MARKETING ADVICE BRANDING EXPERTS DON'T WANT RECRUITERS TO HEAR
There’s a tonne of marketing advice out there telling recruitment agencies to differentiate themselves. Most of it is ignored for two reasons:
- The advice is rubbish
- The agency realises they aren’t any different to any other agency and so just do what they’re all doing
This is called Me Too Marketing and basically means the agency will just say what every other agency is saying.
You know, stuff like..
“..exceeding our clients’ expectations”
“..get to know your business and your culture”
“..world class recruitment service”
All of it boring and much of it misleading.
To be fair to agencies, they do all broadly work the same way and there are only so many things you can say about their business model. All that’s left are the adjectives the agency choose to convey how great they think they are, and let’s be honest, nobody’s buying that anymore.
So we’re agreed that a recruitment agency’s funnel of good marketing material is incredibly narrow.
So what can they do to widen that funnel?
There is one thing that all agencies have that would enable them to massively widen their range of marketing content.
Many of them different and across a range of employers or sectors.
That’s an inexhaustible supply of fresh marketing material. Jobs that all have different environments, sectors, bosses, cultures, products, services, locations, benefits and financial rewards
Let me emphasis this point because it’s important;
YOU WILL LITERALLY NEVER RUN OUT OF STUFF TO WRITE ABOUT!
If agencies spent less of their marketing budget on things like their website, branding, blogging, mass emailing and posting inane quotes on LinkedIn and more of it on simply producing great job advertising, they’d never run out of new things to say, all of which would help prove to the outside world that they’re better recruiters than their competitors.
Can building a reputation as a recruitment agency that produces great job ads ever be anything other than a good thing?
The worst that can happen is you’ll find better candidates.
The best that can happen is that candidates and clients will start to call you because they’ve seen you consistently publish good job adverts – ads that have conditioned them to believe that you’re better recruiters than those other agencies who write the same “our client, a dynamic market leader…” rubbish.
I know this to be true because it's happened to me.
I suppose it could be argued that the agency could cheat by using copywriters instead of writing their ads themselves. For me, that wouldn’t be cheating, that would be money well spent.
That's assuming you can give these copywriters decent job briefs.
The reality is that copywriters are only really capable of producing good job ads if they’ve been given a good job brief, so if you can't do this, it wouldn’t work for very long. Most copywriters I know would rather starve than have to churn-out made-up copy on jobs that all sound the same.
If agencies stopped churning-out the same narrative as every other agency that basically reads as little more than “We’re really good at our jobs, honestly!” and instead started crafting well-written job ads that give a live demonstration of their ability to attract the right people to their client’s job vacancies, they'd achieve that differentiation they're looking for.
Showing is always more powerful than telling.
If you’d rather use copywriters, that would be good too. Contact me and I’ll send you some names of people I use.