Why Lead Generation is Important for Recruiters

Recruitment email marketing and lead generation can be a gruelling task and one that requires a great deal of investment from your company. No one wants to waste valuable staff resources sifting through hundreds of companies in various industries trying to find out which ones are recruiting. This is where Lead Generation comes in.

Why you should be using lead generation

Lead generation allows any recruitment company from any sector to develop solid leads:

- Find companies that are recruiting

If your recruitment firm is in a market where competition is high, the last thing you want is to reach a company whose needs have been met by other firms. You want to be first so that you can get a head start on the competition.

- Build an on-going list

Lead generation should allow you to stay in touch with hundreds of different companies at the same time. There’s no need for staff to waste time trying to keep up to date with thousands of companies.

- Revisiting old leads

If you use an accurate lead generation process, you can ensure old leads are still hot when you revisit them. You don’t want to contact a company once a position has been filled, nor do you want to be too premature. Knowing the right time to contact these companies is crucial to having a working relationship with them.

How do I do it?

There is a four step procedure to follow when nurturing your leads:


Stage 1 – Shotgun Approach

What is involved?

At Stage One of the process you are looking to analyse your contact’s behaviour and interaction with your first email. Send your campaign to all of your contacts to build your brand. The campaign should be focused on content and should have very little sales messaging. It’s all about warming up those contacts.

What tools do I need?

- Email campaign manager. You will need to implement a campaign whilst creating strategic plans and objectives to help drive your brand sales.

- Split test different subject lines. Use reports to analyse which works best for your recipients.

- Analyse your hot prospects. A hot prospect can be anything you want it to be. It may be someone who has opened your email and clicked through to your site. It may be someone who has opened your email multiple times, but hasn’t clicked through yet. It’s up to you how you define a hot prospect.

- Detailed behavioural reporting. See who clicked, when, where and what device they used to open your email.

- Personalisation tools. Depending on the data you have captured, you can personalise emails to increase your click through and conversion rate.


Stage Two – Demographic approach

What is involved?

At Stage Two of the process we are taking a demographic approach. You should look to have analysed the behaviour of the contacts from Stage One and can target messages at specific contacts. Your contacts can be segmented into different groups, based on what you have learnt about them; you should focus on specific age groups, locations and positions.

Again this tactic will build your brand’s credibility through relevant and wanted content. Using smaller targeted lists allows you to send sales messages to those interested demographics.

Just like in Stage One you can then analyse the contact’s behaviour and interaction to learn how to move onto Stage Three.

What tools do I need?

Email marketing tool

- Split test subject lines.

- Hot prospects reporting.

- Detailed behavioural reporting. See how your demographic approach can improve opens and click throughs to improve conversion

- Personalisation tools.

- Geographical segmentation. Send specific information to specific areas. This can be very useful when sending an advertisement for a local job.

- Microsite and landing pages. Create landing pages that are an extension of your email, and prompt the reader to continue through the process.

- Further segmentation tools.


Stage Three – Behavioural Approach

What is involved?

At Stage Three of the process we are taking a behavioural approach. Using segmentation tools your messages can be specifically focussed at contacts based on their behaviour throughout previous campaigns.

Using this approach you can focus on specific individual needs and behaviour, whilst boosting your brand and increasing engagement. You can now aim your sales message based on the contact’s behaviour.

What tools do I need?

- Email campaign manager.

- Split testing on subject lines.

- Hot prospects reporting.

- Detailed behavioural reporting. See how many times your message has been opened, if it’s been clicked on, where the clicks were, if the message has been forwarded on etc. Take this information and use it to your advantage.


Stage Four – Interactive Approach

What is involved?

This is the strongest stage if your email campaign strategy. This approach allows you to build a personal relationship, have full brand engagement, analyse segmentation reports, and focus on interests and activity. This stage creates a bond between the contact and your business. You can encourage involvement through call to actions, and send surveys to those engaged.

This allows you to increase engagement through targeted messages, whilst at the same time you can reduce the size of your contact lists by segmenting based on behavioural and demographic interests.

What tools do I need?

- Email marketing tool.

- Split testing on subject lines and email content.

- Hot prospects reporting.

- Detailed analytical and behavioural reporting.

- Personalisation tools.

- Geographical segmentation.

- Microsite and landing pages.

- Segmentation tools.

-  Dynamic content. This is content based on a contact’s previous behaviour. For example, you have sent a campaign to a retailer, who has opened your email three times, but never clicked through or converted. You can now aim content at that retailer. Send him the latest retail news, or retail case studies to tap into his interests.

What are the returns?

Using the Shotgun Approach at Stage One, you can expect a conversion rate of 0.9%. This increased to 2.9% when using the Demographic Approach at Stage Two.

Once you have completed all four stages, you can expect a conversion rate of 4.1% on average. These stages should put you on the road to lead generation success.

See our infographic for more details.


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