About 95% of the recruitment agencies all over the world are only keen on branding their company or firm instead of branding the recruiters itself, the main reason is that most of the recruiters will probably move to another firm when their time are up and with this mindset, it is very unlikely that the company will assist to brand the recruiters themselves.
However, from the prospective of a GREAT recruiter, it is very important to let your clients and candidates know WHO you are, WHAT you are and WHAT you are GOOD in doing, that is call positioning.
Yes, sometimes it is call BRANDING. You get the point.
You will need to position yourself in such a way that the clients and the candidates will NOT perceived you to be another one of the same same recruiter out there….
If you are perceived to be another one of those, you will be treated like one of those, what will happen in the end is that most likely you will lose the job and move on to another industry.
My point is this – Do not be another SAME SAME recruiter and recruitment consultant out there…
BE DIFFERENT and be BOLD.
Hence, you need to position yourself out of the rest of them; you will need to really brand yourself. Even though your current company may not have the facilities to allow you to do so, there are so many platforms available in the internet that allows you to start to make some names for yourself.
Here are some steps you can do to BRAND yourself.
1. Create Your Identity
Don’t worry about whether it is branded now as it is not the key point, you will have to start now, not later as branding takes time.
Create an Identity
When you are doing your website, your will need to choose an identity – that is to say that how you want people to perceive you to be, a specialised recruiter in Oil and Gas,
A recruiter in construction or something else, you will need to be focusing on one area or job function so that you will be able to use the synergy effect in the long run to close more sales.
Are you doing a 360 recruitment role or just only 180 recruitment? Its good to let the public know in your personal website
Choose a tag-line on how people what to name you, the name “Recruiter in Construction” is not a great tag line but twisting and turning the sentence may change for a better, such as “Massive Construction Recruiter” or even “Oiled Recruiter” you see, the point is that it should be something interesting and memorable, not just another SAME SAME tagline.
Another example which you can refer to is my brand last time was The Recruitment Guru, it instantly gives people the idea that I am the guru in recruitment. Period.
Simple and sweet. Nothing to brag about and lets move on.
Get plenty of testimonials from your clients and candidates, put their pictures and contacts when possible, it will add a lot of weight. Don’t worry about whether there will be people contacting your existing client, if the client wants to leave, they will move on to another recruiter or recruitment consultant.
Group Photos in your Website
Put plenty of group photos in your blog, your blog readers love to see YOU in person, any group photo will help to build trust and reliability. Trust equates to branding.
Write articles and information related to your industry, write about 2-5 times per week if possible, anything less than 1 time per week will meant that you will have plenty of “lost” visitors, when you write information and articles related to your industry, you will indirect show and tell people that you are the authority of that particular field.
Announce to the World
Create visitors, of course with a great blog and fantastic articles, you will need visitors, get into email marketing, create accounts in your social media such as Google +, Linkedin, Facebook, Twitter and any other platform you think you preferred.
Add as many real friends as possible and push them to your website.
Very soon, you will have over thousands and thousands of visitors visiting your website EVERYDAY like what I have done in my blog. With thousands of visitors visiting you EVERYDAY, do you think you will have plenty of business and sales? You BET!
2. Use Linkedin as a Starting Point
Here are some easy steps to identify, contact new employees and to help your brand for yourself as a professional recruiter on LinkedIn.
Consider visibility: Being a recruiter you have to move unmasked. A professional recruiter cannot attract candidates anonymously unless he is identified. Similarly, a recruiter must agree to receive solicitations from people who do not fit the profile.
Update your profile: A company having an interesting and comprehensive profile is sure to get a lot of invitations by any interested candidate, which means your profile must be complete, professional and illustrated. Interestingly, on LinkedIn, profiles with photo are eight times more viewed than the ones that are without any profile pictures. So make a profile, which explain your ideas and motives.
Use the right keywords: Recruiters who use the search tool to source candidates have an incentive to start with a broad search to locate people that have the required skills which is why its of utmost importance for you to choose the keywords that describe your company’s services.
Being disciplined: Build your network, spend your day and participate in discussions on the hubs. Clearly define time slots each day devoted to social networks and be careful not to deviate from them.
Send the same message to everyone: The recruiter must send a personal message stating why he contacted, what interests him in the individual’s profile and what he has to offer. This process certainly takes time, but it surely promises a greater return on investment for the recruiter and the person that is being recruited.
Build your network: To leverage the power of LinkedIn network, you must have build relationships. Start by bringing more people you know, as it can ultimately help you grow your network naturally. But you need to have thousands of contacts to get results.
Browse the network: Feel free to browse the network and look for those professionals who can meet your recruitment needs. Remember also to see the ‘People who viewed this profile also viewed..’ option to look for good opportunities.
Use the “advanced” query: Use the search parameters for advanced searches. This can be accessed from the link ‘Advanced’ given at the right of the search box on a home page. Among all the options available to you, there are some options that you would find particularly interesting. For example the ‘Function’ allows you to include only members who currently hold the position specified, the ‘Company’ gives you the opportunity to choose to retrieve only those members who are working for that particular company currently, those who have previously worked or both at the same time.
Post a Job on LinkedIn: The easiest way to broadcast yourself as a professional recruiter is to do it with the help of an advertisement via the ‘Careers’ option. This option is not free, but with possible discounts, you can buy recruitment packs. You can collect applications on LinkedIn, can be notified by e-mail or redirect candidates to your own career sites.
Increase the visibility of your ad: Once the ad is published, you can send it to your contacts and ask your colleagues to spread the word. After reading your ad, users would share the information on LinkedIn and other social media sites.
Use the pages: Pages such as “Company” and “Careers” can be an excellent tool for recruitment and attraction of new candidates. If any part of the content of a page is related to LinkedIn profiles of people who are currently working or have worked for the company, you can gain control over certain elements such as the description of the company, its specialties etc. The page ‘Careers’ can be activated, if you post a job on the network or if you subscribe to ‘Careers’ page. It offers a range of opportunities for the development of your employer brand.
Following: See the list of people who follow your company among the list of professionals who follow your company. This list is undoubtedly a very interesting pool!
Contact recommended candidates: LinkedIn reveals the relationships between the members and the recommendations they receive. This function allows you to quickly decide whom you really want to contact and whom you should be connected with.
Adopt an active strategy: Publish regular status updates, ask recommendations, share useful information, help groups (start discussions and comment on those of others), publish job vacancies in the corresponding groups and create your own group.
Take part of the ‘Relevant statistics’: If you recruit graduates, use the ‘Relevant statistics’ to determine which schools your firm’s current employees attended. Most people keep in touch with their former university or school. Always remember that your employees are your best brand ambassadors which is why expanding your network through your employees is always an interesting and useful option to make use of even on Linkedin.
Work on these tips and your will be able to brand yourself as a professional recruiter. Cheers!
8) Give it time….Well, branding takes time and you will need to consistently put in a lot of effort to push your brand up.
9) Enjoy the process, if you are doing the whole branding process and you are not enjoying it, I may suggest you do something that you like to do and get someone who is able to help you do the work for you.
Many recruitment consultants/recruiters who are working for a recruitment agency or working for themselves had never thought that self-branding is very important in their ultimate success or failure in the industry.
When I was talking to many consultants and owners or the recruitment industry,
I always ask them 2 basic questions that they are not able to answer, these are the 2 questions:
1) If I am the client, why should I give you the business?
2) If I am the client, why should I give you the business exclusively?
For many recruitment consultants/recruiters, question number 1 is already quite tough to answer, some of them who are more experience will be able answer the first one but when it comes to questions 2.
Many of the really do not know how to answer that question at all!
If you are not even able to answer the 2 questions above, how do you expect people to give you the business and sales?
It just does not work in real life, you can continue to do cold calling via telemarketing, email marketing, social media marketing and other available techniques but at the end of the route you will still hit the WALL and the same question will goes back to you….
WHY SHOULD THE CLIENT GIVE YOU THE BUSINESS?
Part of the answer is related to Self-Branding, which is to say how the clients perceive you to be, what you are and what can you do. You see, the keyword is “PERCEIVE.”
It may not be a real thing but how the other people think of what you are.
If it is for good, then it will be great but what happen if the self-branding is on the negative side and you do not even know about it, would it be very sad to know that the client perceive things that you are not into it and you do not know why this is happening?
My friend, in real life, it is always happening everywhere especially if you are not strong in your self-branding.
Let me ask you a very straight question, did the company you are with now tells you how to brand yourself and position yourself in such a way that you are special, unique and one of the kind and not just another recruitment consultant out there?
Well I dare to say over 95% of the people out there will tell you the following steps:
1) Find the client and get the job orders
2) Find the right candidate and forward them to the clients
3) Close case and hit your target (KPI)
Err….excuse me…where is the branding? It seems that it is not even there at all…
Yes, it is totally not in the equation at all, they will not ask you to brand themselves because the company is the brand, but do you know that YOU are also a BRAND by itself and you are not even making any effort branding it?
Ask yourself this important question:
If you have a great brand do you think your clients and candidate will follow you wherever you go?
The answer is a definite YES!
Well, apparently we seems to have answered part of the 2 questions which was asked above, isn’t it?
Here are some proven methods that you can do to start branding to another higher level:
1) Play the level you want to play – That is to say that you choose what type to clients and candidates to serve, not the other way around. Do not attempt to take all the clients who are available and choose what kind of candidates you want to recommend.
2) Your Niche – If you perceive as one of those consultants out there, you will be treated like anyone of them, when you are positioned as one of them, you will end up like one of them. Choose and focus on the industry, function, category and level you want to play and able to play. Do not attempt to enter an area which you are not familiar or un-comfortable, you will not go very far on that.
3) Act like a champion – Regardless whether you are meeting a client, wear like a winner, talk like a winner and think like a winner, eventually your habit will make you to become a real winner.
4) Market Presence – Get your own website, your own domain name if possible then put your picture, information and everything people need to know to let them know you exist. Make your own facebook fan page, Twitter, Linkedin,etc…
5) Blogging – Talk and write about things in your industry that showcase that you are a professional and expert in what you are doing, remember that you must always give something before you get something in return.
6) Finding your identity – Once you have position yourself on what people what to perceive you, brand it and let people knows who you are.
For example, when someone come to my website @ www.dougleschan.com they will automatically see me as The Recruitment Guru and when they visited my website long enough and more frequently enough and when they think of recruitment guru next time, they will automatically relate to- > Dougles Chan…that is how powerful branding is!
7) Search Engine – Well once you started to brand yourself, put some effort in branding your own website in the optimisation part and there will be more people knowing who you are and what you do.
Do you know that some clients and candidates “Google” you when they make some contact in Linkedin, email or other social media with you? If your name is not even in “Google” it shows what “level” of branding you are at….
If you were to search The Recruitment Guru, you will notice that my website is at the top page of the local Google search page and also the first page of Google International. That shows the level of “branding” it has on “The Recruitment Guru” itself.
Branding is a long term effort and the process will be pretty much tedious and bumpy but you will need to put some effort every single day to ensure it is working.