Digital Marketing Archives - Superfast Recruitment

New websites? Today, we’re discussing something that’s been on our minds recently—the compelling reasons recruitment and search firms should consider updating their websites this year—as we’ve just completed our website refresh. Your website is often the first substantial touchpoint clients and candidates have with your brand. Think about your purchasing behaviour. When you’re considering working with a company, what’s one of the first things you do? Recent research indicates that most B2B buyers check vendor websites before purchasing. According to multiple industry studies, 90-97% of B2B purchasers review websites as part of their pre-purchase research process. The data is consistent across multiple studies, showing that website checking is now standard practice in B2B buying journeys: According to Wynter’s 2024 B2B SaaS Buyer Journey Report, 97% of B2B buyers check out a vendor’s website before engaging with them10. This exceptionally high figure is corroborated by 6Sense research, which shows the same 97% statistic for website checking before vendor engagement. Additional research supports this trend: 90% of B2B customers start their buying journey with an online search 90% of B2B buyers research between 2 to 7 different websites before making a purchase decision 70% of B2B buyers conduct extensive online research before making purchasing decisions These figures demonstrate that website checking has become a virtually universal step in the B2B buying process. So, if you’ve been thinking that your website might need an upgrade but haven’t been sure if it’s worth the investment, today’s podcast is for you. Let’s dive into the six compelling reasons to create a new website to promote your recruiting brand this year.  1: Your Current Website Isn’t Converting Visitors to Leads Let’s be honest—most recruitment websites are little more than online brochures. They talk about how great the company is, list the sectors it works in, and maybe have a jobs page. But they don’t actively work to convert visitors into leads. Your website should be a lead-generation machine this year. It’s no longer enough to have a pretty website; it needs to perform. This means having clear calls to action, lead magnets/PDF download reports that provide value to your audience, and forms that capture visitor information. When recruitment websites are designed with conversion in mind, with elements like salary guides as lead magnets and proper calls-to-action throughout the site, they can dramatically increase the number of leads generated directly. These aren’t just any leads either – they’re pre-qualified and warmed up by their consumed content. If your website isn’t actively generating leads for your business while you sleep, it’s time for an upgrade. 2: Your Website Doesn’t Reflect Your Current Value Proposition and Messaging The recruitment industry has evolved dramatically in recent years. If your website was built more than three years ago, chances are it doesn’t accurately reflect your current value proposition, services, or messaging. Remember, your website needs to answer those four fundamental reasons why clients and candidates choose to work with you: How you solve their pain points How you save them time How you make life easier for them How working with you makes them feel good Is your current website communicating these messages? Does it speak directly to your client’s specific challenges in 2025, such as the global talent shortage, shifting candidate expectations, or the complexities of remote hiring? If not, it’s time for a refresh that brings your messaging up to date and positions you as the solution to today’s recruitment challenges, not yesterday’s. 3: Your Website Doesn’t Demonstrate Your Authority and Expertise Standing out is critical in a market saturated with recruitment and search companies and more start-ups than ever. Your website should establish you as an authority in your niche by demonstrating your expertise, industry knowledge, and success stories. This means having: A regularly updated blog with valuable insights Case studies that demonstrate your impact Testimonials from satisfied clients and candidates Resources that help your audience solve their problems We’ve seen recruiters implementing content hubs on their websites become the go-to authority in their sectors. When you position yourself as a thought leader through your online presence, doors open to speaking opportunities at industry events and being quoted in sector publications. If your website isn’t positioning you as a thought leader and expert in your field, you’re missing a massive opportunity to differentiate yourself from the competition. 4: Your Website Isn’t Mobile-Friendly or User-Friendly Did you know that over 60% of web traffic now comes from mobile devices? If your website isn’t mobile-responsive or is difficult to navigate, you’re creating friction that drives potential clients and candidates away. User experience is no longer a nice-to-have; it’s essential. Slow loading times, confusing navigation, and poor mobile experiences contribute to high bounce rates and lost opportunities. When websites are redesigned with speed and user experience as priorities, the results can be dramatic – decreased bounce rates and increased time on site. That means more meaningful engagement with your brand! Ask yourself: Would you have the patience to wait for a slow website to load? Would you struggle through a confusing user interface? If not, why would your clients or candidates? 5: Your Website Lacks Integration with Your Marketing Systems Your website should be the hub of your digital marketing ecosystem this year. It should seamlessly integrate with your CRM, email marketing platform, social media, and job boards to create a cohesive experience for you and your users. Modern websites can automatically: Add new leads to your CRM Segment contacts based on behaviour Trigger email sequences based on specific actions Track user journeys to optimise your marketing funnel When recruitment and search companies integrate their websites with marketing automation platforms, they can experience significant increases in lead nurturing effectiveness simply because they can track and respond to website behaviour. If your website stands alone, disconnected from your other marketing tools, you’re creating unnecessary work for yourself and missing valuable insights about your audience. 6: Your Website Doesn’t Support Your Employer Brand In the recruitment industry, your website isn’t just a tool for attracting clients and candidates – it also reflects your employer brand and position in the marketplace. A modern, professional website demonstrates that you understand the importance of building a digital presence, which is crucial when advising clients on their employer branding. It’s difficult to position yourself as an expert in talent attraction if your digital storefront looks outdated or unprofessional Additionally, your website should make it easy for candidates to understand your process, browse open positions, and apply without friction. The candidate experience on your website directly impacts the quality and quantity of talent you can attract for your clients. As we’ve seen in market research, candidates expect seamless processes, transparent communication, and timely updates throughout their application journey. Your website is the starting point for delivering this experience. I understand that creating a new website requires an investment of both time and money. But consider this: your website works for you 24/7, even when sleeping or working with existing clients. When you compare the cost of a website redesign to the potential return on investment through increased leads, improved conversion rates, and enhanced brand perception, it becomes clear that this is one of the most effective investments you can make in your recruitment business. As we’ve seen with many of our Superfast Circle members, a strategic website redesign can transform your business development efforts and create a steady flow of inbound leads that complement your outbound activities. Thanks, Denise How We Can Help If you’re considering upgrading your website and want to learn more about making it a lead generation powerhouse, we’d love to chat. You can book a complimentary marketing strategy conversation with us by calling +44 1524 920 700 or emailing [email protected].   The post 6 Reasons to Create a New Website to Promote Your Recruiting Brand appeared first on Superfast Recruitment.

As I record this, in a few weeks in the UK is one of the biggest trade shows for the recruitment industry, and that is Rec Expo. It’s happening in Birmingham, where many service providers in the tech field appear so you can look at all their kit, how it works and how they might support you. There are some great speakers on there as well. We’ve presented there several times at the Expo. I mention that because often, at this time of year, people are starting to think, “Okay, what software do I need?” I am a bit of a software queen; I like a bit of software. However, we need to consider what specific software we need to do the job in question. My focus for today is going to be all around marketing software. I will suggest things you need and others that might be nice to have, but you don’t need them unless you’re very flush with cash. Do you need them? I’m going to suggest some things for you in a second. However, because it’s happening very soon, we are running recruitment marketing week again the last week in September, from September 25th through to September 29th. 1:00 PM BST every day, 8:00 AM EST. If you are wondering, “What should I be doing when it comes to marketing? How can I get marketing and digital marketing working in my business?” end the year strong and start 2024 even stronger than, “What do I need to do?” then join us for this five-day training. What we’re going to do is, over those five days, we will give you all the things that you need to consider. This content is real gold. Sign up here-> www.superfastrecruitment.co.uk/RMWS, which stands for Recruitment Marketing Week, and the S is September. We will not be running this again this year. Marketing Software For Recruiters Let’s talk about marketing automation, software, and things that you can use for your business that are relatively easy to use, will make a huge difference to your productivity, and will not cost you the earth. For all of our members of Superfast Circle, whether they have one consultant, whether they’re on their own, or whether they have 20 or 30 consultants, we recommend all of this type of software. I will share some brands with you; we are not aligned with any brand. We don’t get a kickback. However, we are suggesting different bits of kit for you. There’ll be different prices, and whatever fits your budget, but I can tell you that everything we recommend works well. Your CRM With Email Functionality The first thing is your CRM; we have people that use every bit of CRM software on the market. We’ve got people that use ZoHo, Firefish users, Loxo, Vincere, and, of course, Bullhorn as well. What I would look for, and I would say this is about planning for your future, is planning to have a CRM system that also has email marketing built into it because what you want to be able to do with your email marketing is have automated campaigns. It will save you so much time and angst and create a lot of revenue for you. Even now, as I record this in 2023, the most profitable marketing strategy that you can use is email marketing. For recruiters, it is critical because you have client and candidate databases, and you are working with people on a long-term process. Having email marketing automation built into your business will pay for itself several times over. It’s interesting because I saw a post in one of the other recruitment groups earlier today, and a gentleman was asking about free tools. He wanted to be able to source some candidates, and he wanted some free stuff. We all like free, don’t we, until it stops being free, of course? If you want more functionality and things to work for you, it’s rarely going to be free. Remember, software is a business cost and tax allowable; spend it, and it’ll make a big difference for you. Now, it is likely that when you go and find a CRM with marketing automation software built into it, you’ll have to pay more, but it will pay for itself ten times over. If you haven’t listened to a podcast we did a few weeks ago with a lady called Karen McCurdy, she was talking about the fact that now they’re using email marketing automation, and it’s helping them to automate several areas of the business. Now, something just to be aware of. We were talking to one of our clients the other day who was a little bit miffed that he had just found out that his CRM database provider had built an email system into it. It was MailChimp, but they hadn’t informed him, so check if your provider has email integration. Nurturing your client and candidate database will provide a huge financial upside to your business. For instance, everyone’s concerned about their relationship with candidates and clients. Think about the systems that you are going to use. Ensure you invest in one with automation software aligned to it. There are many; Bullhorn is one of them. I’m not saying these are the CRM systems to use, by the way. Vincere has another, Bullhorn and Loxo; you can also connect, but make sure when you sign up that this is correct. You need to get one if your software does not have an email system. There are several options. We’ve mentioned MailChimp. There’s Active Campaign and now a great piece of software called Mailerlite. A Website With A Blog The next thing I want to say, and I know some people might smile at this, you need a website with a blog. You need a website with a blog because, as a smaller service provider, we work with independents and smaller SMEs; if you want to stand out and compete, you need content as part of that process. If you’ve never accessed our Lead Generation Triad webinar, check it out because we explain how content works to build leads and your lead system. You can watch a recording of the training here. Adding a blog with content makes a difference because you need to build out your authority website, which is a key element of your marketing tech stack. I’m a fan of WordPress; I recommend it to all our clients. I know some people don’t like it, but it’s very easy to work with. If you can work with Microsoft Word, you can work with a WordPress website, which will help you. You don’t have a fortune getting someone to update things for you on your website because you’ll be able to do it yourself because it’s WordPress. A WordPress website with the functionality that you can build landing pages on your website. What are landing pages? You have probably landed on a landing page of ours on multiple occasions. This is how you capture somebody’s contact details and start working with them. Imagine that somebody comes onto your website they’re not quite ready to work with you yet. Still, they like a report that you’ve got on interview skills, or they like a report that you’ve got on building a team in your sector; all they need to do to get this report is give you their name and email address, and then you can send it to them through email automation; That is why you need landing page software. Most WordPress websites have functionality so people can build a landing page. We’ve just got a few of our Superfast Circle clients working with a particular web designer, and he’s building that all for them in WordPress. It’s really easy, so they can create these pages that connect with their email system. Writing Software The first one is Wordhippo. You will have Word and whatever else you type into, but Wordhippo is great because it will give you alternative versions of the comment you are using. Often, what happens if you’re not a professional writer there is a tendency to use the same Word multiple times in a sentence. It doesn’t make your writing flow. WordHippo is a free bit of software that you can use that will give you alternative words. The other thing that I recommend to people is to use Grammarly. Again, there are multiple spell-checking and writing pieces of software. Grammarly, I find particularly good. I use the professional version. It just helps you put commas in the right places, apostrophes. It will speed up your writing process. Again, for a hundred pounds a year, it’s very inexpensive to use. Now, AI writing tools and software. Am I a fan? The jury’s out at the moment, but there is one. ChatGPT is one that most people are talking about at the moment. It’s worth getting access to it. There’s a free version, which is much slower and not as good, and a paid-for version. ChatGPT, what could you use that for? If you don’t have somebody like the team at Superfast Circle who knows the market well and wants to come up with different writing ideas and themes for content, ChatGPT will help you with. It can also reword things for you. If you’ve written a social media post, it might give you some different alternatives. Now, what I would say is to remember that automation AI software like this needs to learn from you. In my experience with recruiters, they don’t have a lot of patience, so you need to work specifically with ChatGPT so it knows your writing style. I would say it’s great for ideas. Please don’t use it to write a blog. If you do, you will need to edit it because it’s very repetitive, sometimes it can come across as a bit cheesy, and it does have gaps. All the data it uses is pre-2021, so it will be three years out of date next year. Graphics Software Now that we’ve talked about words let’s talk about graphics. Again, there are multiple software’s that you can use. You can go old school and use Adobe Photoshop, which is excellent, though harder to use and more expensive; Canva is a great alternative. It has been around for over ten years. It’s a great bit of software. What I love about Canva for most people is that it provides templates that you can tweak and use, and you can also update them with your own colour schemes, colour palettes, and fonts. You can upload images and make things look pretty cool and professional. I would say 90% of our visual content you see online is created in Canva Pro, which I recommend. Now, I say that because you are a professional organization, you are in a competitive market and want to stand out in front of people. That way, when you have professional Canva, you can access different templates and over 5000 images. You can upload other things. The big benefit of Canva Pro is it provides images for you. I think it has something like 5,000 different images that you can use. Social Media Marketing Automation Now, let’s talk about social media marketing automation. We spoke about Canva and creating branded images for social media. Now, let’s discuss what else you need to consider regarding marketing automation. The next thing I want to talk about is social media marketing automation. I don’t want to get into the bait of whether social media automation is good. I think it’s useful. There are things that I will post on social media, and I will post them straight away, or I will use the functionality that Facebook and LinkedIn have, where you can schedule content ahead of time. However, it is time-consuming. Here is a marketing hack to consider. That is, use your marketing content multiple times; this is where automation software can help. Let me share two that we’ve used, and our clients use; they work well and are inexpensive. One is called MeetEdgar, and the other is SmarterQueue. Let me talk about MeetEdgar because they’re both very similar. I think you can start on MeetEdgar for literally $10, $15 a month, and then it goes up depending on how many social channels you have. What I particularly like about MeetEdgar, apart from the fact that you can upload videos through it as well, is that it has something known as categories. What you can do is you can create multiple categories that will work for your business. For instance, you might have a client category and a candidate category. You might have four or five different verticals that you’re working on, each of which could be a category. You could have promotional posts, personal branding posts, you could have company posts, you could have job advert posts, and you could have value content posts. What I love about MeetEdgar is that you can upload content, and it will keep posting that content repeatedly for you, so you’ve always got something going out. Let’s say that you know that on a Monday morning, you want to make sure that a piece of content goes out that talks to candidates about coming to your website and checking out what’s there. You can schedule that so it goes out at eight every Monday morning. I mentioned multiple pieces of software here. We have businesses that we are working with that are turning over multiple six and seven-figures and using purely just these pieces of software. They’re not gone crazy, crazy, crazy. They’re using software that is easy and simple to use. I think one of the things always to remember with marketing is, who’s going to learn it and use it? Don’t freak yourself out by having something where it will be a bit more challenging for you to use. I’ve talked about your need for an email marketing system. If you’ve got one with your CRM database, happy days, make sure your website, which is a marketing machine for you, is a piece of software with a blog and the ability to build landing pages. That’s quite easy to do on many websites, or your website designer can do that for you. There’s so much they can do for you there, so it makes it easy. You need an email system. If you don’t have an email system with your current CRM, you need to be able to email people. As a marketing strategy, it will give you the highest ROI of any strategy you use because people do not convert immediately. Shout-out for the buying cycle. Go and look on the Superfast recruitment website about the buying cycle and how important that is. You need to nurture people because they won’t convert immediately. When it comes to writing and ideas and things like that, Word Hippo, Grammarly, and ChatGPT can give you lots of ideas. When it comes to graphics, Canva Pro is our go-to system, and it also has images you can use Social media automation software is a lifesaver. So, several things to consider that are not expensive. You could probably get going for less than £1,000/$1300 a year with all these different things, which will make a huge difference for you. Thanks Denise How We Can Help As part of Superfast Circle, we recommend software and have experienced people who can teach you how to use everything if you want to find out more, book a call with one of us here. The post The Marketing Tech Stack Your Recruitment Company Needs appeared first on Superfast Recruitment.