Presented by Mike Ellingham at the UK Recruiter Recruitment Industry Conference in November 2012

1. Mike Ellingham & Keith Robinson
November 2012

2.  18 years working for recruitment businesses in Marketing roles
 Founder & Director of MESO Marketing - Recruitment Industry
marketing research, strategy and marcoms specialists
 Computer Weekly, Personnel Today and Totaljobs
 Founder & Director of ECOM digital - content marketing
agency which specialises in the HR and recruiting sector.
© MESO Marketing Ltd November 2012

3. © MESO Marketing Ltd November 2012

4. i W W W
S, S, S
p M
d C
D C
© MESO Marketing Ltd November 2012

5. Energy
Research/biotech
Other
Sectors are growing ?
Health/
Medical
Contract Forensic
What Market Education
Testing
Food
Growth
Pharma
What Skills will be needed ? Chemicals/FMCG
Water
0 Market Share 40%
Who/Which Clients are growing ?
What are your Competitors doing ?
What do your customers think of your Service ?
© MESO Marketing Ltd November 2012

6. 100 90 87
 Have a regular customer feedback survey 84 81
80
 Clients and candidates
60
 Not just placements – interviews ideally 40
 Give incentive – charity or competition 20
 Get feedback on key service elements 0
Overall Candidate quality Staff Knowledge Communication
 How you compare v competitors
 Analyze by team / consultant and reward “This survey has helped to position
the Blue Pelican brand positively in
staff
my mind as I have never seen
 Invite staff to suggest improvements customer satisfaction surveys from
 Identify poor areas & address other recruitment companies.”
 Build on good areas
 Publish results “I think that its excellent that you do a
 Testimonials, case studies, referrals survey like this. Too many other
agencies forget that today's candidate
is tomorrow's client.”
© MESO Marketing Ltd November 2012

7. What Who Why
services / skills are are you going are they going
you going to supply? to sell them to? to use you ?
Staff
Services Purpose
We are:
The people
resourcing excellence,
which creates tomorrow’s world
We are not:
 Specialists  Generalists
Structure
Scope  Top of our game  Average
 Joined up  Disconnected
 Leaders (innovation)  Followers
 Tenacious  At any cost
 Fun and energetic  Work shy
Formula for Excellence in
Success
Marketing Values
People
Success
x Partnerships
Together
x Products
Accountability
x Processes
Respect
Goals Global £100m Sales 1000 active <25% staff Award
10% ROS Customers turnover Winning Ps
How are they going to hear about you ?
© MESO Marketing Ltd November 2012

8. Branding
Website
Video & Info-graphic
Candidate E-marketing & newsletters Client
Case Studies
Brochures, e-brochures
Job-board & Advertising management
PR, Surveys and Award Entries
Tenders & sales proposals / presentations
Social Media
Events
© MESO Marketing Ltd November 2012

9.  What does your company stand for?
 Strengths, Values & Personality
 What do your clients want & like?
 Involve staff & clients
 Suitable for all media
 All at once – consistent and strong
© MESO Marketing Ltd November 2012

10.  Design, functionality & content
 Specialist agencies can make website their
key candidate sourcing tool – SEO
 What’s your google page rank? What’s your
Alexa ranking compared to competitors?
 Website redevelopment projects take three
times as long as you expect them to
 Use supplier with experience of recruitment
 Broadbean / Logic Melon feeds, candidate
application flow, candidate registration, jobs
alerts by email
© MESO Marketing Ltd November 2012

11.  Regular e-mail communication helps to
prompt client/candidate action
 Make content relevant & targeted to
your audience
 Jobs / candidates
 Information, trends, news
 Manage it correctly
 Reinforce brand – thought leadership
 Ensure appropriate follow-up (use
tracking system so you can see who
opens & what they click on)
© MESO Marketing Ltd November 2012

12.  Info-graphics increase readability,
understanding and prompts viral
abilities – Maximus 14,907 views
 Video is an excellent medium for
recruitment – culture and personality
comes through
© MESO Marketing Ltd November 2012

13.  Successful examples of your service
 Help re-assurance potential new clients
 Reminds current clients of what you’ve
done!
 Each target sector / service / skill
 Who
 Their Need
 Why you
 What you did
 End result
 Positive impact for client
 What client says
 Would they recommend?
© MESO Marketing Ltd November 2012

14.  Identify key audience – e.g. growing client sectors
 What should they remember from the brochure?
 Design for audience – not for you
 Get e-version (page turning) created that you can embed on your website
 Digi-print small numbers – update regularly
© MESO Marketing Ltd November 2012

15. Candidates placed by jobboard
careers4a
 Don’t spend a penny until you have some
Jobs4DD
form of success monitoring Monster
Website
 Track placements – where did candidates Jobserve
Pharmiweb
come from ?
Cwjobs
0 5 10 15 20 25 30
 Job-boards, website, aggregators, social
media, banners, Google ppc
 Traditional off-line – noticeboards, print
media
 Train staff on how to write adverts
 Track effectiveness
© MESO Marketing Ltd November 2012

16.  Build & Maintain a regular profile in
target sector publications and websites
 News
 Views
 Surveys
 Case Studies
 Use surveys to generate facts
 Client market trends
 Candidate client views
 Salary trends
 Awards can be good for general
awareness, reputation and staff attraction
© MESO Marketing Ltd November 2012

17.  Ensure social media channels are updated
and relevant
 Tailor to reflect branding and feel of the
channel
 More personal approach than website –
pictures and personality
 Monitor and encourage/train correct staff
involvement
 Linked-in ownership policy
 Consider advertising
 Most comprehensive databases in the
world!
© MESO Marketing Ltd November 2012

18.  Industry conferences & exhibitions can be
great opportunities to meet & network
 Plan well in advance
 Pre, At, Post
 Have a traffic generator
 Competition (make it relevant)
 Latest research or white paper
 Get most senior / experienced staff to attend
 Give them challenges / run a sales
competition
 Post event follow-up / communication
© MESO Marketing Ltd November 2012

19. What Who Why
i services / skills are
you going to supply?
are you going
to sell them to?
are they going
to use you ?
p Staff, Services, Structure
Plan
Branding
Website
Case Studies
d Candidate Brochures, e-brochures
Video & Info-graphic
E-marketing & newsletters
Job-board & Advertising management
Client
PR, Surveys and Award Entries
Tenders & sales proposals / presentations
Social Media
Events
© MESO Marketing Ltd November 2012

20. 3 things to take-away
© MESO Marketing Ltd November 2012

21. 3 things to take-away
100 84 81 90 87
50 1. Get insight
0
Overall Candidate Staff Knowledge Communication
quality
2. Have a plan
3. Start Sharing
© MESO Marketing Ltd November 2012

22. Mike Ellingham
Meso Marketing Ltd
Tel +44 1344 636312
Mob +44 7922 231023
mike@mesomk.com
@mikeellingham
mesomarketing.co.uk/
Keith Robinson
ECOM Digital
Tel +44 2920 451115
Mob +44 7796 523355
keith@ecomdigital.co.uk
@siteadvisor
ecomdigital.co.uk/
© MESO Marketing Ltd November 2012