Category: Internet Marketing

We wanted to focus this blog on a huge issue that’s impacting many of our recruitment clients and that’s – recruiting. You’d think that filling your own internal vacancies would be easy if you’re recruiting all day, but actually it’s a huge challenge. This is a great blog post from Centred Excellence about the importance of having the right mix of skills in your recruitment agency. There’s no doubt, the right people in your business will be the key to success, but how do you find them?

We think that many recruiters are missing a trick – they’re not offering the same service to their own agency that they are offering to their clients. Let me explain.

Many recruiters have a brilliant website to showcase the roles that they’re filling - we’ve designed quite a lot in the last 18 years – you can check them out here.

However, what they aren’t able to do is showcase their own roles very well because the site’s main focus is to act as a business development tool for attracting new clients and to convert job-seekers into registering with your agency. Take a look at your website and take a look at how you attract job-seekers to your agency.

Perhaps you have a page called ‘Careers’ or ‘Work with us.’ This is a good step, but is the page as enticing to prospective consultants as it could be? It is possibly one of the ‘standard’ pages on your site that you rarely update – with just a form or email address to register your interest?

We’ve listed some improvements – can you make any changes?

Talk about the great things that your recruitment agency does, awards, career progression and development?
Who would the prospective consultant work with every day? Share some photographs or videos of the team.
What does a day at your agency look like? As a consultant, what can they expect day-to-day?
Overall, why would a career as a recruitment consultant be a great move for somebody? And why should a quality consultant make the move to your agency over one of your competitors?

Whilst there are surely some changes you can make to your Careers page (and this is the best option if budgets are tight), the main drawback with this approach is that your main recruitment website will be built so that your keywords are optimised. If you recruit for people to work in the Logistics industry, for example, your website will be built so that words related to Logistics will perform well on Google, such as driver, courier, warehouse etc. However, those keywords won’t be relevant to people who are searching for a role as a recruitment consultant. Therefore, if people are searching for roles as recruitment consultants, your site won’t be found because it’s set to perform for different keywords and search terms.

Here’s a couple of options for you to consider:

Use the campaign landing page functionality

Using our FXRecruiter software you can quickly create content-rich landing pages that perform brilliantly in Google. The main benefits are that you can advertise your own in-house roles for no cost and share easily on social media!

Below are three examples:

https://www.mcgregor-boyall.com/work-for-us

Work for us statement
We are McGregor Boyall and testimonials
Link to Glassdoor so see what current and previous employees think of working with McGregor Boyall
Link to Instagram for historic images of working and events at McGregor Boyall
Internal vacancies listed with Apply Now and Apply with LinkedIn

https://www.jmc-legal.com/work-for-jmc

Launch your career and work for JMC by providing your details and upload cv
A carousel of short articles by consultants who work for JMC and why they enjoy working for the business
A video message from Jason (CEO)
Collage of images  showing events throughout the year
A picture of the whole team

https://www.martinveasey.com/pages/work-for-us

Careers at Martin Veasey explained
What Martin Veasey are looking for to recruit
A list of roles currently recruiting for
Contact details

Landing pages are designed to attract more of your target candidates, using target niche keywords for searches. You can use your existing website to make things easy for potential job hunters so that they get to know what life is like at your recruitment agency.

Build your own standalone career website

From an SEO perspective, this is the best option.

You can structure your website so that your keywords really target the consultants for the industry you work in. This is what one of our clients, McGregor Boyall did. They identified a need to improve their ability to recruit quality consultants, so developed a career portal specifically to engage potential recruiters looking for a new role (or to start a career as a consultant).

A dedicated career site isn’t just an option for the big recruiters. It’s a very viable option for recruiters of all sizes.  If you want to up your recruiting game for your own recruitment agency, get in touch to see how an FXRecruiter website has brilliant in-built functionality to support you to overcome one of your agency’s biggest recruitment challenges!

If you are interested in finding out more about our services at Reverse Delta or our digital recruitment platform FXRecruiter, then give us a call on 08000 199737 or email sales@reversedelta.com

Peter Morrow is Commercial Director for Reverse Delta. Follow Peter on LinkedIn or email peter.morrow@reversedelta.com.

Content marketing is one of the biggest trends in recruitment marketing at the moment – and it looks here to stay. A relatively inexpensive way to get your message out to your target market (no printing, no design and no event/sponsorship costs), the key is to make sure that you spend your time and energy in creating content that accurately reflects your brand and ultimately, engages your candidates and clients.

One piece of content can be used many times

If you’ve got a content plan and a list of topics that you know will engage with your candidates and clients, you can then work out ways to use them multiple times. If you film a video for your website, why not transcribe it into a blog post? If you cover a couple of themes within your video, you can cut it in to a short teaser film and post it on social media, driving people to the main video on your website using several different key messages to entice people to view.

Tip: Think carefully about your message and invest time in a high-value piece of content. From there, work out how you can use it in several ways.

Content will help your website perform better

If you are writing about a topic or issue that’s relevant to your industry or sector, there’s no doubt that it will be full of keywords that Google will LOVE. Although the Google algorithms are always changing, one principle remains the same – it rewards websites where the content is updated regularly, which has lots of keywords and where readers have spent time on a page.

Tip: Make sure you have researched your keywords and use them throughout your content. There is a lot of discussion about Content vs. SEO – but SEO will rely on good quality content, so make sure you get it right. Make sure your content is worth reading and your SEO will benefit.

A content strategy will feed your social media

Your website’s blog is the first place to go to for your social media content. For each blog post, create social media posts to drive people back to your website. This could be a quick video to introduce your blog post (make sure you add in subtitles) or you could do an Instagram story or just a series of text-based posts (with an accompanying image) that will help to drive people to your blog post. And don’t just drive people to your blog once – think of different ways to introduce the topic and create eye-catching posts to drive people to your posts.

Tip: Make a plan of content that you want to share – this could be trends and news in your sector, the recruitment perspective on various national awareness days such as Mental Health Awareness Week, or simple techniques such as CV top tips or helping people through the recruitment process and what to expect when they register with an agency.

Reverse Delta now offers content marketing to our recruitment clients because we know it’s a vital way to improve the performance of your recruitment agency website. As we know, many of our clients struggle to find the time to manage this in-house as typically the consultants are too busy to take this on and some clients don’t have their own marketing team available.

We are delighted to welcome Rachel Allen to our team as Social Media & Content Specialist. Rachel has over 15 years’ experience of B2B marketing, with the last five years spent working with a range of recruitment clients. Rachel has been working on the Reverse Delta blog and social media since late 2019 – check out some of her articles here.

If you’d like to find out more about how Rachel can help your recruitment agency write great content to support your recruitment marketing strategy in 2020, get in touch via rachel.allen@reversedelta.com or call her on 07734 886538.

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Deciding on the best recruitment website when you’re a large recruiter can be a real challenge. From a start-up, you might now find yourself operating nationally, in a number of sectors or have grown through merger or acquisition? Perhaps you  have opened an overseas office? All of these factors can make choosing a website quite complicated, especially if you’ve experienced quite rapid growth and your website suddenly doesn’t meet your needs anymore.

In this blog post, we talk about the key things larger recruitment agencies need to consider when commissioning a new website.

How will my recruitment website perform in Google?

There’s no denying, this is absolutely critical. If you aren’t on page 1 of Google, then you may as well forget it. You need a recruitment website that has in-built SEO capabilities and is Google for Jobs optimised.

How can a new recruitment website represent the different areas of my recruitment agency?

Your agency might operate in different sectors, or you might have regional or national recruitment offices. In Reverse Delta’s experience, websites that are highly RELEVANT to what candidates are searching for will perform best. Workforce is one of our long-standing clients and they recruit for a number of different sectors across the West Midlands. We created a branded website for each division so that all the jobs were highly relevant to what candidates are searching for. But, they are managed and hosted as a multi-website, saving our client money and making the website easy to manage, through a single CMS. This saves time with only one sign in and content that was created for one website, can simply be copied to another.

If your agency operates across different sectors, or if you have a number of recruitment offices, creating several ‘local’ websites under your brand will be a cost-effective way of getting an SEO optimised and highly relevant recruitment website.

How can my recruitment website streamline my processes?

With a brilliant candidate portal, it’s possible for candidates to sign in with their social media account and populate a large amount of data from their LinkedIn profile.

In addition, an FXRecruiter website will integrate with a large number of CRMs, including Bullhorn, Broadbean and Itris. There’s loads more that we integrate with (check them out here) and if there’s any missing, we can link FXRecruiter up to them, assuming that the database or CRM has an open API.

How can my recruitment website support my marketing initiatives?

With the opportunity to auto-post your jobs on to 15 different recruitment websites and share them easily on social media, a big chunk of your marketing work is being done for you.

In addition, FXRecruiter websites have the option to create campaign landing pages for specific roles or sectors. For example, you might have an initiative to find graduates or customer service staff – so with a landing page you can provide all the reasons why a candidate would want to register with you in a single page, rather than expecting them to land on your website.

The FXRecruiter website has a highly-intuitive Content Management System so it’s easy to hand full management over to your marketing team, so you can make changes to your website in-house, without needing to come back to us every time you want a new page creating.

An FXRecruiter website also allows full reporting and analytics, so your marketing team can report back on their successful campaigns safe in the knowledge that they are working on real-time, accurate information.

I am now operating overseas; do I need a separate website?

Your FXRecruiter website can support multiple languages and will auto-adapt to settings in a user’s web-browser as well as offering a menu of languages on the site itself. This means you can engage with candidates and clients in their own language. So make a winning impression, in your audience’s own language and convey more credible affinity with ‘local’ markets.

We can also tailor your website to present your website in different parts of the world – but all on the same website! This means different pages (even the homepage), different sectors and specialisms, different jobs (naturally!), different teams, different imagery and videos, different blogs, different news… different whatever – wherever you are in the world. FXRecruiter displays it all automatically based on where the user is located. Users can always switch between regions as they want with flag icons or a region selector. So capture your benefits of targeting content more specifically at local audiences and present the right content in the right places with functionality for one website.

Who can I trust to do custom-development for my website?

Want to avoid the one-size-fits-all platform? If your website needs some custom development, we have plenty of options available for you. FXRecruiter isn’t a rigid out of the box solution, we can build tailored solutions around your business requirements. We will listen to your problems and help solve them by building a bespoke solution for your business. Our tech team embraces new challenges and has a track record in developing innovative, unique functionality to solve your specific tech requirements. We offer solutions you won’t find elsewhere and will help to continue your business growth.

This is exactly what happened when we met GiveaGradaGo in 2018. Cary had previously been let down by two other recruitment website providers, who did not have the expertise to deliver his specific technical specification. After 18 months, and two failed attempts at delivering a website, he was referred to Reverse Delta by a friend as a last resort.  Not only did we deliver on time and to budget, we also won a National Online Recruitment Award in 2018 for the site – www.giveagradago.com.

We hope that this blog has given you something to think about. Reverse Delta is a long-standing recruitment website specialist and our background is in SEO – so obviously performance of your website is mission critical for us.  Since Reverse Delta was formed in 2002, we have delivered over 300 recruitment websites and many of our customers are on their third or fourth website with us.

We also offer Creative Services and Digital Transformation, which we will talk more about in another blog post. But it’s clear to see that we are a trusted partner with the skills and expertise to support your recruitment agency on your growth journey.

For more information, give the Reverse Delta team a call on 08000 199737 or email sales@reversedelta.com.

If you look at the invoice for your job boards with horror every month (and wonder if they’ve added on too many zeros), then you’re not alone. If you are spending a huge amount with job boards each month, then you really need to be convinced that you’re getting a good deal, that you’re getting the right applicants for your roles and that you’re tracking the return on investment you’re getting.  But, did you know that your own website has an absolute wealth of data and the power to generate brilliant candidate registrations without spending a small fortune with the job boards?

Here are some reasons why you should think twice before signing off the next invoice for the job boards:

70% of job searches start off on Google
The actual number of job searches does vary (apparently the figure of 30% of all Google searches being job related is not entirely accurate), however the number in the UK alone will be huge
With the launch of Google’s new machine learning and AI tools, they are clearly committed to helping job seekers find jobs that are specific to their needs
The job sites are all listed on Google anyway, so your own website will be only 2 clicks away. And surely getting candidates to engage with your website and not a job site is the name of the game!
They are a competitor which will target your applicant as soon as they press the apply key.

"The results have been outstanding for our user experience and resulting lead flow to our site."

Leading US Digital Recruiter

"...our traffic went up almost 50% from month one."

Local Recruiter

What does your website need to compete against the job boards?

Make sure your jobs are signed up to the job sites. An FXRecruiter website will send your jobs to up to 14 job sites and Google for Jobs.
Your jobs can also be sent to your social networks by FXRecruiter
Make sure your job postings include lots of keywords – the things that job seekers will be searching for when they’re looking for a job. Read our advice in our blogs on Keywords & Key Phrases and Relevant Keywords.
Make sure your website is optimised for conversion! This means, you want your candidates to see the role they are looking for immediately and ensure that it’s easy for them to apply. FXRecruiter websites allow candidates to build their own profile (so your recruitment consultants don’t have to) and they can do it via their social media profiles.
With an FXRecruiter website, automated SEO is built in. This means your vacancies will compete well for longer-tail searches, such as job title and location.
The Jobs Archive that’s built in to FXRecruiter means some older jobs can be kept in Google, which means traffic will continue to drive them to your site. Although they may not be able to apply for that role, it will suggest similar jobs or offer email alert signup.
The XML sitemap on an FXRecruiter website ensures all your pages and jobs get listed in Google and Bing

How does this work in practice?

One Reverse Delta client who was spending over £100k every year on job boards, decided to implement a new website, and saw a 40% reduction in expenditure on their job board spend while increasing in both applications and placements.

The best practice is basically write really good job ads and follow our instructions on getting them listed wide and far.

What do our customers say?

"Our Consultants have noticed an increase in applications since migrating to the new site this summer. Highly recommended."

Long-standing client – local recruiter

"Visitor traffic has increased a third since our new site went live and having the mobile-dedicated site too has helped keep applications coming in at a healthy rate. "

IT recruiter

"...the quality and quantity of candidates finding us through this route has increased dramatically."

London-based IT recruiter

"We saw an increase in applications as a result. Our website appeared higher up in the rankings of the major search engines as a result of the SEO techniques incorporated into the design."

Long-standing client on 3rd website with Reverse Delta

Should you ditch job boards completely?

No, we think they still have a place and niche sites will still have loyal candidates (ie: Jobserve for IT Contractors). And, it might be worth playing around with your current deal. Try out some of the tips and utilise your own website with relevant, key-word rich content and you’ll soon see what works and what doesn’t. And if the experiment doesn’t pay off, you can go back to your job board. And if it does pay off, well, imagine the amazing holiday you could go on with the money you save!

In summary

The clear emphasis from Google seems to be that the algorithms want to MATCH searches with relevant content. So, if you’re putting relevant content on to your own website, the power to attract your target candidate is completely in your hands.

If you’re interested in finding out how your recruitment agency could save BIG money by reducing spend on job boards, give the Reverse Delta team a call on 08000 199737 or email sales@reversedelta.com