home Branding/Marketing/PR, Content Marketing 4 ways to promote your Recruitment agency in a new sector

4 ways to promote your Recruitment agency in a new sector

So how is 2017 shaping up so far for the Recruitment industry? Rather well actually, if the latest available statistics are to be believed.

According to the REC’s JobsOutlook Report published towards the end of September, demand for Temporary workers shows a continued rise, with an estimated 1 in 5 employers in the UK expected to hire more staff between now and the end of the year. This is particularly interesting given the somewhat mixed response provided by business leaders over how confident they feel about the economy.

Of the 600 respondents who took part in the report, 1 in 3 (33%) believe that the economy is on the decline while 1 in 4 (26%) think the opposite to be true. Whichever camp you as a recruiter fall into, the fact is that employer confidence remains strong. More over, the use of Recruitment agencies is also set to continue to move along its upward trajectory.

Again citing the REC, their findings show that the number of UK employers engaging a recruitment agency has increased from 38% in 2012 to 45% in 2016. By the end of 2018, this figure is expected to rise even further to 56%. So all is good within the sector, and it is not surprising to learn that the number of agencies reporting growth is also on the rise.

With growth comes diversification, and that means more and more agencies looking to other industry sectors that provide good potential to drive their agencies further still.

56%

The number of employers who will use Recruitment agencies by 2018

 

Successfully expanding into a new sector can create a model that can be replicated again and again as your consultancy grows. However, with no previous track record or case studies in that sector, it can be a challenge for recruiters to compete with established agencies and create brand equity in that field.

Here are our top tips for promoting your agency in a new sector:

Consider bringing in talent

One of the most obvious ways to win business in a new sector is to hire in a consultant with previous experience in that field. A good consultant will have already put in the work to establish themselves as a sector expert with their clients, and you can capitalise on their personal brand. However, with 71% of agencies citing talent shortages as their top challenge for 2017, attracting the right person could be a difficult and expensive undertaking.

If you plan to use consultants already in place, you’ll need to make sure at least one member of staff has responsibility for championing your company in the new sector and becoming an expert in that field.

Decide on your approach to branding

One of the first decisions you’ll need to make when expanding in to a new sector is whether to use your current brand or create a new one for that market. Most recruitment agencies these days promote themselves as sector specialists and adding a new desk outside of your niche could weaken that image. However, setting up an entirely new brand means you have to start completely from scratch, with none of the reputation your existing brand has built up.

The best solution to this problem, at least for the initial launch, may be to set up a subtly different sub-brand for your new desk, anchored on the profile and prestige of your original brand, but clearly differentiated as a new offering.

Get your collateral in place

Once you’ve made a decision about which brand to use, it’s important to make sure that is reflected throughout your collateral, ideally before you launch in your new sector. You’ll need to either update your existing website and social media channels or set up new ones, as well as ordering new brochures, business cards, etc. The trick is for your new desk to look established, even though you’re brand new.

Once your brand is set up online, you’ll need to create some SEO friendly copy about careers and recruitment in your new sector to help bring in search traffic, as well as thought leadership articles to share online and establish your consultants as experts. Have a look at what your competition are talking about – there’s no harm in copying topics as long as you either do it better or add something new.

Start with a bang

To really generate an immediate impact in your new sector, you’d launch the desk with a substantial new piece of content, such as a survey or report on market trends. This can be shared on your website and social media channels to direct traffic and generate leads and may also grab you some PR in relevant sector press.

However, in order to be widely read and shared, your content does need to be valuable, interesting and unique. When your consultants and in-house marketing team are busy setting up a new desk, it can be difficult for them to spare the time to research and create something in-depth like this, so it’s worth looking at using an external agency for support in this period.

Don’t forget to allocate some budget for job advertising on relevant niche job boards – not only will this help you build a candidate base, but it’s also where clients are most likely to look when searching for specialist recruiters in their field.

 

When moving in to a new sector, it can be tempting to dip your toe in at first and see how it goes. While this can minimise the risk involved, it also won’t tell you how successful you could have been if you had spent time beforehand to set up marketing support for your launch.