Branding/Marketing/PR

Less than half of your clients and candidates trust you

Written by the Editorial Team

If you think you’ve had your fill of GDPR over the last few months, you haven’t seen anything yet. As the implementation date becomes a matter of weeks away, the business press will step up its coverage of GDPR and the implications it will have. One such issue that has already been raised is that of trust; rather, the lack of it.

A new report published by Boston Consulting Group and law firm DLA Piper, Leveraging GDPR to Become a Trusted Data Steward, reveals that 73% of millennials (aged 18-34) and 90% of non-millennials state that there needs to be caution when it comes to sharing personal data online – up from 68% and 84% year-on-year respectively.

Great billers will only get you so far, but to generate leads over the long term means engaging your prospects frequently and sharing content that adds value to their everyday lives.

Worryingly, the report also found that 53% of all respondents do not believe companies are honest in the way they use customer data. Only 1 in 5 (22%) stated they trust companies to do the right thing with their personal data.

For an industry like recruitment that has worked hard to improve its reputation in recent years, this growing lack of trust is like a kick in the nether regions and creates two major challenges for agency owners.

The first, is how they can prove that the data they hold of their candidates and clients is being used in the right way. This is where the double opt-in system on all email communications between the agency and its database comes into play. Without this in place, those data lists that the agency has worked so hard to grow over the years – sometimes amounting to tens or hundreds of thousands – will simple become obsolete after GDPR has kicked in.

The relationship that is mutually beneficial is the one that delivers the greatest rewards

The second, is how the agency itself can build and maintain trust in the existing relationships it already has and how they can raise their profile as a go-to staffing provider of trust. It is a lot easier than you think and it comes down to this – great content.

As one of the top two PR agencies in the UK that specialises in the Recruitment industry, we have worked with over 80 recruitment businesses. We know the market inside and out but more important is that we have seen what makes some recruitment agencies more successful than others.

Great billers will only get you so far, but to generate leads over the long term means engaging your prospects frequently and sharing content that adds value to their everyday lives. If each email or newsletter sent contains nothing but a list of jobs or candidate profiles, you are simply selling all the time, and no one wants that.

However, if you share insights based on your experiences, case studies of recruitment campaigns you have worked on, latest news stories, whitepapers…the list goes on…then you are building an altogether different relationship – trust as both a leading authority and a business that centres the focus on its clients and candidates and not on actions which serve to sell, sell, sell all the time. As BC Forbes famously said, the relationship that is mutually beneficial is the one that delivers the greatest rewards.

For more information about how to raise the profile and brand awareness of your recruitment agency, contact Paul MacKenzie-Cummins at Clearly PR – the PR agency for the Recruitment industry.