Generating leads is complicated with any business, but not all leads are created the same. What’s more important in crafting a lead generation strategy is finding valuable leads, ready to make a purchase, which is often an art form to itself. There is a science to the process as well, and knowing the science behind excellent lead generation is the most important thing to move your business forward.
This guide will offer you the complete framework to build your exposure and establish your business as the go-to recruitment service for both future clients and employers over time.
Before we discuss how to generate the best type of lead, it’s fundamental to understand the term lead generation. Lead generation is a term in marketing for a strategy that focuses on building a potential client pool. And with recruiting becoming more competitive than ever, understanding the science behind lead generation will give you and your business a head start on the competition.
In other words, you need to position your services as the trusted source that can help a candidate achieve their goals, but only by using your services.
You want to be seen by potential clients and employers as the center of all career advancement and employment opportunities and your connections, you are the tree, and employers and candidates are like branches growing out from the base of your tree.
Narrow Your Lead Generation Strategy
The primary mistake that businesses make with their lead generation strategies is the one-size-fits-all approach.
Too often, these strategies are too broad in their targeting. It’s often the goal of this strategy to reach as broad an audience as possible and hope for the best outcome.
This approach is the “throw spaghetti on the wall and sees what sticks,” which sounds delicious until you realize that all that spaghetti is on the floor. In this analogy, spaghetti is your time and money and wasted time and money is just not worth it.
What you need to do is focus your attention on getting in front of your target potential client. By focusing on the specific type of client you want to acquire, you can shape your marketing efforts to what that individual may want to hear and where they may find your message the best.
The next step is to offer ways your potential client can grow professionally, whether they choose to utilize your service or not. Make your knowledge and connections so attractive that they can’t resist your offer when it comes time for them to look elsewhere for employment. By taking a helpful tone and approach, you’ll be seen as someone knowledgeable and without an agenda, which helps build trust. By building trust, you are seen as a valuable resource that the potential client will reach out for help when the time is right.
The Best Recruiters Lead Generation Strategies
There are a few tips for creating your best lead generation strategy, and this full guide will explore them in detail.
In essence, you need to focus on a specific type of client, find where they may be “hanging out,” whether it’s social media, blogs, job boards, or other places you can think of, and address their needs in a way that you position your business as the solution.
The goal is to position your business as a trusted expert, an authority in the recruitment and placement process. To set your authority and expertise, you need to develop a clear strategy of how you plan to attract, retain, and position your future clients.
The key is that you want to have a two-headed approach to your lead generation and the first one is to become a trusted resource for employers while becoming more attractive to future potential candidates.
Expand Your Base To Expand Your Opportunities
The first approach is to have as large a pool of potential landing spots for your clients as possible. You need to create an extensive network of connections and job opportunities for your potential clients that have hired your services.
This approach will go a long way toward follow-up and back-filling positions, which doubles your client pool. Back-filling a position is a process where you move one candidate out of a job and relocate them to another position either in the same firm or elsewhere.
You are now able to position another of your clients into the vacant job. Two clients, two jobs, double your earnings. This tactic also helps you build a more extensive network of potential employers for future candidates.
The second phase of this process is to position yourself as the recruiter that potential candidates turn toward as they consider professional growth and advancements. By having an extensive network of potential employers, you become the recruiter who can help a candidate land their best job placement.
Keep in mind that all your work will mean nothing if you cannot promote it and find future clients by focusing on expanding your network of employers and your talent pool.
By utilizing the tips we discuss in this full guide of lead generation ideas, you better position yourself as the expert to turn to and expand your portfolio of professionals and potential landing spots, further positioning you as the go-to recruiter for potential clients seeking professional growth and career advancement.
The 9 Best Lead Generation Strategies To Incorporate
Now that you have your general strategy in place, let’s look at the lead generation’s best practices for your recruitment business.
- Content Marketing: Content marketing is a type of marketing that highlights your services’ many benefits toward a specific desired audience to raise awareness of what you can offer without being aggressive in promoting your brand. Right content marketing strategies will focus on providing some resources that a potential client may need to have and offer solutions that are parallel to the services you offer.
- Career Blogs: An excellent way to integrate your content marketing is with a career blog. You can use your blog to highlight various opportunities in a profession or present a case study that benefits your audience. The key is to have a great call-to-action that your readers need to act upon, such as signing up to join your talent network or to apply for an open position. You’ll capture their active contact information, and you can reuse that to communicate with them further.
- Lead Magnets: Creating a lead magnet that gives your target some solution or tip in exchange for their contact info is an excellent way to further communicate with them. A good lead magnet should be something of value to the reader, have a solution to a problem, and require them to sign-up for more specific solutions. Good examples are case-studies or career guides that show job growth and market trends in time and how you can position them for success in the future, but only if they give you their information!
- Hosted Career Day Webinars: In traditional marketing, webinars are the most popular lead generation. A webinar is an online seminar you can schedule to have experts or human resource departments speak on a hiring trend, interview techniques, or some other expert advice and use that webinar to collect information from potential clients. Webinars are an easy way to set yourself apart and increase your reputation as an expert as well.
- Engage Your Sphere: We all have a group of colleagues and friends that we speak with regularly. Tap into that resource for referrals and potential leads. If you’re reaching out to your business networks, incentivize them to help you by first helping them. Social psychologists define this as the law of reciprocity. By helping someone, preferably, they have an underlying desire to assist you. Often, that assistance is paid back more than you put in.
- Social Media Posts, ads, and boosted posts: According to Pew Research, over 70% of us are active in some form of social media. Knowing where your potential clients may be and the type of content they enjoy is an excellent way to think about how to market to them. You may also write a great piece of content or have produced a great video that you want to promote outside your contact list, and you can do this by targeting a new audience through paid advertising and boosted posts.
- Re-target Previous Applicants and Clients: Often, in a job search, many qualified candidates don’t get the position. Using your network, connect with those that missed out on a job, and offer to assist them with placement at another firm or alternate work. Promising applicants are easier to find than great positions, so having a stable of good prospects goes a long way toward building your rapport with employers.
- Partnerships: The first thing to consider is a partnership with other recruiting firms that aren’t operating in your niche. For example, you may specialize in health care, so partnering with a medical sales recruiter would be a decent pair. You’d be advocating for a doctor to be placed into a new position while they would be working with you on tying their sales team with your doctor, building a relationship for both parties. By partnering with another recruiter, you may have a lead that fits their client pool and vice-versa. This action encourages the law of reciprocity between you, the other recruiter, and your potential clients.
- Get Referrals: The proof is in the pudding, as the saying goes. Offer excellent service, education, and placement for your talent pool and employers, then ask for a referral you can use on your website, social media, or ad. According to Entrepreneur magazine, word of mouth made up 85% of new business for most small businesses! Why is that so powerful? As social beings, humans are predisposed to react to others’ social cues. If something is a danger, we react accordingly, but we share the news excitedly to any-and-everyone when something is great tasting. That’s why getting referrals from past clients is golden to building your reputation in the eyes of potential clients.
Finding new clients to expand your talent pool isn’t an easy task. But with a dedicated lead generation strategy, you can differentiate your business from your competitors, build trust in future clients and employers, and expand your sphere of influence.
You want to become the trusted resource and authority that people seek for help in their job search and as they explore professional growth opportunities. By focusing on the nine ways to generate more recruitment leads, you’ll develop your talent pool, attracting more and higher quality talent over time.
Utilizing the strategies listed here is a sure-fire way to generate an expanded talent pool and position yourself for future growth. You’ll out position your competitors and create a growing revenue stream that is more consistent over the long run.