We made it! The much-anticipated new 12 months is lastly right here. It is time to go away the burden of 2020 behind us and begin recent with new concepts, new initiatives, and new methods to hit the bottom operating in 2021. This 12 months greater than ever individuals are anxious to start out on a clear sheet of paper. Whereas there should still be challenges in 2021, the easiest way to set your self up for the brand new 12 months is to start out on a excessive notice.
So how are you going to hit the bottom operating in 2021? A method is by placing collectively efficient advertising campaigns. The extra tailor-made the advertising campaigns are in your viewers, the extra profitable they are going to be. On this article we’ll check out each consumer and candidate e-mail campaigns you’ll be able to run to start out off the 12 months robust and lay a strong basis for the rest of the 12 months!
Shopper Campaigns for Recruiters
There are two varieties of consumer marketing campaign initiatives we’ll check out. The primary initiative might be reaching out to your highest performing shoppers in 2020 and the second will goal potential shoppers in high-performing industries.
Reaching Out to Excessive Performing Shoppers in 2020
In case you missed our article final month, “Naughty or Good? Staffing Stories That Ought to Be on Your Good Checklist in 2021,” I invite you to test it out because the article discusses key reviews it is best to reference to find out your highest performing shoppers in 2020. These are shoppers you wish to keep near within the new 12 months as they’re bringing in probably the most income and job orders.
After you have the record of your highest performing shoppers, construct a consumer contact pipeline in your CRM and put collectively an electronic mail template. Since these are contacts you might have 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 probably the most contact with them. A plain textual content electronic mail will really feel extra private than a daily advertising electronic mail from the corporate.
Within the electronic mail you’ll be able to merely want them a cheerful new 12 months and allow them to know you’re prepared to assist fill job orders if they’ve any present wants or see any wants within the close to future. The e-mail message would not must be lengthy, however one thing quick that features a new 12 months greeting and exhibits you’re prepared and keen to assist fill job orders in 2021. In case you do not hear again in a number of days, follow-up with a cellphone name to verify in. A marketing campaign so simple as this can maintain you on the prime of thoughts of your highest performing shoppers and hopefully even usher in a number of new job orders to start out the 12 months!
Concentrating on Excessive-Performing Industries
The following sort of marketing campaign targets potential shoppers in industries performing nicely. That is the place you need to use the search capabilities in your CRM to seek for shoppers you are not already doing enterprise with in high-performing industries, equivalent to meals/alcohol/grocery, medical workers/machine, pharmaceutical, manufacturing, supply providers, trucking/railroad, and so forth. Primarily based on the industries you wish to goal; you’ll be able to construct a contact pipeline by business and create your campaigns. Every marketing campaign must be tailor-made in the direction of the business for it to be best.
You’ll want to consider a catchy topic line that may draw the recipient into your electronic mail. The extra tailor-made it’s to the business, the extra doubtless they’ll open it in the event that they really feel it is related to them. Some examples embody, “How Can We Assist Employees Your Nurses in 2021?” or “Discover Drivers Faster in 2021 with YOUR COMPANY NAME.”
Within the physique of the e-mail, embody promoting factors to work along with your firm. This may be carried out by way of testimonials, a case research with a consumer, by way of an infographic that features stats selling why they need to associate with you, and so forth. You can too create a downloadable whitepaper of why they need to associate with you for his or her staffing wants versus one other staffing firm. The extra tailor-made this content material is by business, the higher. If you do not have the means to customise all the things by business, customise it as a lot as you’ll be able to so the recipient may nonetheless relate to it. Moreover, if there are frequent ache factors you usually right here about staffing within the business, attempt to tackle them within the content material you’re offering and notice how working along with your staffing firm will resolve these ache factors.
Each of those consumer campaigns goal corporations which are doing nicely. By beginning the 12 months off working carefully along with your highest performing shoppers and concentrating on potential shoppers in excessive performing industries, you’ll be able to assist set your self up for a profitable 2021.
Candidate Campaigns for Recruiters
We are going to subsequent check out two candidate campaigns. The primary marketing campaign will goal candidates you’ve got been in contact with within the final 6 months and the second marketing campaign will goal candidates you have not been in contact with for six months or extra.
Contacting Candidates You Had been Just lately in Contact With
The primary candidate marketing campaign means that you can contact base with candidates you have been in contact with within the final 6 months, however have been by no means positioned for one purpose or one other. You should use your ATS to seek 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?”
Because you have been just lately in contact with these candidates you’ll be able to 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 e-mail generally is a easy contact base to see how they’re doing with their job search and should you can nonetheless assist them discover their subsequent job.
Including personalised movies to emails have gotten an increasing number of widespread as nicely. If you wish to take the e-mail to the subsequent stage, you’ll be able to create a fast 30-60 second video per candidate. The video must be informal letting them know you’re right here to assist them discover their subsequent job. Embrace their identify within the video and in addition the business or place they wish to work in. Once more, the extra personalised the video is, the extra doubtless you’ll hear a response again from the candidate. Whereas making a customized video per candidate will be time consuming, you’ll be able to create a script that you need to use for every video. You can too choose prime candidates you want to create a video for. For the candidates you do not create a customized video for, you’ll be able to create separate movies by business or discipline. That means the video will not embody their identify, however there’s nonetheless some personalization.
One other artistic option to work together with these candidates is by together with a immediate on the finish of your electronic mail that asks, “Are You Nonetheless On the lookout for a Job?” You’ll be able to then embody a “Sure” button and a “No” button. Each can result in totally different touchdown pages. The “No” button can result in a web page that claims one thing alongside the strains of, “Thanks for letting us know! If we may also help you discover your dream job sooner or later, please do not hesitate to succeed in out to us. Within the meantime, observe us on social media!” Even when they’re not on the lookout for a job, this helps decide that so you do not spend time reaching out to them. Offering a plug to observe your organization on social media can also be good to assist them keep engaged along with your firm. For these candidates that click on “Sure”, you’ll be able to cause them to a unique touchdown web page that exhibits them a listing of jobs they’d be a very good match for. You can too embody a notice, “Not concerned with these positions? Attain out to us and we’ll assist you discover your dream job.”
Contacting candidates, you might have been in contact with within the final 6 months is an effective means to assist reengage candidates and see the place they’re at of their job search. This will even assist you resolve if these are candidates it is best to proceed to speak with or concentrate on different candidates in the interim.
Reaching Out to Candidates You Have not Been in Contact With
One other sort of candidate marketing campaign you’ll be able to run is a marketing campaign concentrating on candidates you have not been in contact with shortly. You should use your ATS to seek for candidates you have not been in contact with way back to you wish to go and construct a candidate pipeline off of this search. A catchy topic line for these candidates might be one thing like, “Prepared for a New Job in 2021?”
To open the e-mail, you’ll in all probability want to incorporate a re-introduction of who you’re and how one can assist them discover their subsequent dream job. Moreover, you’ll be able to embody candidate testimonials and a listing of jobs which are at the moment accessible they might be a very good match for. Once more, it would be best to goal this electronic mail by business if attainable and embody acceptable candidate testimonials and job listings. On the finish of the e-mail, you’ll be able to even embody a call-to-action button to submit their newest resume to you. That means they will both apply to a job out of your electronic mail or if they are not concerned with a job listed, you already know they’re nonetheless concerned with a brand new job by submitting their resume.
One other distinctive option to catch a candidate’s consideration is by together with a BuzzFeed® Kind quiz in your electronic mail, equivalent to, “What Job Would Be a Good Match for You in 2021?” They will reply a collection of enjoyable questions after which obtain a abstract of the form of job they’d be a very good match for in 2021 and a listing of present jobs you might have accessible that match their end result. Whether or not it’s in {a magazine} or on-line, everybody enjoys taking a lot of these quizzes and it will be a enjoyable option to interact the candidate along with your firm.
Each of those candidate campaigns assist reengage candidates you have been just lately involved with and in addition helps you attain a brand new candidate base that you have not been in current contact with. Popping out from each of those campaigns, you’ll hopefully be capable to decide which candidates it is best to keep in shut contact with to start out 2021 and which of them you should not spend time contacting.
Prepared, Set, Launch!
Customized advertising campaigns are going to be essential in 2021. Utilizing this strategy to run consumer and candidate campaigns will assist your campaigns be more practical. We simply reviewed 4 marketing campaign concepts that will help you hit the bottom operating in 2021, however the prospects are infinite! Take your artistic concept, tailor it to your viewers, and launch 2021!
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