17 years ago, I worked for a local newspaper and one of the most profitable areas was the recruitment section, often taking up a large number of pages and generating significant revenue for the paper, equating to an equally considerable cost to recruitment agencies. At this stage, recruitment agencies began to ‘dip their toe’ into digital marketing as a means of reducing cost whilst still receiving positive returns from the marketing campaigns. Since then, the use of digital marketing has snowballed.

This is all down to online presence; hundreds of hours per month are now spent on social media and this is no longer limited to younger generations. CEOs are now using LinkedIn and Twitter – parents and children alike are using Facebook and Instagram.

But, what does this mean for a recruitment agency?

Branding.
It’s no longer just a logo – Branding is important because not only is it what makes a memorable impression on consumers, but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice.

Additional effective contact points.
Email – both push and pull – are the minimum here we can also have touch points on every social media that may be used by a prospective candidate. We can target specific social medias based on live demographic information – for example, a 19-year-old might be less likely to have a LinkedIn profile, but will almost certainly have a Facebook profile. Hence, by identifying a target audience and properly facilitating the marketing campaign, ad spend is drastically reduced and return on investment is subsequently increased.

Targeted recruitment campaigns & relevance.
This can be as simple as avoiding misplacement and only sending relevant jobs to relevant people. You wouldn’t waste time sending a telephone-sales job to a builder, so don’t waste your money on the same philosophy. By effective using digital marketing, you can eliminate parts of your current process that would otherwise take away time and money from more valuable facets of your business.

Higher level of competitiveness (especially for SMEs).
A small budget used wisely can have a big impact and digital marketing offers a certain amount of flexibility and adaptation in order to mirror the successes and failures of a campaign. Every SME has a focus to make every penny count – by investigating digital marketing further, you’re sure to find a flexible solution that’s perfect for you and your agency.


References:
(Source: https://www.lyfemarketing.com/blog/importance-of-digital-marketing/)
(Source: https://www.brandingmag.com/2015/10/14/what-is-branding-and-why-is-it-important-for-your-business/)