Marketing Sherpa recently polled a variety of executives in various-sized organizations about how they plan to adjust their marketing mix in 2009.  The following chart shows where companies are planning to reduce and increase their marketing investments this year:

Where companies will invest marketing dollars

Not surprisingly, social networks, blogs and email marketing (to in-house lists), were at the top of the list in terms of increased spending this year.

So what does this mean for staffing and recruiting firms? 
Let’s examine each of these marketing tactics in a bit more detail to see how staffing and recruitment firms can leverage each of these tactics:

  • Social Networks: Over the past few years, many recruiters have built huge online social networks–and now use this network as a tremendous recruiting tool.  However, many staffing firms are still getting their feet wet in this area and are missing out on a great opportunity to build a strong network of candidates and prospects. My suggestion is to begin creating profiles on sites like LinkedIn and Facebook, join industry related groups, and become a spectator.  Once you feel comfortable with the conversations others are having, become a contributor.  But the key is to add helpful insight and comments (don’t use social networks as a blatant sales tool).  To learn more about social networks, here is another interesting post: Social Media — Just a Fad or Not? 
  • Blogs: Blogs have become a very cost-effective tool for companies to share their message.  For staffing firms, blogs present an opportunity to educate people on your services and how staffing can help reduce overhead costs while still meeting demand.  In addition, blogs can be a great way to increase your online presence.  One of the keys to Search Engine Optimization is providing relevant content on your website–blogging offers an easy way to add great content to your site.  By sharing insightful, timely and relevant information on your blog, you’ll drive more traffic to your site and hopefully capture the attention of people interested in your services.  Here are two additional posts on blogs and the value they can provide staffing firms: Benefit of Blogging in a Down Economy  and Blogs as a Promotion Tool.
  • Email Marketing: Email still remains the single most cost-effective way to reach and stay top-of-mind with a large audience.  Just think about how long it would take your sales team to stay in touch with 1,000 prospects (not to mention the hard costs in salary).  Email marketing allows you to reach thousands of people for a fraction of the cost.  And it allows your sales team to focus on their most profitable accounts, while still keeping in touch with everyone else. 

Should I invest all my marketing dollars online?
NO, absolutely not!  Online marketing and social networking are NOT recipes for instant success.  While each of these marketing tactics can provide great results, they are simply part of a more complete marketing strategy.

If you’re interested in learning more about any of the above tactics, please feel free to contact me at [email protected].  I also suggest you consider ASA’s upcoming webinar on cost-effective ways to market your staffing or recruiting firm:

Webinar: Low Cost Marketing for High Impact Results
Date & Time: March 12, 3 – 4:30 pm EST
Take-aways:

  • Learn how to market your services when demand is shrinking.
  • Discover how to create an effective marketing and PR plan for your firm.
  • Learn simple, low-cost marketing strategies that will improve your sales.  

0 thoughts on “Where Companies are Investing Their Marketing Dollars in 2009

  1. Brad,

    Nor are many recruiters leaving search results on Google to chance. Some are actively engaged in search optimization including a building a solid strategy around keywords and search terms.

    Good post. Thanks.

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