Attract Talent and Clients with the 4 W’s of Staffing Marketing
You might be familiar with the 4 P’s of Marketing (product, price, placement and promotion), but these four W’s of staffing agency marketing can help you grow even faster.
Is Your Staffing Agency Marketing Plan Creating Competitive Advantages?
With an economy humming along at virtually full employment, many hiring managers are turning to staffing agencies to help fill the talent gap. Fast growth rates in any industry tend to make them attractive for entrepreneurs and startups, which only means more competition for staffing agencies.
Traditional staffing marketing plans might be built around the 4 Ps of Marketing – product, pricing, placement and promotions. However, competing on these alone might not be enough for staffing agencies to create competitive advantages for their firms, let alone grow temporary placement services in light of an influx of new staffing and recruiting startups.
We came up with 4 Ws of staffing agency marketing that can breathe new life into your staffing marketing strategies and accelerate agency growth.
4 Ws of Staffing Marketing Plans that Foster Faster Agency Growth
For B2B companies like agencies that provide staffing, temporary employment and recruiting services, whitepapers might provide a lot of bang for the buck. A survey of B2B marketing leaders in North America reported that whitepapers produced the most content marketing ROI.
Whitepapers and other types of content that can be downloaded does not just provide staffing marketers with an opportunity talk about their brand or agency services. They can also act as long-term lead generating machines by driving the constant addition of new database contacts when some type of registration is required to download the content. White papers might be especially effective for staffing agencies since content can be leveraged to generate leads by attracting either prospective clients or prospective new hires (talent).
Some of the types of content that can fulfill this dual-marketing role in helping to build both brand awareness and fuel a staffing agency’s email marketing database include:
- industry reports
- guides and how-to publications
- case studies
Like whitepapers, hosting webinars and podcasts can provide your staffing agency with an opportunity to introduce itself to new prospects or help candidates and employers who are exploring options for temporary employment services decide which staffing agency they would most like to work with.
And like whitepapers, since registration is required, temporary agency marketers also reap the benefits of adding to their email marketing database. After the webinar has occurred, marketers should have a plan in place for contacting registrants with an offer that motivates them to take the next step.
Staffing agency-hosted workshops can be held in person at a physical location but may also be held as a virtual event. Examples of workshops that might help attract more talent for potential placement include topics like resume writing, interviewing skills, leadership development, career advancement strategies, and so on.
Examples of workshops that can help an agency attract more potential temporary employers include topics such as current HR trends, ideas for new employee on-boarding, conducting performance reviews, enhancing employee engagement, creating career paths for budding leaders, and more.
Both candidates and employers have multiple options for finding job openings or attracting top talent. Ultimately, what will set a staffing agency apart is the unique wisdom that its ambassadors have to offer.
Recruiters and staffing placement specialists need to get in the habit of reaching out via email and social networks with their wisdom – tips and advice they can provide that can help employers or job candidates be more successful.
It should be noted that this is usually going to be in the form of non-promotional communications and networking rather than in selling activities. It might be as simple as sending an interesting article or piece of news by email to a potential employer that gives them competitive insight or alerts them to a new industry trend.
Agencies that realize the power of long-term email marketing that is non-promotional in nature stand to gain top of mind brand awareness with both candidates and employers, so that when the need arises, they are the first to be contacted.
We offer staffing factoring services that expedite cash flow. With improved cash flow from invoice factoring, staffing agencies and temporary service firms can reinvest in their business more quickly in order to:
- Take on new business more quickly
- Expand advertising and marketing
- Add new locations
- Take on larger client accounts
- Have money on hand to meet temp worker payroll and expenses
- Offset opportunities lost due to slow-paying customers
Get a Staffing Factoring or Payroll Funding Quote
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