Q: Hi Brad, I just discovered some great webinar archives such as Social Relevance in the Idea Lab on the Haley Marketing website. Thank you for the great info. It confirmed that I need to get my business onto various social media platforms. You have inspired us to get on board. Would you say that most of the social media, i.e. Facebook, Twitter, and LinkedIn, is geared towards the candidate side of staffing?
If so, how would you recommend reaching the client side where the business is?
A: I'm so glad that you had the chance to view the webinars, and I'm happy to hear that they have inspired you!
I would say that your message should be altered for the social platform you're using. Without knowing the industry you serve or the demographic you're targeting it's hard to develop a specific recommendation, but here are some general rules:
- Facebook – We see this more as a candidate recruiting and awareness tool. However, there are some things you can do to reach clients. For example, if you have an email marketing database with client contacts, you can upload that into Facebook’s advertising platform. You can then create Facebook ads (sponsored stories and promoted posts) that are targeted to just those Facebook users. This is a great way to reach your target audience outside of the office and increase name recognition and brand awareness.
- Twitter – I see this as both a client and candidate marketing tool – in the right industries. I think it makes a lot of sense for IT staffing firms. Twitter is also a great tool that gives you access to very high-level people within large organizations that you otherwise wouldn’t be able to reach. I would suggest trying Twitter’s advanced search tool to search for specific decision makers and companies you want to do business with. You can then begin retweeting their posts and sending direct messages. You can also use Twitter’s advanced search to help find out what companies are hiring. Search for terms like “hiring” and “job” in your geographic market, and then follow-up with the companies to discuss your services.
- LinkedIn – For years, recruiters have used LinkedIn to source candidates, but it’s also one of the best tools to reach hiring managers. Take advantage of LinkedIn groups and join groups in your industry and geographic market. Start discussions, post articles and blog posts, and respond to questions. It’s a great way to connect with new people and position yourself as an expert. Once you are a member of a group, you can also begin sending invitations to connect with other group members. It is an amazing tool if used properly. Just make sure you’re adding value to the conversation and don’t post sales pitches.
With all of this said, the key to social media marketing is having a good story to tell. It’s all about creating good content, solving problems and sharing ideas. So to start, I would suggest building a content strategy, determining how you’re going to produce content, and then choosing the right delivery channel.
And of course, if you need any help with this, please just let me know. We offer an entire service that produces custom content, helps you share content on social networks and provides coaching and training for your team to drive sales and recruiting efforts.
I hope this helps, and if you would like to schedule some time to discuss these ideas, please just let me know.