, so it is considered a high authority website.
Publicity can help websites attract links naturally. Big brands get lots of links each day from other websites mentioning them.
But you don’t have to be well known to start getting links to your site. Even brand new websites can get links by doing marketing activities like doing email outreach to build relationships with other website owners or asking for links to quality content.
Website owners have countless options for getting links to their sites. Some link building tactics include blogger outreach, getting press coverage, or reverse engineering competitor backlinks.
Step 4 – User Experience
Creating a good user experience should be another goal as search engines are getting better at measuring user experience factors. Be sure that your site is easy to use and has intuitive navigation so that people can quickly find the content they are looking for.
Websites should load quickly as slow loading sites frustrate users and cause them to leave, which can hurt your website rankings. Websites should also be mobile responsive so that they can be viewed and accessed easily on multiple devices and different browsers.
Avoid having too many advertisements on your site or having an excessive number of pop-ups.
These are just a few key factors that influence search engine rankings. But if you focus on these factors, you will do well and your site will see an increase in targeted traffic from the search engines.
So, there you have the bare bones of how to SEO, the basics of the process. You can action as much of this as possible. If though, like most recruiters you’re focused on billing, admin, making brews….and don’t have the time or expertise then give me a shout. Happy to answer any questions and critique your current/past efforts.
Call me on 07486 571 264 or get me at firstname.lastname@example.org
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In the old days, job specs or descriptions were…let’s face it – mundane.
You know what I mean, all formal, straight talking, sub heading after sub heading, bullet point after bullet point, word after painstakingly typed word.
It was hugely difficult to covey any character or personality in them, usually meaning that the reader switched off and scanned straight to the crux – what’s the salary and what are the package benefits.
But it went beyond that. Trying to sell the role was hard enough, how do you showcase the environment or culture of the candidate’s potential new work place?
Erm, you couldn’t, not effectively anyway.
Same scenario with ads for newspapers (who?!) Or later on the job boards.
You had to grab the reader’s attention with in the first 15 seconds or so. Unless you were a wordsmith or a bard it was, for the most part an arduous task.
Thankfully, there IS a better way.
Unless you’re a recluse in the Himalayas you have heard about this new fangled thing called “Social Media”!
I jest of course, but the biblical rise of social media has made the good old job spec or description a million times A) more enjoyable to produce and B) more engaging for the candidates.
Consultants on a compatible device (ergo ANY) talking into a camera as a real human being expressing the ins outs and shake it all abouts of the role they’re offering (selling).
Of course there are some old fashioned recruiters out there who will say that face to face discussions are the best.
Yes, there’s absolutely a place for the in person approach. It’s excellent for an agency that operates solely on a local basis. The reality is though that a large proportion of firms operate not only regionally and nationally but globally.
Can those same stuck in the mud recruiters claim that a candidate in Texas needs to interview in person at their office in Slough? (other places are available I am not endorsed by the town of Slough)!
Video specs have well and truly arrived and you’ve probably seen more and more agencies utilising this method.
So what’s the big deal?
It’s no secret that people buy from people. By talking into a lens it’s almost as if you’re speaking directly to the person watching (think Deadpool!) So immediately there is a subconscious connection. People buy from people…
The consultant can convey enthusiasm and other feelings to the candidate to evoke an emotional reaction from them, and as you know people buy from people… can you spot the theme here?
Also in today’s day of technology and information bombardment, either you like it or not as humans our attention spans have become somewhat selective if that’s the right word?
Essentially it’s easier to assimilate information aurally and visually than to read and digest information. The latter requires more of an investment from the reader. The former (if done properly) is subconsciously easier to do. It’s like reading a novel written in Latin vs watching The One Show (extreme example!)
For too long the recruitment industry has had a rubbish rep. I saw a post on LinkedIn recently that echoed a lime from an Eminem track, a pissed off candidate referred to the entire industry as “blood sucking succubus”, so seeing the recruiter as a person and not just a cog in an abominable machine can REALLY help with rep too!
So, finally, here’s what I think…
I think if you don’t do video specs you’re absolutely missing a trick.
Bob Dylan once wrote “the times they are a-changin'”, where realistically they already have. You’re going to get left behind. The talent pool of today is made up of an ever increasing amount of people becoming increasingly reliant of tech and in that is Social Media.
The ability for recruiters to reach exponentially more candidates than before, coupled with the ability to ENGAGE those candidates will mean that those agencies that exploit the hell out it will, invariably fare better than those that don’t, and destroy those firms who refuse to.
Video killed the radio star…Video will help you kill it in recruiting!
Once you’ve crafted your videos, if you need help reaching more of the right kinds of eyes – I can help with that with once of my Social Media Marketing packages.
Designed to really reach and engage, perfect to reach those passive candidates.
Give me a shout to hear more about it and see if we’re the right fit.
And thanks for reading!
Picture Source: LinkedIn.com
Hands up who’s seen ‘Taken? If you haven’t, you’ve almost definitely seen the meme.
Liam’s character tells his daughter’s kidnapper “I don’t know who you are…I possess a set of very unique skills…I will find you!”
Although most of us aren’t trained contract killers or assassins (presumably), most recruiters should also possess a set of skills, that is the ability to find that needle in the haystack, that golden balls candidate that NONE of your competitors have got on their database, that ticket to landing a 5 figure fee! (DISCLAIMER – yes candidates are people with feelings etc…).
The reality is however, many don’t. As good and effective as an agencies training might be, and the vast majority are excellent by the way – being able to find those candidates can be incredibly difficult.
These individuals are hidden, tucked away behind stable careers, good salaries, brilliant work culture, management that gives a shit and so on.
They’re not in that 12% or 13% represented in the above picture.
They’re not the ones reaching out BEGGING for a new opportunity.
Without being rude you can see that 25% anywhere. Just visit any usual job board CV database and BOOM, hello!
The issue, is that everyone’s got access, it’s like a goddamn “hook-a-duck”, the real skill lies in reaching that coveted 45%, and even dare I say those 15%.
Let’s be honest, even those “completely satisfied” candidates would possibly at least keep an open mind IF presented with the right opportunity.
“But Dan!” I hear you cry. “How do I do that?!”
You absolutely have to have a well thought out, laser-targeted and “Agent 47” style executed Social Media Marketing campaign.
“But Dan, I’m all over my Social media marketing”…Really? Then why aren’t you in front of these people?
It’s so much more than posting to LinkedIn or forums etc.
Here’s what you need to do.
This method is exactly how I helped several clients create in excess of £50k extra revenue last year. If you know someone who needs to see this, give it a share. Email them the link. Shout it from your window.
If you’d like to know more on how I can help you do the same – come and say hello!
Why You Should Absolutely Outsource!
Of course, I’m big advocate of outsourcing work, after all, it’s the back bone of my business. If firms didn’t outsource their SEO to me – I’d have to get a proper job!
But I get it, you’re scared of out outsourcing. So many questions.
“How can I let go, I’m a control freak”, or “How absurd to think that an outsider can understand my business” or “Outsourcing means there’s no safety net – at least in-house means accountability”, I could go on. But I won’t.
The reality is, you have every right to be scared. There are SO many horror stories out there about errors made by or caused by an outsourcing outfit it could really make your skin crawl if you let it.
But think of it like this….
YOU are an outsourced service. YOU are an outsourcer. Yes…YOU and your business.
Where would YOU be if your clients didn’t outsource their requirements to you? You’d be in the same place I would – up shit creek!
The truth is you and I, we’re pretty similar. We are a necessary “evil”(I use that phrase lightly of course) and we (usually) are a service easily farmed out to someone else.
Think about your selling points, WHY do clients utilise your service.
· To save time
· To save money
· They’re too busy
· They’re not the experts!
Well, those are the exact same reasons you would work with me. You’ve got a business to run and recruitment digital marketing can be a slow, laborious and time-consuming task.
You want to make money, not waste it. Bad marketing is like a bad hire – it will cost you in the long run.
Recruitment is very hands on, fast paced, reactive – refer to the above point.
You are an expert recruiter. You know your shit. That’s why you clients pay you £1000’s in fees. You are not (usually) a marketing expert, and SEO expert and so on. You need the expertise a real marketer can bring.
You might argue “Well I have a Social Media Expert in-house”…do you? Or do you have someone that has a degree in Zoology who can string a sentence together and knows how to post to Instagram stories??
Because my friend that is NOT an expert. My 16 year old daughter can do that – I wouldn’t pay her £18k/pa plus because of that.
“Well I have an in-house marketing team” – that’s great, but what are you paying them for if the firm down the road are out-ranking you? Essentially, I work WITH in-house teams to deliver value, I’m not looking to replace anyone, but rather absorb some of the workload and turn that in to real results.
Finally, outsourcing your digital marketing does not mean losing accountability. This is not a sales pitch – none of my blog posts are, however I will say this; Every single client I work with has their own log in to the back end of my system.
I believe in being 100% transparent, so you can see at every step of the way exactly what I and my team are up to. That’s all I’ll say on that for now.
If you know someone that needs to see this, give it share, email them the link etc.
Client Vertical – High St Generalist
Client Location – Leeds UK
Service Provided – Local SEO
The Client is a high street generalist agency, predominantly high volume, low margin recruitment.
Typical roles are industrial biased – warehouse ops, production, pickers/packers and commercial temp desk.
The local, temp market place in which the Client operates is hugely competitive. The labour market is abundant and competition for client base is fierce. As is the norm in this field, margins are low but volume is higher.
The Client, as a relatively newly established outfit, was struggling to compete in an already inundated market. 100% of their consultants’ time was spent servicing 2 or 3 large clients. The fear was one of if/when these contracts were finished, where does the next client/vacancy come from.
The Client was ranked on page four of Google SERPS for keywords including “temp warehouse jobs Leeds” and variations of. Dominated by the larger corporates, they were unable to improve their rankings and were missing leads due to SERP results.
Following initial consultation, it was decided that – as most of their work was in their local area, and they seldom chased business regionally or wider – a local SEO campaign was best, it was also the most comfortable in terms of their initial SEO budget.
Their on-site SEO (all the technical things like links, HTML/Alt tags etc) needed considerable work.
They had previously had a local SEO firm “look after this”, it became apparent they had employed the services of a “gig” SEO-er (someone who peddles their wares on freelancer websites) who was paid £150 to “SEO the website”.
The first part of my job was to right the wrongs this person had made.
Then it was on to all of the on-page technical aspects were completed, penalties were eventually lifted and through the length of the campaign the emphasis was on creating sustainable, authoritative back links and conducting blog outreach. Directory submissions, Google+, Google My Business optimisation and reputation management.
The client saw an immediate increase in traffic to their website. We targeted around 15 specific, long tail keywords and after the first 10 weeks, unique visitors per month rocketed from 20 to around 195. After month 4 the keyword groups were generating an extra 300 hits to the website and approaching the 12 month mark we are seeing search volume of around 8000.
The client has now moved to hover around the bottom of page 1/mid-section of Page 2 for their chosen keywords, which, whilst not yet in the “map pack” the Client will be re-contracting with a more aggressive SEO campaign to really tackle that prime space competition.
The Local SEO campaign has resulted in an impressive ROI of £8.70 per £1 spent, so they’re now in a position to reinvest a proportion of those profits into a higher-grade SEO package.
It is expected that this client will increase their temps out figure by threefold in 2019.
I can help you replicate the type of ROI this client achieved – all you need to do is make a move.