We made it! The much-anticipated new yr is lastly right here. It’s time to depart the weight of 2020 behind us and begin contemporary with new concepts, new initiatives, and new methods to hit the floor operating in 2021. This yr greater than ever persons are anxious to begin on a clear sheet of paper. While there should still be challenges in 2021, the finest manner to set your self up for the new yr is to begin on a excessive notice.
So how are you going to hit the floor operating in 2021? One manner is by placing collectively efficient advertising and marketing campaigns. The extra tailor-made the advertising and marketing campaigns are for your viewers, the extra profitable they are going to be. In this text we are going to check out each shopper and candidate e-mail campaigns you possibly can run to begin off the yr sturdy and lay a strong basis for the the rest of the yr!
Client Campaigns for Recruiters
There are two varieties of shopper marketing campaign initiatives we are going to check out. The first initiative shall be reaching out to your highest performing shoppers in 2020 and the second will goal potential shoppers in high-performing industries.
Reaching Out to High Performing Clients in 2020
If you missed our article final month, “Naughty or Nice? Staffing Reports That Should Be on Your Nice List in 2021,” I invite you to test it out as the article discusses key studies you need to reference to decide your highest performing shoppers in 2020. These are shoppers you need to keep shut to in the new yr as they’re bringing in the most income and job orders.
Once you’ve got the checklist of your highest performing shoppers, construct a shopper contact pipeline in your CRM and put collectively an electronic mail template. Since these are contacts you’ve got been in shut contact with, ship a plain textual content electronic mail from the recruiter or the contact at your staffing firm that has been in the most contact with them. A plain textual content electronic mail will really feel extra private than an everyday advertising and marketing electronic mail from the firm.
In the electronic mail you possibly can merely want them a cheerful new yr and allow them to know you might be prepared to assist fill job orders if they’ve any present wants or see any wants in the close to future. The electronic mail message would not have to be lengthy, however one thing brief that features a new yr greeting and reveals you might be prepared and keen to assist fill job orders in 2021. If you do not hear again in just a few days, follow-up with a telephone name to verify in. A marketing campaign so simple as it will maintain you at the high of thoughts of your highest performing shoppers and hopefully even deliver in just a few new job orders to begin the yr!
Targeting High-Performing Industries
The subsequent kind of marketing campaign targets potential shoppers in industries performing properly. This is the place you need to use the search capabilities in your CRM to search for shoppers you are not already doing enterprise with in high-performing industries, reminiscent of meals/alcohol/grocery, medical workers/machine, pharmaceutical, manufacturing, supply providers, trucking/railroad, and many others. Based on the industries you’re looking to goal; you possibly can construct a contact pipeline by trade and create your campaigns. Each marketing campaign ought to be tailor-made in the direction of the trade for it to be best.
You will need to consider a catchy topic line that may draw the recipient into your electronic mail. The extra tailor-made it’s to the trade, the extra possible they may open it in the event that they really feel it is related to them. Some examples embody, “How Can We Help Staff Your Nurses in 2021?” or “Find Drivers Quicker in 2021 with YOUR COMPANY NAME.”
In the physique of the electronic mail, embody promoting factors to work together with your firm. This might be completed by testimonials, a case research with a shopper, by an infographic that features stats selling why they need to companion with you, and many others. You may create a downloadable whitepaper of why they need to companion with you for their staffing wants versus one other staffing firm. The extra tailor-made this content material is by trade, the higher. If you do not have the means to customise the whole lot by trade, customise it as a lot as you possibly can so the recipient might nonetheless relate to it. Additionally, if there are widespread ache factors you usually right here about staffing in the trade, attempt to tackle them in the content material you might be offering and notice how working together with your staffing firm will resolve these ache factors.
Both of those shopper campaigns goal firms which can be doing properly. By beginning the yr off working intently together with your highest performing shoppers and focusing on potential shoppers in excessive performing industries, you possibly can assist set your self up for a profitable 2021.
Candidate Campaigns for Recruiters
We will subsequent check out two candidate campaigns. The first marketing campaign will goal candidates you have been in contact with in the final 6 months and the second marketing campaign will goal candidates you have not been in contact with for 6 months or extra.
Contacting Candidates You Were Recently in Touch With
The first candidate marketing campaign permits you to contact base with candidates you have been in contact with in the final 6 months, however have been by no means positioned for one motive or one other. You can use your ATS to search for these candidates and add them to a candidate pipeline. A related topic line might be one thing like, “How Is Your Job Search Going?”
Since you have been just lately in contact with these candidates you possibly can put collectively a plain textual content electronic mail from the recruiter. A plain textual content electronic mail will as soon as once more make it extra private. The physique of the electronic mail could be a easy contact base to see how they’re doing with their job search and in the event you can nonetheless assist them discover their subsequent job.
Adding personalised movies to emails have gotten an increasing number of common as properly. If you need to take the electronic mail to the subsequent degree, you possibly can create a fast 30-60 second video per candidate. The video ought to be informal letting them know you might be right here to assist them discover their subsequent job. Include their identify in the video and in addition the trade or place they’re trying to work in. Again, the extra personalised the video is, the extra possible you’ll hear a response again from the candidate. While making a customized video per candidate might be time consuming, you possibly can create a script that you need to use for every video. You may choose high candidates you desire to to create a video for. For the candidates you do not create a customized video for, you possibly can create separate movies by trade or subject. That manner the video will not embody their identify, however there may be nonetheless some personalization.
Another inventive manner to work together with these candidates is by together with a immediate at the finish of your electronic mail that asks, “Are You Still Looking for a Job?” You can then embody a “Yes” button and a “No” button. Both can lead to totally different touchdown pages. The “No” button can lead to a web page that claims one thing alongside the traces of, “Thanks for letting us know! If we can help you find your dream job in the future, please don’t hesitate to reach out to us. In the meantime, follow us on social media!” Even if they’re not trying for a job, this helps decide that so you do not spend time reaching out to them. Providing a plug to comply with your organization on social media can also be good to assist them keep engaged together with your firm. For these candidates that click on “Yes”, you possibly can lead them to a unique touchdown web page that reveals them a listing of jobs they’d be a very good match for. You may embody a notice, “Not interested in these positions? Reach out to us and we will help you find your dream job.”
Contacting candidates, you’ve got been in contact with in the final 6 months is an efficient manner to assist reengage candidates and see the place they’re at in their job search. This may also enable you determine if these are candidates you need to proceed to talk with or deal with different candidates for the time being.
Reaching Out to Candidates You Haven’t Been in Touch With
Another kind of candidate marketing campaign you possibly can run is a marketing campaign focusing on candidates you have not been in contact with in some time. You can use your ATS to search for candidates you have not been in contact with way back to you need to go and construct a candidate pipeline off of this search. A catchy topic line for these candidates might be one thing like, “Ready for a New Job in 2021?”
To open the electronic mail, you’ll in all probability want to embody a re-introduction of who you might be and how one can assist them discover their subsequent dream job. Additionally, you possibly can embody candidate testimonials and a listing of jobs which can be presently accessible they might be a very good match for. Again, you will have to goal this electronic mail by trade if potential and embody applicable candidate testimonials and job listings. At the finish of the electronic mail, you possibly can even embody a call-to-action button to submit their newest resume to you. That manner they’ll both apply to a job out of your electronic mail or if they don’t seem to be in a job listed, you already know they’re nonetheless in a brand new job by submitting their resume.
Another distinctive manner to catch a candidate’s consideration is by together with a BuzzFeed® Type quiz in your electronic mail, reminiscent of, “What Job Would Be a Good Fit for You in 2021?” They can reply a sequence of enjoyable questions after which obtain a abstract of the type of job they’d be a very good match for in 2021 and a listing of present jobs you’ve got accessible that match their end result. Whether it’s in {a magazine} or on-line, everybody enjoys taking all these quizzes and it could be a enjoyable manner to interact the candidate together with your firm.
Both of those candidate campaigns assist reengage candidates you have been just lately in contact with and in addition helps you attain a brand new candidate base that you have not been in latest contact with. Coming out from each of those campaigns, you’ll hopefully have the option to decide which candidates you need to keep in shut contact with to begin 2021 and which of them you should not spend time contacting.
Ready, Set, Launch!
Personalized advertising and marketing campaigns are going to be necessary in 2021. Using this strategy to run shopper and candidate campaigns will assist your campaigns be more practical. We simply reviewed 4 marketing campaign concepts to enable you hit the floor operating in 2021, however the potentialities are countless! Take your inventive thought, tailor it to your viewers, and launch 2021!