The True Value of Automation to the Recruitment Industry
As the recruitment and staffing industry continues to evolve with new technologies, new strategies and new points of innovation, it’s worth questioning how leadership’s priorities change. Our native integration partner, Bullhorn, shared the opinions and insight of more than 2,000 recruitment industry professionals in their recent Global Recruitment Insight & Data Report, outlining the Top Priorities of Recruitment Professionals. Those priorities include:
- Candidate acquisition and sourcing
- Engaging candidates and improving the candidate experience
- Embracing digital transformation to improve operations (automation, AI, technology)
- Employment brand development and marketing
- Improving the management of client relationships
While revenue growth and profitability are top of mind, the respondents pinpointed three key priorities to help them improve candidate and client relations: embracing the digital transformation, developing their brand and enhancing marketing strategies. Many industry-leading recruiting and staffing firms are turning their attention to automation to understand what value they can gain from the technology to address all of their most pressing concerns rather than just one or two.
Automation Addresses the Top Concerns of Recruiters and Staffing Firms
1. Build your brand and stay top of mind
It’s not enough anymore to simply place your company in front of a client once and expect them to convert. Digital technology has transformed how clients obtain information on staffing solutions, meaning the sheer amount of information on your competitors is staggering and standing out is even harder. Marketing automation provides staffing firms an opportunity to establish themselves as thought leaders in the market by delivering timely, personalized nurture campaigns that build credibility and brand awareness. With easy-to-build landing pages, forms and emails, you can accomplish cohesion and beautifully branded experiences across the board.
2. Improve existing relationships
Developing your brand isn’t enough, though. To remain top of mind and nurture existing relationships, marketing automation technology offers visibility into engagement with your messages, so you can gain valuable information on client preferences, interests and behavior to build detailed contact profiles. Leveraging that knowledge, you can utilize automated, personalized nurture campaigns at scale to deliver timely and highly relevant content to clients. That way, when a need comes up, you’ll be the first to pop to mind!
3. Zero in on the perfect candidate for a client
Marketing automation provides powerful visibility into how candidates engage with your website, emails and social profiles. That actionable data, coupled with automated alerts when a candidate engages in a way indicative of active interest, allows you to quickly filter out passive candidates and zero in on the perfect fit for the position.
4. Be regarded as a “growth consultant”
With marketing automation, staffing firms grow beyond being a resource to find the perfect candidate. With an expansive knowledge of candidates and clients, an efficient process, and brand credibility that marketing automation helps achieve, your staffing firm will be seen as a growth consultant and become an employer’s trusted advisor.
1. Gain a clear view of the most qualified candidates
Your CRM is your most highly valued asset as a recruiter, but you can easily get swallowed up in outdated contacts and end up losing time trying to identify qualified candidates. With marketing automation, you can be alerted when a candidate’s engagement indicates they are actively interested—allowing you to speed up reaction time and engage at that pivotal moment. By leveraging key insight into their engagement and behavior over time, you can understand their preferences and interests to build highly detailed contact profiles and filter out passive job seekers, providing you with a clear view of the most qualified contacts.
2. Equip recruiters with company-branded templates to drive brand awareness
With beautiful premade templates, you can accomplish brand synergy across all communications while delivering highly useful resources and content to candidates—effectively establishing brand awareness and credibility.
3. Help recruiters know when to engage the right candidate
There’s no doubt that time is against recruiters, with top candidates being placed within 10 days. That said, recruiters can turn the table on that ticking clock with marketing automation. With the visibility into candidate engagement, you can understand if a candidate is a passive job seeker or an active job seeker by tracking their interactions with your messages. With automatic trigger nurtures and alerts, you can speed up reaction time and strike when the iron’s hot.
4. Turn inactive candidates into active opportunities
Continuously nurture your relationship with inactive candidates over time with personalized emails at scale. As inactive candidates situations change, your marketing automation platform will track the changes in their interactions and engagement—automatically updating your CRM and alerting you of their transformation into an active opportunity.
Embracing the Digital Transformation with Marketing Automation
1. Maximize your most valuable resource—your investment in your CRM
Your CRM alone is your most valuable investment; the powerhouse that holds and manages your contacts. With marketing automation, you can supercharge your CRM to get even more out of it. Gain access to bi-directional sync so you never miss out on alerts, manage your database so you always have the most up-to-date information on candidates and clients, and access key insight from within your CRM to understand candidates and clients even more.
2. Gain a competitive edge
Stand out amongst your competitors with beautiful landing pages, emails, and forms. Deliver highly personalized and timely messages at scale and watch your efficiency and success metrics soar. Meanwhile, do so all while establishing yourself as a credible thought leader in the market, forging and maintaining relationships and surging ahead with recognizable brand awareness.
Sugar Market addresses all of the top 5 priorities by providing true value for your business. It enables recruiters and staffing firms to automate meticulous tasks without compromising that human element.