Email Marketing Delivers Staffing ROI

Everything old is new again. It’s more than a cliché, it’s a proven truth when it comes to the cyclical nature of marketing. And in the staffing and recruiting industry, one of the “old school” methods of marketing, email, is making a strong comeback.

People still have fears about email. What if it’s sent to junk, ignored, or you’re blocked from their inbox? Well, the same could be said for cold calling, and most recruiters are still “dialing for dollars.” Don’t let the fear of getting an “out of office” reply stop you from utilizing this ROI machine.

Check out these facts about email marketing:

  • […] for ten years in a row, email is the channel generating the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI.
  • 1 percent of U.S. adults like to receive promotional emails from companies they do business with.
  • Email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers.

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So, now that you’re sold on email marketing, how can the staffing and recruiting industry use it to see real results? Check out these four suggestions and implement them today to get the ROI email marketing – and only email marketing – can drive.

  1. Advertise Your Open Positions. Want to make sure the candidates in your database are kept up-to-date with the latest positions available? What could be easier than sending the jobs directly to their inbox? If you want to really create a strategic email marketing plan, create separate mailing lists for parameters such as industry, location, job title, etc. The more targeted your emails can be for, the more response you’ll get from interested candidates.
  2. Skill Market Your Available Candidates. You always have a pipeline of great talent available, what are you doing to tell clients about them? Set up emails with client images, descriptions, availability, start dates and salary ranges, and let your clients know these people are ready to start today. Don’t wait for clients to come to you looking for someone, send someone great over before the need even arises!
  3. Reactivate Past Candidates or Those With Assignments Ending Soon. Many recruiters make the mistake of starting from the beginning when they have a new job opening, pulling resumes off big career sites. Why not keep track of candidates who have been placed with you in the past, or who are currently on an assignment that’s coming to an end? You already know they’re vetted and qualified, all you have to do is reach out and let them know you have positions available for them – with the click of a mouse.
  4. Stay Top-of-Mind. With so many competitors in the staffing and recruiting industry, it’s important to do everything you can to give yourself a competitive advantage. While other recruiters may be sending out available candidates or jobs, are they sending along holiday cheer, or other forms of email that have no sales tactic – other than to keep your name in front of clients’ and candidates’ eyes? Keeping yourself top-of-mind is incredibly strategic. If your clients or candidates need your services, do you want them to google “jobs in my area,” or remember your name from your frequent communications, and reach out to you directly? I know which result I’d prefer!

With email marketing, your staffing or recruiting company can improve candidate relations, client recognition, and ultimately your bottom line. So, if you’re not currently using an email marketing campaign, what’s stopping you?! There’s no better time than now to start using this incredible ROI generating strategy.

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Mackenzie Froese

Mackenzie Froese
Mackenzie Froese is a marketing advisor with Haley Marketing.

Mackenzie Froese

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