With 8,000 recruitment agencies [i] in the UK – many find it hard to get their business to stand out from the competition.
PR can be a cost-effective way to amplify your messages and build brand recognition and credibility amongst all your target audiences.
With social media helping PR spend go even further, those not using PR could be missing a trick.
Here are five ways PR can help your recruitment business accelerate its growth.
Generate awareness with your customers
Journalists want something new and interesting to tell their readers. So before you embark on your media journey you need to consider carefully what you can offer them.
What can you say that is newsworthy? What will genuinely interest and engage their readers?
What sets your business apart from others and how are you adding value to the recruitment experience for clients and candidates?
Can you discuss the latest market trends in your industry sectors or do you have an interesting opinion or some advice you can share?
Communicate your brand values
Employers with strong employment brands see a 43% decrease in cost per hire. But branding is so much more than just a logo and a web site; it’s what you want your customers to think about your business. It’s about trust and reputation. Building a strong brand doesn’t happen overnight, it takes time and investment.
Using PR you can communicate your brand values effectively through stories, case studies, videos and opinion articles.
Gain trust and authenticity
Job seekers and clients want to work with recruiters whoare credible and reputable. Being written about regularly in the press will help you build your reputation.
Make the most of social channels
Research firm Aberdeen Group [iii] reported that 73% of 18-34 year olds found their last job through a social network. Investing in social media is a must to reach the best candidates and clients.
Do you have a LinkedIn page? Are you regularly updating it and commenting on key industry issues? LinkedIn is the world’s largest online professional network with over 277 million members worldwide and 15 million in the UK alone.
How about Twitter and Facebook? Recruiters should be using all these free platforms and online activity should dovetail with your overall PR strategy.
Underpin other marketing activity
PR is just one part of the marketing mix and it needs to be integrated into all your marketing and sales activity. It needs to be strategic and aligned to your business goals.
We recommend that before starting your PR journey have your end goals in mind. What do you want to achieve? What impact do you hope it will have on your business? How you will measure the results?
Remember that PR is a commitment and you only get out what you put in. However, with the right approach, a good understanding of how the media works and the right investment it will accelerate your business growth.
For an informal chat on how PR could help your recruitment business please contact Kathryn Hughes, Managing Director, Kayak PR on 020 8 549 3879/07801 823 839.