We conceptualized campaign ideas, designed implementation strategies and carried through on all tactical pieces to make the staffing agency marketing goals a reality.
Staffing agency marketing is competitive. The Aliste team worked with in-house marketing to design and implement the most effective marketing strategies in the industry.
Marketing and Business Process
Prior to Aliste joining their team, MAS lacked a cohesive staffing agency marketing strategy that went beyond the traditional focus of social media and blog posting. After years of inconsistent posting and low brand exposure, MAS was seeing poor reviews from candidates, limited engagement online and lack of retention both internally and externally. We conducted an extensive exploratory meeting to meet with the core team members of MAS to discuss the opportunities, challenges, concerns and learn the sales process of the staffing recruiters.
The marketing and business assessment process provided the information necessary for the Aliste team to identify key staffing agency marketing campaigns, ideas and processes that address the marketing and communication challenges. They also focused on improving the strategies in the existing recruiting and retention activities.
Staffing Agency Marketing Plan
Buyer Personas were developed for each target candidate along with key pain points that those individuals experience. The goal in doing this was to have the entire MAS team understand who the ideal candidate is- what do they look for in a staffing agency, what are their concerns, how do they find positions, who are the recruiters they want to work with…etc. These questions were developed into articles that hit upon those areas and further pushed them through the MAS pipeline, starting with inbound marketing.
What we realized through this process is that candidates and internal employees need a place to be heard and a sense of community since many were traveling across the country. As a result, we designed informative staffing agency marketing email campaigns that kept all team members in the loop of the latest blogs, events, traveler stories and department news. These campaigns were a consistent touch point that encouraged actionable steps that individuals could take to get more involved along with apply for the latest and hottest travel jobs. This lead into the larger picture of “how do we create a community of belonging?”
To do this, we clung to the idea: Traveling Doesn’t Have to Be Lonely. This spun into our main campaign that drove an online community, appreciation mailings, welcome kits and a Loyalty Program.
Surveys and Reviews
To measure the effectiveness of our campaign and the services provided by the recruiters, a survey was designed to ask specific questions at different touch points electronically. These surveys have a 54% response rate and provide a private outlet where candidates could share their experience and concerns directly to the company rather than posting to social media. What resulted was a decrease in negative online reviews and positive feedback for the MAS process.
In addition to the high level campaign ideas, our external team worked closely to research, generate ideas and roll out techniques for Travel Expo Conferences, Career Fairs, niche industry groups, guest bloggers, Linkedin, Lead Nurturing, Landing Pages, Content Offers and trainings that informed the recruiters on how to use the marketing materials to increase conversion.
Targeted Content Marketing
The staffing agency marketing planning process and editorial calendar outlined specific blog topics that would result in achieving our SEO goals and stimulate interest among our specific buyer personas.
This resulted in:
● 60%+ increase in page session views
● 39% increase in web traffic from social media
● 217% increase in traffic to specific website page campaign for conversion
Even more impressing is the growth of the blog within a year at 137% with a 436% increase in returning blog readers.
Tangible Brand Growth
Owner, Ken Johnson:
“As an established Staffing Agency, we rely on fostering valuable relationships with our candidates and generating new prospects that are a perfect fit for our services. With an in-house staffing agency marketing department we were unable to achieve the milestones we desired, which is why we discovered Aliste Marketing as a resource.
The Aliste Team came into our company to really learn the sales process, the needs and goals of candidates and the opportunities where we can grow. Through this discovery process they developed a strategic staffing agency marketing plan that laid the foundation we needed to grow.
Through their first year working closely with our internal team, we were able to accomplish more in the first 6 months than we did in previous years. They conceptualized campaign ideas, designed implementation strategies and carried through on all tactical pieces to make it a reality.
Compiling the data at the end of the year, we were able to see the increase in our blog readership, decrease in negative reviews, increase in positive feedback, engagement across our social pages and a Facebook Group that build a community of candidates that act as evangelist for our brand.
Aliste Marketing continues to support our marketing efforts and is a valued advisor to our department goals.”
would be an understatement! Alicia and her staff have completely changed our company's attitude and understanding of marketing. Aliste has successfully developed a handful of marketing plans for MAS that have resulted in increased revenue. If you are looking for creative ideas, commitment and dedication that is second to none, Aliste Marketing is absolutely the company you need assisting in your marketing vision!"
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