Is your staffing firm’s marketing automation strategy buried beneath dozens of urgent tasks, waiting for you to have time to build the “perfect” workflows? When the subject of automation comes up, do you find yourself saying:
- I don’t have time
- I don’t know technology
- I don’t know what I don’t know
If your agency doesn’t have an internal champion for your automation platform, it can be easy for workflow-building to fall to the bottom of the task list—especially if there are dozens of time-sensitive issues that need immediate attention.
If you’ve invested in an automation platform, then you KNOW marketing automation can ultimately save recruiters time and increase your firm’s revenue. But you may have discovered the learning curve can be challenging.
Don’t give up!
Writing workflows isn’t as difficult as it seems; you just have to be SMART about it.
Specific, measurable, achievable, relevant, and timebound, that is!
Here’s how you can create SMART automation goals for your staffing firm:
Pick a starting point. Identify one thing that will benefit your firm. At Haley Marketing, we recommend walking through your candidate experience to see where there is an opportunity for improvement. For example:
- Do you have a post-apply thank you automation to let candidates know their application was received?
- Are your records up to date with current candidate emails and phone numbers?
- Do you have an internal notification to recruiters when candidates’ placements are ending to prompt them to get in touch?
You know your hiring experience best. Where can you create an automation to save recruiters’ time, encourage candidate engagement, or improve sales?
Know what success looks like for your new automation and benchmark it. If you want to improve candidate engagement, consider measuring response rates and Net Promoter Scores. If you’re looking to quickly put associates back to work through internal notifications to recruiters, track redeployment rates. Identifying a metric will help you stay on target and see results.
As tempting as it is to create pie-in-the-sky automation goals, it’s better to start small and scale up. Once you gain traction and see results, you can incrementally increase your goals.
Do your automation goals align with the goals and needs of your organization? Consult stakeholders to ensure you’re targeting the most relevant opportunities.
Give yourself a deadline for building, launching, and optimizing your workflows. If possible, make yourself accountable to another team member to ensure you have some friendly time pressure—and encouragement—to keep you on track. Use a tracker to keep yourself organized of what’s live, what’s in progress, and what’s on tap!
Bonus tip: block out time each day to work on your automation workflows to make frequent steady progress toward your SMART automation goals. Before long, you’ll do more than log time; you’ll measure results!
Need help setting automation goals? Our marketing automation experts are ready to help you implement 25 core automations—and that’s just the tip of the iceberg. Contact us today to learn which ones are SMARTest for your firm.