Staffing Success: This year’s ASA VOICE Award recipients represent a mix of marketing and communications vehicles. Moving into 2013, should staffing firms focus on a certain trends and types of campaigns, such as social media? Or should they stick with more traditional avenues if that’s what has worked for them in the past?

 

 

Isenberg: It is important to know that no one-size-fits all strategy exists. Every staffing firm has a unique value proposition and a strategic marketing plan includes a campaign that evolves out of each firm’s uniqueness. Companies that implement technology can emerge powerfully positioned for exponential growth. That said, a targeted campaign that includes the old and new can be highly effective. A firm could incorporate  e-mail marketing, direct mail, social media, blogging, Google re-marketing, and pay-per-click strategies. E-mail marketing, for example, still delivers a return of $44 for every $1 spent. It is highly measurable and effectively delivers a specific, “pre-determined” value proposition to targeted end users…

 

Social media is a great way to be transparent to your clients and candidates who now demand to see inside your company to learn about your social interests as well as your operations. I highly recommend moving toward transparency. Candidates, clients, and customers want to peer inside your company and get a feel for your culture. They want to feel comfortable and trust their relationship with you. Building relationships helps you build business.
Google re-marketing allows your brand to follow visitors to your site. Re-marketing is a feature that lets you reach people who have previously visited your site and shows them relevant ads when they visit other sites within the Google network. Google PPC (pay per click) is an advertising campaign to target search engine visitors seeking your services.

 

What works? That looks different for each staffing firm, but the strategy includes multiple vehicles delivered in sets and with consistent frequencies to elicit trust, engage people in their communities, nurture them with value, challenge them to act, and encourage them to stay connected.

 

Not sure what marketing strategy is right for you in 2013? Contact Steve to find out.