Today we’re looking at how to get more recruitment clients and I have kindly been joined by GetMoreHRclients reader, Jordan Stanley, who leads marketing for a rapidly-growing recruitment firm in the UK, the Xyrius Group.
Jordan Stanley, Digital Marketing Officer, Xyrius
The Xyrius Group focus on offering a stress-free approach to complex HR and management problems.
(Ben’s Note: A stress-free approach can be an attractive proposition to potential clients – see my quick story on choosing a recruitment firm here).
How To Get More Recruitment Clients – Q&A With Jordan Stanley
Here’s what I asked Jordan:
- What does your business do?
- Do you focus on a niche within the market or do you serve all businesses (if so, how do you try to stand-out from competitors)?
- What are some effective ways you have acquired new clients/customers? What makes them effective?
- How have you used your CRM to gain and retain clients?
- What advice would you offer to others who want to leverage their CRM for greater business growth?
- Any ineffective ways to find new clients? Why didn’t they work so well?
- Can you share some tips on interesting people, websites, tools, podcasts, or books to check out to help grow a business faster?
Let’s get into it . . .
1. What does your business do?
Xyrius offers complete HR solutions from auditing, staffing solutions, training and more, servicing clients in over 10 major industries varying to law from residential care to E-Commerce.
2. Do you focus on a niche within the market or do you serve all businesses (if so, how do you try to stand-out from competitors)?
What differentiates our business from competitors is the level of breadth and variety, we can provide to our clients.
Our services range from professional recruitment, to auditing and book-keeping, from commercial and vocational training and apprenticeships..
3. What are some effective ways you have acquired new clients/customers? What makes them effective?
I would say to start building healthy and sustainable relationships; maintaining good levels of contact; regardless if your leads buy-in to your services.
Only hard selling to leads is not only toxic for your reputation but disregards what clients may be looking for.
By using LinkedIn’s advanced search parameters combined with intensive market research; we managed to connect directly with key decision makers and gain an 18% increase in all enquiries, in a week flat.
Relationships are key.
4. How have you used your CRM to gain and retain clients?
We imported our CRM contacts into Mail Chimp; segmenting our client base with relevant parameters such as the company industry, size and location. Afterwards each demographic was sent tailored marketing emails based on their data and requirements for HR based services.
Additionally, we also maintain healthy level of communication between clients and consultants, utilising calendar invites, status messages and notes on our CRM.
Another way that we maintain and acquire clients is by maintaining a healthy level of communication between clients, utilising contact logs from our CRM. This can be via email or phone.
5. What advice would you offer to others who want to leverage their CRM for greater business growth?
To truly grow your business and leverage your CRM, develop your customers persona with existing data and ask key questions to optimise and enhance the customer journey.
Start by considering key points such as:
- How do people find me online?
- What do my customers like?
- What is the age group and demographic of my clients?
- What peak times do I gain traffic?
- How many conversations do I get from social?
- What are my customers wants/needs?
- Then analyse your current data to identify behaviours, patterns and trends of your users.
- If you have low CTR (click-through rate) and high unsubscribe email marketing metrics, adjust the timeframe, subject and content.
- If your gain a lot of attention on product listings but fail to capitalise any sales, tweak the UI/UX and incentive buyers to use your platform.
- If your bounce rate skyrockets with mobile viewers, upgrading your layout to a responsive format.
- Use this to improve, evolve, optimise and streamline your process to near perfection. The results will speak for themselves.
6. Any ineffective ways to find new clients? Why didn’t they work so well?
Completely avoid bombarding your audience on social media. Period
I believe that as a brand, your corporate identity and values and ethos are mirrored on social media. By only pushing out your own ads, and only engaging with your own content, your bond to fail.
A few months ago, we learnt this the hard way, when one of the staff members set up an automated job poster; throwing out plain “new job posted” ads on Twitter every single day.
Not only did people not engage with our content but we started to be blocked and unfollowed!
7. Can you share some tips on interesting people, websites, tools, podcasts, or books to check out to help grow a business faster?
I highly recommend checking out Chris Do and Simon Bourne; two massively understated pioneers in the creative field that provide practical advice and inspiring stories; highlighting how they managed to transform their companies into thriving businesses within the sector.
Jordan and the team have done a great job growing the business over time in a tough sector. They’re accelerating this growth with clever use of email through their CRM and other other forward-thinking approaches. I also really admire their support for local charities and would guess that clients would too.
To find out more about this successful business, visit Xyrius.
Jordan Stanley | Digital Marketing Officer – Jordan on LinkedIn.
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